Edu-tourist’s perceived service quality and perception – the mediating role of satisfaction from foreign students’ perspectives
Purpose – The purpose of this paper is to test a conceptual model that takes into account both edu-tourists’ perception and perceived service quality in explaining purchase intention of academic degrees from the foreign universities. Design/methodology/approach – The study is based on an empirica...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Emerald Publishing Limited
2017
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/60465/ http://irep.iium.edu.my/60465/ http://irep.iium.edu.my/60465/ http://irep.iium.edu.my/60465/1/Edu-tourist%E2%80%99s%20perceived%20service%20quality%20and%20perception.pdf http://irep.iium.edu.my/60465/7/60465-Edu-tourist%E2%80%99s%20perceived%20service%20quality-SCOPUS.pdf |
| Summary: | Purpose – The purpose of this paper is to test a conceptual model that takes into account both
edu-tourists’ perception and perceived service quality in explaining purchase intention of academic
degrees from the foreign universities.
Design/methodology/approach – The study is based on an empirical examination with applying
multivariate data analysis. The data were collected through survey questionnaires and analysed by
using structural equation modelling procedure.
Findings – The survey result discovered that the relationship between perceived service quality and
edu-tourist’s satisfaction was significant and positive. The relationship between edu-tourist’s
satisfaction and intention to purchase was also significant and positive. Meanwhile, edu-tourist’s
satisfaction partially mediates the relationship between their perceived service quality and intention to
purchase. Nevertheless, this research also explored that the edu-tourist’s satisfaction plays a significant
mediating effect in between the relationship of perception and intention to purchase.
Research limitations/implications – This empirical study will contribute in understanding the
behaviour of international students to construct the theoretical knowledge on the edu-tourism industry,
which has been neglected in tourism research.
Originality/value – The paper will be of use to the management and policymakers in the higher
education sector in understanding the customer’s expectation for the edu-tourism destination. This
study contributes to the growing literature on education travel destination, where the researchers
investigated the role of tourist’s satisfaction by using perception and perceived service quality towards
their intention to visit a destination for education tourism. In addition, understanding the role satisfaction
on the relationship between perception and perceived service quality towards the purchase intention
will make both scientific and practical contributions for the decision-makers. |
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