A study of cultural distance, eWOM and perceived risk in shaping higher education students' destination image and future travel plan

IF 5.8 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Tourism Futures Pub Date : 2024-01-05 DOI:10.1108/jtf-03-2023-0080

Xia Yang, Jihad Mohammad, Farzana Quoquab

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引用次数: 0

Abstract

Purpose

This study aims to predict the effect of cultural distance, perceived risk and electronic word of mouth (eWOM) on higher education institutes' students' destination image. In addition, it examines the mediating role of destination image in relation to students' travel intentions.

Design/methodology/approach

An online survey was employed to collect data from 200 graduate and postgraduate students. The partial least squares was employed to analyse the hypothesised relationships.

Findings

The results of this study found support for the positive effect of cultural distance and eWOM on destination image. Additionally, the mediating effect of destination image was also supported.

Originality/value

This research confirms the vital role of destination image as an antecedent of students' future intention to visit the destination. Moreover, this study contributes to marketing theory by predicting the critical drivers of higher education students' destination image and discussing their applications in the education sector.

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关于文化距离、网络口碑和感知风险在塑造高校学生目的地形象和未来旅行计划中的作用的研究

目的本研究旨在预测文化距离、感知风险和电子口碑（eWOM）对高等院校学生目的地形象的影响。此外，本研究还探讨了目的地形象对学生旅游意向的中介作用。设计/方法/途径本研究采用在线调查的方式收集了 200 名研究生的数据。研究结果研究结果表明，文化距离和网络口碑对目的地形象有积极影响。此外，目的地形象的中介效应也得到了支持。原创性/价值本研究证实了目的地形象作为学生未来访问目的地意向的先决条件所发挥的重要作用。此外，本研究还预测了高等教育学生目的地形象的关键驱动因素，并讨论了这些因素在教育领域的应用，从而为营销理论做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Tourism Futures HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

15.70

自引率

6.00%

发文量

审稿时长

34 weeks

期刊介绍：