Abstract
A top-notch travel experience is vital for boosting a destination's competitiveness. Outbound travel notes of online travel agency capture tourists' experiences and emotions during their journeys, providing valuable insights for understanding tourist consumption behavior and improving tourism service policies. This study analyzes 1,012 travel blogs of Chinese tourists visiting Malaysia using grounded theory methodology. A dual-factor theoretical model is developed through open coding, spindle coding, and selective coding, illustrating the attention allocation problem of outbound tourists in their travel experiences. The study's hygiene factors comprise basic features, management aspects, and transportation components, while motivational factors include cultural elements, resource considerations, emotional factors, media influences, and commercial aspects. Research findings indicate that outbound tourists prioritize motivational factors, such as interpersonal service attributes and inherent emotional components. These factors play a crucial role in stimulating travel motivation and crafting memorable experiences. Moreover, hygiene factors, like infrastructure and security conditions, also impact tourists' experiences and are crucial for reducing dissatisfaction among outbound travelers. These results provide fresh perspectives on the factors influencing outbound tourists' experiences and their focal points during trips. The findings have significant implications for public sectors and industry professionals in tourism. By addressing the motivating and hygiene factors important to outbound tourists, they can enhance and fine-tune tourism service policies, ultimately increasing destination competitiveness. Measures such as improving infrastructure, raising service quality, and amplifying cultural experiences at the destination can all contribute to better travel experiences for tourists.