Poor, JoanSnowball, Jeanette2016-06-142016-06-142012Poor, J., & Snowball, J. (2012). The impact of student opinions of built heritage on their perceptions of institutional loyalty: implications for marketing strategies. Acta Academica, 44(3), 95-118.0587-2405 (print)2415-0479 (online)http://hdl.handle.net/11660/2915English: 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.Afrikaans: Navorsing toon dat die rasse-diversiteit van studente-bevolkings sosiale verdraag-saamheid en akademiese prestasie verbeter. Studente van kleur is egter meer geneig om uit te sak relatief tot hul wit eweknieë en om geïsoleerd en uitgesluit van die kampuslewe te voel. Een moontlike rede vir sulke gevoelens is die geboue-erfenis op kampusse, veral dié met ’n koloniale-era styl. Hierdie navorsing gebruik data van ’n studente-steekproef vanaf St Mary’s College, Maryland in die VSA en Rhodes Universiteit in Suid-Afrika, ten einde studente se houdings teenoor, en kennis van, die kampus geboue-erfenis te ondersoek sowel as hul persepsies van die impak daarvan op studente lojaliteit.enSt Mary’s College of MarylandRhodes UniversityHigher educationHeritageArticleUniversity of the Free State