Study abroad programs as a service convergence: an international marketing approach

A study abroad program (SAP) converges education and tourism services and is typically characterized by high-involvement levels. However, existing studies offer limited insight into these characteristics in context of consumers’ decision making. Therefore, this study explores factors signifying the convergent nature of SAPs by drawing on the education and tourism literature and, accordingly, evaluates consumers’ benefit and risk perceptions of these determinants to reflect SAPs’ high-involvement nature. Our findings on the factors affecting consumer decisions offer both theoretical and practical implications for institutions and education marketers of SAPs.