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Travel Intention To Malaysia Among Chinese Millennials: Moderating Effect Of Perceived Cultural Distance Using Sor Model

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dc.contributor.authorJia, Xinlin
dc.date.accessioned2026-07-01T06:46:15Z
dc.date.available2026-07-01T06:46:15Z
dc.date.issued2025-08
dc.description.abstractThe 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.
dc.identifier.urihttps://erepo.usm.my/handle/123456789/24556
dc.language.isoen
dc.subjectTravel Intention To Malaysia
dc.subjectChinese Millennials
dc.subjectModerating Effect Of Perceived Cultural Distance
dc.subjectSor Model
dc.titleTravel Intention To Malaysia Among Chinese Millennials: Moderating Effect Of Perceived Cultural Distance Using Sor Model
dc.typeResource Types::text::thesis::doctoral thesis
dspace.entity.typePublication
oairecerif.author.affiliationUniversiti Sains Malaysia
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