Universiti Teknologi Malaysia Institutional Repository

Heritage tourism at the historical town of Malacca: examining opportunities, evaluating challenges

Ismail, Nur Saibah and Md. Salleh, Nor Zafir and Omain, Siti Zaleha and Idris, Norhalimah and Samori, Zakiah and Anas, Norazmi (2018) Heritage tourism at the historical town of Malacca: examining opportunities, evaluating challenges. International Journal of Academic Research in Business and Social Sciences, 8 (1). pp. 899-912. ISSN 2222-6990

Full text not available from this repository.

Official URL: http://dx.doi.org/10.6007/IJARBSS/v8-i1/3958


Heritage tourism is one of the growing tourism products in Malaysia. Good marketing will increase the demand on heritage tourism and gives benefits to Malaysia tourism industry. This study seeks to explore the marketing strategies used by museums to market their product and examine the challenges faced in promoting and marketing the heritage tourism product. Data was collected using semi-structured interview method. Respondents consist of four museums including curators and operation assistant. Because of the respondent was selected at the location this study employs typical sampling. Data were analyzed using thematic analysis of Braun and Clark. Findings show that market segmentation, promotion and products/services were the marketing strategy employed by museums in this study. These museums faced several internal issues such as issues on employee and high operational cost as well as the external challenges includes changing environment. It is recommended that future research should be conducted at other state in Malaysia or other types of museum such as private museums so that knowledge on heritage tourism could be enriched.

Item Type:Article
Uncontrolled Keywords:heritage tourism, marketing strategy, museum
Subjects:H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
ID Code:86799
Deposited By: Yanti Mohd Shah
Deposited On:30 Sep 2020 09:08
Last Modified:30 Sep 2020 09:08

Repository Staff Only: item control page