A conceptual model development of the impact of higher education service quality in guaranteeing edu-tourists' satisfaction and behavioral intentions

Abstract

This conceptual study proposed that university service quality is of significant influence in guaranteeing education tourist's (edu-tourist) satisfaction, recommendation intention, and repurchase intention. The study considers the universities as tourism markets that attract edu-tourists and put forward that the level of service quality provided by institutions can influence on the satisfaction of edu-tourist and their post-behavioral intention in an educational tourism context. This paper analyzed several previous studies and discussed service quality factors affecting edu-tourist's satisfaction and behavioral intentions using various databases such as social sciences and psychology. The theoretical framework of the means-end approach was used to evaluate service quality dimensions. The findings revealed the most significant factors affecting edu-tourist's perception of service quality, satisfaction, and behavioral intentions. Overall, the campus facilities perceived to be the most prominent factor in satisfying edu-tourists. Recommendations for future research relating the crucial determinants of service quality in influencing consumers' behavior are discussed.