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  • 1.
    Jokinen, Charlotta
    et al.
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Halling, Lisa Kristin
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Sol och stränder eller bra bibliotek?: En studie över vilka faktorer som påverkar utlandsstudenters val av destination och lärosäte2009Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Abstract

    Academy:     School of Sustainable Development of Society and Technology,

    Mälardalen University

    Level:           Bachelor thesis in Marketing, EFO225, 15 ECTS.

    Date:             2009-05-18

    Authors:       Lisa Kristin Halling och Charlotta Jokinen

    Tutor:           Lars Albert

    Background:  Leisure traveling has become more and more common in today’s society and research has been done in order to decide underlying factors that influence a traveler in the process of choosing a destination. It has also become common to travel abroad in combination with studies. Thus, no in depth research has been made on a student traveler’s underlying factors when going through the same process in choosing destination and institution. Each year, many Swedish students choose to study abroad and therefore they form a big market with purchasing power, as well an interesting group of consumers to study in the same purpose as the traditional traveler.

    Purpose:       The purpose of this thesis is to examine the underlying factors that influence the choice of destination and institution of a student when deciding to study abroad. We want to look at both resemblances and differences between the traditional traveler and a traveler intending to combine studying and traveling; a student traveler. With a focus on theories of Pizam and Mansfeld based on factors that influence a traveler’s choice of destination, we aim to present potential complementary factors and variables to the consumer behavior theories of Pizam and Mansfeld in this specific context.

    Method:       A qualitative study was made through interviews with Swedish students, geographically and demographically spread. The interviews were made in order to examine what factors that influenced the students in the process of choosing destination and institution abroad.

    Conclusions: We found both resemblances and differences between the traditional traveler and the student traveler. Consequently, we can state that Pizam and Mansfeld’s theories regarding factors that influence a traveler’s choice of destination are somewhat applicable also to the student traveler. Thus, we can also say that the differences found can result in complementary perspectives to Pizam and Mansfelds theories.

    Keywords:   Consumer behavior, consumer psychology and destination marketing. 

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