Tartu kuvand õppimiskohana välistudengite ja ekspertide poolt vaadatuna
Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The Image of Tartu as a Study Destination According to International Students and
Experts
The aim of the current bachelor’s thesis was to investigate the image of Tartu as a study
destination. The research was based on the international students’ survey and experts’ interviews.
The theoretical part explained fundamental concepts such as student mobility, image formation
and destination marketing. In addition, the review of previous researches in the field and recent
trends in students’ mobility in Tartu were shown.
In the practical part, the survey of international students and interviews with experts were
conducted. The results and theoretical background were analysed and compared. The present
study investigated the following questions:
1. What is the image of Tartu as a study destination according to international students?
2. What predisposed the formation of the image of Tartu as a study destination?
3. How do experts evaluate Tartu as a study destination?
The results of the research revealed that the image of Tartu as a study destination is relatively
positive. The town is perceived as safe, clean and own; Estonia is seen as an innovative and fast
developing country; the Estonians are known as helpful and honest people. However, some
respondents felt prejudice or unfair treatment towards them. International students also
complained about the separation of the locals and poor job opportunities.
Experts in large pointed out the University City’s status and its advantages. They have also
admitted that Tartu got its problems in face of intolerance, small amount of jobs for international
students and moderate transport connection with other countries. The future development is seen
in the better promotion of Estonia on educational market, the enlargement of cooperation
between different organisations; the increase of number of new programmes in English, and the
improvement of locals’ understandings towards the situation of growing student mobility.
In the end of the bachelor’s thesis, practical guidelines for improvement of the image of Tartu as
a study destination were suggested. These should enlarge the effectiveness of communication
and attractiveness of the destination for international students.
The further research should investigate the marketing materials and strategies used in the
international marketing of Tartu as a study destination. The educational organisations might be
also interested in the studies on strengths, opportunities and weaknesses of the brand “Study in
Estonia” under what the whole Estonian education is internationally marketed today.