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The effect of sociocultural identities on study destination choice


Hendriana, Evelyn and Awang, Khairil Wahidin and Raja Yusof, Raja Nerina and Bojei, Jamil (2020) The effect of sociocultural identities on study destination choice. Pertanika Journal of Social Sciences & Humanities, 28 (2). pp. 1387-1400. ISSN 0128-7702; ESSN: 2231-8534


There are very few studies that consider the relationship between sociocultural identities and tourists’ destination choices, in which almost none focusing on the education tourism context. The objective of this research was to examine the effect of national identity, consumer cosmopolitanism and consumer ethnocentrism on international study destination choice. One hundred and twenty questionnaires were distributed to final year high school students, with a usable response rate of 75.83%. The data were analysed using partial least square-structural equation modelling (PLS-SEM). The study found a significant positive effect of consumer cosmopolitanism on students’ intention to study in Australia based on their perceived image of the destination and institutions. Contrary to the proposed hypothesis, national identity had a significant positive effect on the destination image of Australia.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Economics and Management
Putra Business School
Publisher: Universiti Putra Malaysia Press
Keywords: Consumer cosmopolitanism; Consumer ethnocentrism; Destination image; Institution image; National identity
Depositing User: Nabilah Mustapa
Date Deposited: 04 Aug 2020 02:37
Last Modified: 04 Aug 2020 02:37
URI: http://psasir.upm.edu.my/id/eprint/44850
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