Publication
Fatores determinantes no processo de decisão de escolha de destinos: a escolha do Porto dos estudantes de ensino superior
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| DM_26071 | 1.6 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Esta dissertação tem como tema o processo de decisão do consumidor, e mais especificamente os determinantes dessa decisão relativamente a destinos. O principal objetivo é assim determinar os atributos determinantes na escolha da cidade e da instituição de ensino no processo de decisão dos alunos estrangeiros na escolha do seu destino. Foi aplicado um questionário online junto de uma amostra não probabilística por conveniência a 205 estudantes de instituições de ensino superior na cidade do Porto. Os resultados sugerem que os alunos consideram a Universidade, os Cursos, a Dimensão/Cultura, as Infraestruturas, o Desenvolvimento/Segurança e a Beleza/Lazer como os fatores mais importantes na sua decisão. Estes resultados podem ter implicações para o posicionamento das Universidades, ao nível do Marketing e mais especificamente da promoção do seu produto.
The theme of this dissertation is the consumer decision process, and more specifically the determinants of that decision in relative to destinations. The main objective is thus to determine the determinant attributes in the choice of the city and the educational institution in the decision process of foreign students in choosing their destination. An online questionnaire was applied to a non-probabilistic sample for convenience to 205 students from higher education institutions in the city of Porto. The results suggest that students consider the University, Courses, Dimension/Culture, Infrastructures, Development /Security and Beauty/Leisure as the most important factors in their decision. These results may have implications for the positioning of Universities, their marketing and more specifically the promotion of their product.
The theme of this dissertation is the consumer decision process, and more specifically the determinants of that decision in relative to destinations. The main objective is thus to determine the determinant attributes in the choice of the city and the educational institution in the decision process of foreign students in choosing their destination. An online questionnaire was applied to a non-probabilistic sample for convenience to 205 students from higher education institutions in the city of Porto. The results suggest that students consider the University, Courses, Dimension/Culture, Infrastructures, Development /Security and Beauty/Leisure as the most important factors in their decision. These results may have implications for the positioning of Universities, their marketing and more specifically the promotion of their product.
Description
Keywords
Processo de decisão Marca da cidade Marketing educacional Ensino superior Decision process City brand Marketing in higher education