ABSTRACT

This study explores the important components of decision-making that influence the behavioural intentions of international students for educational tourism. A total of 367 samples were generated by using quota sampling technique. The partial Least Square approach was applied to assess the measurement model and structural model. Based on the statistical results, perceived severity, perceived vulnerability, response efficacy and perceived self-efficacy are positively related to behavioural intention, whereas response cost is found not to be negatively related to behavioural intention. This empirical paper has contributed to the existing theoretical literature by adopting Protection Motivation Theory to further understand the elements of the decision-making process. The results revealed that, as compared to threat appraisal variables, coping appraisal variables are more significantly associated with behavioural intention. With these prominent findings, the ministry of education and tourism board can gain an insight on international students’ attitude and behaviour related to educational tourism perspective.

摘要

本研究探讨了影响国际学生教育旅游行为意图的决策的重要组成部分。采用配额抽样技术，共生成样本 367 个。部分最小二乘法用于评估测量模型和结构模型。根据统计结果，感知严重性、感知脆弱性、反应效能和感知自我效能与行为意图呈正相关，而反应成本与行为意图没有负相关。这篇实证论文通过采用保护动机理论来进一步理解决策过程的要素，为现有的理论文献做出了贡献。结果表明，与威胁评估变量相比，应对评估变量与行为意向更显着相关。有了这些突出的发现，教育部和旅游局可以深入了解国际学生对教育旅游的态度和行为。