Bridging Social Media Technologies to Enhance Destination Image and Recommendation Intention Towards Mobility Program Among International Students in Malaysian Public Universities

摘要

Malaysia is transforming and growing into an international educational hub. Malaysia is among the top 11th world ranking exporter in the scholarly discipline. However, there is lack of empirical study on mobility programme in higher learning institution. Recently, social media technologies become popular among students. Given that the empirical study of student mobility is in an undeveloped state, this research describes efforts to explore and investigate factors that have a significant influence on recommendation intentions of international students towards mobility program. Based on the 309 international students from five public universities participated in this study, findings reveal that social media mediates a relationship with destination image and recommendation intention towards mobility programs. The analyses reveal that social media has direct links with destination image and recommendation. In this regards, social media technologies received trust from it users towards enhancing destination image and recommendation of mobility programme.