Comparing Malay and Chinese Perspectives on Sustainable Tourism Content and Decision-Making through Short-Form Social Media Videos in Malaysia

Abstract

This study examines differences between Malay and Chinese respondents in how sustainable tourism content presented through short-form social media videos influences tourism decision-making in Malaysia. The growing use of platforms such as TikTok, Instagram Reels, and YouTube Shorts has increased their importance in tourism communication and destination promotion. However, sustainability messages may be interpreted and translated into behavioural outcomes differently across culturally diverse groups. Guided by the Theory of Reasoned Action (TRA), this study examines attention, internalisation, attitude, behavioural intention, and actual sustainable tourism behaviour. Two research questions were addressed: (1) What are the levels of attention, internalisation, and attitude toward sustainable tourism messages presented in short-form travel videos among Malaysian tourists? (2) To what extent do tourists engage in sustainable travel behaviours after watching short-form travel videos? A quantitative survey was conducted with 159 Malaysian respondents comprising Malay and Chinese participants. Independent-samples t-tests were used to compare the two groups. The findings indicate significant differences across several dimensions, with Malay respondents generally reporting higher levels of attention, attitude, behavioural intention, and sustainable tourism behaviour than Chinese respondents. The findings highlight the importance of combining engaging visuals and entertainment with clear sustainability messages to effectively communicate sustainable tourism to culturally diverse audiences in Malaysia.