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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

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

Alfian Thomas, Hassnah Wee

http://dx.doi.org/10.6007/IJARBSS/v12-i10/14849

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.

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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), 2198 – 2210.