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

Xingwei Li () and Zunao Liu ()
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Xingwei Li: Universiti Sains Malaysia, School of Housing, Building and Planning
Zunao Liu: Hanyang University, College of Global Culture and Commerce

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 826-832 from Springer

Abstract: 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.

Keywords: Diaspora tourism; Malaysian Chinese; Cultural identity; Generational motivation; Hybrid experiences (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-888-2_82

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