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‘Study in Estonia’: the strategic implications of hosting international students on Estonia’s tourism economy

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  • Jeff Jarvis

Abstract

In the context of increasing global mobility, international university students have previously been identified as a high yield and beneficial visitation market. A quantitative study of 289 short-term international university students in Estonia confirmed that they are high-yield, long-staying, low-leakage, counter-seasonal visitors who stimulated significant visiting friends and relatives tourism. The economic benefits derived from these students spread throughout Estonia and the wider Baltic tourism economy. Strategically, they demonstrated a strong capacity to generate positive word of mouth and become brand ambassadors, assisting in the rebranding of ‘post-Soviet’ tourism economies with limited marketing resources such as Estonia.

Suggested Citation

  • Jeff Jarvis, 2020. "‘Study in Estonia’: the strategic implications of hosting international students on Estonia’s tourism economy," Journal of Baltic Studies, Taylor & Francis Journals, vol. 51(2), pages 261-274, April.
    • Handle: RePEc:taf:rbalxx:v:51:y:2020:i:2:p:261-274
    DOI: 10.1080/01629778.2018.1439847
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