A Gendered Discourse of Third-generation Chinese Migrants on Diaspora Tourism: Implications to Industry Players in Malaysia

ABSTRACT Diaspora tourism refers to the travel of people in diaspora to their ancestral homelands in search of their roots or to feel connected to their heritage. Whereas most tourists become attached to a destination after repeat visits, diaspora tourism is unique because tourists with immigrant origins often feel connected to the people, culture, and heritage of the destination before actually visiting the place. This study examines inter-gender differences concerning the formation of the intention of third-generation Chinese migrants in Malaysia to participate in diaspora tourism. Leveraging the theory of planned behavior, data were collected from 260 third-generation Chinese migrants. Using the partial least squares structural equation modeling technique, our results emphasize the critical roles of attitude and perceived behavioral control in developing intention. It also shows that females have higher expectations than males when becoming diaspora tourists. These findings provide an essential theoretical platform for new interventions to promote the active participation of diaspora tourism.