Do travel images affect international students’ on-site academic value? New evidence from the Malaysia’s ‘higher edutourism’ destination

Jason M.S. Lam, Ahmad Azmi Mohd. Ariffin

Research output: Contribution to journalArticle

Abstract

While previous studies have merely focused on travel destination image (TDI) with respect to influencing international students’ decision-making for academic destinations (i.e. the pre-experience stage), research on TDI relating to students’ on-site educational experiences and future behavioural intentions remain scant. This study introduces the ‘higher edutourism’ concept as a key enabler from the higher education market in attracting international students for the tourism industry. This study attempts to extend the TDI paradigm by empirically examining cognitive, affective and conative TDIs from a multidimensional perspective and its effects on overall perceived value, while also testing the indirect effects of TDIs. A total of 515 questionnaires were analysed using structural equation modelling. The results confirmed that cognitive TDI would positively impact affective TDI, perceived value and subsequently, conative TDI. Theoretical and practical implications for policymakers, higher education administrators and tourism marketers are also discussed.

Original languageEnglish
JournalJournal of Vacation Marketing
DOIs
Publication statusPublished - 1 Jan 2019

Fingerprint

student
higher education
tourism
travel
Destination image
Destination
Malaysia
International students
decision making
market
industry
modeling
effect
Perceived value

Keywords

  • Affective travel destination image
  • cognitive destination image
  • conative destination image
  • higher edutourism
  • Malaysia
  • perceived value

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

Cite this

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