抄録
This paper explores a proposal for educational tourism inbound marketing. It also discusses issues and barriers in implementing educational tourism marketing. For this paper, the meaning of educational tourism includes study abroad gaining degrees such as bachelor and for language and school trips. There are three key issues and they are the multiple and unclear market segment in educational tourists, the complexity of stakeholders and the complexity of roles played by those stakeholders in educational tourism marketing. To solve these problems, strategic marketing theory is applied focusing on marketing channel strategies. Brisbane is used as a case study for their educational tourism marketing initiative. They established not only tourism but also an effective educational marketing program. A marketing approach from tourism and educational aspects is the key to promoting cities as educational tourism destinations. In order to do this, multiple marketing channel initiatives are suggested using both tourism-oriented and education-oriented channels.
