| Abstract: | This conceptual study proposed that university service quality is of significant influence in guaranteeing education tourist's (edu‐tourist) satisfaction, recommendation intention, and repurchase intention. The study considers the universities as tourism markets that attract edu‐tourists and put forward that the level of service quality provided by institutions can influence on the satisfaction of edu‐tourist and their post‐behavioral intention in an educational tourism context. This paper analyzed several previous studies and discussed service quality factors affecting edu‐tourist's satisfaction and behavioral intentions using various databases such as social sciences and psychology. The theoretical framework of the means‐end approach was used to evaluate service quality dimensions. The findings revealed the most significant factors affecting edu‐tourist's perception of service quality, satisfaction, and behavioral intentions. Overall, the campus facilities perceived to be the most prominent factor in satisfying edu‐tourists. Recommendations for future research relating the crucial determinants of service quality in influencing consumers' behavior are discussed. |
