The Significance of Campus Visitations to College Choice and Strategic Enrollment Management

Abstract

The reasons a student may choose a particular institution when seeking a postsecondary education are many. However, campus visitation—more specifically, the campus tour—is frequently cited as the most important aspect of the college recruitment process. Correspondingly, in a hypercompetitive and fiscally afflicted higher education market, admissions officers are under immense pressure to attract new students and increase financial yield. As a result, marketers of higher education admissions have turned their attention to prioritizing the pivotal nature of a campus visit, and the overwhelming effect it has on both prospective students and higher education administrators. This article explores influences that affect a student's college choice and explains why campus visitation is the most important part of the recruitment process. Additionally, it reviews approaches and implications pertaining to campus visits and offers example‐based suggestions on how enrollment managers can make visitations to their institutions fortuitous.