How Short-Term Tourism Experiences Shape Generation Z's Intentions for Long-Term Study in China: A Path Toward Sustainable Cross-Border Education

Abstract

This study examines how short-term educational tourism and pure tourism experiences in China influence Generation Z international students’ intentions to pursue long-term study in China, revealing how short-term experiences translate into long-term educational mobility within sustainable cross-border education development. Drawing on prospect theory and self-efficacy theory, an integrated analytical framework was developed. A group-based design and Partial Least Squares Structural Equation Modelling (PLS-SEM) were employed. The results reveal significant differences between the two experience types. For educational tourism, perceived security and cultural adaptation are more critical, whereas for pure tourism, perceived risk and social media use frequency play more prominent roles. Cultural adaptation also indirectly influence long-term study intention through perceived returns. Overall, the study shows that short-term cross-border experiences facilitate international students’ transition from short-term exposure to long-term study in China, strengthen China’s sustained appeal as a study destination, and support sustainable cross-border education development.

Keywords: Educational tourism, Sustainable cross-border education development, Intention to pursue long-term study in China, Generation Z, PLS-SEM.