A phenomenological exploration of the perceptions of prospective students on a campus tour

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.

Date of Award	2012
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Richard Roberts (Supervisor)