The influence of perceived cultural distance on Chinese tourists’ travel intention to Malaysia: The mediating roles of perceived risk and personality traits

The Belt and Road Initiative (BRI) has enhanced Malaysia-China cooperation, boosting trade and tourism, yet limited research examines the factors influencing Chinese tourists’ travel intentions toward Malaysia, particularly from a perceived cultural distance (PCD) perspective. This study integrates the Stimulus-Organism-Response (S-O-R) theory and Self-Determination Theory (SDT) to propose a novel model analyzing how perceived cultural distance (PCD), perceived risk (PR), and personality traits shape travel intention (TI). Focusing on Chinese tourists’ willingness to visit Malaysia, the study employs PLS-SEM to analyze survey data, aiming to (1) establish a new theoretical framework in travel intention research, (2) pioneer the combined application of S-O-R and SDT theories, and (3) offer practical insights to strengthen Sino-Malaysian tourism.