The impact of student opinions of built heritage on their perceptions of institutional loyalty: Implications for marketing strategies [Die impak van studentmenings omtrent gebou-erfenis op hul persepsies van institusionele lojaliteit: Implikasies vir bema
Rhodes University, Natural Resources and Environmental Economics, Truman State University, McClain Hall 203, 100 East Normal Avenue, Kirksville, MO 63501-4221, United States; Dept of Economics and Economic History, Rhodes University, P O Box 94, Grahamstown 6140, South Africa
Research has shown that the racial diversity of university student populations improves social tolerance and academic performance. However, students of colour are more likely to drop out than their white counterparts and to feel isolated and excluded from campus life. One possible reason for such feelings is the built heritage on campuses, in particular those with colonial-era style. This research uses student survey data from St Mary's College of Maryland in the US and Rhodes University in South Africa to investigate student attitudes towards, and knowledge about, campus built heritage and their perceptions of its impact on student loyalty. © UV/UFS.