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Assessing Tourist Satisfaction with Cultural Heritage Tourism Services
in Melaka
Siti Aishah Abd Razak, Amy Nadia Abdul Rashid, Noordiana Sukur*
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Melaka Campus
*Corresponding Author
DOI: https://dx.doi.org/10.47772/IJRISS.2025.910000545
Received: 27 October 2025; Accepted: 03 November 2025; Published: 18 November 2025
ABSTRACT
This study aims to examine the strength and direction of the relationship between the quality of cultural
heritage tourism services and tourists' overall satisfaction in Melaka. The research includes six variables:
Cuisine, Entertainment, Accommodation, Transportation, Knowledge, and Heritage Characteristics service. A
survey was conducted through a quantitative method among 385 tourists in Melaka, Malaysia. Convenience
sampling has been chosen for this research. Descriptive analysis and Pearson Correlation were conducted, and
it was found that overall tourist satisfaction in Melaka is good. The results suggest that improving service
quality, particularly in customer interaction and service efficiency, can lead to better overall tourist experience
and higher satisfaction. This study offers recommendations for the tourism industry operators and the
government to maintain and enhance Melaka's tourism destination competitiveness.
Keywords: Tourist satisfaction, tourism services, service quality, heritage, cultural tourism
INTRODUCTION
Cultural and heritage tourism is dynamic and has become an essential part of the global travel industry, allowing
travellers to embrace the history, culture, and nature of various places. This type of tourism connects people
and stories from the present and the past (Seyfi & Hall, 2021; Poria et al., 2006; Timothy & Boyd, 2003).
Moreover, heritage tourism nurtures cultural understanding, upholds traditions and supports economic growth,
especially in areas where heritage resources are part of local identities. Due to the significant benefits of
cultural tourism towards historical and cultural values, it has been recognised by the international union,
United Nations Educational, Scientific, and Cultural Organisation (UNESCO) (Kutlu et al., 2024; Patuelli et
al., 2013).
Asia is known for its diverse UNESCO World Heritage Sites, including iconic cultural landmarks such as the
Great Wall of China, the Taj Mahal in India, Cambodia's Angkor Wat, the Historic City of Ayutthaya in
Thailand, Indonesia's Borobudur Temple, and many more (UNESCO, 2025). Besides, Melaka city in Malaysia
was declared a UNESCO World Heritage Site in 2008, making it one of the earliest UNESCO World Heritage
Sites recognised in Malaysia (Jusoh et al., 2013). Being listed on UNESCO's heritage site, one of its significant
designations is to increase public awareness and stimulate tourism (Kutlu et al., 2024). In addition, the
Department of National Heritage (Jabatan Warisan Negara) under Ministry of Tourism and Culture (MOTAC),
not only protecting, preserving conserving, and promoting the sites but also collaborating with stakeholders to
make it relevant to today's people; fostering economic viability and community involvement (Portal Rasmi
Jabatan Warisan Negara, 2025; Badan Warisan Negara, 2025).
Beyond its main objective of protecting and promoting heritage and culture. Heritage tourism destinations can
leverage their resources to boost local economies. Ismail et al. (2014) stated that the local heritage site is also a
component of tourism assets, one of the major sectors that have contributed to Malaysia's economy.
Henceforth, as growing interest among tourists in exploring cultural and heritage sites continues, it is
important to conserve these resources, as they hold profound meaning for both tourists and communities.
While increasing awareness of the value of culture and heritage, this tourism offers an opportunity to generate
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revenue through products and services. The significant alternative has contributed to the diversification of
destination products and services, growing the customer base and extending the tourists' stay (Kutlu et al.,
2024). Furthermore, the growth of interest in cultural and heritage tourism has led to niche areas such as
archeological tourism (archaeotourism), arts and creative tourism, culinary tourism, dark tourism and many
more (Timothy et al., 2024; Hassan et al., 2024; Aljohany & Choy, 2021; Kennell & Powell, 2020; Abdul
Halim & Che Mat, 2010).
However, due to the rise in traveller and tourism-related activities, site management and the sustainability of
heritage tourism have become major considerations from both practitioner and academic perspectives
(Sasongko et al., 2025). Even though effective cultural heritage management requires a balance between
conservation objectives and tourism development, many heritage tourism initiatives fail, generally due to a
focus on conservation and on avoiding over-commercialisation, while the sector's business and marketing
competence is lacking (Carlsen et al., 2008). Accordingly, heritage attractions are encouraged to move beyond
exhibitions and education to a visitor-oriented approach that prioritises consumer preferences and the value of
individual experiences (Sasongko et al., 2025). Besides that, there were still limited studies addressing the
requirements for successful cultural heritage tourism businesses, including clear objectives, understanding
market supply and demand, and the ability to meet the needs and expectations of visitors (Carlsen et al., 2008).
Over time, as heritage tourism sites become more competitive, heritage destination managers must not only
highlight unique features but also understand what, why and how to make them satisfied. By providing
services and experiences that meet these needs, they can create added value and enhance satisfaction (Md
Diton et al., 2025; Chen & Chen, 2010; Poria et al., 2006)
Therefore, evaluating service quality and tourist satisfaction, which reflect visitors' perceptions of their
experiences and the services provided, is vital for ensuring the continued success and expansion of cultural
tourism destinations. Melaka has its own distinct historical background and colonial structures that have been
well preserved, making it an ideal environment for research in cultural heritage tourism. As described by
Huyen et al. (2024), satisfaction is also a composite of many factors, including the quality of tourism services
provided by accommodation, cuisine, entertainment, knowledge of the heritage, and the site itself. In any
industry, satisfaction is a critical factor, and in the tourism sphere, it affects tourist loyalty and economic
growth. To sustain a tourism environment, a high level of service quality is needed to meet expectations. Many
studies have already examined the relationship between service quality and tourist satisfaction; however,
research focusing on the context of heritage tourism sites remains limited (Huyen et al., 2024; Süer, 2021).
While the other studies prioritised general hospitality and tourism services, this study will focus on the
dimensions of heritage tourism services. This is because specific service elements, such as cuisine,
accommodation, transportation, and cultural knowledge services, have become increasingly important for
understanding tourist satisfaction in cultural heritage destinations (Barros et al., 2025). Despite their
importance, these factors are often underexamined in an integrated manner, particularly in Southeast Asian
contexts (Giao et al., 2021; Huyen et al., 2024). Although the government has made significant efforts and
invested in planning, preservation, and renovation of historical and cultural tourist destinations, there is still a
need for more in-depth research to understand what truly influences tourist satisfaction in the context of
cultural heritage sites (Huyen et al., 2024). Understanding the strengths, weaknesses, unique characteristics,
and competitive advantages of heritage sites is important for enhancing visitor experiences and satisfaction.
However, previous studies often overlook these critical factors, leaving a knowledge gap that limits effective
tourism development. This study aims to identify and analyse the dimensions of heritage tourism services and
their strengths and directions toward overall tourist satisfaction in Melaka, a World Heritage Site.
LITERATURE REVIEW
Cultural Heritage Tourism
Cultural heritage tourism can be understood as a form of tourism closely associated with the holistic concepts of
heritage and culture. Heritage can be defined as 'the legacy of people, culture, and environments inherited from
the past, which includes natural and built landscapes, physical artefacts, and cultural forms (e.g. music,
literature, art, folklore, monuments), intangible culture (values and traditions, customs and practices, spiritual
beliefs, language), and biological traits (Rogers et al., 2013). Then, heritage tourism is often associated with
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cultural tourism, encompassing tangible and intangible heritage. The UNESCO Institute for Statistics (2009)
describes tangible heritage as movable, underwater, and immobile, while intangible cultural heritage (cultural
and natural artefacts, sites, or monuments) also includes cave paintings and industrial heritage. Whereas,
cultural heritage tourism can be defined as a form of alternative tourism that offers opportunities to learn about
historical processes and reflects the values and beliefs of the societies (Bonet, 2013)
In general, there is a mutual link between cultural heritage and tourism, where both sectors support the
sustainability relevance of the other. This synergy ensures that both cultural heritage conservation and tourism
development can achieve their goals. Besides nurturing cultural understanding and upholding traditions, heritage
tourism also supports the local economy by creating job opportunities and generating income (Amir et al., 2015;
Abdullah et al., 2016). With the growing demand in this segment of the industry, tourism destinations have been
offering tourist services that encounter cultures, traditions, landmarks, and living heritage (Timothy & Boyd,
2003). Additionally, the absence of any of these elements (destination, transportation, information, promotion,
service system, travel needs, safety and security) would likely affect the growth of the tourism system (Huyen et
al., 2024). From this perspective, tourism services in heritage destinations play an important role in shaping the
tourist experience and overall satisfaction, while at the same time ensuring the sustainability of these
destinations. Overall satisfaction is always shaped by a combination of functional and experiential factors offered
at the heritage site, encompassing not only facilities and amenities but also cultural values, engagement, and
interpretation.
Tourist Satisfaction
Tourist satisfaction can be described as the level of enjoyment and contentment a traveller experiences,
particularly in relation to a product or service feature that meets their expectations, preferences and
requirements when travelling (Tagiya & Odang, 2024, as cited in Severt et al., 2008). In the tourism industry,
satisfaction is closely linked to expectations established before the trip and the actual experiences encountered
during and after it. Tourists feel satisfied when their experiences meet or exceed their initial expectations
(Tagiya & Odang, 2024; Sari & Lestari, 2021; Chen & Che, 2010). On the contrary, when the tourist feels
displeasure, they are dissatisfied with the anticipated result (Huu et al., 2024; Sari & Lestari, 2021; Chen &
Chen, 2010).
Additionally, satisfaction is perceived in a holistic manner, evaluating every aspect of service quality; in order
to get value for their money, customers need to be satisfied with services across all quality dimensions, both
tangible and intangible (Salleh et al., 2013) in (Al Saqri & Tumati, 2023). Numerous studies have supported
that there was an influence of perceived service quality on satisfaction (Yang et al., 2025; Sing & Sarmah,
2023; Markovic et al., 2022; Singh et al., 2020; Latiff & Imm, 2015; Khuong & Ngoc, 2014)
Service quality is a multidimensional construct, and the findings confirm that satisfaction is enhanced by
higher perceptions of service quality in the two most important dimensions: core tourism experience and
hygiene (Rajaratnam et al., 2014). While comparing the effects of three service quality dimensions
(infrastructure, room, and interaction quality) on satisfaction among domestic and international tourists, Yang
et al. (2025) found significant differences in the effects of interaction quality on customer satisfaction and
recommendation intention. Furthermore, satisfaction has a major effect on word-of-mouth and intention to
return to the destination (Yang et al., 2025; Sing & Sarmah, 2023; Sari & Lestari, 2021; Suer, 2021; Latiff &
Imm, 2015; Khuong & Ngoc, 2014; Ozdemir et al., 2012). Besides that, previous studies show a connection
between service quality and return intention, mediated by satisfaction, demonstrating that satisfied tourists are
more inclined to recommend a place and return to a destination. For example, satisfaction mediates the
relationships among destination image, perceived value, service quality, satisfaction, and word of mouth in Ho
Chi Minh City (Khuong & Ngoc, 2014).
In the context of cultural and heritage tourism, past studies have shown that certain qualities and elements can
contribute to tourists' satisfaction at destinations. In studying the attributes of heritage sites in Oman, Mustafa
et al. (2020) found that facilities, maintenance, accessibility, and service quality play a critical role in overall
tourist satisfaction with heritage sites. Elements of cultural heritage tourism usually encompass both intangible
and tangible heritage. Past studies have shown that these elements strongly influence tourists' satisfaction,
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whether tangible or intangible. Canny (2013), in a study of domestic tourists at Borobudur Temple, found that
tangible dimensions were the most influential factor compared to intangible dimensions (highly satisfied with
cleanliness and tidiness), and satisfaction had a significant effect on future behavioural intention. Huyen et al.
(2024) found that service factors (accommodation, entertainment, transportation, cuisine, and service
characteristics) have a significant influence on tourists' overall satisfaction at the Van Mieu - Quoc Tu Giam
heritage site. However, there were also different results on the effects of service quality on satisfaction in
historical tourism. Rahayu et al. (2023) found that service quality did not significantly influence satisfaction in
a study conducted at historical attractions in South Sumatra. In addition to service quality, the tourists'
satisfaction was also influenced by experience quality. According to Chen (2010), service quality is the
execution of services at the attribute level (managed by the provider), while experience quality is the
psychological impact of engaging in tourist-related activities. Cultural heritage tourism satisfaction reflects the
tourists' assessment of their entire experience, taking into account both tangible services, such as lodging and
transportation, and intangible cultural and heritage elements, which tend to foster word-of-mouth, repeat
visitation and loyalty. Hence, customer and tourist satisfaction has been widely acknowledged as a central
value in marketing and a fundamental indicator for determining the success and performance of tourism
destinations (Huu et al., 2024; Sari & Lestari, 2021; Salleh et al., 2013; Al Saqri & Tumati, 2023).
Heritage Characteristics and Properties
In heritage tourism, attractions and sites encompass both tangible and intangible aspects of a destination, and
together they shape its cultural and historical character. This includes monuments, architecture, historic
structures, urban landscapes, traditional artefacts and even intangible aspects of a site, such as local customs,
oral traditions, or spiritual values (Timothy & Boyd, 2003). Heritage elements and traits function as
independent variables in locations such as Melaka, a UNESCO World Heritage Site, where the tourist
experience centres on cultural and historical identity. These features play a key role in attracting cultural
tourists, and their authenticity, preservation, and interpretive value significantly affect how visitors perceive
and experience their trip as a whole. Heritage characteristics represent unique historical and cultural features
that significantly shape tourists' perceptions of the importance and genuineness of culture (Huyen et al., 2024).
It encompasses the uniqueness of the site's history, the depth of its heritage cultures, the scope of cultural
tourism services, the beauty of its landscapes and architecture, as well as the warmth of the local community
and its hospitality. Tourists' favourable assessments of the site's intrinsic value, as well as hospitality and
service quality during the visit, support their satisfaction relative to expectations, resulting in higher
satisfaction (Kozak & Rimmington, 2000).
In empirical studies of tourist satisfaction, heritage characteristics and attributes are often understudied as
independent variables. The limited use of the service quality variable and heritage tourism characteristics that
affect tourist loyalty suggests that previous studies have emphasised generic service aspects while neglecting
heritage-specific components (Sasongko et al., 2025). The unique features of cultural heritage sites are
expressed through their historical significance, cultural values, types of tourism offered, scenic landscapes, and
connections to local communities. Previous research has consistently shown that destination attributes,
including those of cultural heritage sites, positively influence tourist satisfaction (Saleem & Umar, 2023; Giao
et al., 2021; Kozak & Rimmington, 2000; Sangpikul, 2018). Visitors are often motivated by a desire to interact
with the past, see tangible evidence of human history, and see how cultures have changed
Cuisine Service
The cuisine service captures guests' experiences with the food and drink they receive during their visit to the
historical site. This encompasses adherence to food hygiene and safety standards, service efficiency,
reasonable prices, the attractiveness and quality of dishes, and the variety of culinary choices available. A
pleasing culinary experience may greatly enhance tourists' overall happiness and deepen their cultural
immersion, since local food is a key component of cultural heritage tourism (Saleem & Umar, 2023;
Piramanayagam et al., 2020). Tourists prioritise qualities such as authenticity, taste and quality over price or
appearance. All these items align perfectly with the concept of "cuisine service," which relies on various
factors of the food experience to ensure overall satisfaction. This is because food and culinary services not only
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play a practical role but also an experiential role in heritage tourism. Food is becoming a more important
component of the total tourist value chain, as tourists increasingly seek authentic culinary experiences tied to
heritage (Garofalo et al., 2025).
Food is a primary medium for expressing local history, identity, and intercultural narratives in culturally diverse
cities like Melaka. Tourists' cultural engagement often centres on culinary experiences, especially in places with
rich culinary traditions. However, most research on food tourism tends to emphasise culinary experiences in
upscale or urban environments, rather than exploring traditional or heritage-based food practices (The &
Mohammad, 2022). Culinary services at tourist destinations play a vital role in enhancing visitor satisfaction.
Key factors used to evaluate the quality of food services include the variety of offerings, types of dishes,
pricing, service standards, and food hygiene and safety.
Numerous studies have confirmed the positive influence of these elements on tourist satisfaction (Saleem &
Umar, 2023; Giao et al., 2021; Nguyen, 2021; Piramanayagam et al., 2020; Kozak & Rimmington, 200).
Culinary experiences are frequently recalled as trip highlights and can have a significant impact (e.g., high-
quality food, authenticity, service) on destination image, repeat visitation intent, word-of-mouth, and
satisfaction (Hokelekli & Guneren, 2025; Maraña et al., 2024; Lee et al., 2019). In the context of cultural
heritage tourism, visitor satisfaction often extends to broader aspects of the heritage experience. Huyen et al.
(2024) found that the characteristics and properties of heritage and cuisine services are the most influential
factors affecting visitors’ satisfaction at heritage sites. Hence, it is important to identify which aspects of local
cuisine attract tourists when choosing culinary experiences (Tiganis & Chrysochou, 2024).
Entertainment Service
In heritage tourism, entertainment services encompass a range of cultural, recreational, and leisure activities
designed to enhance visitors' overall experience. The term entertainment service refers to the variety and
quality of cultural and recreational activities (such as conventional performances, folk arts, and other cultural
exhibits and festivals) aimed at enhancing the visitor experience, satisfaction, and enjoyment (Giao et al.,
2021; Nguyen, 2021). While the quality of infrastructure is simple to evaluate, the impact of entertainment,
which is frequently included with leisure services, is less evident on satisfaction (Hwang et al., 2023).
At historical sites, entertainment services fulfil a dual purpose, offering recreational value and serving as a link
for cultural interpretation and heritage engagement. The entertainment services within heritage tourism include
interactive displays, heritage-themed activities, traditional performances, and cultural performances that
provide tourists with emotional, educational, and cultural value. In studying how exhibition interactivity
features shape satisfaction and loyalty among tourists at World Heritage Sites, the findings support that
interactive exhibits, quality of delivery, and immersive participation influence tourist satisfaction (Hu et al.,
2025). The diversity of services, entertainment offerings, pricing, and overall service quality at a destination
play a significant role in drawing visitors and boosting their satisfaction. Past research has identified a positive
correlation between entertainment services and tourist satisfaction (Giao et al., 2021; Nguyen, 2021). A range
of leisure activities, such as water activities, hiking, and adventure excursions, as well as more laid-back
attractions like live shows, cultural exhibitions, amusement parks, and lively nightlife, appeals to visitors with
varying interests and age groups. A study by Huyen et al. (2024) focuses on cultural heritage and the broader
concept of "tourism quality," which implicitly emphasises improving visitors' experience through interactive
activities. Li et al. (2024) examine how visitor interaction, pleasant emotional experiences, learning, and a
sense of well-being all contribute to tourist satisfaction and destination loyalty.
Accommodation Service
The term accommodation service refers to the quality and appropriateness of the lodging options available to
tourists during their stay. It addresses factors such as the range of lodging options (e.g., hotels, motels, and
homestays), fair pricing, the adequacy of amenities, and the quality of customer service and associated services
(Grobelna & Marciszewska, 2013). For tourists, sufficient and comfortable lodging is a fundamental
expectation and contributes significantly to a stress-free and enjoyable heritage tourism experience. A key
component of tourism infrastructure, lodging services have a big impact on visitors' general experiences and
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happiness. The accommodation service, which frequently has a significant impact on a tourist's initial and final
thoughts of a destination, is a fundamental component of tourism. Latiff & Imm (2015) conducted research on
foreign tourists visiting Kuala Lumpur, found significant relationships between services (accommodation
service quality, hospitality, entertainment and transportation) and tourist satisfaction. In heritage tourism, the
research emphasises that a beautiful design that mirrors cultural identity, when paired with a considerate
adaptation, fosters authenticity, improves a sense of place, and indirectly aids conservation by providing
lodging options thematically connected to cultural history (Wee, 2023). Research findings from studies by
Grobelna & Marciszewska (2013) and Kozak & Rimmington (2000) consistently show a strong positive link
between these accommodation features and visitors' satisfaction. A locale that offers multiple options, from
extravagant five-star accommodations and boutique hotels to affordable hostels, guesthouses, and distinctive
homestays, ensures travellers can find a place to stay that suits their specific requirements and preferences.
Although Huyen et al. (2024) focus specifically on the quality of cultural heritage tourism, their exploration of
the broader concept of "tourism quality" implicitly acknowledges that a satisfying visitor experience is closely
linked to suitable accommodation options.
Transportation Service
Transportation services play a vital role in tourism, as they directly influence a tourist's mobility, access to
destinations, and overall travel experience. According to Purnawan & Putri (2024), the important aspects of
transportation service quality influencing the tourist travel experience include time, cost, convenience,
security, reliability, and availability. These align with the independent variables used in tourist transport
service models. In locations where travel convenience strongly influences accessibility and enjoyment,
transportation services are crucial to shaping the overall tourist experience. Most research views transportation
primarily as a functional necessity, rather than recognising it as an experiential or culturally enriching
component of tourism services. Transportation is frequently assessed based on logistical factors such as
accessibility, timeliness, and price, without considering the contribution of heritage-themed modes (such as
trishaws, river cruises, and pedestrian walkways) to the authenticity and enjoyment of the visitor experience.
Despite transportation being included in the model, factors such as cultural heritage and enjoyment have a
greater impact on satisfaction (Huyen et al., 2024). Past studies have established a positive correlation between
transportation services and tourist satisfaction (Huyen et al, 2024; Giao et al., 2021; Nguyen, 2021). The
quality and accessibility of transport directly impact the overall travel experience, influencing both enjoyment
and perception of the destination.
Cultural Heritage Knowledge Service
The cultural heritage knowledge service assesses how effectively visitors to a heritage site comprehend and
value its historical and cultural importance. It takes into account the frequency and quality of promotional
activities, the clarity and accessibility of information, the abundance of heritage-related events, the accuracy and
presentation of interpretive materials and signage, and the professionalism and clarity of guides and
interpreters (Saleem & Umar, 2023). Tourists' connections to the location are strengthened, and their
satisfaction is increased by high-quality knowledge services that promote cultural engagement and learning.
Heritage tourism heavily relies on the important but frequently overlooked cultural heritage information
service (it refers to the services and tools offered by tourism stakeholders such as museum displays, interpretive
signage, guided tours, digital heritage apps, cultural narratives, local storytelling, and other resources) that aid
travelers in comprehending, valuing, and emotionally engaging with the historical and cultural background of a
location (Timothy & Boyd, 2003). By translating abstract cultural ideals into understandable, valuable
information, these services enhance the visitor experience. Educational displays, guided tours, and interpretive
signage are examples of cultural heritage knowledge services that are essential to improving tourist satisfaction
by providing valuable context and understanding of heritage attractions. There are studies that concentrated on
tangible tourism services such as lodging, transportation, and food, while intangible, cognitive services such as
cultural interpretation are either included under overall service quality or entirely disregarded (Aksan et al.,
2025; Sasongko et al., 2025; Huyen et al, 2024; Park & Jeong, 2019). Past studies have highlighted a positive
link between cultural heritage knowledge services and visitor satisfaction (Huyen et al, 2024; Saleem & Umar,
2023)
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Research Framework
Figure 1: Research Framework
The framework depicted in Figure 1 is the relationship between service quality and overall tourist satisfaction
in Melaka. The framework, adapted from Huyen et al. (2024), identifies six independent variables —heritage
features and attributes, culinary services, entertainment offerings, accommodation services, transportation
options, and cultural heritage knowledge services —as key factors influencing the dependent variable, overall
tourist satisfaction.
H1: There is a significant and positive relationship between Heritage Characteristics and Properties and Overall
Tourist Satisfaction.
H2: There is a significant and positive relationship between Cuisine Service and Overall Tourist Satisfaction.
H3: There is a significant and positive relationship between Entertainment Service and Overall Tourist
Satisfaction.
H4: There is a significant and positive relationship between Accommodation Service and Overall Tourist
Satisfaction.
H5: There is a significant and positive relationship between Transportation Service and Overall Tourist
Satisfaction.
H6: There is a significant and positive relationship between the Cultural Heritage Knowledge Service and
Overall Tourist Satisfaction.
METHODOLOGY
This study employed a quantitative, descriptive and correlational research design. This design is used to
examine and explain the relationships between six independent variables and one dependent variable using
numerical data. Data were collected from tourists in Melaka, Malaysia. As reported, a total of 13.58 million
tourists visited Melaka in 2024, marking 6.11 million more visitors than the same period last year, with 10.24 million
domestic tourists and 3.33 million foreign tourists (State's Tourism, Heritage, Arts, and Culture Committee). A
total of 385 respondents were obtained through convenience sampling.
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Data collection was conducted using a structured questionnaire divided into three sections. Section A covered
the demographic details of the respondents, including age, gender, occupation, and education level. Section B
examined six specific tourism service aspects: heritage characteristics and properties, cuisine, entertainment,
accommodation, transportation, and cultural heritage knowledge services. Section C evaluated tourists' overall
satisfaction with all six components of the service quality provided. A five-point Likert scale was used for
rating, with 1 equating to ‘Strongly Disagree' and 5 to 'Strongly Agree,’ to assess the level of affirmation with
each statement presented.
To evaluate the questionnaire's reliability, a pilot test with 25 respondents was conducted before the main data
collection. The internal consistency of each construct was assessed with Cronbach's Alpha, a widely used
reliability coefficient. The Cronbach's Alpha results for the six variables range from 0.930 to 0.987, all of
which exceed the acceptable threshold of 0.70, indicating high reliability. The data was then analysed using
SPSS. Descriptive statistic was applied to summarise the respondents' profiles and the study variables. The
researcher has also conducted inferential statistical analysis and Pearson correlation analysis to study the
relationships and strengths between variables.
FINDINGS AND ANALYSIS
Respondent Profile
Table 1 outlines the demographic profile of the respondents. Among the respondents, 55.1% were female and
44.9% were male. The largest age group was 18 to 27 years, comprising 31.4% of the sample, followed by
those aged 28 to 37 at 24.9%, while the smallest group was those aged 58 and above, accounting for only
13.0%. Regarding occupation, the majority (46.8%) were employed, and the most common education level was
a bachelor's degree, held by 57.7% of respondents. These findings suggest that the study sample is well-
balanced and free from bias, providing a reliable basis for analysing key service-related factors that influence
satisfaction in heritage tourism.
Table 1: Demographic characteristics of respondents
Characteristics
Frequency
Percentage (%)
Gender
173
44.9
212
55.1
Age
121
31.4
96
24.9
75
19.5
43
11.2
50
13.0
Occupation
107
27.8
180
46.8
63
16.4
35
9.1
Education Level
99
25.7
222
57.7
64
16.6
Descriptive Analysis for Independent Variables
Table 2 presents descriptive statistics for the independent variables. For the first variable, Heritage
Characteristics and Properties, the item “Melaka possesses a unique and distinguished heritage history”
recorded the highest mean score of 4.56, indicating that it was the most positively rated statement by
respondents. While for cuisine services, “Traditional local dishes are available in Melaka” and “food and
beverage facilities are readily available at tourist sites” both received the highest mean score of 4.45. Then,
descriptive statistics for entertainment service variables indicate that the item “Local folk art and cultural
performances are interesting and artistic” had the highest mean score of 4.45, indicating that respondents rated
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this aspect most positively on average. For accommodation service variables, the highest mean score of 4.53 is
for the item “A range of accommodation options (hotels, motels, homestays, etc.) is available in Melaka”. In
Transportation Services, the item "Melaka provides good transportation options” received the highest mean
score of 4.54. Lastly, the values for cultural heritage knowledge service variables show that the item “Heritage-
related signs, notices, and instructions are clearly presented and informative” received the highest mean score
of 4.4. Overall, the highest average mean value is M= 4.47 for the variable Heritage Characteristics and
Properties, while the lowest average mean value is M= 4.35 for the variable Cuisine Services.
Table 2: Descriptive Statistics for Independent variables
Items
N
Mean
Std. Deviation
Heritage Characteristics and Properties
Melaka possesses a unique and distinguished heritage history.
385
4.56
.818
Melaka offers rich and diverse cultural values
385
4.46
.857
There are numerous cultural heritage attractions in Melaka available
385
4.49
.829
Local residents near heritage sites in Melaka are welcoming and approachable
385
4.38
.894
Cuisine services
Food and beverage facilities are readily available at tourist sites
385
4.45
.846
A variety of cuisine is available at reasonable prices
385
4.11
.996
Traditional local dishes are available in Melaka
385
4.45
.780
Food services demonstrate high service quality
385
4.37
.872
Food and beverage services comply with safety and hygiene standards
385
4.36
.867
Entertainment Services
1) Entertainment options provided are of good quality and accessible
385
4.43
.839
2) Prices for entertainment services are fair and reasonable
385
4.08
.964
3) Handicraft and souvenir shops are present at tourist sites
385
4.44
.849
4) Local folk art and cultural performances are interesting and artistic
385
4.45
.759
5) The entertainment services offered have good service quality
385
4.37
.856
Accommodation Services
A range of accommodation options (hotels, motels, homestays, etc) is available at
Melaka
385
4.53
.826
There are sufficient accommodations facilities near tourist site Melaka
385
4.49
.778
Accommodation staff warm and welcoming
385
4.44
.782
Accommodation services in Melaka have good service quality
385
4.40
.792
Transportation Services
1) Melaka provides good transportation options
385
4.54
.749
2) Heritage sites in Melaka are accessible through various modes of transportation
385
4.43
.851
3) Various transportation options are available in Melaka, including taxis, buses,
vans, rental cars, rickshaw and etc
385
4.47
.794
4) Drivers demonstrate good behavior and professional ethics
385
4.41
.855
5) Transportation services at heritage sites in Melaka are clean and safe
385
4.44
.809
Cultural Heritage Knowledge Service
1) Frequently see advertisement about heritage site at Melaka
385
4.44
.824
2) Tourist information centers are readily available at most heritage locations at
Melaka
385
4.38
.867
3) Staff at the tourist sites are knowledgeable and engage well with tourist
385
4.42
.780
4) A variety of cultural and heritage events are organized at Melaka
385
4.46
.866
5) Heritage-related signs, notices and instructions are clearly presented and
informatively
385
4.47
.764
6) Tour guides and operators are available to assist tourist
385
4.41
.815
Descriptives analysis for dependent variable
Table 3 presents the descriptive statistics for overall tourist satisfaction variables. The item “Overall, I am
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satisfied with the heritage features of Melaka” recorded the highest mean score of 4.61, indicating it was the
most positively rated by respondents. In contrast, the item “Overall, I am satisfied with the quality of cuisine
services” had the lowest mean at 4.49, reflecting the least favorable average rating. The highest standard
deviation was observed for “Overall, I am satisfied with the transportation services in Melaka” at 0.816,
suggesting greater variation in responses. Meanwhile, “Overall, I am satisfied with the heritage features of
Melaka” showed the lowest standard deviation of 0.724, indicating more consistent responses among
participants.
Table 3: Descriptive Statistics Overall Tourist Satisfaction
Items
N
Mean
Std. Deviation
Overall, I am satisfied with the heritage features of Melaka
385
4.61
.724
Overall, I am satisfied with the quality of cuisine services
385
4.49
.729
Overall, I am satisfied with the quality of entertainment services
385
4.51
.778
Overall, I am satisfied with the accommodation services provided
385
4.58
.757
Overall, I am satisfied with the transportation services in Melaka
385
4.53
.816
Overall, I am satisfied with the heritage-related information and services
385
4.56
.765
Overall, I am satisfied with the overall quality of services provided in Melaka
385
4.60
.686
Correlation Analysis
Pearson correlation analysis was conducted to examine the relationships among all six independent variables:
Heritage Characteristic and Properties (B1), Cuisine (B2), Entertainment (B3), Accommodation (B4),
Transportation (B5), and Heritage Knowledge Service (B6). Meanwhile, the dependent variable is Overall
Tourist Satisfaction(B7). Table 5 shows that there was a significant strong, positive relationship between
Accommodation Service(B4) and Overall Tourist Satisfaction(B7) at r(383)=(.864), p=(p<.001), relationship
between (B4) and (B7) is the highest correlation among others. Next, the relationship between Heritage
Characteristic and Properties(B1) and Overall Tourist Satisfaction(B7) is strong, positive relationship at
r(383)=(.855), p=(p<.001). Followed by other significant strong and positive relationship between Overall
Tourist Satisfaction(B7) and Transportation Service(B5) at r(383)=(.854), Heritage Knowledge Service(B6) at
r(383)=(.849), Entertainment Service(B3) at r(383)=(.830), Cuisine Service(B2) at r(383)=(.824), and all at
p=(p<.001). All item pairs show strongly significant correlations at the p<.001 level. (2-tailed), confirming
high internal consistency and the reliability of the instrument. Items B4(Accommodation Service) and
B7(Overall Tourist Satisfaction) shows the highest correlation and relationship at r(383)=(.864), followed
closely by B1(Characteristic and Properties) and B7(Overall Tourist Satisfaction) at r(383)=(.855) and
B5(Transportation Service) and B7(Overall Tourist Satisfaction) at r(383)=(.854).
Table 4: Correlation Analysis
Items
B7 Overall satisfaction
B1
Heritage Characteristics and Properties
Pearson Correlation
.855**
Sig. (2-tailed)
<.001
N
385
B2
Cuisine Services
Pearson Correlation
.824**
Sig. (2-tailed)
<.001
N
385
B3
Entertainment Services
Pearson Correlation
.830**
Sig. (2-tailed)
<.001
N
385
B4
Accommodation Services
Pearson Correlation
.864**
Sig. (2-tailed)
<.001
N
385
B5
Transportation Services
Pearson Correlation
.854**
Sig. (2-tailed)
<.001
N
385
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B6
Cultural Heritage Knowledge Services
Pearson Correlation
.849**
Sig. (2-tailed)
<.001
N
385
p=(p<.001) level sig. (2-tailed)
DISCUSSION
The results show that the overall rate of cultural heritage tourism services provided in Melaka and the overall
level of tourist satisfaction in Melaka are good. Tourists are mostly satisfied with the factor of heritage
characteristics and properties, followed by accommodation services, transportation services, cultural heritage
knowledge services, entertainment services, and cuisine services at the heritage site. With regard to the study
on the relationship between heritage tourism services and overall satisfaction among tourists who have visited
Melaka, the results indicate a strong, positive, and statistically significant correlation between all six
independent variables and the dependent variable, overall tourist satisfaction. The two factors that are more
influential than other variables are: 'accommodation services' and 'heritage characteristics and properties’. The
outstanding results across multiple item pairings imply that they may reflect critical elements of service quality,
potentially including staff responsiveness, personalised attention, and assurance. The findings are partially
similar to the Huyen et al. (2024) study, which showed a significant influence of heritage characteristics,
properties, and cuisine services on overall satisfaction of tourists at Van Mieu – Quoc Tu Giam. The research
findings from studies by Grobelna & Marciszewska (2013) and Kozak & Rimmington (2000) consistently
show a strong positive link between accommodation features and visitors' satisfaction. By focusing on these
outstanding results and the impact of attributes, tourism stakeholders in Melaka can create a strategic plan to
improve visitor expectations and enhance overall tourist satisfaction. This study helps improve service quality
in Melaka, thereby maintaining its attractiveness as a worldwide heritage tourism destination. Overall, the
results of this study suggest that heritage tourism managers should focus not only on protecting historical sites
but also on enhancing the overall tourist experience and satisfaction. Simple efforts like offering guided tours,
sharing stories about the site's history, and providing information in different languages can help visitors feel
more connected and satisfied (Timothy & Boyd, 2003; Moscardo, 1996). In addition to ensuring that services
like transport and entertainment run smoothly, the service provider also needs to play an important role in
creating a pleasant trip for tourists (Su & Wall, 2016). By creating meaningful and engaging experiences, rather
than just showing things to see, managers can build stronger emotional connections with visitors and encourage
them to come back (Richards, 2018). Lastly, to improve overall tourist satisfaction, all stakeholders —
government agencies, local residents, managers, and other private agencies —need to play their roles
responsibly.
CONCLUSION AND RECOMMENDATIONS
Cultural and heritage tourism helps people explore history and culture while supporting local economies. In
Malaysia, heritage sites like Melaka play an important role in tourism and economic growth. However,
managing these sites is challenging, as many focus too much on preservation and not enough on visitor
experience. Good service quality and tourist satisfaction are key to sustainable growth, yet research on heritage
tourism, especially in Southeast Asia, is still limited. More studies are needed to understand what truly makes
visitors satisfied at heritage destinations. The study found that both cultural heritage tourism services and
overall tourist satisfaction in Melaka are rated highly. Tourists are most satisfied with heritage characteristics,
followed by accommodation, transportation, cultural knowledge, entertainment, and cuisine services.
A key recommendation from earlier studies on tourist satisfaction regarding service quality in Melaka is to
enhance the reliability and consistency of tourism services, particularly in the heritage and cultural sectors.
Research by Salleh et al. (2014) and Yaacob et al. (2020) emphasises the importance of strengthening these
aspects to improve the overall visitor experience. Services such as cleanliness, accessibility, signage, and staff
are highly regarded by tourists. Therefore, it is imperative that tourism organisations and businesses in the area
prioritise conducting regular service quality assessments using tools such as SERVQUAL or SERVPERF to
identify areas that need improvement. Training programs for frontline staff, especially in cultural awareness and
communication, may greatly improve the overall experience for both domestic and foreign tourists. In addition,
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Mohd Zin et al. (2017) and Aziz et al. (2018) emphasised the need to integrate digital tools and feedback
mechanisms to obtain real-time input from visitors. This allows service providers to respond quickly to
customer dissatisfaction and monitor changing tourist expectations. Tourist satisfaction and value perception
can be improved by investing in mobile-friendly applications for service ratings, historical information, and
navigation. Furthermore, coordinated marketing and infrastructure development should concentrate on
modernising tourist facilities while preserving the authenticity of historical sites. Such efforts not only promote
return visits by tourists but also help preserve Melaka's reputation as one of Malaysia's leading cultural tourism
destinations. Although numerous studies have explored the relationship between tourism service quality and
tourist satisfaction in Melaka, there remains a need for further research that emphasises cultural and
experiential elements, especially within the realm of heritage tourism. Most existing studies, such as those by
Salleh et al. (2014) and Mohd Zin et al. (2017), have primarily focused on tangible aspects of service, including
accommodation, transportation, and cleanliness. However, we still don't fully grasp how intangible factors such
as local storytelling, genuine cultural interaction, and emotional connection to historical landmarks can
increase overall contentment. To gain more in-depth emotional insights, future research may use qualitative or
mixed-methods approaches to elicit more detailed emotional and perceptual insights from tourists, particularly
foreigners, who may have varying interpretations of cultural encounters.
Furthermore, additional research is needed to examine how emerging technologies such as augmented reality
(AR), mobile applications, and virtual tour guides enhance service quality and customer satisfaction. Although
the idea of integrating digital tools into tourism was first introduced by Aziz et al. (2018), there remains a lack
of empirical studies assessing their effectiveness, especially in the context of Melaka. Researchers might also
examine post-pandemic tourism habits to see how hygiene, safety, and digital convenience expectations affect
happiness. Longitudinal studies can also help understand how tourist tastes change over time, allowing Melaka
to remain competitive as a cultural attraction in Southeast Asia.
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