While previous studies have merely focused on travel destination image (TDI) with respect to influencing international students’ decision-making for academic destinations (i.e. the pre-experience stage), research on TDI relating to students’ on-site educational experiences and future behavioural intentions remain scant. This study introduces the ‘higher edutourism’ concept as a key enabler from the higher education market in attracting international students for the tourism industry. This study attempts to extend the TDI paradigm by empirically examining cognitive, affective and conative TDIs from a multidimensional perspective and its effects on overall perceived value, while also testing the indirect effects of TDIs. A total of 515 questionnaires were analysed using structural equation modelling. The results confirmed that cognitive TDI would positively impact affective TDI, perceived value and subsequently, conative TDI. Theoretical and practical implications for policymakers, higher education administrators and tourism marketers are also discussed.

中文翻译：

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旅行图片是否会影响国际学生的现场学术价值？马来西亚“高等教育旅游”目的地的新证据

虽然以前的研究仅关注旅行目的地形象（TDI），以影响国际学生对学习目的地的决策（即体验前阶段），但有关TDI的研究涉及学生的现场教育经历和未来行为意图仍然很少。这项研究引入了“高等教育旅游”概念，将其作为高等教育市场吸引旅游业国际学生的主要推动力。这项研究试图通过从多维的角度对认知，情感和友情性TDI进行实证检验及其对总体感知价值的影响，来扩展TDI范式，同时还测试TDI的间接影响。使用结构方程模型对总共515个问卷进行了分析。结果证实，认知TDI将对情感TDI，感知价值以及随后的圆锥TDI产生积极影响。还讨论了对政策制定者，高等教育管理者和旅游营销人员的理论和实践意义。