From Preservation of Innovation: Rethinking Heritage Tourism Competitiveness in Malaysia

Tourism is one of Malaysia’s most dynamic sectors, with Malacca (Melaka) standing out as a UNESCO World Heritage site and a cultural gateway that embodies the nation’s historical identity. However, the state’s tourism industry continues to face post-pandemic challenges, including reduced international arrivals, uneven digital adoption, and growing concerns over the commercialization of heritage assets. While initiatives such as augmented reality trails, smart trishaws, and the Smart Heritage Tourism Super-App illustrate the potential of innovation, traditional family-run enterprises struggle with financial and technological barriers, raising questions about inclusivity and sustainability. This study positions cultural heritage, constructive authenticity, and product/service diversification as key antecedents of innovative tourism in heritage-rich destinations. By extending beyond conventional perspectives of innovation that emphasize technological novelty or organizational capabilities, the study proposes an integrative framework that foregrounds cultural embeddedness, experiential value, and community agency. Findings suggest that innovation in heritage tourism is not confined to digital tools or economic performance but involves co-creating authentic, heritage-rooted experiences that strengthen destination identity, enhance visitor satisfaction, and build resilience. The research underscores that strategic alignment of cultural preservation with technological adoption can accelerate recovery and long-term competitiveness in destinations like Malacca. Theoretically, it reframes tourism innovation by integrating authenticity and diversification into existing models. Practically, it offers guidance for policymakers, planners, and local enterprises on fostering inclusive and sustainable innovation that safeguards cultural integrity while embracing digital transformation.

heritage tourism; innovation; constructive authenticity

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