Educational travellers and destination appeal: Deconstructing intrinsic motivations

Abstract

Using self-determination theory, the authors explore whether destination appeal enhances intrinsic motivations to study abroad. Primary data gathered from inbound and outbound educational travellers in Paris, France were analysed using Structural Equation Modelling. It was confirmed that the mediating effect of destination appeal enhances intrinsic motivations for studying abroad. A discussion follows about how destinations can enhance educational travellers’ autonomous decision-making through two self-contextual influences – information and external control. Destination authorities can potentially address a society-wide issue – the lesser performance of extrinsically motivated students. The authors discuss implications for stakeholders, including institutions and DMOs.