Bulgaria as an educational destination: Establishment and development of Bulgaria as a brand for higher educational destination

Abstract

The present empirical research investigates the factors of influence to international and local students in Bulgarian universities and the most common methods of searching for information about higher education. The trends towards of globalization of the education and the increased number of the Bulgarian students in the local universities, required creation of study, which could help the higher educational institutions to implement good marketing practices in the process of recruitment of international students. In order the purpose of the research to be achieved appropriate list of academic sources has been reviewed, therefore the theoretical background of the research is provided and the main hypothesis are formulated. The hypotheses expose that the main factors of influence to the student’s choice of destination and institution for higher education are related to their future realization on the global job market and the services and the environment of the place of study. The research has been conducted in private and state universities in Bulgaria, educational exhibitions and fairs and academic forums, collecting data from 169 Bulgarian and international current and prospective students. The study found that the main issues of influence to the students, described in the paper could be used in the marketing activities of the education marketers in the Bulgarian universities and responsible state bodies, in order to popularize Bulgaria as a brand for higher educational destination.