Branding China through the internationalization of higher education sector: an international students’ perspective from China

Travel burnout: Exploring the return journeys of pilgrim-tourists amidst the COVID-19 pandemic

“…The personal conditions of tourists, such as their social-cultural background, geographical origins and nationality, influence their interactions with travel destinations ( Yan, 2003 ). For instance, cultural proximity between the tourist's home country and destination can be a useful resource ( Yousaf et al, 2020 ) and affect their choices of tourist attractions at the destination, which are markedly different from tourists who source from culturally distance markets ( Flognfeldt, 1999 ). The pilgrim-tourists come from countries that are culturally, religiously and geographically proximate to Iran, but this valued resource reservoir continued to drain as the pilgrim-tourists found themselves in the middle of their journeys surrounded by societal apprehensions.…”

Marketing education to international students: A systematic literature review and future research agenda

“…The social identity theory (Tajfel & Turner, 1986) guides investigation of the citizenship behaviour of international students in university initiatives (Fujita et al, 2017). The four‐dimensional CAGE framework (Ghemawat, 2001) was used to inspect country distance influences on consumer perceptions (image) of the host country (Yousaf et al, 2020).…”

“…Manzoor et al (2020), refer to the multiple dimensions of HEI image (Alcaide-pulido et al, 2017) to estimate its impact on the citizenship behaviour of the student. The brand equity theory (Aaker, 1991) and the nation branding theory (Anholt, 2007) led investigations on host country branding and its relation to education diplomacy (Yousaf et al, 2020).…”

Internationalization, cultural appreciation and institutional governmentality for quality control in transnational higher education cooperation: An empirical assessment

“…The importance of internationalization for higher education is self-evident, even though these themes have remained insufficiently underestimated in a Chinese context. Guided by several disciplines including anthropology [ 24 ], language and communication [ 25 ], business and marketing [ 26 ], futurist studies [ 27 ], strategic leadership and pedagogy [ 28 ], internationalization challenges have emerged as a top priority for foreign universities all around the globe. Chinese colleges and universities are not bystanders to these global trends.…”