Citation

Lam, Jason Mun Soon and Ramlee, Shamshubaridah and Ling, Suan Choo (2019) Will International Students Be Loyal To Higher Education Or Tourism Sector? A Destination Image & Value Approach. In: International Conference on Social Science and Business (ICSSB), 24-26 July 2019, Legian, Bali Province , Indonesia.

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Abstract

Most research in higher education hasexamined the academic factors that influence international students" choices of selecting a destination to study overseas (pre-purchase behaviour). Studies on how non-academic factors affect current academic value, and future behavioural intention (post-purchase behaviour) remains scant despite its importance. This conceptual paper closes the research gap by introducing a research model to determine the influence of cognitive and affective travel destination image (TDI) on international students" academic value and future tourism intention. This study could be a useful, informative tool for the host country, higher education administrators, and tourism marketers to rebrand their marketing efforts and develop strategies to woo current and future international students.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	International students, travel destination image, higher education, perceived value, loyalty
Subjects:	L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	02 Nov 2021 02:43
Last Modified:	02 Nov 2021 02:43
URII:	http://shdl.mmu.edu.my/id/eprint/9265

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