Edu-tourists' loyalty to university town: field evidence from North Cyprus

Abstract

Focusing on educational tourism (Edu-tourism) in Northern Cyprus, this study analysed the effects from different university-related variables such as university-related antecedent, town-related Information, town-related offerings, and town-related facility on Edu-tourists' (international students) town loyalty through university reputation, student town reputation, student town satisfaction and the effect of switching cost on student town satisfaction. Knowing that Edu-tourism has become an alternative form of tourism, especially in island states. In total, a sample size of 250 international students at Eastern Mediterranean University (EMU) was surveyed. Structural equation modelling (SEM) was used to analyse the data. The results revealed that town reputation, influenced by university reputation and student town satisfaction plays a crucial role in students' town loyalty.