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Book part
Publication date: 1 June 2021

Melissa Rikiatou Kana Kenfack and Ali Öztüren

It is salient to be acquainted with the key elements that determine educational tourists’ decision in selecting an overseas destination while considering the rise of…

Abstract

It is salient to be acquainted with the key elements that determine educational tourists’ decision in selecting an overseas destination while considering the rise of international competition amidst nations concerning international students. There has been a growth in the number of nations committed to attracting educational tourists. This issue is evident in countries involved in higher education (HE), such as Northern Cyprus, identified as an edu-tourism destination. Northern Cyprus can attract a whopping number of tourists, and the higher population is most likely to be made up of international students regardless of its interdiction on direct flights and political pressure. This chapter centres on analysing educational tourists’ motivators in selecting a tourism education destination abroad and on revealing effective recruitment and promotion plans towards attracting them. The chapter includes the descriptions and discussions of educational tourism, the HE industry over the years, globalisation and internationalisation of educational tourism, factors influencing educational tourists’ decision-making process and key elements influencing educational tourists’ decisions in HE institutions. At the end of the chapter, a case study is presented that reports the findings of interviews with educational tourists, overseas recruitment agents and Eastern Mediterranean University staff responsible for promoting the institution. The results identified eight factors affecting educational tourists’ decisions on study destination. Those factors comprise cost, ease of access, location, social factors, quality of education, instruction language, cultural environment and communication quality. The sub-factors of the main eight factors are scholarships, destination’s scenery, safety, friends’ and relatives’ influence and cultural differences. This chapter brings a significant knowledge about the motives that affect educational tourists in selecting at a particular HE destination. Based on the study’s findings, educational institutions may consider various recommendations to redesign their strategies towards attracting educational tourists more effectively. Generally, this study promotes an apprehension about the diverse elements that affect educational tourists’ selection of a destination study. An in-depth understanding of these factors will help education institutions’ decision-makers better develop plans of action to provide desired services to educational tourists, attract and keep them in return.

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Global Perspectives on Recruiting International Students: Challenges and Opportunities
Type: Book
ISBN: 978-1-83982-518-7

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Article
Publication date: 9 July 2019

Ivan K.W. Lai, Dong Lu and Yide Liu

The concept of experience economy states that customers seek experiences whether from products and services. Tourism is at the forefront of the experience economy because…

Abstract

Purpose

The concept of experience economy states that customers seek experiences whether from products and services. Tourism is at the forefront of the experience economy because tourists are looking for staged experience encompassing the four realms (entertainment, educational, esthetic and escapism). The purpose of this paper is to empirically explore the effects of the experience economy on tourists’ word-of-mouth (WOM) in Chengdu cuisine through satisfaction and memory.

Design/methodology/approach

In total, 397 valid data were collected from the tourists who have experienced the ethnic cuisine in Chengdu. A partial least-square structural equation modeling technique was used to examine the research model.

Findings

The empirical results indicated that esthetic is the antecedent of the other three realms of experience economy; esthetic, educational and entertainment experiences influence satisfaction; four realms of experience economy influence memory; and satisfaction and memory ultimately influence WOM.

Practical implications

The findings of this study provide practical implications for operators of ethnic restaurants in designing their restaurants and menus, travel agencies in planning the tour itinerary and governments in using ethnic cuisine for destination marketing.

Originality/value

This study is a pioneer in studying the experience economy in the ethnic cuisine. It has identified the relationships between four dimensions of experience economy of ethnic cuisine, tourist satisfaction, memory and WOM toward ethnic cuisine in a tourist destination. It has also integrated the senses of Chinese cuisine (“sight,” “smell” and “taste”) into the measures of esthetic experience for studying experience economy in ethnic cuisine.

Details

British Food Journal, vol. 122 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 January 1999

Jane Ali‐Knight

Education is seen to be a key ingredient in today's wine marketing and an important tool for the winery in attracting and maintaining its consumer base in an increasingly…

Abstract

Education is seen to be a key ingredient in today's wine marketing and an important tool for the winery in attracting and maintaining its consumer base in an increasingly competitive marketplace. Wine education therefore plays an important part in the health and future of the industry: ‘Wine education plays a key role in converting the occasional wine drinker into a dedicated wine appreciator.’ (The Australian Grapegrower and Winemaker, 1996). Until recently wine research has focused on the specialisms and technicalities associated with winemaking and neglected the importance of research activity into the motivations and behavioural patterns of the wine consumer. This paper will report on the findings from the initial qualitative research process. The exploratory stage involved identifying and conducting key informant interviews with owners or managers of wineries with an education focus in the Swan Valley and Margaret River wine regions. Focusing on the provision for consumer education within wineries in Western Australia, the research aims to identify current awareness levels amongst Australian winery owners into the value and importance of education to the wine tourist. Demandby wine tourists for educational provision within the winery setting was also examined.

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International Journal of Wine Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 8 August 2016

Muhammad Sabbir Rahman, AAhad M. Osmangani, Hasliza Hassan, Md. Aftab Anwar and Fadi Abdel Muniem Abdel Fattah

The purpose of this paper is to investigate the relationship between consumption values (CV), destination cues (DC), nostalgia and attitude in the selection of destination…

Abstract

Purpose

The purpose of this paper is to investigate the relationship between consumption values (CV), destination cues (DC), nostalgia and attitude in the selection of destination for educational tourism, and the mediating effect of destination image (DI).

Design/methodology/approach

The research applied descriptive statistics, confirmatory factor analysis (CFA) and structural equation modelling techniques. The study tested the reliability and validity of the measurement model through CFA, Cronbach’s α and inter-correlation analyses. This research applied the structural equation model to examine the relationship between the research variables using 250 foreign students.

Findings

The results of data analysis support the stated hypotheses. All the direct relationships were significant and positive. However, DI found a partial mediating role among the relationships. Theoretical and practical implications are also discussed.

Research limitations/implications

From this research the tourism researchers, policymakers and managers of the respective higher learning institution may develop a complete understanding of the antecedents of attitude formation of the edu-tourists which were not even studied before from the perspective of educational tourism.

Originality/value

To date, there have been few empirical studies examining the attitude of the edu-tourists in the selection of a destination for educational tourism. Therefore, understanding the purpose of CV, DC and nostalgia in a tourist’s decision-making operation, and their theoretical relationship, will make both scientific and practical contributions.

Details

International Journal of Tourism Cities, vol. 2 no. 3
Type: Research Article
ISSN: 2056-5607

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Book part
Publication date: 13 May 2021

Vivina Carreira, Joana Azeredo, María Rosario González-Rodríguez and María Carmen Díaz-Fernández

A World Heritage Site (WHS) since 2013, Coimbra, in the centre of Portugal, is already struggling with excess of tourists and with difficult management challenges. A…

Abstract

A World Heritage Site (WHS) since 2013, Coimbra, in the centre of Portugal, is already struggling with excess of tourists and with difficult management challenges. A possible solution for this overtourism problem can be the creation of alternative differentiated tourism products in neighbouring, peripheral small towns capable of diverting tourists and visitors from the sites in overload. Cultural routes inspired by landscapes and historical places and personalities can contribute to the affirmation of a collective memory, combining natural and cultural heritage and adding value to existent heritage resources while providing intercultural dialogues and interaction with the visited community and its distinctive values. This research in cultural tourism and education is about a proposal of a walking route for cultural interpretation intended for young visitors. The theoretical framework draws on the importance of designing tourism products that will engage families in quality time and that heritage interpretation products for young visitors can also create an awareness of the importance of cultural heritage and its conservation. Literature review regarding issues of interpretation in tourism as well as on family and educational tourism preceded an inventory which covers natural and cultural resources used as materials in the route manual and activity guide. An important piece of information was collected through a survey aimed at understanding the socio-economical, cultural and attitudinal impacts that were caused by the UNESCO listing of the University of Coimbra, Alta and Sofia as a WHS. The route project demonstrates how cultural tourism can be a driver of local development through adequately designed non-formal educational tourist programmes to foster an in-depth knowledge of destinations. The results point to the importance of destination managers and marketers to focus on providing informal educational activities which can increase the tourist offer and satisfaction of young and family tourism and thereby strengthen a destination competitiveness and value creation. The tourist route challenges young visitors and their families to know the most relevant cultural aspects of the region, allowing them to effectively contribute to local development, as it invites visitors' interaction with the local community.

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Article
Publication date: 14 May 2019

Brack W. Hale

The purpose of this study is to investigate the potential for environmental and social impacts from university-level educational travel programs.

Abstract

Purpose

The purpose of this study is to investigate the potential for environmental and social impacts from university-level educational travel programs.

Design/methodology/approach

This study analyzes the sites visited by 17 education travel programs to the Westfjords (Iceland) from 2014 to 2016. It uses a geographic information system (GIS) project to examine the potential for environmental and social impacts from these programs on local communities and environments. It compares them with similar data on general tourism to the region.

Findings

The results reveal that educational travel programs visit sites that are generally in moderately sensitive areas environmentally and socially. They visit different sites from general tourists and sites that are more sensitive environmentally and socially.

Research limitations/implications

The research area was limited to the Westfjords of Iceland, and thus, the results may not apply globally to all educational travel destinations.

Practical implications

These findings suggest that education travel programs carried out by and for universities the potential to have negative effects on the locations they visit. Universities need to design their educational travel programs so as to limit such impacts to host environments and communities and explicitly educate student participants about sustainable travel behaviors.

Originality/value

This is the first study to combine GIS with several environmental and social metrics to assess impacts from educational travel programs. Further, it is the first study to map the frontstage–backstage continuum as a quantitative metric.

Details

International Journal of Sustainability in Higher Education, vol. 20 no. 2
Type: Research Article
ISSN: 1467-6370

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Article
Publication date: 28 August 2020

Coralie Haller, Isabelle Hess-Misslin and Jean-Paul Mereaux

Several studies in management science have called for a better understanding of the experience economy approach to develop wine tourism. Few studies, however, have…

Abstract

Purpose

Several studies in management science have called for a better understanding of the experience economy approach to develop wine tourism. Few studies, however, have analysed experiential dimensions in the context of French wine-growing regions. The purpose of this paper is to focus on the difference between what wine tourism providers consider relevant in their market offer and what customers expect from their wine tourism experience. A new categorisation of wine tourists’ expectations based on Pine and Gilmore’s (1998) four realms model and Quadri-Felliti and Fiore’s model (2012) are developed.

Design/methodology/approach

A mixed methodology, qualitatively analysing 17 semi-structural interviews with the main wine tourism stakeholders in the Alsace region in north-east France and quantitatively analysing 233 questionnaires on wine tourists’ expectations and behaviours are adopted.

Findings

The study reveals a difference between experiential offers predicated on an educational approach and the explicit expectations of wine tourists (combining aesthetics, conviviality and authenticity, whose central focus is an encounter with the winemaker). Overall, the findings point to a need for greater inclusion of the experiential aspect in the offer designed for wine tourists.

Originality/value

The study identifies a gap between the educational dimension that professionals tend to promote in their offers and the real expectations of wine tourists who express more interest in the aesthetic dimension provided by an attractive visit environment and an enjoyable experience. At the heart of the authentic experience for wine tourists is meeting the winegrower, making authenticity a major factor.

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Article
Publication date: 11 September 2017

Muhammad Sabbir Rahman, Aahad M. Osman-Gani and Murali Raman

The purpose of this research is to empirically examine the critical factors that are influencing international students’ perception in the selection of a destination for…

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Abstract

Purpose

The purpose of this research is to empirically examine the critical factors that are influencing international students’ perception in the selection of a destination for education tourism.

Design/methodology/approach

This research seeks to develop a comprehensive framework embedded with service quality, destination image and spirituality behavior. The data were collected by administering a self-administered questionnaire to a sample of 220 respondents who were studying at the universities in Peninsular Malaysia. The constructs and items used in the questionnaire were adapted from the literature review. This research applied confirmatory factor analysis and structural equation modeling to test the proposed hypotheses.

Findings

The outcome of this research indicated that there is a substantial relationship between service quality and the choice of a destination for education tourism. This research also explored that destination brand image significantly relates to the selection of a destination for education, tourism when the destination loyalty variable plays a strong mediation role. Interestingly, the direct relationship between spirituality behavior and selection of destination was not significant. On the other hand, a significant relationship was discovered between spirituality behavior and choice of destination when the tourists’ intention plays as a mediating function.

Research limitations/implications

First, the limitation is in the scope of this study, as only five constructs were examined. Future research may include other types of variables in exploring the antecedents of destination selection for education tourism. Second, the sample size was only 220 and respondents were restricted to only a few universities. Future research should be done on a bigger sample size and on more diverse sample.

Practical implications

Managers of the respective higher learning institutions need to focus on tourists’ satisfaction by providing a memorable experience. International students who have satisfactory experience with the respective higher learning institutions will spread a positive word of mouth about the destinations to other prospective foreign students. Today, tourists have a strong urge to see the spiritual side of their liveliness. Policymakers need to offer services with the comportment of the spiritual settings in their respective educational environment to extend the spiritual experience toward international students.

Social implications

There is a need for more research on how to build a comprehensive model for selection of a destination in educational tourism. The results of this empirical research are of particular significance to policymakers, as it better informs them as to how best to use the antecedents in designing the destination choice for education tourism to establish it as more practical regardless of the diverse spiritual beliefs.

Originality/value

This research is one of the initial attempts on part of the researchers in Malaysian education tourism context where spirituality has been taken into consideration.

Details

Journal of Islamic Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 15 October 2021

Lucía García-García, Miguel Ángel Solano-Sanchez, Guzmán A. Muñoz-Fernández and Salvador Moral-Cuadra

This research aims to demonstrate the possible link between the sociodemographic profile of visitors motivated by the visit to flamenco shows and the city of Córdoba…

Abstract

Purpose

This research aims to demonstrate the possible link between the sociodemographic profile of visitors motivated by the visit to flamenco shows and the city of Córdoba (Spain), and the preferences and sensations regarding these experiences.

Design/methodology/approach

The methodology used (multilayer perceptron) is based on the development of an artificial neural network.

Findings

The results show that the variables age and educational level are determining factors in the profile of the visitor. Also, as the level of income increases, so does the interest in flamenco, a fact that can be useful to determine the target audience for this type of shows.

Originality/value

Flamenco is an art that originated in the Andalusian region that arouses the interest of the visitor due to its music, way of singing and dance. Flamenco is a popular art that excites and awakens the senses of those who attend this dance, song and guitar show. Its recognition as Intangible Heritage of Humanity by United Nations Educational, Scientific and Cultural Organization (UNESCO) since 2010, makes it a tourist product that motivates visitors to travel to the city of Córdoba (Spain), being also one of flamenco's places of origin. Córdoba has this art in its tourist offer so that the identity of the city has two aspects: patrimonial and immaterial, among the flamenco highlighted.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2044-1266

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Article
Publication date: 19 June 2017

Muhammad Sabbir Rahman, Hasliza Hassan, Aahad Osman-Gani, Fadi Abdel Muniem Abdel Fattah and Md. Aftab Anwar

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…

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1572

Abstract

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.

Details

Tourism Review, vol. 72 no. 2
Type: Research Article
ISSN: 1660-5373

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