Assessing the Situational Analysis of Heritage Tourism Industry in Melaka

A balanced approach to heritage tourism in Melaka can simultaneously protect cultural assets while maximizing economic benefits. This study reveals that current marketing strategies—evaluated using PESTEL and SWOT/TOWS frameworks—show mixed effectiveness, with tourist perception analysis indicating both strengths and areas for improvement. The research highlights the need for sustainable tourism models that align conservation goals with promotional efforts, ensuring long-term viability for stakeholders. By measuring visitor feedback through mean tests, the study provides actionable insights to refine strategies, fostering a more harmonious relationship between heritage preservation and tourism growth.

Hassan, Z. b. A., Jailani, M. A. K. b., & Rahim, F. Abd. (2014). Assessing the Situational Analysis of Heritage Tourism Industry in Melaka. Procedia - Social and Behavioral Sciences, 130, 28–36. https://doi.org/10.1016/j.sbspro.2014.04.004