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27.04.2017 | Empirical article

Study abroad programs as a service convergence: an international marketing approach

verfasst von: M. Minsuk Shin, Eun Jeong Noh, Jiwon Lee

Erschienen in: Service Business | Ausgabe 2/2018

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Abstract

A study abroad program (SAP) converges education and tourism services and is typically characterized by high-involvement levels. However, existing studies offer limited insight into these characteristics in context of consumers’ decision making. Therefore, this study explores factors signifying the convergent nature of SAPs by drawing on the education and tourism literature and, accordingly, evaluates consumers’ benefit and risk perceptions of these determinants to reflect SAPs’ high-involvement nature. Our findings on the factors affecting consumer decisions offer both theoretical and practical implications for institutions and education marketers of SAPs.

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Titel: Study abroad programs as a service convergence: an international marketing approach
verfasst von: M. Minsuk Shin
Eun Jeong Noh
Jiwon Lee
Publikationsdatum: 27.04.2017
Verlag: Springer Berlin Heidelberg
Erschienen in: Service Business / Ausgabe 2/2018
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-017-0345-6

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