Factors Restraining Parents of School Children on Purchasing Educational Museum Tour and Their Behavioral Intentions

Educational tourism as an important component of tourism industry is drawing a lot of attention in recent years. However, museum educational tourism is totally different from the common leisure tourism. The constraints to educational tourism may be different from those of the traditional tourism, hence this study intends to bridge this gap with a museum case study. The aim of this research is 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 as guided by the Leisure Constraint Theory. The collected data consisted of 276 valid responses were analyzed using Factor Analysis and Regression Analysis techniques. The study found that there are four main determinant variables restraining the purchasing intention of educational tourism products. Findings of this study show that intra-personal constraint factors, influential constraint factors and structural constraint factors are the determinant factors of the purchasing intention toward educational tourism. However, 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.