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.
Internet usage is becoming increasingly important to travellers due to colossal information available, including travel-related information such as accommodation, tourist attractions, transportation, and recreation activities. Due to internet technology, information seekers' attitudes and behaviour toward the online search for travel information are crucial for tourism marketers. This study intends to identify the relationship between attitude, subjective norm, and perceived behavioural control of travel information seekers towards behavioural intention in online search for travel information. A sample of 338 university employees was taken from a public university in Malaysia to evaluate the relationships among the variables. Regression analysis was conducted to test the hypotheses. The findings show that travel information seeker attributes of attitude, subjective norm, and behavioural control predict behavioural intention. This research carries value to tourism marketers and travel-related authorities in targeting a specific group's incentive for using online travel information. Future studies could expand the research scope to a different setting in validating the research model.
The support and involvement in an event by local citizens will indirectly affect the performance of event activities, and local communities would be influenced in their behavior towards cooperation in planning and holding the function. This study intend to investigate the level of residents’ support and local community participation towards the Putrajaya Flower and Garden Festival, Putrajaya (FLORIA Putrajaya). Besides, this study attempts to determine the relationship between local hospitality towards the event sustainability. Sample population for this study included the visitors who visited Putrajaya, Malaysia. The results were significant between overall variables (local residents support; local community participations; local hospitality) of local residents’ support toward event sustainability and destination image (ß=.120, p<0.01). The findings of this study can be used by event organisers, particularly in Putrajaya, in reviewing the current movements of participation by local residents or host-community towards the event operations. In addition, the outcome of this study may increase the awareness of event organisers regarding the importance of getting support from the local residents towards event sustainability and host-destination image.
International students' enrollment in public and private educational institutions has declined due to the Novel Corona Virus 2019 (Covid-19) epidemic. The educational tourism business can profit more if service providers and regulators take a more proactive approach to studying educational tourist behavior in the face of pandemic-related challenges. The purpose of this study is to determine whether educational tourism and institutional physiognomies affect the link between motivational dimensions and destination selection behavior using an augmented Stimuli-Organism-Response (S-O-R) model. Through a review of different works of literature from several fields, this paper analyses the issues and aims of the impending study. The review's findings suggested a conceptual framework for future research that would expand the S-O-R model by examining the interaction between educational tourist motivational features from the Self-Determination Theory (SDT), educational tourist and institution physiognomies, and destination selection behavior. The suggested augmented S-O-R framework will substantially impact the relevant body of knowledge, and the future outcomes will help higher education institutions' strategies for attracting international students' enrollment.
The Novel Corona Virus 2019 (COVID-19) pandemic outbreak has decreased international students’ enrolment in public and private educational institutions. The educational tourism industry can achieve better benefits if the service providers and policymakers become more proactive in understanding educational tourist behaviour when dealing with challenges during the pandemic. This study examines whether educational tourist and institutional physiognomies affect the relationship between motivation facets and destination selection behaviour within an augmented Stimuli-Organism-Response (S-O-R) model. This paper analyses the issues and objectives for the forthcoming study through several works of literature from various disciplines. The outcomes of the review proposed a conceptual framework to extend the S-O-R model in future research focusing on the relationship between educational tourist motivational facets, educational tourist and institution physiognomies, and destination selection behaviour.
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