Graduate Program
College Student Affairs
Degree Name
Master of Science (MS)
Semester of Degree Completion
2012
Thesis Director
Richard Roberts
Thesis Committee Member
Dan Nadler
Thesis Committee Member
Kimberly Mock
Abstract
Enrollment in universities has increased in importance as cost continues to rise and the potential student population who might attend college is shrinking. As researchers examine marketing techniques that might increase enrollment yield, the campus tour has been identified as a critical piece of the overall selection process. The goal of the study was to examine phenomenon that occurs during the campus tour experience. Understanding what factors of the campus tour members experience, notice and appreciate will provide information that may lead to tours that increase enrollment. A phenomenological approach was utilized to explore tour members' perceptions of their guided tour experience.
Results indicated that a positive tour experience is associated with informational, prepared, engaging, and professional tour guide leaders and cleanliness of the institution. When tour guide leaders toured spaces and facilities where community is recognized and explained, participants felt more connected to the institution. This was especially important as tour members noticed student interacting in a positive manner. Most importantly, students noted the importance of seamlessness. Participants also indicated a negative tour experience when they were distracted from the tour and not seeing students on campus or particular facilities. Academic reputation was not found to be important during the tour experience.
Recommended Citation
Leschke, Tiffany C., "A phenomenological exploration of the perceptions of prospective students on a campus tour" (2012). Masters Theses. 780.
https://thekeep.eiu.edu/theses/780
