A. Athiyaman and R.W. Robertson
Planning, both “operational” and“strategic”, relies on accurate forecasting. Planning intourism is no less dependent on accurate forecasts. However, tourismdemand forecasting has…
Abstract
Planning, both “operational” and “strategic”, relies on accurate forecasting. Planning in tourism is no less dependent on accurate forecasts. However, tourism demand forecasting has been dominated by the application of regression/econometric techniques. Past studies on the forecasting accuracy of econometric/regression models suggest that forecasts generated by these models are not necessarily superior to forecasts generated by simple time series techniques. Seven time series forecasting techniques were used to generate forecasts of international tourist arrivals from Thailand to Hong Kong. The results confirm that simple techniques may be just as accurate and often more time‐and cost‐effective than more complex ones. Practitioners in the tourism industry may confidently use any of the forecasting techniques demonstrated here for their short‐term planning activities.
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I.M.S. Weerasinghe and R.L.S. Fernando
The purpose of this study is to explain critical factors affecting student satisfaction levels in selected state universities in Sri Lanka.
Abstract
Purpose
The purpose of this study is to explain critical factors affecting student satisfaction levels in selected state universities in Sri Lanka.
Design/methodology/approach
The study has applied an quantitative survey design guided by six hypotheses. A conceptual framework has been developed to address the research questions on the basis of a literature review. The study is based on an undergraduate sample from four state universities, and it presents results of factor analytics and correlational and regression analyses.
Findings
Evidence to support construct validity and reliability of all survey-based scales measuring the key variables has been found. The quality of the academic staff, university facilities, degree program, administrative staff, university location and university image have been correlated significantly with student satisfaction levels measured at 0.45, 0.47, 0.51, 0.31, 0.39 and 0.66, respectively. The statistically significant predictors are: the quality of university facilities, the quality of the degree program and the university image, with the image being the strongest predictor.
Practical implications
The study offers a conceptual framework to guide future research and validated scales for measuring student satisfaction levels in a national higher education system in a developing region that is aspiring toward a knowledge-based economy where tertiary education is free. Five recommendations are provided for policymakers.
Originality/value
Research shows high variabilities in the models used and the findings of studies on factors affecting student satisfaction levels in universities. The study is among the first large-scale studies of student satisfaction levels in the Sri Lankan state university system, where little data exist on why students are dissatisfied and fail to complete their degrees.
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This paper reports on a study about applying regression techniques to identify the determinants and functional forms of tourism hotel expenditure in Hong Kong. Annual time series…
Abstract
This paper reports on a study about applying regression techniques to identify the determinants and functional forms of tourism hotel expenditure in Hong Kong. Annual time series data from 1983 to 1997 of average room rate, the number of visitor arrivals, the service price index, and hotel accommodation rates were hypothesised to affect tourism hotel expenditure. Seven exogenous variables were selected for regression model development in both linear and log‐linear forms. In view of the potential problems of multicollinearity between the independent variables, and therefore the associated instability of the regression coefficients, stepwise regression analyses were employed to improve the initial model. Final empirical results showed that the hotel expenditure in Hong Kong could be explained by four of the seven exogenous variables. A log‐linear form of the regression model appeared to slightly outperform the linear form.
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The purpose of this paper is to explore student perceptions of the internationalised learning environment across a particular university's home and offshore campuses. It addresses…
Abstract
Purpose
The purpose of this paper is to explore student perceptions of the internationalised learning environment across a particular university's home and offshore campuses. It addresses three research questions namely: what constitutes the internationalised learning environment for students? Can a university offer an internationalised learning environment that is equitable for students across its home and offshore campuses? And what differences exist in the internationalised learning environment for students in a university's home and offshore campuses?
Design/methodology/approach
In total, 484 completed responses were collected from the university's six campuses in Australia, Singapore, Hong Kong and Malaysia.
Findings
Findings suggested significant differences in the way students perceived of teaching reputation, context-specific curriculum, resources, student-support staff interaction and their attitude towards their university.
Practical implications
These insights could help a university's teaching staff and administrators to focus on specific attributes in marketing the internationalised learning environments of each of its campuses. This could give the university better opportunity for improving the learning process and its outcomes for students.
Originality/value
This paper sets out to define the parameters of the internationalised learning environment and conducts an audit of this environment from the student perspective. Findings suggested significant differences in the way students perceived of teaching reputation, context-specific curriculum, resources, student-support staff interaction and their attitude towards their university. In the market of fierce competition for international students, it is crucial that these positive attributes be part of the marketing messages in any promotion campaigns for universities.
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Muhammad Hafiz Yaakub and Zainal Abidin Mohamed
The purpose of this paper is to propose a comprehensive model using balanced scorecard (BSC) approach instead of the current ranking system to measure the performance of private…
Abstract
Purpose
The purpose of this paper is to propose a comprehensive model using balanced scorecard (BSC) approach instead of the current ranking system to measure the performance of private higher education institutions (PHEIs) in Malaysia as the ranking system is deemed inaccurate and certain items in the system are redundant.
Design/methodology/approach
A cross-sectional survey was conducted involving 105 academicians from seven PHEIs in Malaysia. The data were analyzed for factor analysis using Principal Axis method with Promax rotation in IBM SPSS Statistics Version 20.
Findings
The result demonstrates that 22 items were successfully extracted into four dimensions that suited the BSC approach with acceptable range of composite reliability and factor loading values.
Research limitations/implications
The paper reveals the issues of ranking system of the current method in measuring performance of PHEIs. The proposed BSC model should be tested on more PHEIs to increase its validity and reliability.
Practical implications
This research analyzes the performance of PHEIs from academicians’ perspectives based on the four BSC perspectives. It can be considered as an alternative model for PHEIs’ managers to measure performance of PHEIs in Malaysia rather than the current ranking system.
Social implications
In the midst of intense competition in private higher education industry in Malaysia, it is crucial to understand that a high performance PHEI is expected to deliver quality tertiary education. This research assists the society to evaluate the strength of a particular PHEI in Malaysia, and further enable them to make a deliberate choice on which PHEI to enter.
Originality/value
A growing concern for sustainability of PHEIs requires a method to be undertaken by the authority to measure PHEIs’ performance. This paper addresses this concern by offering 22 items to measure PHEIs’ performance and dictating the need to manage PHEIs in a strategic manner, not by ranking system per se.
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An exploration of factors influencing internet shopping is conducted using the theory of planned behaviour (TPB) as the theoretical base. The theory holds that a potential…
Abstract
Purpose
An exploration of factors influencing internet shopping is conducted using the theory of planned behaviour (TPB) as the theoretical base. The theory holds that a potential customer's attitude towards the behaviour and the customer's subjective norm and perceived behavioural controls can influence the intention and its eventual realisation. This paper aims to address the factors influencing internet shopping by Thai consumers in order to answer the question of how well TPB explains online shopping intentions in Thailand. Then, comparisons are made between theoretical predictions and the current situation of the use of online services by consumers in Thailand.
Design/methodology/approach
This study is based on a questionnaire survey asking participants what factors influence their use of the internet for shopping. Subjects are drawn from 400 graduates at four major universities in Thailand. To test the validity and reliability of the measurement models using the corrected item‐total correlations, Cronbach's α and correlations among constructs in the path model are used. Assessment is made of the importance of variables in the path model with the application of the conventional regression. All multiple items of the measures are assessed for their internal consistency by computing the corrected item total correlation and coefficient α for each composite measure.
Findings
The empirical analysis suggests that the difficulty of shopping online is seen as the factor most influencing customers' intention to shop online. In this survey and that of the NECTEC, online technology is seen as the principal barrier to using the internet for online shopping. In contrast, it is found elsewhere that a potential customer's attitude is the factor having most influence on the intention to shop.
Originality/value
The results of a survey of 400 consumers in Thailand showed that the factors of opinions of people around consumers and the environment of online shopping can affect their intention to shop online, and its realisation.
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Sik Sumaedi, Gede Mahatma Yuda Bakti and Nur Metasari
This paper aims to identify: university students' perceived service quality dimensions; the dimensions contributing most towards overall students' perceived service quality; and…
Abstract
Purpose
This paper aims to identify: university students' perceived service quality dimensions; the dimensions contributing most towards overall students' perceived service quality; and whether there is a difference in perceived quality level of each dimension based on students' year of study and gender in the context of undergraduate students of state universities in Indonesia.
Design/methodology/approach
The study uses a quantitative approach through a survey method. The respondents of this study are 155 state university students from two state universities in Indonesia. Both multiple regression analysis and t‐test analysis are used to analyze the data.
Findings
Research results show that there are seven perceived service quality dimensions considered important to university students, i.e. curriculum, facilities, contact personnel, social activities, education counselors, assessment, and instruction medium. The perceived service quality dimensions contributing most towards overall perceived service quality of a state university is facilities. Furthermore, the research also shows that university students with a different study period have a different perceived quality level on the social activities dimension, while university students with different gender have a different perceived quality level on two dimensions, i.e. social activities and facilities.
Research limitations/implications
The research was only conducted at two universities in the same geographic area and at a single point of time. Hence, there is a need for further research in terms of a longitudinal study with different geographic samples in order to generalize the research result.
Practical implications
The students' perceived quality dimensions resulting from this research can be used by universities to measure their performance according to students' perspectives. As a result, feedback will be gained by the university, so that the university can identify its weaknesses.
Originality/value
The research was conducted in a developing country context, while most previous research has been conducted in developed country contexts. This research also provides a new insight into quality management, since the university objects are state universities, not private universities. The paper also takes students' personal characteristics (gender and year of study) variables into account.
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The purpose of this paper is to examine the relationship between perceived brand orientation (PBO), satisfaction, loyalty, and post-enrolment communication behaviour in the…
Abstract
Purpose
The purpose of this paper is to examine the relationship between perceived brand orientation (PBO), satisfaction, loyalty, and post-enrolment communication behaviour in the Australian higher education sector.
Design/methodology/approach
Two hundred and fifty-eight questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between the constructs.
Findings
This study provides empirical evidence that PBO has a positive and significant relationship with all dependent variables. The research reveals that students' perception of a university's brand orientation is significantly related to satisfaction, loyalty, and post-enrolment communication behaviour.
Research limitations/implications
The findings may guide the key decision makers in higher education institutions to understand the importance of brand orientation in their corporate strategy to enhance satisfaction, loyalty, and positive WOM, which can be used to differentiate themselves from other institutions in the highly competitive education market.
Originality/value
Past researchers have not looked into the dynamic relationships between PBO, satisfaction, loyalty, and post-enrolment communication behaviour, and hence research is to be called for in this area. The paper is the first to examine brand orientation from the perspective of the students and provide higher education institutions with recommendations to improve service quality through brand orientation.
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Ali Dehghan, John Dugger, David Dobrzykowski and Anne Balazs
In this paper, a model of student loyalty with graduate online programs utilizing relationship marketing theory elements was developed. The relationships between service quality…
Abstract
Purpose
In this paper, a model of student loyalty with graduate online programs utilizing relationship marketing theory elements was developed. The relationships between service quality, commitment and satisfaction, reputation and ultimately loyalty were explored. The purpose of this paper is to investigate the relationships between factors that may lead to customer loyalty in online educational organizations.
Design/methodology/approach
Case study/quantitative methods were used.
Findings
This research assessed customer loyalty intentions by examining the service quality, commitment, satisfaction, and reputation of online students in master's level online programs.
Originality value
The relationship between service quality, commitment, satisfaction, reputation, and loyalty have not been adequately investigated in online master's programs.
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To discuss the requirement for a university to adopt a clearly defined marketing strategy to increase its international student population and generate additional revenue.
Abstract
Purpose
To discuss the requirement for a university to adopt a clearly defined marketing strategy to increase its international student population and generate additional revenue.
Design/methodology/approach
Primary research was undertaken to investigate the notion that customer satisfaction influences perceived quality and in turn affects profitability. The research methodology carried out among hospitality and tourism management students at Bournemouth University combined qualitative and quantitative methods. A student focus group and staff members with specialised knowledge were interviewed using a semi‐structured approach to allow a pre‐determined core of open‐ended questions to be addressed, while enabling other related issues to be pursued.
Findings
Within Bournemouth University, the reputation of the hospitality and tourism programmes and educational links are the most important considerations in student decision making, regarding their choice of programme and place of study.
Research limitations/implications
It could be argued that the courses selected attract more outgoing individuals and those more prepared to adapt to change and adopt a different culture. However, the students were from a range of countries and were representative of the mix at the University.
Practical implications
In an increasingly competitive market for international students, institutions need to provide an optimum service. International education marketing to international students should be managed to enhance consumer satisfaction, and raise perceived quality.
Originality/value
The findings should be taken into account when programmes are revalidated to ensure that these disciplines continue to provide students with the knowledge required by a global industry.