The Impact of Cultural Distance and Perceived Discrimination on the Behavioral Intentions of International Students: A Case Study at Shahid Sadoughi University of Medical Sciences, Yazd

Introduction: “Cultural distance” and “perceived discrimination” are two key factors that influence individuals’ experiences in cross-cultural environments, which can affect their satisfaction, academic performance, and even their intention to stay in the host country. International students, particularly those studying medical sciences, are especially exposed to these challenges due to their involvement in both educational and clinical settings. This study aimed to investigate the impact of cultural distance and perceived discrimination on the behavioral intentions of international students at Shahid Sadoughi University of Medical Sciences in 2024. Methods: This cross-sectional analytical study was conducted on 106 international students enrolled in medicine, pharmacy, dentistry, and nursing at Shahid Sadoughi University of Medical Sciences, Yazd, Iran, in 2024. Data were collected using a structured questionnaire consisting of 27 items across five domains: perceived cultural distance (5 items), perceived discrimination (7 items), cognitive image (6 items), affective image (4 items), and behavioral intention (5 items). Data analysis was conducted using IBM SPSS Statistics (version 21) and SmartPLS (version 3). To evaluate construct validity and model fit, confirmatory factor analysis, factor loadings, Cronbach’s alpha, Composite Reliability, and Average Variance Extracted were employed. Structural Equation Modeling was also applied to test the study's hypotheses. Results: The results indicated that the average perceived cultural distance among students was 3.69 (SD= 0.78). The findings revealed that perceived cultural distance had a positive and significant influence on both cognitive (β = 0.221, P < 0.001) and affective (β = 0.258, P < 0.001) destination images. It also had a small but positive effect on international students’ behavioral intentions (β = 0.057, P=0.012). In contrast, perceived discrimination had a negative and significant impact on cognitive (β = -0.416, P < 0.001) and affective destination images (β = -0.494, P < 0.001). The mediating role of cognitive destination image in the relationship between perceived cultural distance and behavioral intentions was positive and significant (β = 0.023, P=0.005). At the same time, it was negative and significant in the relationship between perceived discrimination and behavioral intentions (β = -0.044, P=0.001). Conclusion: The findings suggest that perceived cultural distance and perceived discrimination have a significant impact on international students’ cognitive and affective destination images, which, in turn, shape their behavioral intentions. Improving destination image and reducing cultural distance and discrimination can boost students’ positive behavioral intentions. Therefore, university administrators should strive to eliminate cultural and social barriers and create a more welcoming environment for international students.