Assessing the Situational Analysis of Heritage Tourism Industry in Melaka

Conservationists propose a stringent approach in protecting heritage site from possible adverse effects such as damage, pollution, and social issues. Yet, promoters of tourism eagerly want to sell out this highly potential locality for what it worth. Thus, this paper has set the objectives to look into i) the current heritage tourism trend in Melaka World Heritage City, ii) to evaluate the current marketing strategies that has been used, and iii) to measure the tourist perception for the heritage tourism in case study of tourism Melaka. Adopting several key marketing tools such as PESTEL, SWOT/TOWS, this research finding is essential in providing sustainable approach to benefit both stakeholders; the conservationists and promoters of heritage tourism. On top of that, to measure the successfulness of current strategies, perception of tourists on Melaka heritage tourism is analyzed using the mean test. Overall results from these tests provide a glimpse of ideas, both from service providers and tourists' point of views. (C) 2014 The Authors. Published by Elsevier Ltd.