Tourist Experience of Heritage Tourism in Malacca, Malaysia

Abstract

This study is about tourist experience of heritage tourism in Malacca, Malaysia. Experience is one of the important factors considered by tourists in visiting a destination apart from motivation, attractiveness, image, facility and accessibility. There are three objectives of this research. First, to examine the relationship between tourism product and tourist experience on heritage tourism. Second, to examine the relationship between tourism activities and tourist experience of heritage tourism. Lastly, to investigate the relationship between tourist demand and tourist experience of heritage tourism. The quantitative method used in this research is questionnaires. About 350 respondents which are the local tourists who experienced heritage tourism in Malacca, Malaysia have been chosen in this study. Based on the data analysis, the results show there are significant relationships between tourism product, tourism activities and tourist demand with tourist experience.