A Study on How Expectations, Motivation, and Peer Influence Affect Study Tour Behavior of Students in Private Universities in Zhejiang, China

Linpeng Xiang; Rosman Bin Karim

doi:10.6918/IJOSSER.202508_8(8).0004

Authors

Linpeng Xiang
Rosman Bin Karim

DOI:

https://doi.org/10.6918/IJOSSER.202508_8(8).0004

Keywords:

College Students Study Tour, Southeast Asia Study Tour, College Students Study Tour Consumer Behavior, TPB theory.

Abstract

Study tour is a form of educational tourism that combines learning and traveling. The current study tour market still takes secondary school students as the target group and pays insufficient attention to college students. Moreover, the consumption level of the study tour market is high, which is beyond the affordability of many families, and there is also a certain degree of blindness and herd effect, which leads to the division and imbalance of the study tour market, exacerbates the inequality and inequity of education, and also exacerbates the wastefulness and inefficiency of the study tour market. However, with the gradual improvement of study tours in Southeast Asia, study tours in Southeast Asia have the advantages of diverse cultures, mature teaching systems, and diversified study tour products. At present, Southeast Asian study tours have become a new popular location. This study aims to explore the factors affecting Chinese college students' Southeast Asian study tour consumption behavior. Based on the literature review, this study proposes a conceptual model that includes variables such as study tour expectations, motivation, peer influence, attitude, psychological pressure and consumption behavior. Using quantitative research methods, this study conducted a questionnaire survey on 382 Chinese college students who had participated in a study tour to Southeast Asia. The data were analyzed using SPSS 27 software, and the analysis methods included descriptive statistics, correlation analysis, structural equation modeling, and hierarchical regression analysis. This study provides some insights and suggestions for the development and management of study tours, as well as for improving the quality of tours and the satisfaction of participants.

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