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Reili Olga.Pdf Tartu Ülikool Sotsiaal- ja haridusteaduskond Ajakirjanduse ja kommunikatsiooni instituut TARTU KUVAND ÕPPIMISKOHANA VÄLISTUDENGITE JA EKSPERTIDE POOLT VAADATUNA Bakalaureusetöö Autor: Olga Reili Juhendaja: Anu Masso, PhD Tartu 2010 Sisukord Sissejuhatus ..................................................................................................................................... 4 I. Teoreetilised ja empiirilised lähtekohad ................................................................................. 6 1.1. Tudengite mobiilsus ......................................................................................................... 6 1.1.1. Õppesihtkoha kuvand................................................................................................ 8 1.1.2. Positiivse kuvandi takistused .................................................................................. 11 1.1.3. Kohaturundus .......................................................................................................... 14 1.2. Tartu ja välisüliõpilased ................................................................................................. 16 1.2.1. Varasemad uuringud antud teemal.......................................................................... 18 II. Uurimisküsimused ja meetod ................................................................................................ 20 2.1. Uurimisküsimused .......................................................................................................... 20 2.2. Formaliseeritud küsitlus ................................................................................................. 21 2.2.1. Meetod .................................................................................................................... 21 2.2.2. Valim....................................................................................................................... 21 2.2.3. Uuringu ankeet ja analüüs ....................................................................................... 23 2.3. Ekspertintervjuud ........................................................................................................... 25 2.3.1. Meetod .................................................................................................................... 25 2.3.2. Valim....................................................................................................................... 25 2.3.3. Intervjuu kava ja analüüs ........................................................................................ 26 III. Tulemused .......................................................................................................................... 28 3.1. Välistudengite arvamused Tartust kui õppimiskohast ................................................... 28 3.1.1. Ettekujutused Tartust ja tartlastest .......................................................................... 28 3.1.2. Tartlased ja tolerantsus ........................................................................................... 31 3.1.3. Eestisse õppima tuleku kriteeriumid ....................................................................... 34 3.1.4. Rahulolu Eestis õppimise kogemusega ................................................................... 36 3.1.5. Kommunikatsioonikanalid ...................................................................................... 38 3.2. Ekspertide hinnang Tartule kui õppimiskohale .............................................................. 40 2 3.2.1. Tartu kui õppimiskoht ............................................................................................. 41 3.2.2. Sihtrühmad ja sõnumid ........................................................................................... 45 3.2.3. Tulevik ja arengud .................................................................................................. 52 IV. Järeldused ja diskussioon ................................................................................................... 57 4.1. Järeldused ....................................................................................................................... 57 4.1.1. Tartu kuvand õppimiskohana välistudengite poolt vaadatuna ................................ 57 4.1.2. Ekspertide hinnang Tartule kui õppimiskohale ...................................................... 61 4.2. Diskussioon .................................................................................................................... 64 4.3. Kriitika uurimismeetodile ja uuringule .......................................................................... 69 4.4. Praktilised soovitused Tartu kui õppimiskohta turundamiseks ja positiivse kuvandi soodustamiseks välisüliõpilaste poolt vaadates ........................................................................ 70 Kokkuvõtte .................................................................................................................................... 72 Summary ....................................................................................................................................... 74 Kasutatud kirjandus ...................................................................................................................... 76 Lisad .............................................................................................................................................. 80 Lisa 1. Tabel 2. Valimi iseloomustus sotsiaaldemograafiliste tunnuste ja õppe tausta lõikes* 80 Lisa 2. Küsitluse ankeet ............................................................................................................ 81 Lisa 3. Intervjuu kavad ............................................................................................................. 90 Eestikeelne intervjuu kava .................................................................................................... 90 Venekeelne intervjuu kava .................................................................................................... 91 Lisa 4. Intervjuude transkriptsioonid ........................................................................................ 93 Svetlana Vogeli intervjuu transkriptsioon ............................................................................ 93 Külli Kõrgesaare intervjuu transkriptsioon ........................................................................... 99 Aitel Käpa intervjuu transkriptsioon ................................................................................... 105 Hannes Lentsi intervjuu transkriptsioon ............................................................................. 112 Lisa 5. Semantilise diferentsiaali tulemused ........................................................................... 123 Lisa 6. Ankeetküsitlusest selgunud kommentaarid ................................................................. 124 Lisa 7. Ankeetküsitluse tulemuste seoseanalüüsid ................................................................. 126 3 Sissejuhatus Vaadates Tartu Ülikooli statistikat välisüliõpilaste üldarvust õppeaastatel 2002/2003 kuni 2008/2009, on näha, et välistudengite arv kasvas pidevalt. Näiteks õppeaastal 2002/2003 oli tulnud TÜsse 438 välistudengit, aga õppeaastal 2008/2009 juba 666 (Üldine võrdlus … 2010). Mainitud andmed on ainult Tartu Ülikooli kohta, samas Tartusse tulevad välistudengid ka Maaülikooli ja Balti Kaitsekolledži kaudu. Näiteks aasta 2009 sügissemestri jooksul õppis nende kolme ülikooli peale kokku 768 välisüliõpilast. Nendest andmetest on selgelt näha, et Tartus toimub pidev välisüliõpilaste mobiilsuse kasv, mis suureneb iga aastaga. Suurenenud välistudengite mobiilsus on kasulik mitmel põhjusel. Ühelt poolt muutub Tartu iga aastaga üha rahvusvaheliseks linnaks, teiseks välisüliõpilased kui eri kultuuride ja traditsioonide vahendajad soodustavad dialoogi erinevate rahvuste esindajate vahel, mis omakorda mõjutab positiivselt inimeste kultuurilist avatust. See tähendab, et linna kohalikud elanikud saavad selle kaudu rahvusvahelist kogemust, mille tagajärjel õpivad paremini tundma teisi kultuure. Samuti ei tohi ära unustada, et välisüliõpilased teevad panuse ka kohalikku majandusse (nt kui töötavad või lihtsalt maksavad oma elamise eest). Probleem seisneb aga selles, kas linna kodanikud on valmis neid välismaalasi vastu võtma ning tagama neile meeldivat siinviibimist? Uurides meediakajastusi Tartu välistudengitest, võib öelda, et need ei oma sugugi positiivset tooni. Erinevate aastate lõikes võib leida üksikuid uudislugusid välisüliõpilaste diskrimineerimisjuhtumitest ja rassistlikest rünnakutest Tartus (nt Nuka 2006, Masing 2007, Mets 2010). Õnneks neid juhtumeid ei ole palju, aga samas jutud sellest liiguvad ning see jätab Tartust halva mulje. Tänapäeva situatsioonis, kus informatsioon levib väga kiiresti ja on erinevates kohtades kättesaadav, võib iga negatiivne jutt linnast peegelduda negatiivses hoiakus ja soodustada negatiivse kuvandi teket. Käesoleva uuringu üheks eesmärgiks on uurida, kuidas näevad Tartut kui õppimiskohta siinviibivad välisüliõpilased ning mida annaks areneda, et muuta Tartut veel paremaks ja atraktiivsemaks sihtkohaks välistudengite jaoks. Selle lahenduse leidmiseks on käesoleva uuringu osana korraldatud formaliseeritud küsitlus Tartu välistudengite hulgas. Teine eesmärk on 4 välja selgitada, kuidas näevad Tartut eksperdid, kes turundavad linna kui õppesihtkohta ning kuidas võiks paremini turundada Tartut kui õppimiskohta haridusturul. Selle
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