Image perception of Guadalajara city by foreign exchange students of the metropolitan area of Guadalajara

Abstract

This text discusses the importance of cities and universities in recruiting international students, emphasizing the need to consider this population in city branding efforts. International students’ mobility has increased globally, leading cities like London, Tokyo, Melbourne, and Montreal to adopt active policies to recruit international students. Reasons for recruiting international students vary, including countering aging populations, addressing skill shortages, and improving cultural diversity. Universities benefit financially and culturally from international students and gain knowledge from those coming from prestigious institutions. The text highlights the need to understand what attracts foreign students into a city like Guadalajara for academic exchange programs and the importance of using these elements to create a brand strategy.