The effects of implementation intentions on educational tourism: a protection motivation theory approach

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.