STUDY ABROAD PROGRAMMES AS AN EDUTOURISM SEGMENT FOR SOUTH AFRICAN UNIVERSITIES

Abstract

This study focuses on factors influencing international students' selection of South Africa as a study-abroad destination. Using selected universities as a case study, a mixed methods approach was used for data collection by targeting 130 study-abroad students at the selected universities and 5 representatives at the international offices at these universities. Key indications from the data noted (1) a European dominance in the demographic distribution of participants and (2) a steady interest in the study-abroad programme niche. Furthermore, (3) a combination of pull and push factors was considered essential to marketing efforts in attracting prospective students. The significance of the study lies in underscoring the importance of combining known motives and marketing efforts to attract prospective students. The nuanced absence of regional participation and the study’s enhancement of theory development in this context was noted, and pathways for future research were proposed.

Keywords

• edutourism
• study abroad
• student profile
• motivations
• south africa