This paper proposes a theoretical framework to investigate the factors that influence student participation in college study abroad programs. The authors posit that students' general perceptions regarding the study abroad experience and their expectations of intercultural awareness from study abroad programs will impact their perceptions of personal growth, professional development, and intellectual growth to be derived from such programs. The expectations regarding personal growth, professional development, and intellectual growth will, in turn, directly impact students' intention to participate in such programs. Program duration, cost, and student demographics, such as race and gender are other influencing factors. Following the presentation of the framework, strategies to effectively market study abroad programs are discussed.