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

Xingwei Li; Zunao Liu

doi:10.2991/978-94-6463-888-2_82

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

Authors

Xingwei Li¹^{, *}, Zunao Liu²^{, *}

¹School of Housing, Building and Planning, Universiti Sains Malaysia, Penang, Malaysia

²College of Global Culture and Commerce, Hanyang University, Ansan-Si, Gyeonggi-do, Korea

^*Corresponding author. Email: lixingwei@student.usm.my

^*Corresponding author. Email: liuzunao@hanyang.ac.kr

Corresponding Authors

Xingwei Li, Zunao Liu

Available Online 3 December 2025.

DOI: 10.2991/978-94-6463-888-2_82 How to use a DOI?
Keywords: Diaspora tourism; Malaysian Chinese; Cultural identity; Generational motivation; Hybrid experiences
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.
Copyright: © 2025 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
Series: Advances in Economics, Business and Management Research
Publication Date: 3 December 2025
ISBN: 978-94-6463-888-2
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-888-2_82 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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ris enw bib

TY  - CONF
AU  - Xingwei Li
AU  - Zunao Liu
PY  - 2025
DA  - 2025/12/03
TI  - Beyond Roots: Generational Shifts and Hybrid Motivations in Malaysian Chinese Diaspora Tourism
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 826
EP  - 832
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_82
DO  - 10.2991/978-94-6463-888-2_82
ID  - Li2025
ER  -

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