THE DIGITAL TRANSFORMATION OF EDUCATIONAL TOURISM: A COMPARATIVE CASE STUDY OF AKDENIZ UNIVERSITY AND THE UNIVERSITY OF EDINBURGH

Abstract

Globalisation and digital transformation are reshaping how universities approach internationalisation and educational tourism. Educational tourism has traditionally depended on physical mobility, with students travelling to gain academic and cultural experience. Advances in online learning and hybrid teaching now enable new forms of mobility that do not require travel. This study examines these changes through a comparative case analysis of Akdeniz University in Türkiye and the University of Edinburgh in Scotland. Using qualitative document analysis, the research reviews institutional strategies, policy documents and public materials related to internationalisation and digital learning. The findings show that Akdeniz University continues to follow a traditional model of internationalisation based on face-to-face instruction and regional student mobility. Digital tools are used in teaching but do not yet influence international engagement. The University of Edinburgh demonstrates a contrasting approach in which digital transformation is fully integrated into internationalisation. Edinburgh provides extensive online programmes, hybrid learning environments and digital pathways that support global participation. These differences indicate that digital educational tourism develops in line with national policy priorities, institutional capacity and approaches to digital learning. The study concludes that digital educational tourism expands access and flexibility, but it requires strategic alignment between digital transformation and internationalisation policies.