Navigating the image discrepancy: A grounded theory approach to understanding Malaysia’s image among Chinese tourists

• Xiaocong Jiang ,

  Roles Data curation, Formal analysis, Investigation, Methodology, Project administration, Validation, Writing – original draft, Writing – review & editing

  * E-mail: roy@ivt.edu.cn

  Present address: Northern University of Malaysia, 06010 Sintok, Kedah Darul Aman, Malaysia

  Affiliations School of Business, Suzhou Industrial Park Institute Vocational Technical, Suzhou, China, School of Tourism, Hospitality and Event Management, Northern University of Malaysia, Sintok, Malaysia

  https://orcid.org/0000-0003-4590-1913

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• Ahmad Edwin bin Mohamed,

  Roles Supervision, Validation

  Present address: Northern University of Malaysia, 06010 Sintok, Kedah Darul Aman, Malaysia

  Affiliation School of Tourism, Hospitality and Event Management, Northern University of Malaysia, Sintok, Malaysia

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• Amirul Husni bin Affifudin

  Roles Software, Supervision, Validation

  Present address: Northern University of Malaysia, 06010 Sintok, Kedah Darul Aman, Malaysia

  Affiliation School of Tourism, Hospitality and Event Management, Northern University of Malaysia, Sintok, Malaysia

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