Understanding Cultural Heritage Visitor Behavior: The Case of Melaka as World Heritage City

A study of visitor behavior at Melaka, a UNESCO World Heritage City, reveals that tourists exhibit responsible tourism practices, cultural significance, and environmental concerns. They seek memorable experiences and are willing to pay for heritage preservation. The research, based on surveys of 505 local and foreign tourists using the Responsible Heritage Tourism Scale, identified five distinct visitor profiles: memorable experience seekers, culturally significant tourists, responsible travelers, those willing to pay for heritage, and green tourists. These findings provide practical insights for marketing heritage sites and promoting sustainable tourism.

Teo, C. B. C., Khan, N. R. M., & Rahim, F. Hj. A. (2014). Understanding Cultural Heritage Visitor Behavior: The Case of Melaka as World Heritage City. Procedia - Social and Behavioral Sciences, 130, 1–10. https://doi.org/10.1016/j.sbspro.2014.04.001