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http://hdl.handle.net/10071/9364
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Title: Choosing a university in Portugal: a conceptual model
Authors: Queijo, E.
Silva, R.
Laureano, R. M. S.
Keywords: University
Marketing mix
Foreign student
Tourism
Issue Date: 2013
Publisher: Universidade Lusíada de Vila Nova de Famalicão
Abstract: This study, based on the scientific domains of consumer Behavior (decision-making process) and Brand Reputation perception, aims to check if Tourism is the key influencer or only a part of the set of components in the choice of a university in Portugal. The marketing mix (4 Ps) was the strategy chosen for the construction of the model and the parametric tests and the Logit Model are the statistical approaches suggested in this study. The limitations lie in the scarce literature on the subject and difficulty to access Academic Tourism data in Portugal and its economic representativeness. This knowledge will define the real factors involving choosing a university abroad and complete the literature with a Portuguese experience. The practical result is to present a strategic marketing guide for companies aiming at working with academic tourism, a booming segment in recent years.
Peer reviewed: Sim
URI: https://ciencia.iscte-iul.pt/public/pub/id/23351
http://hdl.handle.net/10071/9364
ISSN: 1647-578X
Publisher version: http://revistas.lis.ulusiada.pt/index.php/ijeim/article/view/1902/2020
Appears in Collections:BRU-RN - Artigo em revista científica nacional com arbitragem científica

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