Beyond The Campus Tour: College Choice and the Campus Visit

Abstract

College choice, the decision-making process for students of whether and where to attend college, is complex. The college choice process also affects a range of stakeholders: high school students, parents, public policymakers, high schools, admission professionals, and institutions of higher education. Understanding the influences of college choice for prospective students allows colleges and universities to examine best practices in admission and enrollment management. Even though the campus visit has a significant affect on a student’s decision for application and enrollment, what remains unknown is how the construct of the campus visit is perceived among students and how students’ perceptions of the visit influence their college choice decisions. Previous research demonstrates the importance of the campus visit or tour, yet this research neglects to discover what elements of a visit or tour are the most influential, and whether or not these factors are under a university’s control. This study explored the campus visit from three different qualitative perspectives: interviewing recently matriculated college freshmen, assessing campus information sessions and tours, and surveying high school seniors during the college choice process to better understand the phenomenon of college choice and the impact of the campus visit. From the findings emerged themes of the campus visit impression: aesthetics of the campus environment, community/general vibe of campus, and personal interactions. Students want a college that “looks like a college” and is a place where students are generally happy and proud of their alma mater. This research found that the factors that