What Makes Hong Kong an Attractive Outbound Study Destination for Mainland Chinese Students?

The purpose of this study is to examine whether Hong Kong is an attractive outbound study destination for mainland Chinese students. Data were collected from 203 mainlanders who expressed interest in pursuing further studies in Hong Kong. The results of PLS-SEM show that three destination brand equity elements (awareness, image, and perceived quality) influence students’ attitudes toward studying outbound in Hong Kong, which in turn lead to choice intentions. Hong Kong’s unique culture, English language environment, and world-class universities are the most appealing attributes to mainland students. Among the three predictors from the theory of planned behavior (TPB) (attitudes, social norms, and perceived behavioral control), behavioral control exerts the strongest effect on choice intentions. The integration of two theories (destination brand equity and TPB) enhances the predictability of the model in outbound study contexts. Theoretical and practical implications are provided for hospitality and tourism educators and administrators.