Tourist behaviour through consumption in Melaka world heritage site

Abstract

The burgeoning popularity of World Heritage Sites (WHSs) has negatively impacted the sustainability of the historic environment of the sites due to the increasing number of tourist arrivals. Too many pressures from human activity, especially tourists could potentially damage the physical condition of the site and compromise its Outstanding Universal Value. Understanding tourist behaviour is one of the important aspects in managing a WHS through their consumption at the destination. The study aims to measure international tourist behaviour by integrating their non-spatial and spatial characteristics. A total of 384 Free Independent Tourists participated in the survey in Melaka WHS. Questionnaires, trip diaries, and tracking devices were the main instruments for capturing data. The evaluation of tourist behaviour shows that international tourists consume more spaces and time at primary elements such as historical attractions. However, they consume more money at secondary elements such as food and shopping. The finding is important for responsible authorities as it provides a different point of view in managing tourist behaviour. The results can be used to establish effective tools to develop a better visitor management plan for Melaka WHS.