'Study in Estonia': the strategic implications of hosting international students on Estonia’s tourism economy

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4 Citations (Scopus)


In the context of increasing global mobility, international university students have previously been identified as a high yield and beneficial visitation market. A quantitative study of 289 short-term international university students in Estonia confirmed that they are high-yield, long-staying, low-leakage, counter-seasonal visitors who stimulated significant visiting friends and relatives tourism. The economic benefits derived from these students spread throughout Estonia and the wider Baltic tourism economy. Strategically, they demonstrated a strong capacity to generate positive word of mouth and become brand ambassadors, assisting in the rebranding of ‘post-Soviet’ tourism economies with limited marketing resources such as Estonia.
Original languageEnglish
Pages (from-to)261-274
Number of pages14
JournalJournal of Baltic Studies
Issue number2
Publication statusPublished - 21 Feb 2020


  • Baltic States
  • emerging economies
  • Estonia
  • independent travelers
  • international students
  • Tourism development

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