Marketing in international exchange of language courses: A study on the dimensions of the image
Autor(a) principal: | |
---|---|
Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Marketing & Tourism Review |
Texto Completo: | https://revistas.face.ufmg.br/index.php/mtr/article/view/5158 |
Resumo: | The present study sought to describe the image that potential customers, current customers and former customers have regarding the international exchange of language courses, based on three (cognitive, symbolic and emotional) of the four dimensions of the classification proposed by De Toni, Milan and Schuler (2004, 2005). To do so, it was opted for using the qualitative method, by means of 45 in-depth interviews with such groups of customers. During the interviews, the technique of drawings construction was used, which had the purpose to illustrate the content of the interviews. Furthermore, the information obtained was analyzed through the technique of content analysis by thematic units. The results show that the cognitive dimension can be classified into three broad categories: (a) the reasons that lead people to study abroad in international language courses; (b) Sources of information and groups of influence on the decision for language courses exchange; and (c) the criteria used for the choice of countries of destination for language courses exchange. Whereas in the symbolic dimension, the following categories were obtained: a) Growth and personal maturity; (b) Social status; c) Adventure, fun and challenge; d) Identity, freedom and independence; (e) New and different experiences. Finally, the emotional dimension can be divided into the following categories: a) Emotions and positive expectations; (b) Negative emotions and frustration of expectations; (c) Resources for the management of emotions; d) Emotions related to the mechanism of sacrifice-reward. |
id |
UFMG-16_34bd0a7cc5c06375fabf3dba8d0248e3 |
---|---|
oai_identifier_str |
oai:ojs.pkp.sfu.ca:article/5158 |
network_acronym_str |
UFMG-16 |
network_name_str |
Marketing & Tourism Review |
repository_id_str |
|
spelling |
Marketing in international exchange of language courses: A study on the dimensions of the imageImageexchangeconsumer behaviormarketingThe present study sought to describe the image that potential customers, current customers and former customers have regarding the international exchange of language courses, based on three (cognitive, symbolic and emotional) of the four dimensions of the classification proposed by De Toni, Milan and Schuler (2004, 2005). To do so, it was opted for using the qualitative method, by means of 45 in-depth interviews with such groups of customers. During the interviews, the technique of drawings construction was used, which had the purpose to illustrate the content of the interviews. Furthermore, the information obtained was analyzed through the technique of content analysis by thematic units. The results show that the cognitive dimension can be classified into three broad categories: (a) the reasons that lead people to study abroad in international language courses; (b) Sources of information and groups of influence on the decision for language courses exchange; and (c) the criteria used for the choice of countries of destination for language courses exchange. Whereas in the symbolic dimension, the following categories were obtained: a) Growth and personal maturity; (b) Social status; c) Adventure, fun and challenge; d) Identity, freedom and independence; (e) New and different experiences. Finally, the emotional dimension can be divided into the following categories: a) Emotions and positive expectations; (b) Negative emotions and frustration of expectations; (c) Resources for the management of emotions; d) Emotions related to the mechanism of sacrifice-reward.Federal University of Minas Gerais2018-12-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/515810.29149/mtr.v3i3.5158Marketing & Tourism Review; v. 3 n. 3 (2018): v.3, n.3, 2018Marketing & Tourism Review; Vol. 3 No. 3 (2018): v.3, n.3, 20182525-81762525-817610.29149/mtr.v3i3reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporhttps://revistas.face.ufmg.br/index.php/mtr/article/view/5158/2780Victer, Pedro PauloSouki, Gustavoda Silva, Rejane SantanaReis, Viviane Costainfo:eu-repo/semantics/openAccess2019-09-07T01:08:48Zoai:ojs.pkp.sfu.ca:article/5158Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2019-09-07T01:08:48Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false |
dc.title.none.fl_str_mv |
Marketing in international exchange of language courses: A study on the dimensions of the image |
title |
Marketing in international exchange of language courses: A study on the dimensions of the image |
spellingShingle |
Marketing in international exchange of language courses: A study on the dimensions of the image Victer, Pedro Paulo Image exchange consumer behavior marketing |
title_short |
Marketing in international exchange of language courses: A study on the dimensions of the image |
title_full |
Marketing in international exchange of language courses: A study on the dimensions of the image |
title_fullStr |
Marketing in international exchange of language courses: A study on the dimensions of the image |
title_full_unstemmed |
Marketing in international exchange of language courses: A study on the dimensions of the image |
title_sort |
Marketing in international exchange of language courses: A study on the dimensions of the image |
author |
Victer, Pedro Paulo |
author_facet |
Victer, Pedro Paulo Souki, Gustavo da Silva, Rejane Santana Reis, Viviane Costa |
author_role |
author |
author2 |
Souki, Gustavo da Silva, Rejane Santana Reis, Viviane Costa |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Victer, Pedro Paulo Souki, Gustavo da Silva, Rejane Santana Reis, Viviane Costa |
dc.subject.por.fl_str_mv |
Image exchange consumer behavior marketing |
topic |
Image exchange consumer behavior marketing |
description |
The present study sought to describe the image that potential customers, current customers and former customers have regarding the international exchange of language courses, based on three (cognitive, symbolic and emotional) of the four dimensions of the classification proposed by De Toni, Milan and Schuler (2004, 2005). To do so, it was opted for using the qualitative method, by means of 45 in-depth interviews with such groups of customers. During the interviews, the technique of drawings construction was used, which had the purpose to illustrate the content of the interviews. Furthermore, the information obtained was analyzed through the technique of content analysis by thematic units. The results show that the cognitive dimension can be classified into three broad categories: (a) the reasons that lead people to study abroad in international language courses; (b) Sources of information and groups of influence on the decision for language courses exchange; and (c) the criteria used for the choice of countries of destination for language courses exchange. Whereas in the symbolic dimension, the following categories were obtained: a) Growth and personal maturity; (b) Social status; c) Adventure, fun and challenge; d) Identity, freedom and independence; (e) New and different experiences. Finally, the emotional dimension can be divided into the following categories: a) Emotions and positive expectations; (b) Negative emotions and frustration of expectations; (c) Resources for the management of emotions; d) Emotions related to the mechanism of sacrifice-reward. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-12-21 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5158 10.29149/mtr.v3i3.5158 |
url |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5158 |
identifier_str_mv |
10.29149/mtr.v3i3.5158 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5158/2780 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Federal University of Minas Gerais |
publisher.none.fl_str_mv |
Federal University of Minas Gerais |
dc.source.none.fl_str_mv |
Marketing & Tourism Review; v. 3 n. 3 (2018): v.3, n.3, 2018 Marketing & Tourism Review; Vol. 3 No. 3 (2018): v.3, n.3, 2018 2525-8176 2525-8176 10.29149/mtr.v3i3 reponame:Marketing & Tourism Review instname:Universidade Federal de Minas Gerais (UFMG) instacron:UFMG |
instname_str |
Universidade Federal de Minas Gerais (UFMG) |
instacron_str |
UFMG |
institution |
UFMG |
reponame_str |
Marketing & Tourism Review |
collection |
Marketing & Tourism Review |
repository.name.fl_str_mv |
Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG) |
repository.mail.fl_str_mv |
mkt.tourism.review@gmail.com||mg.ufmg@gmail.com |
_version_ |
1798321033562816512 |