Driving Force Analysis of East European Students to Study Tourism and Hospitality in the UK

Abstract

Using a push-pull model this current study tries to investigate the relative importance of the UK as a location focus for East European students to undertake a Higher National Diploma (HND) 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 UK government and job opportunities are the important factors for selecting the UK. 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.