A study of cultural distance, eWOM and perceived risk in shaping higher education students' destination image and future travel plan

Abstract

Purpose – This study aims to predict the effect of cultural distance, perceived risk and electronic word of mouth (eWOM) on higher education institutes' students' destination image. In addition, it examines the mediating role of destination image in relation to students' travel intentions. Design/methodology/approach – An online survey was employed to collect data from 200 graduate and postgraduate students. The partial least squares was employed to analyse the hypothesised relationships. Findings – The results of this study found support for the positive effect of cultural distance and eWOM on destination image. Additionally, the mediating effect of destination image was also supported. Originality/value – This research confirms the vital role of destination image as an antecedent of students' future intention to visit the destination. Moreover, this study contributes to marketing theory by predicting the critical drivers of higher education students' destination image and discussing their applications in the education sector.

Keywords

• Cultural distance
• Risk perception
• eWOM
• Destination image
• Future travel intention
• Higher education institutions