Factors shaping educational tourism: a rigorous exploratory factor analysis in Terengganu’s context

Purpose This study aims to explore the connection between tourists’ intentions to visit educational destinations in Terengganu and key factors such as tour operators, event management, local communities, investments, educational institutions and tourist organizations. Using exploratory factor analysis (EFA), the study seeks to understand how these factors influence tourists’ decisions, particularly focusing on tourism operators’ constructs. Design/methodology/approach The methodology includes study involved with tourists and visitors in seven different edu-tourism destinations. A total sample size of 384 participants has answered six sections of questionnaires and the EFA determined components which supported by statistical tests like Kaiser–Meyer–Olkin and Bartlett’s test, ensuring response reliability. Findings The research identified strong correlations between tourists’ intentions to visit Terengganu’s educational destinations and key factors, confirmed by EFA. High factor loadings and a Cronbach’s alpha coefficient exceeding 0.6 affirmed data reliability, emphasizing the methodology’s effectiveness. Crucial influencers included tour operators, event management, local communities, investments, educational institutions and tourist organizations in shaping tourists’ intentions to visit or revisit educational destinations in Terengganu. Research limitations/implications One potential limitation is the small sample size (100 tourists), possibly limiting generalizability. The study solely focuses on tourists’ intentions and identified factors, overlooking other potential variables. The questionnaire’s limited scope might miss nuanced perceptions, and while EFA offers insights, it may not establish definitive causal relationships. Practical implications Enhancing educational tourism in Terengganu boosts local economy and jobs, fosters cultural exchange and promotes social cohesion. Sustainable programs also raise environmental awareness and encourage responsible tourism. Overall, it positively impacts the region’s economy, culture and environment. Social implications Enhancing educational tourism in Terengganu boosts local economy, fosters cultural exchange and raises environmental awareness. It creates jobs, promotes cultural understanding and encourages sustainable practices, benefiting residents and visitors and enriching the region’s social fabric. Originality/value The originality of this research lies in its exploration of the relationship between tourists’ intentions to visit educational destinations in Terengganu and various determinant factors. In addition, the study uses EFA to uncover insights into tourism operators’ constructs, providing valuable contributions to the field of educational tourism research.