Publication: Travel Intention To Malaysia Among Chinese Millennials: Moderating Effect Of Perceived Cultural Distance Using Sor Model
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Date
2025-08
Authors
Jia, Xinlin
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Abstract
The visa-free policy between China and Malaysia has created new opportunities for tourism, especially among Chinese millennials. The study investigates the key factors influencing their travel motivations and intention to choose Malaysia as a destination under this background. Guided by the Stimulus- Organism-Response (SOR) framework, the study examines how four stimuli— interactivity and authenticity in tourism live streaming, overseas travel convenience, and travel risk—affect four dimensions of travel motivation: self-fulfillment, socializing, pleasure-seeking, and escape. Each motivation is analyzed separately to reveal distinct behavioral patterns. The study also explores the mediating role of these motivations and the moderating effects of perceived cultural distance between China and Malaysia.
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Keywords
Travel Intention To Malaysia , Chinese Millennials , Moderating Effect Of Perceived Cultural Distance , Sor Model