Title: Determinant effects on attitude formation and revisit intention among mainland Chinese tourists: the case of Malaysia

Authors: Norzalita Abd Aziz; Fei Long; Alireza Habibi

Addresses: Graduate School of Business, The National University of Malaysia, Bangi, Selangor Darul Ehsan, 43600, Malaysia ' Graduate School of Business, The National University of Malaysia, Bangi, Selangor Darul Ehsan, 43600, Malaysia ' Department of Business Administration, Ahlul Bayt International University, Persian Gulf Highway, Iran

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.

Keywords: Mainland Chinese tourists; travel motivation; past experience satisfaction; perceived attractiveness quality; social factor; attitude; revisit intention; Malaysia.

DOI: 10.1504/IJSEM.2022.122734

International Journal of Services, Economics and Management, 2022 Vol.13 No.2, pp.108 - 130

Received: 09 Nov 2020
Accepted: 04 Jul 2021
Published online: 09 May 2022 *

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