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Popova, O., Myslyakova, J., & Gagarina, N. (2021). The Economic Role of the Region’s Geobrand in Strengthening the Educational Trend of Foreign Youth Migration. KnE Social Sciences, 5(2), 796–803. https://doi.org/10.18502/kss.v5i2.8430

https://doi.org/10.18502/kss.v5i2.8430

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authors

  • Olga Popova

    Olga Popova

    Ural State University of Economics, Department of Marketing and International Management, Yekaterinburg, Russian Federation
  • Julia Myslyakova

    Julia Myslyakova

    Ural State University of Economics, Department of Business Foreign Language, Yekaterinburg, Russian Federation
  • Nafisa Gagarina

    Nafisa Gagarina

    Ural State University of Economics, Department of Business Foreign Language, Yekaterinburg, Russian Federation

Published Date

  • Jan 21, 2021

The Economic Role of the Region's Geobrand in Strengthening the Educational Trend of Foreign Youth Migration

KnE Social Sciences / XXIII International Conference Culture, Personality, Society in the Conditions of Digitalization: Methodology and Experience of Empirical Research Conference / Pages 796–803

Abstract

The article considers the influence of the geobrand of Yekaterinburg and the Sverdlovsk oblast with regards to attracting foreign students to the universities in the region. It provides the statistics on the positive economic impact of the geobrand on the educational trend of foreign youth migration. What attracts foreign students is not only the university, but also the region itself. In case of Yekaterinburg, it is a well-known geobrand created historically purposefully or spontaneously. Large-scale international events held in the region contribute a lot to the worldwide recognition of the geobrand. It attracts additional resources and determines the competitive position of the area both locally and globally. With the development of digital culture, information society and the media space, it is possible to increase the region’s competitiveness and investment attractiveness. It is essential for improving its image and for its positive perception internally and externally. Since 2017 Yekaterinburg has been positioned mainly as a cultural and sports capital. Its image is transforming from that of an industrial territory to the image of a developing region. There are 39 higher education institutions located in Yekaterinburg, many of which occupy high positions in the Russian university ranking. Full-time contracts and part-time contracts with foreign students allowed the universities to receive income from the export of educational services. These universities managed to increase their total return on export of their services, which proves the interest of foreign students to studying in Ural universities. The main criteria for choosing the universities were recognition of the university diploma in their home country, interest in the region where the university is located and tuition fee. The sources of information from which they learned about the university were: Internet, World Cup and the university representatives visiting their country.


Keywords: export of educational services, economic impact of geobrand, educational migration, geotransformation

References
[1] Government of the Russian Federation. Passport of the Priority Project “Development of the Export Potential of the Russian Education System.” (2017). Retrieved January 26, 2020 from http://government. ru/news/28013/.

[2] Ministry of International and Foreign Economic Relations of the Sverdlovsk Region. Strategy for the Development of International and Foreign Economic Relations of the Sverdlovsk Region to 2035. (2019). Retrieved February 02, 2020 from http://mvs.midural.ru/strategiya-razvitiya-mezhdunarodnykhi-vneshneekon.

[3] Kalyuzhnaya, E. and Popova, O. (2019). Media Image of the City in the Context of Digital Culture. Presented at 3rd Conference on Post Mass Media in the Modern Informational Society (PMMIS)- Journalistic Text in a New Technological Environment-Achievements and Problems. Chelyabinsk, Russia. EpSBS, 66, Pp. 397–405. Future academy (online).

[4] Ministry of Science and Higher Education of the Russian Federation. (2019). Center for Sociological Research Education of Foreign Citizens in the Educational Organizations of the Higher Education of the Russian Federation: Statistical Collection. Issue 16).

[5] Ministry of Science and Higher Education of the Russian Federation. (2019). Export of Russian Educational Services: Statistical Collection. (Issue 9). Moscow: Center for Sociological Research, p. 536.

[6] Monitoring (High. Edu.). (2019). Retrieved January 17, 2020, from Information-Analytical Materials on the Results of Monitoring the Effectiveness of Educational Institutions of Higher Education. website: http://indicators.miccedu.ru/monitoring/2019/_vpo/inst.php?id=315