THE UNIVERSITY STUDENT AND MARKETING: A VISION OF RELATIONSHIPS WITH THE TOURISM SECTOR
Keywords:
Marketing, Student Confidence, Student Sentiment, Higher Education, Tourism Sector
Abstract
The universities have recognized the importance of promotion in the education and tourism sectors. For instance, universities have transformed their vision from student recruitment to a holistic marketing approach. This has caused the issue of marketing on student confidence and student sentiment, has gained more expectations in recent years by universities and the tourism sector. The study aims to systematize the theoretical and practical references that link confidence and student sentiment to marketing approaches in higher institutions. The findings identified a small number of studies, which differ from the interest in other sectors and businesses. Concerning student confidence and student sentiment, the paper highlights the employment opportunities, internship, personal branding, storytelling and collaborative project-based learning. Furthermore, these aspects are fairly linked with obtaining employment opportunities and enhancing vocational capabilities.
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References
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Thompson, E. B., Heley, F., Oster-Aaland, L., Stastny, S. N., & Crawford, E. C. (2013). The Impact of a Student-Driven Social Marketing Campaign on College Student Alcohol-Related Beliefs and Behaviors. Social Marketing Quarterly, 19(1), 52–64. https://doi.org/10.1177/1524500412472668
Alabi, O. J., Seedat-Khan, M. & Abdullahi, A. A. (2019). The lived experiences of postgraduate female students at the University of Kwazulu Natal, Durban, South Africa. Heliyon, 5(11), e02731. Available at: https://doi.org/10.1016/j.heliyon.2019.e02731
Al-Dwish, G. M., & Aljohani, A. N. (2024). Sentiment analysis of Saudi Arabian university students by using ml algorithms. Advances and Applications in Discrete Mathematics, 41(5), 393–410. https://doi.org/10.17654/0974165824027
Alfayoumi, B., Alshraideh, M., Al-Sharaeh, S., Leiner, M., & AlDajani, I. M. (2021). Analyzing the Sentiments of Jordanian Students towards Online Education in the Higher Education Institutions. International Journal of Advanced Computer Science and Applications, 12(11). https://doi.org/10.14569/IJACSA.2021.0121108
Allison, L., Blair, J., Jung, J. H., & Boutin, P. J. (2020). The Impact and Mediating Role of Personal Brand Authenticity on the Self-Actualization of University Graduates Entering the Workforce. Journal for Advancement of Marketing Education, 28(2). https://doi.org/10.63963/001c.150600
Azmat, F., Lim, W. M., Moyeen, A., Voola, R., & Gupta, G. (2023). Convergence of business, innovation, and sustainability at the tipping point of the sustainable development goals. Journal of Business Research, 167, 114170. https://doi.org/10.1016/j.jbusres.2023.114170
Barna, M., Bilyk, O., Lepeyko, T., Shikovets, K., Lemeshchenko, N., & Popovychenko, H. (2025). Corporate social responsibility of educational innovators in financial management and digital marketing strategies. Financial and Credit Activity Problems of Theory and Practice, 4(63), 644–663. https://doi.org/10.55643/fcaptp.4.63.2025.4860
Brown, C., Varley, P., & Pal, J. (2009). University course selection and services marketing. Marketing Intelligence & Planning, 27(3), 310–325. https://doi.org/10.1108/02634500910955227
Burns, D. J., Gupta, P. B. & Burns, S. D. (2013). Are business students at Jesuit universities more socially responsible? Social Responsibility Journal, 9(3), 454–464. https://doi.org/10.1108/SRJ-03-2012-0031
Gordillo, L. D. J., Domínguez, B. M., Vega, C., De La Cruz, A., & Angeles, M. (2020). El marketing educativo como estrategia para la satisfacción de alumnos universitarios. Propósitos y Representaciones, 8(1), 3. https://doi.org/10.20511/pyr2020.v8nSPE1.499
Guilbault, M. (2018). Students as customers in higher education: The (controversial) debate needs to end. Journal of Retailing and Consumer Services, 40, 295–298. https://doi.org/10.1016/j.jretconser.2017.03.006
Hemsley-Brown, J. & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. https://doi.org/10.1108/09513550610669176
Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. https://doi.org/10.1108/09513540810875635
Juliet, M. P. (2020). Students’ reflections on collaborated project-based learning in the Department of Ecotourism. Tourism and Leisure, 9(1), 1–14.
Lozano-Nieto, A. (1998). Internship Experiences in Biomedical Engineering Technology: An Overview of Students and Prospective Employers Perceptions. In ASEE Annual Conference Proceedings (pp. 3.368.1-3.368.4). https://doi.org/10.18260/1-2--7235
McDougal, E. R., Syrdal, H. A., Gravois, R., & Kemp, A. F. (2021). The power of story: using storytelling to increase students’ confidence and competence in applying marketing concepts. Marketing Education Review, 31(2), 119–124. https://doi.org/10.1080/10528008.2020.1853573
Nie, Z., & Zarei, H. (2023). A cross-cultural study on the career counseling service ecosystem: Implications for higher education marketing. Journal of Marketing for Higher Education, 36(1), 100–126. https://doi.org/10.1080/08841241.2023.2242805
Pearce, G. & Sutton-Brady, C. (2003). International Business Theatre (IBT): An alternative evaluation method for enhancing student learning in international marketing. Assessment & Evaluation in Higher Education, 28(1), 3–15. https://doi.org/10.1080/02602930301686
Sabin, P. C. (2007). On Sentimental Education among College Students. Teachers College Record: The Voice of Scholarship in Education, 109(7), 1682–1704. https://doi.org/10.1177/016146810710900712
Thompson, E. B., Heley, F., Oster-Aaland, L., Stastny, S. N., & Crawford, E. C. (2013). The Impact of a Student-Driven Social Marketing Campaign on College Student Alcohol-Related Beliefs and Behaviors. Social Marketing Quarterly, 19(1), 52–64. https://doi.org/10.1177/1524500412472668
Published
2026-10-16
How to Cite
Pérez Lavandera, R., Ramos-Giral, G., & Rodríguez Veiguela, Y. (2026). THE UNIVERSITY STUDENT AND MARKETING: A VISION OF RELATIONSHIPS WITH THE TOURISM SECTOR. Tourism International Scientific Conference Vrnjačka Banja - TISC, 9(1), 305-312. https://doi.org/10.52370/TISC26305RP
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Articles
