The influence of perceived discrimination, orientation to mainstream culture and life satisfaction on destination loyalty intentions: the case of international students

Abstract

This study examines three psychological phenomena (perceived discrimination, orientation to mainstream culture and life satisfaction) in explaining destination loyalty of international students. A sample of 489, short-term (n = 174) and long-term (n = 315) international students completed an online survey. Results from structural equation model-AMOS (analysis of moment structures) indicated that (1) orientation to mainstream culture positively influences destination loyalty intention and (2) orientation to mainstream culture mediates the relationship between perceived discrimination and destination loyalty intention. These results suggest that to facilitate destination loyalty intention, institutions may need to develop a support system that can promote positive cross-cultural adjustment.

Keywords:

• destination loyalty intention
• perceived discrimination
• orientation to mainstream culture
• life satisfaction
• education tourism