Studying the motivations in choosing study tour destinations: evidence from Asian university students
Consumer Behavior in Tourism and Hospitality
ISSN: 2752-6666
Article publication date: 6 July 2023
Issue publication date: 15 August 2023
Abstract
Purpose
This study aims to explore university students' push and pull motivational factors towards their study tour destination choices and to investigate the differences between experienced and non-experienced students concerning their push and pull motivational factors.
Design/methodology/approach
The study collected surveys from Hong Kong university students. In total, 248 usable responses were gathered. Among the 248 respondents, 148 university students from various universities did not have experience on a study tour in their university lives while 100 students did. The study also conducted interviews and collected qualitative data to supplement the survey findings.
Findings
Top push and pull motivational factors were highlighted in the study tour context. This study also indicated that non-experienced students relatively have more concerns about geographic location, political stability and financial budget as pull factors and education as the push factor than experienced students. Education, as a high-level human need and push motivational factor, becomes less important for experienced students.
Originality/value
A large number of Asian university students participated in study tour programmes each year. Nevertheless, there are few research papers relevant to exploring university students’ motivation to choose study tour destinations. This study provides useful insight for the universities to design and implement appropriate study tours according to students’ motivation.
Keywords
Citation
Lau, Y.-Y., Xu, J.(B). and Mang, T.C. (2023), "Studying the motivations in choosing study tour destinations: evidence from Asian university students", Consumer Behavior in Tourism and Hospitality, Vol. 18 No. 3, pp. 321-334. https://doi.org/10.1108/CBTH-02-2022-0049
Publisher
:Emerald Publishing Limited
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