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Universities as stakeholders that influence students’ intention to visit a place

Author

Listed:
  • Nergis Aziz

    (Suleyman Sah University)

  • Habibe Ilhan

    (Suleyman Sah University)

  • Barry A. Friedman

    (State University of New York at Oswego)

  • Nizameddin Bayyurt

    (Fatih University)

  • İbrahim Keleş

    (Nigerian Turkish Nile University)

Abstract

Place branding is gaining significance as destinations compete for scarce resources and visitors. Universities have great potential to influence the attitudes and behavioral intentions of the next generation of visitors, yet little research exists that explores the role or impact universities have on place branding. Using the Theory of Planned Behavior (Ajzen, 1991), we therefore tested the influence that universities have on individuals’ attitudes toward and intention to visit Turkey. Data analyzed from 226 students suggest that universities influenced potential visitor attitudes, which led to the forming of behavioral intention to visit a particular country, and eventually resulted in actual behavior (visiting Turkey). To build value and attract visitors, universities should be involved in the place branding processes. This paper fills this gap and contributes to the literature by analyzing the impact of universities’ activities on the formation of visitor intentions to visit Turkey.

Suggested Citation

  • Nergis Aziz & Habibe Ilhan & Barry A. Friedman & Nizameddin Bayyurt & İbrahim Keleş, 2016. "Universities as stakeholders that influence students’ intention to visit a place," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(4), pages 249-267, November.
    • Handle: RePEc:pal:pbapdi:v:12:y:2016:i:4:d:10.1057_s41254-016-0005-y
    DOI: 10.1057/s41254-016-0005-y
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    References listed on IDEAS

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