Exploring the Attractiveness of a Norwegian Rural Higher Education Institution Using Importance-Performance Analysis

High school graduates in rural counties often move to urban areas to study at higher education institutions (HEIs). Because graduates from HEIs often settle in regions in which they graduate, the result is a permanent out-migration of young talent from rural areas. This study adds to the body of literature on student choice by addressing measures that can make a university located in a rural region more attractive to local high school graduates. Empirical data are gathered from potential students at the University of Nordland, located in northern Norway. Importance-performance analysis and gap analysis are applied to study the factors that are most important for students. As a result, this study serves as a good starting point for small rural universities in understanding local students and devising methods to increase attractiveness for this group so that more young talent might choose to remain in rural areas.