Tourist Satisfaction with Cultural Heritage Site: a Case Study of Malacca

Cultural heritage tourism is the fasted growing segment in tourism industry. Malacca was designated as a World Heritage Site by UNESCO on July 2008. This enables Malacca boost its cultural heritage tourism as one of the main industry in Malacca and Malaysia. This study is to identify the tourist satisfaction on the cultural heritage destination attributes and examine the differences in cultural heritage destinations attributes that tourists? select, based on tourists? demographic and travel behaviour characteristics. It also identified which cultural heritage destination attributes that satisfied tourists and which attributes need to be improve. Therefore, the study should help marketers, planners and local authorities to understand the satisfied and dissatisfied cultural heritage destination attributes of tourists, assist them to plan a good strategic to market cultural heritage tourism and maintain the cultural heritage site?s sustainability.