Open AccessAUGMENTED S-O-R MODEL ON EDUCATIONAL TOURISM IN MALAYSIA: EDUCATIONAL TOURIST, INSTITUTIONAL AND DESTINATION PERSPECTIVES
Author(s) -
Alfian Thomas,
Hassnah Wee,
Faiz Izwan Anuar,
Norliza Aminudin
Publication year - 2021
Language(s) - English
Resource type - Conference proceedings
DOI - 10.46754/gtc.2021.11.035
Subject(s) - tourism , conceptual model , educational institution , affect (linguistics) , conceptual framework , institution , business , marketing , pandemic , service (business) , public relations , covid-19 , knowledge management , sociology , political science , computer science , pedagogy , social science , medicine , disease , communication , pathology , database , infectious disease (medical specialty) , law
The Novel Corona Virus 2019 (COVID-19) pandemic outbreak has decreased international students’ enrolment in public and private educational institutions. The educational tourism industry can achieve better benefits if the service providers and policymakers become more proactive in understanding educational tourist behaviour when dealing with challenges during the pandemic. This study examines whether educational tourist and institutional physiognomies affect the relationship between motivation facets and destination selection behaviour within an augmented Stimuli-Organism-Response (S-O-R) model. This paper analyses the issues and objectives for the forthcoming study through several works of literature from various disciplines. The outcomes of the review proposed a conceptual framework to extend the S-O-R model in future research focusing on the relationship between educational tourist motivational facets, educational tourist and institution physiognomies, and destination selection behaviour.