Xiaocong, Jiang and Mohamed, Ahmad Edwin and Affifudin, Amirul Husni (2024) Unveiling the drivers of Chinese tourists’ visit intentions regarding Malaysia. Sustainability (Switzerland), 16 (8). pp. 1-31. ISSN 20711050

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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 inter- views 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 find- ings suggest that the main reasons are not primarily associated with negative media coverage. The research indicates that improvements in multilingual services, targeted marketing strategies, effec- tive 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 comprehen- sive 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.

Item Type:	Article
Uncontrolled Keywords:	Chinese tourists; Malaysia; visit intention; semi-structured interviews; thematic analysis
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) H Social Sciences > HC Economic History and Conditions
Divisions:	School of Government
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	09 Nov 2026 09:33
Last Modified:	09 Nov 2026 09:33
URI:	https://repo.uum.edu.my/id/eprint/34809

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