Description
In the last decades, campus-based tourism has been emerging as a niche of cultural and urban tourism. Expressions of tourist activities and flows related to universities are recognised since the origins of these institutions, but it is from (19)80 onwards that the relation between universities and tourism becomes more evident. The segment refers to tourist activities developed in higher education institutions (HEIs), although there is no current consensus regarding the activities that are included on the concept. Despite some theoretical contributions and predominantly empirical case studies, the scientific literature on the subject is scarce.
The purpose of this research is to revise the current contributions concerning the conceptualisation of campus-based tourism and to propose a new definition and model for the segment. The approach presented is mainly theoretical. The reflection is based on a thematic literature review. The analysis of articles that directly refer to (university) campus-based tourism or campus tourism was privileged. Contributions regarding other segments developed in university campus or university-related tourist resources complemented the findings. Empirical qualitative research, namely (i) analysis of the tourist supply presented in universities’ websites, (ii) direct observation in several European universities, and (iii) interviews with tourist managers of three European universities (historical references and with a consolidated tourist offer), indirectly contributed for the results.
The main contribution of this research is to present a critical review of the current conceptualisations of campus-based tourism and its components, and to propose a broader definition and model that aggregate and challenge some of the previous understandings of the segment. The definition considers all the tourist activities that primarily take advantage of university-based resources, promoted or not by the institution. The model is centered around the segments that develop on campus – (i) educational tourism (and academic tourism), (ii) scientific tourism, (iii) business tourism, (iv) sports tourism, (v) cultural tourism, (vi) Visiting Friends and Relatives (VFR), (vii) event tourism and (viii) others –, based on university resources with tourist potential – heritage elements, facilities and services, events and human resources. The different publics – internal community, alumni, educational publics, local community, general interest and special interest tourists – that consume tourist resources on campus, and the academic ambiance that enables the singularity of the segment are highlighted.
In terms of limitations, this theoretical reflection is mostly based on Western perspectives, as there were practical barriers to access Asian contributions, particularly from China, where scientific research on the segment is the most mature. Furthermore, the empirical knowledge of the researchers is concentrated on the European reality. Further research should enable the discussion between specialists, through focus groups and/or Delphi panels, to define a common understanding of the segment.
Campus-based tourism is a growing niche segment, with or regardless of (the lack of) academia and institutions’ efforts. Despite the tourist role of universities being secondary to their prime missions – education, research and knowledge transfer –, these organisms need to acknowledge and manage the benefits and possible constraints that emerge from tourist activities based or within the university campus. Therefore, it is of great relevance for theoretical and applied research to be conducted on the subject, in order to support HEIs’ approaches in responding to, planning and developing campus-based tourism activities.
Keywords: campus-based tourism, tourism in universities, niche tourism, tourism segments, tourist attractions
