Exploring the factors influencing student study abroad destination choice: a case of Croatia

Matea Hanzek, Lucija Mihaljević

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNConference contribution with ISSN or ISBNpeer-review


In terms of destination branding, Croatia is mostly perceived as a country receiving tourists, and is completely overlooked as a country receiving international students. Existing research on the motivations and decision-making process is, therefore, often directed solely to tourists, where research of international students who choose to study full-time or international exchange programmes in Croatia is very weak. Through undertaking qualitative research grounded in constructivism, this research seeks to understand why and how students choose to study in Croatia. Three focus groups were conducted with international students currently studying at the Zagreb School of Economics and Management from the following markets: Americas, Asia and Europe. The findings reveal that there are many distinctive differences within each of the examined markets with regards to the factors of choosing Croatia as a study destination for their international student exchange, whereas (non)motivations for full-time studies in Croatia are the same among all the respondents.
Original languageEnglish
Title of host publicationU potrazi za zajedničkim nazivnikom: komunikacija, turizam, nacioonalna kultura i brend
Subtitle of host publicationFinding a Common Denominator: Communication, Tourism, National Culture and Brand
Place of PublicationZagreb
PublisherEdward Bernays University College
ISBN (Electronic)9789535831747
Publication statusPublished - 2019


  • Destination branding
  • branding
  • higher education
  • Croatia
  • destination


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