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American Journal of  Applied 
Statistics and Economics (AJASE)

The Behavioral Intentions of  Foreign Students Towards Tourism in China
Imane El Hebabi1*

Volume 4 Issue 1, Year 2025
ISSN: 2992-927X (Online)

DOI: https://doi.org/10.54536/ajase.v4i1.4849
https://journals.e-palli.com/home/index.php/ajase

Article Information ABSTRACT

Received: March 23, 2025

Accepted: April 30, 2025

Published: July 30, 2025

As China is gradually developing into an education destination for international students, 
this group of  students constitutes an important segment of  the tourism industry in China. 
The findings of  this present research are intended to uncover the behavioral intention of  the 
foreign students about tourism in the china mainly analyzing some vital factors which affect 
their travelling behaviour. The study reveals that the Theory of  Behavioral Intention (TBI) 
can be used to develop predictive models of  cultural knowledge, communication skills, per-
ceptions of  safety, costs of  tourism, time constraints, and social media presence in the con-
text of  foreign students’ tourism behavior. This study indicates that requirements for foreign 
students for deciding on Chinese tourist destinations are interest, safety, digital media, time 
and financial concerns. This research involved 310 foreign students from different Chinese 
universities and the research data were analyzed using descriptive statistics, regression as well 
as correlation analysis. Therefore the results would provide information to tourism author-
ities and businesses to market and to position tourism so as to reflect this segment’s travel 
patterns. Beside, this study contributes not only to the academic knowledge regarding the 
dual role of  foreign students in education and tourism, but also for the tourism marketing 
and policy making in China, especially on how socio-cultural and digital factors affect the 
travel behavior of  foreign students.

Keywords

Behavioral Intention, Cultural 
Knowledge, Foreign Students, 
Social Media Influence, Tourism 
Behavior

1 School of  Business, Nanjing University of  Information Science & Technology, Nanjing, China
* Corresponding author’s e-mail: imaneelhebabi2@gmail.com

INTRODUCTION
Tourism is a versatile social phenomenon which is 
connected with interaction of  various cultural and 
regional, social and economical elements. The Chinese 
tourism industry has been continuously developing 
within the recent past, and foreigners particularly the 
students form a greater part of  the tourism market. It is 
important for the policy-maker and the service-providers 
to know these tourists’ behaviors in order to facilitate 
their educational requirements as well as improving their 
travel experience (Ma et al., 2022; Agyapong & Yuan, 
2022; Hossain & Hena, 2024). This type of  students 
has a different travel character from other travellers who 
visit a country for tourism reasons, in aspects such as 
familiarity with a culture, duration of  stay and education 
mission in China (Wang et al., 2023). This study will 
uncover the necessary information to provide a better 
understanding of  the behaviors that the tourism industry 
in China needs to implement in order to attract the target 
market of  the foreign student tourists. The present 
study seeks to explore the behavioral intentions of  the 
international students in China: the factors that influence 
the outbound Chinese tourists to tour the Chinese tourist 
destinations and whether there is a difference from those 
of  the traditional tourists (Xu et al., 2022). The results 
will thus be beneficial to stakeholders in the tourism and 
educational industries to understand how to effectively 
market and cater for the needs of  this group.
In the last one and half  decades or so, tourism is among 
the most significant source of  revenue generation and 
foreign exchange earnings in China besides being a 
popular attraction for international students. International 

students visiting China for education have become a 
separate type of  tourists, who have certain reasons for 
visiting, different behavior, and some peculiarities they 
can face. Since China is emerging as a major education 
receiving country of  the world, its tourism behavior 
regarding international students can be useful for 
enhancing the overall services and policies for tourism 
industry. Various aspects such as culture, magnanimity, 
and safety ideas affect foreign students’ behavioral 
intentions toward tourism in China: Favorability and 
communication effectiveness (Jin et al., 2022; Long & 
Aziz, 2022). International student tourists can thus be 
considered to engage in different travel patterns and 
thus describe different travel patterns than conventional 
tourists. Tourists who are entrepreneurs have longer 
visitation rates and interact with the destinations’ cultures 
in a more profound way as opposed to the regular visitor, 
and they also visit the tourist places for different reasons 
as compared to other visitors (Agyapong & Yuan, 2022). 
They have their travel behavior determined by their 
education background, cultural adjustment, cultural 
sensitivity, and cultural interactions availed in the travelled 
country (Wang et al., 2023). Since China is home to 
millions of  international students, knowledge in relation 
to these behaviors is useful for tourism organizations and 
policies.
However, little has been attempted to examine the tourism 
behavior of  the international students in China. Prior 
literature has failed to capture the differences specifically 
experienced by the students who receive education and 
possibly tourism services while in the students’ host 
countries. This research therefore seeks to fill this gap by 



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providing an understanding of  the behavioral intentions 
of  the foreign students toward tourism in China. This 
paper aims at identifying factors affecting mobility of  
foreign students within the country and reveals extent to 
which students have adequate information concerning 
the culture, language and costs of  travelling within 
the country. Knowledge of  these aspects will help in 
improving the quality of  tourism services for China 
targeting this particular group of  clientele from their 
perspective of  being foreign students in China. This 
research will add to the existing literature regarding the 
behavior of  International Students regarding tourism in 
the host country, especially how educational and tourism 
facilities and services influence the decision making of  
international student travelers (Xu et al., 2022; Jeon et al., 
2023).
Therefore, the objective of  this research is to examine 
the knowledge about cultural differences, communication 
ability and perceived safety with regards to their tourism 
intentions in China. Moreover, the study seeks to 
determine the influence that foreign students’ perception 
has on the types and adopted traditional/modern tourist 
attractions. It will also try to establish the relationship 
between cultural distance and adaptability in shaping 
their attitudes toward visiting different parts of  China. 
Altogether, it will aim at presenting practical conclusions 
and suggestions to the authorities and companies that 
may contribute to the alteration and improvement of  
the appeal to foreign students and their contribution in 
domestic tourism.

LITERATURE REVIEW
Research on the tourism behaviour of  these foreign 
students has gained momentum with respect to educational 
travel and tourism. Many pieces of  research work have 
been undertaken to establish several factors affecting the 
travel motivations of  international students. The nature 
and occurrences the foreign students interact (Hossain, 
2025) with in their duration of  stay in China offer them 
chance to appreciate the Chinese cultural and tourism 
values. This is in line with the earlier studies that have 
confirmed that cultural knowledge and communication 
ability as factors that influence the travelling behaviours 
of  foreign students (Wang et al., 2023). Likewise, Jin et 
al. (2022) pointed that safety advantage and affordability 
were regarded as the most important factors influencing 
the decisions of  the foreign students towards tourism-
specific destinations. Zhang et al. (2023) also noted that 
cultural distance between home country and China had 
a direct impact on these students ‘adjustment and their 
willingness to venture out and visit new and untraveled 
tourist attractions. On the other hand, Long and Aziz, 
(2022), treated the role of  digital tools, particularly the 
social media platforms and online resources in decision 
made towards travelling in the era of  the COVID-19. 
Their study revealed that the availability of  the web, 
discussing travel forums and applications provided 
additional efficiency to tourism for foreign students. In a 

research by Luo et al. (2023), other factors which include 
social media engagement, time required and cost, was 
also considered to determine the behavioral intentions of  
international students. Overall the study revealed that the 
students with greater engagement in the digital media are 
possibly to consider domestic tourism options, meaning 
that the students’ engagement displaces a significant role 
in defining the current and emerging travel patterns. 

Theoretical Framework 
The choice model for this study is the Theory of  
Behavioral Intention (TBI) which is quite popular in 
analyzing consumer behavior more so with travellers. 
According to TBI by Ajzen (1991), intention to behave 
in a certain way was said to predict a person’s behaviour 
in the best way. Perceived behavioral control is one of  the 
social cognition theory constructs, the other two being 
optimism and perceived attitudes towards the behavior 
as well as perceived norms, in this case social pressure to 
engage or not engage the behavior. When it comes to the 
foreign students living in China, these variables can be 
adjusted to discover how the cultural, social, and economic 
factors affect the students’ decision to engage in domestic 
tourism. In the proposed model given in the subsequent 
figure 1, cultural experiences attitude, communication 
effectiveness, perceived safety, and cost factors are the key 
antecedists of  the behavioural intentions of  the foreign 
students. It is deduced that each of  the aforementioned 
variables affects the student’s willingness to engage in 
tourism either directly or indirectly and hence underpin 
the theoretical model for the study.

Behavioral intention   
The behavioral intention in the area of  tourism marketing 
contains the probability of  foreign students to pursue 
activities that are associated with tourism for instance 
visiting tourist attraction sites, experience cultural 
diversity or have fun. To the marketers focusing on 
this segment, behavioral intention is one of  the most 
important approaches to help them develop effective 
campaigns that meet the students’ needs and wants, 
ranging from the passion for cultures to the constraints 
of  time and money. Also, safety along with perceived 
convenience, cost and social networks affect the tourism 
intentions of  the foreign students; the services offered 
being a factor of  determination. In this way, the above-
stated intentions can be helpful to tourism marketers 
to develop the focused and attractive-selling appeals 
that will prompt the students into turning their dreams 
into tangible experience. On this premise, the current 
conceptualization and deployment of  behavioural 
intention make sure that marketing strategies are not 
only right but also will get the students from the stage of  
intention through the entire world of  tourism. 

Proposed conceptual model  
The model employed in this present research explores the 
impact of  several independent factors on the behavioral 



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Figure 1: Conceptual model: Behavioral Intentions of  Foreign Students Towards Tourism in China

intention of  foreigner’s students regarding tourism in 
China. The dependent variable, is a behavioral intention 
to take part in tourism activities in the households by the 
foreign students as influenced by certain perceptions, 
interests and available resources. The research 
independent variables are safety and convenience, time, 
pocket pinch, culture, and social networking. TPB states 
that attitude, subjective norms, and perceived behavioral 
control have a direct impact on the intention to perform a 
behavior. In this regard, the level of  perceived safety and 
convenience affects students’ attitude because a positive 
attitude is likely to be attracted to those places that are 
safe and conveniently accessible for tourism. Time and 
cost are two variables in the TPB that relates to perceived 
behavioral control, as these two factors determine the 
perceived capacity or ability of  the students to participate 
in tourism activities. Cultural interest influences attitude 
by creating permissive notes for students to gain culture 
details from tourism while social media influence acts as a 
mechanism of  impacting on the perceived beliefs because 
the student rely on social media platforms in acquiring 
information and/or recommendations on various things 
including travelling. When all of  these are incorporated 
into the model, then one gets a clear picture of  the factors 
that define travel patterns of  the foreign students.

I. Perceived safety and convenience (the extent to 
which students feel safe and find it easy to access tourist 
destinations) significantly influence their intentions to 
travel. Studies have shown that a higher sense of  safety 
and greater convenience lead to more favorable attitudes 
towards engaging in tourism (Jin et al., 2023).

II. Time availability, or the amount of  free time foreign 
students have, directly impacts their ability to participate 
in tourism, making it a crucial factor influencing their 
behavioral intention (Ma et al., 2022).

III. Perceived costs of  tourism (how affordable 
students believe tourism activities to be) play a role in 
shaping students’ intentions, as financial constraints often 
hinder travel intentions.

IV. Cultural interest (the degree to which students are 
interested in experiencing and learning about Chinese 
culture) is a strong motivator for engaging in tourism 
activities, as students with a higher cultural interest are 
more likely to explore various tourist destinations.

V. Social media influence (the impact of  social 
media platforms such as WeChat, Instagram, or travel 
blogs) shapes students’ perceptions of  destinations and 
influences their decisions to visit particular tourist spots.

Hypotheses
H1: Perceived safety and convenience have a positive 

impact on foreign students’ attitudes towards tourism in 
China.

H2: Time availability positively influences foreign 
students’ perceived behavioral control and their 
willingness to engage in tourism.

H3: Perceived costs of  tourism negatively affect 
foreign students’ intention to engage in tourism activities 
in China.

H4: Cultural interest positively influences foreign 
students’ attitudes towards tourism, increasing their 
behavioral intention.

H5: Social media influence positively shapes foreign 
students’ subjective norms, thus enhancing their intention 
to participate in tourism.

Theoretical contribution  
The present findings also advance the theory of  behavioral 
intention by including both areas of  digital and socio-
cultural contexts onto the basic model. Although the TBI 
has been applied in the field of  consumer behavior, there 
is limited understanding of  how digital tools and social 
media affect behavioral intentions in the cross-cultural 
tourism domain. Therefore, including these factors gives 
a better model of  the current state of  affairs in the minds 
of  the foreign students in China with a view of  making 
a decision. It also presents further insights about the 
cultural sometime uncomfortable space, communication 



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efficacy, and digital connectivity that contributes to 
the whole picture of  students’ travel patterns. Hawley 
proposed the concept of  the cultural comfort zone 
that is likely to be useful for investigating international 
students’ experiences, as this construct is related to 
students in particular. This idea associates positive affect 
in cultural contexts with readiness to venture, thus 
putting a different spin on how the place attachment 
fosters student’s behaviours as tourists. The introduction 
of  time availability into the model and the specification 
of  the impact of  social media are also innovations that 
bring the theory to the level of  the modern tendencies in 
international tourism.

MATERIALS AND METHODS
The research methodology section outlines a step-by-
step approach to study execution through procedures 
and methods for investigating foreign student tourism 
behavior in China. Transparency and replicability in the 
study are achieved through a detailed description provided 
in this chapter about both data collection methods and 
analysis procedures.

Data Collection 
The researchers conducted their investigation using 
survey-based methods to discover what elements drive 
foreign students to behave regarding tourism in China. 
The survey structure consisted of  questions to assess 
independent variables which included perceived safety 
and convenience alongside time availability and perceived 
costs of  tourism and cultural interest and social media 
influence as they related to the dependent variable 
behavioral intention. The survey composed of  Likert scale 
questions which used a 1 (strongly disagree) to 5 (strongly 
agree) scale for participants to indicate their agreement 
levels with every independent variable statement. Survey 
participants’ answers led to the creation of  scores that 
depicted the factors evaluated. Foreign students enrolled in 
Chinese universities from different academic institutions 
were chosen as the target recipients to obtain a diverse 
representation of  the international student community. 
Participants could complete the survey through WeChat 
because the platform offered convenient access. Statistical 
analysis of  the data became possible through an n = 310 
sample size which represented effective levels of  data 
quantity.

Analytical Techniques 
Both descriptive statistics and regression analysis 
combined with correlation analysis served to evaluate 
the relationships between variables affecting behavioral 
intent. The first step involved descriptive statistics for 
data summarization to provide sample demographic 
statistics. Standard deviation together with mean values 
helped reveal the students’ data central tendencies 
with statistical distributions. The researchers employed 

multiple regression to study how the independent 
variables affect students’ behavioral intention. Through 
a regression model the research evaluated its hypotheses 
while measuring the strength of  key factors affecting 
students’ intention to visit North Korea. The research 
applied the following structure to the regression analysis:
Behavioral Intention (BI) = β0 + β1.  Perceived Safety and 
Convenience +β2. Time Availability + β3. Perceived Costs 
+β4. Cultural Interest + β5. Social Media Influence  
Where

1. BI is the dependent variable (Behavioral Intention),
2. Perceived Safety, Convenience, Time Availability, 

Perceived Costs, Cultural Interest, and Social Media 
Influence are the independent variables,

3. β0 is the intercept term, 
4. β1 to β5 are the coefficients representing the impact 

of  each independent variable on Behavioral Intention,
5. ɛ is the error term.

For measuring the relationships between independent 
variables and the dependent variable researchers 
conducted Pearson’s correlation testing to determine 
directional and strength levels. By conducting this analysis 
researchers gained understanding about the variables 
which produced the strongest correlations with tourism 
intention among foreign students for behavioral driver 
analysis.

RESULTS & DISCUSSION 
Results 
The analysis covers 310 foreign students through a table 
presentation of  descriptive statistics for tested variables 
(Table 1). Results from the mean values show students 
demonstrate strong intentions to participate in Chinese 
tourism activities because they hold average scores of  
4.029 for safety and 4.294 for behavioral intention and 
4.361 for cultural interest and 4.423 for cost factors. 
Research results suggest foreign students demonstrate 
intermediate comfort levels and ability to connect with 
Chinese culture based on their responses regarding 
cultural comfort (3.890) and communication effectiveness 
(3.116). Most variables display standard deviation ranges 
between 4.071 and 4.058 which indicates students have 
diverse responses to questions about time availability and 
social media influence. Most students in the study belong 
to the younger demographic and the student population 
demonstrates gender parity. The data from the survey 
reveals that international students possess mostly positive 
attitudes toward Chinese tourism which is particularly 
influenced by digital technologies and cultural sensibilities 
but they encounter obstacles when adapting to Chinese 
culture and maintaining effective communications.
The research model analysis in Table 2 demonstrates 
how independent variables affect behavioral intention 
regarding foreign students who may choose China for 
tourism activities. Research findings show older students 
have less intention to participate in tourism (Coef. = -0.256, 



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Table 1: Descriptive Statistics
Variable  Obs  Mean  Std. Dev.  Min  Max
Age 310 1.161 0.368 1 2
Gender 310 1.610 0.489 1 2
Educationlevel 310 2.268 0.582 1 3
CulturalComfort 310 3.890 0.956 1 5
CommunicationEffec~s 310 3.116 0.988 1 5
CulturalIterest 310 4.361 0.642 3 5
Adaptability 310 3.690 0.809 2 5
CulturalChallenges 310 2.819 1.120 1 5
Safety 310 4.029 0.698 3 5
Costfactors 310 4.423 0.612 3 5
Costimpact 310 3.974 0.851 3 5
Timeavailability 310 4.071 0.702 3 5
Timeallocation 310 4.035 0.703 3 5
socialmedia 310 4.058 0.901 2 5
Onlineresources 310 4.090 0.902 2 5
Digitaltools 310 4.348 0.624 3 5
Technology 310 4.419 0.700 3 5
Behavioralintention 310 4.294 0.716 3 5

Table 2: Regression Analysis
behavioralintention Coef. St.Err. t-value p-value [95% Conf Interval] Sig
Age -0.256 0.084 -3.030 0.003 -0.423 -0.090 ***
Gender 0.174 0.061 2.830 0.005 0.053 0.295 ***
Educationlevel 0.169 0.077 2.200 0.028 0.018 0.320 **
Safety 0.424 0.079 5.370 0.000 0.269 0.580 ***
Costfactors 0.109 0.067 1.630 0.104 -0.023 0.240
Costimpact -0.057 0.041 -1.400 0.161 -0.137 0.023
Timeavailability 0.630 0.044 14.430 0.000 0.545 0.716 ***
Timeallocation 0.070 0.049 1.440 0.151 -0.026 0.166
socialmedia -0.464 0.048 -9.570 0.000 -0.559 -0.369 ***
Onlineresources 0.119 0.040 2.980 0.003 0.041 0.197 ***
Digitaltools -0.161 0.086 -1.880 0.062 -0.330 0.008 *
CulturalIterest 0.407 0.084 4.820 0.000 0.241 0.574 ***
Constant -0.565 0.257 -2.200 0.029 -1.070 -0.059 **
Mean dependent var 4.294 SD dependent var 0.716
R-squared 0.783 Number of  obs  310

p = 0.003) but males and students who have completed 
higher levels of  education demonstrate increased 
participation (Coef. = 0.174, p = 0.005 and Coef. = 0.169, 
p = 0.028 respectively). Students who experience higher 
safety levels and have available time display stronger 
intentions to travel according to the research findings 
(Coef. = 0.424, p = 0.000) and (Coef. = 0.630, p = 0.000). 
The data demonstrates that higher student use of  social 
media platforms produces a negative correlation (Coef. 
= -0.464, p = 0.000) in tourism intentions. Students who 
show interest in cultural aspects tend to exhibit higher 

tourism behaviors according to statistical results (Coef. 
= 0.407, p = 0.000). Students who use online resources 
as a learning resource have positive outcomes according 
to statistical measures (Coef. = 0.119, p = 0.003) yet 
digital tools exhibit a limited negative effect (Coef. = 
-0.161, p = 0.062). A strong model relationship exists 
between independent variables and behavioral intention 
as indicated by R-squared = 0.783 where the dependent 
variable explains 78.3% of  the variance. Additionally, the 
overall model achieves significant results at p < 0.000 
with both AIC and BIC values confirming its reliability.



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F-test  89.246 Prob > F 0.000
Akaike crit. (AIC) 223.896 Bayesian crit. (BIC) 272.471

*** p<.01, ** p<.05, * p<.1

The key study variables appear in Table 3 as their 
correlation matrix demonstrates the relationship intensity 
between paired variables. The variable cultural interest 
functions as a positive predictor for all three variables of  
cost factors (0.623), cost impact (0.568), and digital tools 
(0.742) among students who demonstrate cultural interest 
in their tourism choices. Students who demonstrate 
better adaptability levels tend to show increased interest 
in Chinese culture (0.365) based on analysis of  variable 
2 and variable 3. Students who feel positively about 
touristic safety tend to evaluate costs and times of  tourism 
activities according to the results for both variables 3 
(0.729) and time allocation (0.717). Students who utilize 

social media (variable 8) show high correlations between 
cultural interest (0.506) and digital tools (0.338) which 
indicate these students have better cultural interest and 
use digital tools for their tourism choices. Students who 
demonstrate cultural interest and employ digital tools 
also consider technology as vital for tourism decisions 
since the two factors exhibit high correlation at 0.734 
and 0.679 respectively (variable 10). The interdependent 
relationships among cultural involvement and digital 
media use together with time and cost elements have 
been confirmed through the established correlations 
which indicate these factors influence student tourism 
intentions significantly.

Table 3: Matrix of  correlations
Variables (1) (2) (3) (4) (5) (6) (7) (8) (9) (10)
(1) CulturalIterest 1.000
(2) Adaptability 0.365 1.000
(3) Safety 0.373 0.400 1.000
(4) Costfactors 0.623 0.331 0.729 1.000
(5) Costimpact 0.568 0.317 0.344 0.388 1.000
(6) Timeavailability 0.359 0.494 0.293 0.420 0.344 1.000
(7) Timeallocation 0.387 0.287 0.717 0.537 0.202 0.349 1.000
(8) Socialmedia 0.506 0.371 0.465 0.630 0.318 0.418 0.436 1.000
(9) Digitaltools 0.742 0.343 0.556 0.630 0.273 0.423 0.473 0.338 1.000
(10) Technology 0.734 0.241 0.379 0.575 0.469 0.328 0.180 0.207 0.679 1.000

Discussion 
Several critical components affect the behavioral intentions 
of  international students to participate in Chinese tourism 
activities according to this research analysis. Students 
reveal greater tourist behavior toward China when their 
interest in Chinese culture grows stronger. Foreign 
students show higher intentions to engage in Chinese 
tourism when they believe the environment is safe and 
have additional time on their hands. The amount of  time 
students spend on social media networks increases their 
behavioral intention resistance which demonstrates that 
intensive digital consumption could hinder their actual 
travel plans probably because they become exhausted 
with decisions or prefer virtual encounters over actual 
physical exploration. Tourism intentions create a 
complicated network with technology because digital 
tools enable travel decisions while simultaneously causing 
potential barriers to tourism decision-making. The 
research emphasizes that developers of  student tourism 
experiences need to balance cultural involvement against 
safety regulations and time limits as they create travel 
solutions for international students since social media 
cannot always boost travel motivation.

CONCLUSION
The research highlights key factors influencing foreign 
student tourism behavior in China, offering valuable 
insights for tourism professionals and policymakers. 
It identifies cultural interest as a primary motivator for 
students, emphasizing the importance of  providing 
tailored cultural experiences that resonate with their 
preferences. Safety and convenience, including accessible 
transportation, accommodations, and health measures, 
are crucial in shaping students’ travel decisions. Flexible 
travel packages designed for students with demanding 
academic schedules, such as short weekend trips or daily 
themed tours, can enhance participation. The study also 
underscores the role of  digital media, suggesting that social 
media and online resources complement real-world travel 
experiences, helping to inspire students. The findings 
recommend that tourism marketers focus on creating 
culturally relevant, safe, and flexible travel options, while 
also fostering a balance between digital engagement and 
physical travel experiences. By aligning their offerings 
with students’ cultural tastes and time constraints, China’s 
tourism industry can significantly boost foreign student 
involvement and facilitate meaningful cultural exchanges.



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