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<p>The main aim of this work is to better understand the effect of new mechanisms that can enhance loyalty towards ERASMUS + cities through antecedent variables such as the cool image of the city and the transformative experiences achieved by the students. A quantitative empirical study was conducted with students who had enjoyed an ERASMUS + stay of at least two months in Spain. Data was analyzed using structural equation analysis with AMOS v.24. The results show that there is a positive and significant effect of the cool city image on students’ loyalty towards the city where they did their ERASMUS + stay and on their transformative experience during the stay. Moreover, they show that the transformative experience lived by the students has a positive and significant effect on their loyalty towards the city. This is the first work to empirically demonstrate the direct impact of cool city image on transformative experience, as well as the first to demonstrate in ERASMUS + cities the effect of cool city image and transformative experience on loyalty. This work has important implications for city managers in attracting ERASMUS + students, who have a significant positive economic and social impact on cities.</p>

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Building loyalty towards ERASMUS + host cities through a cool image and transformative experiences

  • 期刊论文

  • 发表日期：

    2026年5月8日

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  • Francisco Peco-Torres,
  • Ana I. Polo-Peña,
  • Hazel Andrews,
  • Rebeca Maldonado-Leiva

摘要

The main aim of this work is to better understand the effect of new mechanisms that can enhance loyalty towards ERASMUS + cities through antecedent variables such as the cool image of the city and the transformative experiences achieved by the students. A quantitative empirical study was conducted with students who had enjoyed an ERASMUS + stay of at least two months in Spain. Data was analyzed using structural equation analysis with AMOS v.24. The results show that there is a positive and significant effect of the cool city image on students’ loyalty towards the city where they did their ERASMUS + stay and on their transformative experience during the stay. Moreover, they show that the transformative experience lived by the students has a positive and significant effect on their loyalty towards the city. This is the first work to empirically demonstrate the direct impact of cool city image on transformative experience, as well as the first to demonstrate in ERASMUS + cities the effect of cool city image and transformative experience on loyalty. This work has important implications for city managers in attracting ERASMUS + students, who have a significant positive economic and social impact on cities.