Language tourism: The drivers that determine destination choice intention among U.S. students
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Travel for educational learning represents a growing sector in the international tourism context. Specifically, language tourism develops communicative competence in acquiring foreign languages, and understanding its potential is a relevant topic to which little scholarly attention has been given. This study tries to fill this gap by analyzing the drivers that influence behavioral intention when choosing a travel destination for learning language skills. This research proposes a language tourism model that includes the direct influence of consumption values with a mediating role of perceived beneficial image. The empirical application is performed on the basis of a sample of U.S. university students to evaluate their interests in travelling to Spain to learn Spanish. A Partial Least Squares regression was used to evaluate the measurement model and contrast the hypotheses. The results provide insights for destination management organizations (DMOs) into tourists’ value perceptions, presentation of destinations, and serve to increase their visibility among countries. © 2018 Elsevier Ltd
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