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.
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