Destination branding, university's brand and the Erasmus programme: A case study of Greek students' influences on decision-making

Abstract: Studies and vacations? Can these two experiences be combined? The well-known European education programme Erasmus is gaining even more popularity in recent years among Greek students. It is of interest to investigate how the brand of a destination, a university and the exchange programme itself influence students’ decision-making. The methodological approach was built on secondary data, namely scientific theories and studies, while the primary data were conducted through quantitative analysis, i.e. questionnaire.