Percepção de valor de estudantes de inglês sobre a oportunidade de intercâmbio e apoio ao turismo voluntário

Abstract

The offering of new products or services promotes the innovation of the companies in the market, being one of the strategies of growth most used by the organizations. In the educational market, for example, and especially in the language education segment, emerges recently the innovative concept of the exchange program with support on voluntary tourism. This means the participation of exchange students in language study program combined with social project of voluntary work in the destination country. By this, it raises the interest of this research, in investigating the value of this new offering of service perceived by the students, specifically, of the English Language students of Vancouver Institute. Through interviews with students of the language school of the City of Curitiba, Paraná, it is sought to define the value perception of the new proposal, taking into consideration the references that students have on the subject. The results of the analysis were able to contribute to a better knowledge of the real demand for these exchange programs within the perspective of their consumers, who demonstrated, in this exploratory research, little interest in participating in the exchange programs mentioned. Therefore, they could also offer parameters for language schools interested in establishing growth based on this possibility of educational offering and help them on defining strategies of launching of the new product in their market.