International Journal of Academic Research in Business and Social Sciences

search-icon

Educational Tourist Motivations, Destination Image, and Destination Selection Behavior in an Extended S-O-R Model: A Preliminary Analysis

Open access
The spread of COVID-19 has significantly impacted the travel, hospitality, and events sectors. Knowledge of educational tourists' motivations and behaviors in the wake of a pandemic is crucial for reshaping higher education as the world slowly enters an endemic transit phase. There is a significant paucity of understanding regarding the variables that encourage international students to select a destination for educational tourism and their sentiments toward it. This research aims to use a modified version of the Stimulus-Organism-Response (S-O-R) model to create a preliminary analysis reliability measurement scale for studying the relationships between educational tourism motivation, destination image, and destination selection behavior. Thirty international students from two universities answered the questionnaire. The respondents were selected at random to answer the survey questions. The reliability of the scale was determined using Cronbach's alpha statistical analysis. The results showed that the extended S-O-R model's core components reliably shaped educational tourists' actions. The study also discusses potential research avenues.
Abdullateef, A. O., & Biodun, A. B. (2014). Are international students’ tourists? International Journal of Business and Globalisation, 13(3). 298-306.
http://dx.doi.org/10.1504/IJBG.2014.064677
Alipour, H., Fatemi, H., & Malazizi, N. (2020). Is Edu-tourism a sustainable option? A case study of residents’ perceptions. Sustainability, 12(15), 5937.
http://dx.doi.org/10.3390/su12155937
Bernama. (2019, Nov 30). Maszlee: Edutourism steadily gaining popularity in Malaysia. Malay Mail. https://www.malaymail.com/news/malaysia/2019/11/30/maszlee–edutourism–steadily–gaining–popularity–in–malaysia/1814705
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research. 26(4). 868-897. https://doi.org/10.1016/S0160-7383(99)00030-4
Chavez, L., Ruiz, C., Perez, R. C., & Hernandez-Cruz, B. (2020). The Role of Travel Motivations and Social Media Use in Consumer Interactive behavior: A Uses and Gratifications Perspective. Sustainability, 12(21), 8789. http://dx.doi.org/10.3390/su12218789
Conroy, R. M. (2018). The RCSI sample size handbook. A rough guide. Royal College of Surgeons in Ireland. https://doi.org/10.13140/RG.2.2.30497.51043,0.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424. https://doi.org/10.1016/0160–7383(79)90004–5
Cuesta-Valino, P., Rodrigues, P. G., Garcia-Hence, B. (2022). Word of mouth and digitalisation in small retailers: Tradition, authenticity, and change. Technological Forecasting and Social Change. 175(1):121382. http://dx.doi.org/10.1016/j.techfore.2021.121382
Dembovska, I., Silicka, I., & ?ubkina, V. (2016). Educational tourism in the training of future tourism professionals. Society Integration Education Proceedings of the International Scientific Conference, 4, 245–255. https://dx.doi.org/10.17770/sie2016vol4.1561
EMGS. (2022). Movement Procedures for International Students. Retrieved April 28, 2022, from: https://cdn.educationmalaysia.gov.my/wpcontent/uploads/2022/02/22151550/1902 2022 -MOVEMENT-PROCEDURE-FOR-INTERNATIONAL-STUDENTS.pdf
Hair, J. F., Page. M., & Brunsveld, N. (2020). Essentials of Business Research Methods (4th ed.) Routledge.
Hashiguchi, N., Sengoku, S., Kubota, Y., Kitahara, S., Lim, Y., & Kodama, K. (2021). Age–dependent influence of intrinsic and extrinsic motivations on construction worker performance. International Journal of Environmental Research and Public Health, 18(1), 111. https://doi.org/10.3390/ijerph18010111
Heckhausen, H. (1980). Motivation und Handeln. Lehrbuch der Motivationspsychologie. Heidelberg, Germany: Springer.
Hong, K.-W. (2004). The role of involvement in an integrated satisfaction model: The case of special event tourism. Unpublished PhD Dissertation: The Pennsylvania State university.
Hosany, S., Martin, D., & Woodside, A. G. (2020). Emotions in tourism: Theoretical designs, measurements, analytics, and interpretations. Journal of Travel Research. Advance online publication. https://doi.org/10.1177/0047287520937079
Izard, C. E. (1977). Human emotions. New York: Plenum
Jiang, W. (2019). The relationship between motivation to use airbnb and guests’ repurchase intention: Moderating effect of consideration set. UNLV Theses, Dissertations, Professional Papers, and Capstones. 3729. http://dx.doi.org/10.34917/16076269
Jeong, Y., Kim, E., & Kim, S-K. (2020). Understanding Active Sports Tourist Behaviours in Small-Scale Sports Events: Stimulus-Organism-Response Approach. Sustainability 12(19). http://dx.doi.org/10.3390/su12198192
Kotler, P., & Keller, K L. (2011). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson-Prentice Hall
Kaur, A., Chauhan, A., and Medury, Y. (2016). Destination Image of Indian Tourism Destinations: An Evaluation Using Correspondence Analysis. Asia Pacific Journal of Marketing and Logistics. 8(3): 499-524. http://dx.doi.org/10.1108/APJML-05-2015-0074
Lam, J. M. S., & Ariffin, A. A. M. (2019). Do travel images affect international students’ on–site academic value? New evidence from the Malaysia’s ‘higher edu–tourism’ destination. Journal of Vacation Marketing, 25(4), 499–514. https://doi.org/10.1177/1356766719842274
Le, N. (2020). Educational tourism: A profitable business. Cost calculation and profitability prediction for a summer language camp in Finland, hosted by Finnish Academy Oy (Unpublished degree’s thesis). https://www.theseus.fi/bitstream/handle/10024/354741/Final.%20Educational%20tourism_%20a%20profitable%20business.%20Ngoc%20Le%20-%2016122020.pdf?sequence=2&isAllowed=y
Legault, L. (2016). Intrinsic and extrinsic motivation. In V. Zeigler–Hill & T. K. Shackelford (Eds.), Encyclopaedia of personality and individual differences (pp. 1–4). Springer.
Litvin, A., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management. 29(3): 458-468. http://dx.doi.org/10.1016/j.tourman.2007.05.011
Liu, E. J., & Yan, X. Y. (2020). A universal opportunity model for human mobility. Scientific reports, 10(1), 1–10. https://doi.org/10.1038/s41598–020–61613–y
Ministry of Education Malaysia. (2015). Executive Summary Malaysia Education Ministry of Education Malaysia 2015–2025 (Higher Education).
https://www.um.edu.my/docs/um–magazine/4–executive–summary–pppm–2015–2025.pdf
Mun, Y. W., Aziz, Y. A., & Bojei, J. (2018). Mediating Impact of Perceived Destination Image on Intention to Recommend Malaysia as a Key Educational Hub. International Journal of Academic Research in Business and Social Sciences, 8(16), 1–14. http://dx.doi.org/10.6007/IJARBSS/v8-i16/5115
Negm, E. M. (2018). Investigating the Power of social media in Stimulating Push and Pull Factors, Encouraging Students’ Intents to Study Abroad. International journal of Learning and Teaching, 4(3). http://dx.doi.org/10.18178/ijlt.4.3.216-223
Ojo, B. Y., Yusof, R. N., Ab Aziz, Y., & Awang, K. W. (2016). Choice of Malaysia as an edu–tourist destination among international edu–tourists: An exploratory factor analysis. Social Sciences & Humanities, 24(S), 63–84. https://www.academia.edu/31692930/
Ojo, B. Y., & Yusof, R. N. (2019a). The contemporary edu–tourism destination selection process: A structural regression model. Journal of Tourism and Management Research, 4(2), 497–514. http://doi.org/10.26465/ojtmr.2018339524
Ojo, B. Y., & Raja Yusof, R. N. (2019b). Edu–tourism destination selection process in an emerging economy. Journal of Tourism Management Research, 6(1), 45–59. http://doi.org/10.18488/journal.31.2019.61.45.59
Ojo, B. Y., Yusof, R. N., Ab Aziz, Y., & Awang, K. W. (2015). Benchmarking Malaysian Edu-tourism policy strategies, and instruments with other Edu-tourist destinations in the Southeast Asia: Implications for sustainable Edu-tourism industry in Malaysia. In H. J. Ammer, R. H. Siti & S. A. Muhammad (Eds.), CIB Trends in Hospitality and Tourism (pp: 20-40). Universiti Putra Malaysia Press.
Pallant, J. (2016). SPSS survival manual: A step by step guide to data analysis using SPSS program (6th ed.). McGraw–Hill Education.
Pandita, S., Mishra, H. G., & Chib, S. (2021). Psychological impact of covid–19 crises on students through the lens of stimulus–organism–response (SOR) model. Children and Youth Services Review, 120(5). https://doi.org/10.1016/j.childyouth.2020.105783
Rahman, M. M., Haque, A., Suib, F. H., & Md Humayun Kabir, S. (2021). Students’ learning need and perceived value in selection of educational institutions mediated by satisfaction from edu–tourism context in Malaysia. International Journal of Innovative Research and Publications, 1(1), 12–25. https://doi.org/10.51430/IJIRP.2021.11.002
Schiffman, L. G., & Kanuk, L. L (2007). Consumer Behavior. Kentucky: Pearson Prentice Hall.
Soonsan, N., & Sukahbot, S. (2019). Testing the role of country and destination image effect on satisfaction and revisit intentions among Western travellers. African Journal of Hospitality Tourism and Leisure. 8(4).
Taherdoost, H. (2017). Determining sample size; how to calculate survey sample size. International Journal of Economics and Management Systems, 2, 237–239. https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID3224205_code2177801.pdf?abstracti d=3224205&mirid=1
Tang, X., Wang, D., Sun, Y., Chen, M., & Waygood, E. O. D. (2020). Choice behavior of tourism destination and travel mode: A case study of local residents in Hangzhou, China. Journal of Transport Geography, 89, 102895. https://doi.org/10.1016/j.jtrangeo.2020.102895
Tu, J., & Zhang, D. (2020). Does tourism promote economic growth in Chinese ethnic minority areas? A nonlinear perspective. Journal of Destination Marketing & Management, 18, 100473. https://doi.org/10.1016/j.jdmm.2020.100473
UN. (2020). Policy Brief: Education during COVID-19 and Beyond. Retrieved May 7, 2022, from http://www.un.org/development/desa/dspd/wpcontent/uploads/sites/22/2020/08/sg_po licy_brief_covid-19_and_education_august_2020.pdf
United Nations Educational, Scientific and Cultural Organisation. (2021). Global Flow of Tertiary-Level Students. http://uis.unesco.org/en/uis-student-flow
Westbrook, R. A. (1987). Product/consumption-based affective responses and post-purchase processes. Journal of Marketing Research. 24(3). 258-270. doi:10.2307/3151636
Yousaf, A., Amin, I., & Santos, J. A. C. (2018). Tourist’s motivations to travel: A theoretical perspective on the existing literature. Tourism and Hospitality Management, 24(1), 1–5. http://dx.doi.org/10.20867/thm.24.1.8
In-Text Citation: (Thomas & Wee, 2022)
To Cite this Article: Thomas, A., & Wee, H. (2022). Educational Tourist Motivations, Destination Image, and Destination Selection Behavior in an Extended S-O-R Model: A Preliminary Analysis. International Journal of Academic Research in Business and Social Sciences, 12(10), 2106 – 2117.