Author

  • Wenqi Tang

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Bandar Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Mazlina Mahdzar

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Bandar Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Siao Fui Wong

    • International Hospitality and Dietary College, Nanjing Tech University Pujiang Institute, Nanjing, China
    • China

  • Arni Abd Gani

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Bandar Puncak Alam, Selangor, Malaysia
    • Malaysia

Abstract

Educational tourism, as an important component of the tourism industry is drawing a lot of attention in recent years. However, museum educational tourism is different from common leisure tourism. The constraints to educational tourism may be different from those of traditional tourism, hence this study intends to bridge this gap with a museum case study. This research aims to study the determinants of purchasing intention of educational tourism products via a case study of the Grand Canal Museum of China. This study used a quantitative approach by collecting data through online survey questionnaires guided by the Leisure Constraint Theory. The collected data consisted of 276 valid responses, which were analyzed using Factor Analysis and Regression Analysis techniques. The study found that four main determinant variables are restraining the purchasing intention of educational tourism products. Findings of this study show that intrapersonal constraint factors, influential constraint factors and structural constraint factors are the determining factors of the purchasing intention toward educational tourism. However, the inter-personal constraint factor, being one of the original variables in Leisure Constraints Theory shows no effect on the intention to purchase educational tourism products. Findings of this study contribute to the Leisure Constraints Theory by incorporating influential constraint factors into the current model.

Keywords

References

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How to Cite

Tang, W., Mahdzar, M., Wong, S. F., & Abd Gani, A. (2025). Factors Restraining Parents of School Children from Purchasing Educational Museum Tours and Their Behavioral Intentions. Information Management and Business Review, 17(3(I), 485-493. https://doi.org/10.22610/imbr.v17i3(I).4487

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Copyright (c) 2025 Wenqi Tang, Mazlina Mahdzar, Siao Fui Wong, Arni Abd Gani (Author)

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Research Paper

Published in

Vol. 17 No. 3(I) (2025) Tourism, Heritage & Employee Retention View issue contents

Published

2025-09-13

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