Citation:

Johan Kondrollochis, Mohamad Idrakisyah. "Extending ECT–TPB for Chinese Outbound Tourism: Economic, Social-Image, and Digital-Infrastructure Confirmations" International Research Journal of Economics and Management Studies, Vol. 4, No. 10, pp. 87-97, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I10P112

Abstract:

The study contributes empirical evidence from a key Asian source market–destination pairing and offers practical guidance on expectation alignment, frontline service empathy, and transparent value signalling to strengthen loyalty outcomes. This study examines why Malaysia, despite increasing arrivals from China, continues to face challenges in converting first-time visitors into repeat tourists (Nasir et al., 2021). Drawing on Expectation-Confirmation Theory (Oliver, 1980) and the Theory of Planned Behaviour (Ajzen, 1991), the research investigates how destination image, destination service quality, and perceived value shape destination loyalty, with tourist satisfaction as a mediating factor. A sequential explanatory mixed-methods design was employed. In the first phase, quantitative data were collected through surveys of 374 Chinese leisure tourists departing Malaysia between March and May 2025. Partial Least Squares Structural Equation Modelling (PLS-SEM) results demonstrated that perceived value, destination image, and destination service quality all had significant direct effects on loyalty, while tourist satisfaction exerted the strongest overall influence, mediating up to 60% of total effects. In the second phase, qualitative interviews with Chinese tourists, tourism operators, and policy officials contextualised these statistical patterns, revealing that transparent pricing, Mandarin-capable service, and accurate online imagery fostered loyalty, while hidden charges, communication barriers, and unrealistic marketing discouraged repeat visits. The findings extend ECT by highlighting price-benefit and social-image confirmations, refine TPB through digital-payment control and normative influences, and provide actionable strategies for policymakers and industry stakeholders to increase repeat visitation from Chinese tourists.

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Keywords:

Expectation–Confirmation Theory, Theory of Planned Behaviour, Destination Image, Destination Service Quality, Perceived Value, Tourist Satisfaction, Destination Loyalty, Chinese Outbound Tourism, Malaysia, PLS-SEM, Mixed-Methods.