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Unveiling the Drivers of Chinese Tourists’ Visit Intentions Regarding Malaysia

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  • Xiaocong Jiang

    (School of Business, Institute of Vocational Technology, SIP—Suzhou Industrial Park, Suzhou 215123, China
    Ghazali Shafie Graduate School of Government, Northern University of Malaysia, Sintok 06010, Malaysia)

  • Ahmad Edwin bin Mohamed

    (Ghazali Shafie Graduate School of Government, Northern University of Malaysia, Sintok 06010, Malaysia)

  • Amirul Husni bin Affifudin

    (Ghazali Shafie Graduate School of Government, Northern University of Malaysia, Sintok 06010, Malaysia)

Abstract

In 2023, the number of Chinese tourists visiting Malaysia had not yet returned to pre-pandemic levels, unlike those from some regions where tourism numbers have normalized. The lack of established research methodologies complicates the determination of whether negative news reports contribute to reduced visit intentions among these tourists. Through semi-structured interviews with a total of 69 individuals, including tourists who have visited, those who planned to visit but canceled, and local industry professionals, and using thematic analysis, this study identified ten primary factors diminishing Chinese tourists’ visit intentions regarding Malaysia. Notably, the findings suggest that the main reasons are not primarily associated with negative media coverage. The research indicates that improvements in multilingual services, targeted marketing strategies, effective use of Chinese social media platforms, promotion of local culture, addressing inaccuracies in religious and cultural guidance, and reducing regional disparities in infrastructure could enhance the visit intentions of Chinese tourists regarding Malaysia. This study not only offers a comprehensive framework for understanding the factors influencing visitation intentions but also provides an effective methodology for assessing the impact of unforeseen events on tourist behavior. It further proposes practical strategies to enhance the recovery of tourist arrivals.

Suggested Citation

  • Xiaocong Jiang & Ahmad Edwin bin Mohamed & Amirul Husni bin Affifudin, 2024. "Unveiling the Drivers of Chinese Tourists’ Visit Intentions Regarding Malaysia," Sustainability, MDPI, vol. 16(8), pages 1-31, April.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:8:p:3406-:d:1378430
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    References listed on IDEAS

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    1. Kiran Sarkar SUDIPTA & Kumar Lenka SARAT & George P. BABU, 2010. "Cultural Tourism In Malaysia In The Perspective Of Indian Tourists: A Study," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 10(10), pages 48-53, December.
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    3. Raouf Ahmad Rather, 2021. "Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(23), pages 3275-3283, December.
    4. Jongsik Yu & Kyeongheum Lee & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Heesup Han, 2021. "How Do Air Quality Issues Caused by Particulate Matter Affect Consumers’ Emotional Response to Tourism Destinations and Willingness to Visit?," IJERPH, MDPI, vol. 18(19), pages 1-13, October.
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