Modelling the demand for educational tourism

Do dynamic effect, university quality and competitor countries play a role

Bibliographic Data

ID19554239
AuthorsSiti Hajar Hussein (Universiti Malaysia Terengganu), Suhal Kusairi (0000-0002-9156-6741, Universiti Malaysia Terengganu, corresponding author), Fathilah Ismail (0000-0003-2385-4693, Universiti Malaysia Terengganu)
Year2026
Volume12
Issue1
Pages154-168
Publication date2026-04-30
Open AccessYes
TypeARTICLE
VenueJournal of Tourism Futures (JOURNAL)
Journal identifiersISSN: 2055-5911 • E-ISSN: 2055-592X
PublisherEmerald (PUBLISHER)
DOI10.1108/jtf-09-2020-0144
OpenAlexW4225886661
LanguageEN
Citations received4
References cited20

Purpose This study aims to develop an educational tourism demand model, particularly in respect to dynamic effects, university quality (QU) and competitor countries. Educational tourism has been identified as a new tourism sub-sector with high potential, and is thus expected to boost economic growth and sustainability. Design/methodology/approach This study reviews the literature on the determinants of educational tourism demand. Even though the existing literature is intensively discussed, mostly focusing on the educational tourism demand from an individual consumer's perspective, this study makes an innovation in line with the aggregate demand view. The study uses data that consist of the enrolment of international students from 47 home countries who studied in Malaysia from 2008 to 2017. The study utilised the dynamic panel method of analysis. Findings This study affirms that income per capita, educational tourism price, price of competitor countries and quality of universities based on accredited programmes and world university ranking are the determinants of educational tourism demand in both the short and the long term. Also, a dynamic effect exists in educational tourism demand. Research limitations/implications The results imply that government should take the quality of services for existing students, price decisions and QU into account to promote the country as a tertiary education hub and achieve sustainable development. Originality/value Research on the determinants of the demand for educational tourism is rare in terms of macro data, and this study includes the roles of QU, competitor countries and dynamic effects

Business · Creativity · Demand management · Economic growth · Economics · Macroeconomics · Microeconomics · Originality · Political science · Public economics · Supply and demand · Sustainability · Tourism · Conferences and Exhibitions Management · Diverse Aspects of Tourism Research · Hospitality and Tourism Education · Marketing

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Open DOIOpen Access