Leisure Promotion for University Students: Trends and Marketing Strtegy
Several studies show the harmful effects of hyper- connection and cyber addiction of students on their mental health and academic performance. Therefore, we focus on understanding the impact of leisure in the educational sector on the academic performance of students. In this context, we discuss the alternatives that allow students to free themselves from this dependence through the promotion of leisure. Hence, based on the theory of planned behavior we will examine students' attitudes, subjective norms, perceived behavioral control and students’ intention towards participating in the educational events promoted in their universities or outside of their universities.
The aim of our research is to evaluate the new trends in educational leisure activities for university students and to examine leisure marketing and promotional activities that influence on students’ behaviour typically the new generation. Hence, based on the theory of planned behavior we will examine students' attitudes, subjective norms, perceived behavioral control and students’ intention towards participating in the educational events promoted in their universities or outside of their universities. The purpose of our research paper is to examine students' behavior towards participating in educational leisure activities, through the promotional events and social influence among university students.
Adding to that, some managerial implications will result due to the possible influence of investors in this sector to target a potentially profitable niche.