Understanding Student Choice from an Innovative Knowledge-based Student Profiling Perspective: An Application of Branding Theory

Understanding student choice in hospitality and tourism higher education from the perspective of students’ knowledge-based profiles remains largely unexplored in the literature. This study fills this research gap with contextual evidence of a unique sports tourism-related subject in Hong Kong as an example. A qualitative approach on the discussion forums with 45 undergraduate students was applied. Applying branding theory, student profiles...