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Beyond Roots: Generational Shifts and Hybrid Motivations in Malaysian Chinese Diaspora Tourism

In: Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

Author

Listed:
  • Xingwei Li

    (Universiti Sains Malaysia, School of Housing, Building and Planning)

  • Zunao Liu

    (Hanyang University, College of Global Culture and Commerce)

Abstract

This study explores how Malaysian Chinese tourists navigate cultural identity through both root-seeking and experiential forms of travel to China. Drawing on 780 surveys and 25 interviews, it develops a layered model that captures generational differences in travel motivations, ranging from ancestral reconnection to digital-cultural engagement. The findings reveal a transition from emotionally rooted travel to hybrid, performance-oriented experiences, particularly among younger generations. The study contributes to diaspora tourism theory by integrating motivational frameworks with empirical data and offers practical insights for the culturally adaptive design of diaspora tourism destinations.

Suggested Citation

  • Xingwei Li & Zunao Liu, 2025. "Beyond Roots: Generational Shifts and Hybrid Motivations in Malaysian Chinese Diaspora Tourism," Advances in Economics, Business and Management Research, in: Abdelhak Senadjki & Chee Yoong Liew & Yahua Xu & Fong Peng Chew (ed.), Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), pages 826-832, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-888-2_82
    DOI: 10.2991/978-94-6463-888-2_82
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