Determinant effects on attitude formation and revisit intention among mainland Chinese tourists: the case of Malaysia
by Norzalita Abd Aziz; Fei Long; Alireza Habibi
International Journal of Services, Economics and Management (IJSEM), Vol. 13, No. 2, 2022

Abstract: The purpose of this study is to identify the determinant effects of revisit intention to Malaysia among mainland Chinese tourists. This study examined the influence of travel motivation, past experience satisfaction, perceived attractiveness and quality, social factor, and attitude to revisit Malaysia. In total, 253 usable responses were collected via mafengwo.com and qyer.com. The empirical results indicate that past experience satisfaction and social factor positively influence mainland Chinese tourists' attitude formation to revisit Malaysia. Besides, attitude and social factor influence revisit intention. All these findings suggest that tourism management organisations, policymakers and marketing practitioners should strengthen destination uniqueness through enhancing the usage of social factor. Tourism marketers can relate their promotional activities to travel motives of relaxation and attraction, exploration and excitement towards mainland Chinese. To cater to this big market, they should upgrade tourism products so as to ensure a better satisfaction that leads to revisit among mainland Chinese tourists.

Online publication date: Mon, 09-May-2022

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