The Nature of Educational Tourism: The Aspects of Means-end Chain Approach

This study aimed at investigating the nature of educational tourism by the adoption of means-end chain approach. Data was collected by interviewing three college students who finished the survey at Panxi area in 2020. Means-end chain approach, then, was employed to analyze the data. Findings show that a total of six meaningful paths: professional competence - research work - the integrated value of knowing and doing, destination health tourism resources -research work - the integration of knowing and doing, professional competence - interpersonal communication -research motivation - the integration of knowing and doing, destination travel Impressions - research work – discovery, travel habits -research work – discovery, and interpersonal communication - research work - leisure and social value could be met to be the approached to the nature of educational tourism. For example, college students hope to bring together their knowledge and behavior by participating in educational tourism. By verifying their professional ability (attributes), completing the research work (results), and reflecting the study of tourism to use, and the integration of knowing and doing. Moreover, recommendations to the government, industry, and future research were drawn.