Travel motives and constraints affecting student participation in a proposed study tour

ABSTRACT

While experiential learning activities undertaken through study tours are a valuable component of undergraduate student training, not all students seek to participate. This paper addresses the lack of investigations into reasons for participating in study tours by higher-education students, especially among prospective study tour participants. Seven independent variables were first tested for their influence on likelihood of attendance at an International Food Expo using a sample of 315 students. In addition, an open-ended question solicited 10,000 words for thematic analysis to shed further insights on reactions to study tour participation during the COVID-19 crisis. The results show that accessibility, friendship norms, personal interest, social approval, and perceived travel risk significantly influenced the likelihood of Food Expo attendance. In turn, the qualitative data revealed deeper insights into issues of emotional anxiety, subjective norms and normative behavior. The study has implications for study tour organizers beyond Covid-19.

KEYWORDS:

• Study tour
• experiential learning
• event attendance
• motivators
• constraints
• theory of planned behavior

Disclosure statement

No potential conflict of interest was reported by the authors.