The Demand for Educational Functions of Study Tour Products: from Students’ Perspectives

Few academic studies have comprehensively examined the actual demands of students regarding the educational function of study tours. This paper develops a demand index system based on three dimensions: cognitive, affective, and behavioral demands. A questionnaire survey was administered to 397 students. Initially, student demands were categorized using the Kano model. Subsequently, the “dependence” and “expectancy” characteristics were analyzed through the dissatisfaction index (DI) and satisfaction index (SI). The impact of fulfilling each demand on dissatisfaction and satisfaction levels was then determined. The results indicated that among the three dimensions, there were 7 must-be demands, 6 one-dimensional demands, 8 attractive demands, and 7 indifferent demands. Overall, the demand characteristic was that expectancy exceeded dependence. Specifically, cognitive demand exhibited “low dependence and neutral expectation”, affective demand showed “high dependence and low expectation”, and behavioral demand reflected “neutral dependence and high expectation”.