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.

中文翻译：

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文化距离、电子口碑和感知风险在塑造高等教育学生目的地形象和未来旅行计划方面的研究

目的

本研究旨在预测文化距离、感知风险和电子口碑（eWOM）对高等教育机构学生目的地形象的影响。此外，它还研究了目的地形象与学生旅行意图之间的中介作用。

设计/方法论/途径

采用在线调查收集了 200 名研究生和研究生的数据。采用偏最小二乘法来分析假设的关系。

发现

这项研究的结果支持了文化距离和电子口碑对目的地形象的积极影响。此外，还支持目标图像的中介作用。

原创性/价值

这项研究证实了目的地形象作为学生未来访问目的地意图的先决条件的重要作用。此外，这项研究通过预测高等教育学生目的地形象的关键驱动因素并讨论其在教育领域的应用，为营销理论做出了贡献。