Driving force analysis of East European students to study tourism and hospitality in the U.K.

Abstract

Using a push–pull model, this current study tries to investigate the relative importance of the U.K. as a location focus for East European students to undertake a Higher National Diploma in Tourism and Hospitality. The research conducted is based upon a mixed method approach through two sequential phases, a focus group, and a questionnaire. The results revealed that the opportunity to improve language skills, financial support from the U.K. Government, and job opportunities are the important factors for selecting the U.K.. The results further showed that the nature of the course, pre-course expectations and external impacts, such as benefits for EU citizens (student loans) are key factors for choosing to study Tourism and Hospitality.

Keywords:

• Student motivation
• Higher National Diploma (HND)
• East European students
• tourism education
• hospitality education

Acknowledgments

The initial findings of this paper are presented at the 5th Advances in Hospitality & Tourism Marketing and Management (AHTMM) Conference, Beppu, Japan, 18-21 June 2015.

Notes

1. Eastern Europe includes the countries of Russia, the Czech Republic, Poland, Hungary, Romania, Moldova, Croatia, Lithuania, Latvia, Estonia, Slovenia, Slovakia, Bulgaria, Ukraine, Belarus, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo and Macedonia.