Promoting Face-To-Face Education Under Perceived Risk via Learning Engagement and Positive Attitude: Perspectives from an Edu-Tourist Destination

Delineated by the theory of planned behavior (TPB) and drive-reduction theory, this paper proposes learning engagement and attitudes as promoting elements of face-to-face education under a perceived risk imposed by a global pandemic. The current research obtained data from international students studying in North Cyprus. Partial least squares structural equation modeling (PLS-SEM) was utilized to analyze the data. The study’s findings revealed that learning engagement and attitudes are significant promoters of face-to-face education during the pandemic. This work expands the crisis educational tourism literature while demonstrating Edu-tourists’ insights. Finally, the present research findings lay the foundation for the theoretical contributions and suggest actionable, timely managerial implications for higher education institutions and Edu-tourist destinations.