IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i20p14739-d1257559.html
   My bibliography  Save this article

Exploring Students’ Push and Pull Motivations to Visit Rural Educational Tourism Sites in China

Author

Listed:
  • Feifei Yang

    (Department of Management and Marketing, Faculty of Business and Economics, University of Malaya, Kuala Lumpur 50603, Malaysia)

  • Rajenthyran Ayavoo

    (Department of Management and Marketing, Faculty of Business and Economics, University of Malaya, Kuala Lumpur 50603, Malaysia)

  • Norazlin Ab Aziz

    (Department of Finance, Faculty of Business and Economics, University of Malaya, Kuala Lumpur 50603, Malaysia)

Abstract

Educational tourism in rural areas promotes local employment, economic development, and poverty alleviation. Given that there is a lack of research on emerging and developing nations, this study adopted the viewpoint of an emerging country and empirically demonstrates the relationships of consumer behavior with education tourism in rural areas. In particular, the study focused on push-pull motivation factors and loyalty. The mediating role of overall satisfaction on the relationship between push-pull motivation and loyalty was also investigated. The study extracted questions from a sample of 234 students in China and quantitatively analyzed the data using a structural equation model (SEM). The results show that pull motivation factors contribute directly to loyalty, and push motivation was the strongest construct influencing loyalty through overall satisfaction. The results show that in this field, managers need to pay more attention to push and pull motivation at different marketing stages.

Suggested Citation

  • Feifei Yang & Rajenthyran Ayavoo & Norazlin Ab Aziz, 2023. "Exploring Students’ Push and Pull Motivations to Visit Rural Educational Tourism Sites in China," Sustainability, MDPI, vol. 15(20), pages 1-23, October.
  • Handle: RePEc:gam:jsusta:v:15:y:2023:i:20:p:14739-:d:1257559
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/20/14739/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/15/20/14739/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Haoying Li & Jonas Østergaard Nielsen & Rui Chen, 2023. "Rural Entrepreneurship Development in Southwest China: A Spatiotemporal Analysis," Land, MDPI, vol. 12(4), pages 1-22, March.
    2. Ohe, Yasuo, 2008. "Evaluating the Diversifying Market for and Viability of Rural Tourism Activity in Japan," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 43647, European Association of Agricultural Economists.
    3. Soo, Kwok Tong & Elliott, Caroline, 2010. "Does price matter? Overseas students in UK higher education," Economics of Education Review, Elsevier, vol. 29(4), pages 553-565, August.
    4. Mohamed-Abdullahi Mohamed & Asmat-Nizam Abdul-Talib, 2020. "Push–pull factors influencing international return migration intentions: a systematic literature review," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 14(2), pages 231-246, May.
    5. Gundur Leo & Anthony Brien & Yackob Astor & Mukhamad Najib & Syifaa Novianti & Wahyu Rafdinal & Dwi Suhartanto, 2021. "Attraction loyalty, destination loyalty, and motivation: agritourist perspective," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(9), pages 1244-1256, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yujiao Zhao & Jun Yang & Juanru Song & Yiqing Lu, 2025. "The Effects of Tourism Motivation and Perceived Value on Tourists’ Behavioral Intention Toward Forest Health Tourism: The Moderating Role of Attitude," Sustainability, MDPI, vol. 17(2), pages 1-27, January.
    2. Rebeca Guillén-Peñafiel & Ana María Hernández-Carretero & José Manuel Sánchez-Martín, 2024. "University Students’ Perception of the Dehesa and the Associated Traditional Trades," Sustainability, MDPI, vol. 16(9), pages 1-27, May.
    3. Lin Zhu & Li Wu & Xiran Xu & Xinyu Chen, 2024. "Exploring Pathways for Stimulating Cultural Services in Rural Ecosystems through Experiential Learning Education," Sustainability, MDPI, vol. 16(18), pages 1-13, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gabriele Marconi, 2013. "Rankings, accreditations, and international exchange students," IZA Journal of European Labor Studies, Springer;Forschungsinstitut zur Zukunft der Arbeit GmbH (IZA), vol. 2(1), pages 1-22, December.
    2. Jibin Baby & Dae-Young Kim, 2024. "Sustainable Agritourism for Farm Profitability: Comprehensive Evaluation of Visitors’ Intrinsic Motivation, Environmental Behavior, and Satisfaction," Land, MDPI, vol. 13(9), pages 1-18, September.
    3. Caroline Elliott & Kwok Tong Soo, 2012. "The International Market for MBA Qualifications," Working Papers 24284581, Lancaster University Management School, Economics Department.
    4. Wales, Philip, 2013. "Access all areas? The impact of fees and background on student demand for postgraduate higher education in the UK," LSE Research Online Documents on Economics 57846, London School of Economics and Political Science, LSE Library.
    5. Arnaud Chevalier & Xiaoxuan Jia, 2016. "Subject-Specific League Tables and Students' Application Decisions," Manchester School, University of Manchester, vol. 84(5), pages 600-620, September.
    6. Rhys J. Williams, 2022. "The effect of casual teaching on student satisfaction: evidence from the UK," Education Economics, Taylor & Francis Journals, vol. 30(1), pages 91-111, January.
    7. Feiwei Shen & Wenxin Ye & Cong Wang & Xianhong Huang, 2023. "Effects of Organizational Factors on Identification of Young Returnees from Urban Areas with Rural Societies – A Perspective of Adaptability," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 167(1), pages 363-390, June.
    8. Lenton, Pamela, 2015. "Determining student satisfaction: An economic analysis of the National Student Survey," Economics of Education Review, Elsevier, vol. 47(C), pages 118-127.
    9. Singleton, Carl & Bell, Adrian R. & Chung, Andy & Reade, J. James & Urquhart, Andrew, 2024. "Scoring goals: The impact of English Premier League football teams on local university admissions," Economics Letters, Elsevier, vol. 244(C).
    10. , 2022. "Complexities for the Indian Economy of China's Growing Technological Competence," OSF Preprints fk3r7_v1, Center for Open Science.
    11. Stephen Gibbons & Eric Neumayer & Richard Perkins, 2013. "Student Satisfaction, League Tables and University Applications," SERC Discussion Papers 0142, Centre for Economic Performance, LSE.
    12. Gibbons, Stephen & Neumayer, Eric & Perkins, Richard, 2015. "Student satisfaction, league tables and university applications: Evidence from Britain," Economics of Education Review, Elsevier, vol. 48(C), pages 148-164.
    13. Elliott, Caroline & Soo, Kwok Tong, 2013. "The international market for MBA qualifications: The relationship between tuition fees and applications," Economics of Education Review, Elsevier, vol. 34(C), pages 162-174.
    14. Andersson, Roland & Nabavi Larijani, Pardis & Wilhelmsson, Mats, 2013. "The impact of vocational education and training on income in Sweden," Working Paper Series 13/4, Royal Institute of Technology, Department of Real Estate and Construction Management & Banking and Finance.
    15. Daniel Weimar & Markus Schauberger, 2018. "The impact of sporting success on student enrollment," Journal of Business Economics, Springer, vol. 88(6), pages 731-764, August.
    16. Harazneh Ibrahim & Al-Tall Raad Meshall & Al-Zyoud Mohammad Fahmi & Abubakar A. Mohammed, 2018. "Motivational factors for educational tourism: marketing insights," Management & Marketing, Sciendo, vol. 13(1), pages 796-811, March.
    17. Stijn Broecke, 2015. "University rankings: do they matter in the UK?," Education Economics, Taylor & Francis Journals, vol. 23(2), pages 137-161, April.
    18. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    19. repec:ers:journl:v:xxiv:y:2021:i:4:p:678-690 is not listed on IDEAS
    20. K T Soo, 2009. "Estimating the production function of university students," Working Papers 600466, Lancaster University Management School, Economics Department.
    21. agarwal, shekhar & Gordon, Anna, 2022. "Complexities for the Indian Economy of China's Growing Technological Competence," OSF Preprints fk3r7, Center for Open Science.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:20:p:14739-:d:1257559. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.