Understanding of Tourists Preferences Pattern: a Study in Melaka, Malaysia

A study of tourist preferences in Melaka, Malaysiareveals that heritage and conservation are the primary motivators for visitors, while business-related travel is the least influential factor. The research, based on surveys of 1,000 tourists using diary records, identifies young, single professionals as a key emerging market segment. This insight highlights the importance of preserving cultural heritage to attract tourism, particularly in historically significant destinations like Melaka.

Amir, S., Mohamed Osman, M., Bachok, S., & Ibrahim, M. (2014). UNDERSTANDING OF TOURISTS PREFERENCES PATTERN: A STUDY IN MELAKA, MALAYSIA. Planning Malaysia, (3). https://doi.org/10.21837/pm.v12i3.133