Public diplomacy, particularly through international education programs, has become a crucial tool for nation-building and image enhancement, especially in the post-Cold War and post-9/11 eras. Developed nations have leveraged such programs to project soft power and foster international relationships. This study focuses on Kosovo, a young state seeking to redefine its image beyond its conflict-ridden past. The Kosovo International Summer Academy (KSA), a non-formal education program focused on peacebuilding, offers a unique opportunity to examine the impact of international education on public diplomacy in this context. The research investigates how KSA influences international students' perceptions, attitudes, and engagement with Kosovo, addressing the gap in understanding the efficacy of such programs for small states grappling with state-building and diplomatic challenges.

Existing research highlights the effectiveness of international education programs as tools of public diplomacy and soft power. Studies show positive correlations between participation in such programs and improved perceptions of the host country. However, the literature also notes potential drawbacks, including the U-curve theory, which posits that prolonged stays might lead to decreased positive perceptions. Furthermore, the level of academic satisfaction has been linked to the intention to stay in the host country for work or further studies. This study builds upon this existing literature by focusing on the specific case of Kosovo and employing quantitative methods to assess the impact of KSA on student attitudes.

This research employed a survey administered to 171 KSA alumni (30.97% of total participants from 2015-2022) from 55 countries. The survey, conducted online using Google Forms, included questions designed to assess participants' knowledge, attitudes, and perceptions of Kosovo before, during, and after their participation in KSA. The survey addressed participants' pre-existing concerns about visiting Kosovo (e.g., war, political situation, safety), their most significant impressions of Kosovo during KSA, and their willingness to return. Pearson correlation analysis was used to investigate relationships between variables. The study included participants from countries that have and have not recognized Kosovo's independence, providing a broad range of perspectives.

The survey revealed that 89.5% of respondents experienced Kosovo for the first time through KSA. A significant majority (67.8%) expressed a desire to return to Kosovo. A negative correlation (though weak) was observed between first-time visitors and their desire to return, indicating that prior exposure may influence willingness to return. There was a negative correlation between the concern of "not knowing the country" before visiting and the desire to return. The most significant impressions of Kosovo were its people (91%), history (83%), and hospitality (77%), while nightlife and language were less impactful. There was a negative correlation between positive impressions of the people and hospitality and the desire to return, suggesting that while positive impressions were made, these did not definitively translate to a strong desire to return. A significant majority (99%) would recommend visiting Kosovo. The study also found a negative correlation between participants' prior negative opinions about Kosovo and their concerns regarding the political situation and safety. After participating in KSA, participants who previously held negative views reported being less concerned about these factors. There was a significant difference in expectations before KSA among first-time and repeat visitors. After KSA, participants were most interested in scientific/academic engagement with Kosovo.

The findings demonstrate the significant impact of international education programs, particularly those focused on "people-to-people" diplomacy, on shaping positive perceptions of a country like Kosovo. While a desire to return to Kosovo wasn't universally correlated with improved perceptions, the high percentage expressing a willingness to return coupled with positive recommendations signifies the KSA's success. The negative correlation between prior negative perceptions and post-KSA concerns underscores the program's ability to address misinformation and improve the country's image. The emphasis on the people, history, and hospitality as key impression-forming factors points to the importance of cultural exchange and human connection in public diplomacy. However, the study acknowledges the need to consider the host country's agency in maintaining relationships with alumni. The Kosovo Center of Diplomacy's role in fostering ongoing engagement through an alumni network is highlighted.

This study provides quantitative data highlighting the effectiveness of KSA as a public diplomacy tool for Kosovo. International education programs like KSA have the potential to positively impact international perceptions, particularly for small states. Future research should examine long-term impacts and incorporate qualitative data to enhance understanding. The findings offer crucial policy implications, suggesting the value of investing in international education as a strategy to reshape national images, counter negative narratives, and build stronger international relationships.

The study's reliance on survey data from KSA participants from 2015-2022 limits the generalizability of the findings. Incomplete response rates, potential for misunderstanding of questions, and the possibility of dishonest answers are limitations inherent to surveys. Future research could utilize focus groups and interviews to gather richer qualitative data and address these limitations.