ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

ISSN: 2454-6186 | DOI: 10.47772/IJRISS

Special Issue | Volume IX Issue XXVIII November 2025

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From Preservation of Innovation: Rethinking Heritage Tourism

Competitiveness in Malaysia

Nur Erma Suryani binti Mohd Jamel

, Ong Jun Jie

, Norazman bin Shahar

1,2

Fakulti Pengurusan Teknologi dan Teknousahawanan, Universiti Teknikal Malaysia Melaka

Fakulti Kejuruteraan dan Alam Bina, Universiti Kebangsaan Malaysia

*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.92800032

Received: 10 November 2025; Accepted: 16 November 2025; Published: 19 December 2025

ABSTRACT

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.

Keywords: heritage tourism; innovation; constructive authenticity.

INTRODUCTION

Tourism is a key driver of global economic growth, generating over 9% of world GDP and supporting millions

of jobs worldwide (UN Tourism, 2023). In Malaysia, the sector is central to economic diversification, ranking

as the second-largest source of foreign exchange earnings before the COVID-19 pandemic. By 2024, tourism

generated RM 291.9 billion, contributing 15.1% of national GDP, with arrivals surpassing 29 million, signaling

a strong rebound (Department of Statistics Malaysia, 2025).

Malacca (Melaka), a UNESCO World Heritage Site, represents one of Malaysia’s most iconic cultural tourism

destinations. Despite its small size, the state attracts international visitors from China, Singapore, and Indonesia,

positioning itself as a gateway to Malaysia’s cultural identity through its slogan “Visiting Malacca Means

Visiting Malaysia.” Heritage landmarks such as St. Paul’s Church, Jonker Street, and the Baba-Nyonya heritage

houses highlight Malacca’s cultural and historical significance (Candan, 2023). Recent scholarship emphasizes

that community-based tourism (CBT) in Malacca enhances local participation, preserves traditions, and

strengthens socio-economic resilience (Abdullah et al., 2024).

ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

ISSN: 2454-6186 | DOI: 10.47772/IJRISS

Special Issue | Volume IX Issue XXVIII November 2025

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Innovation is increasingly shaping the trajectory of Malacca’s tourism. Augmented reality applications such as

Exp AR Malacca enrich visitors learning about Malay heritage houses (Azhar et al., 2025), while the state

government is developing a Smart Heritage Tourism Super-App to integrate AI, VR, and AR for immersive

visitor experiences (Malay Mail, 2024). At the same time, scholars caution that innovation must be balanced

with authenticity, as over-commercialisation risks undermining the very heritage experiences that draw visitors

(Tan, 2025). The COVID-19 pandemic triggered an unprecedented collapse in Malaysia’s tourism sector, with

international arrivals plummeting by 80% between 2020 and 2021 (Rahman, 2024). Malacca, as a prominent

heritage destination, was disproportionately affected. Small and medium-sized enterprises (SMEs) particularly

those involved in handicrafts, cultural retail, and traditional food services, experienced widespread closures, and

financial distress. Although signs of recovery are emerging, international arrivals remain inconsistent. Notably,

Chinese tourist numbers have yet to rebound to pre-pandemic levels, and domestic tourism spending has proven

insufficient to fully offset the losses (Chen et al., 2024).

A second challenge lies in the uneven adoption of digital technologies. While Malacca has introduced innovative

initiatives such as augmented reality (AR) heritage trails and smart trishaw services (The Star, 2025), many local

tourism operators, especially older, family-run businesses remain reluctant to embrace digital tools. Barriers

include financial constraints, technological complexity, and concerns about cultural appropriateness (Kassim &

Lee, 2023). This digital divide undermines Malacca’s competitiveness relative to other ASEAN heritage

destinations that have successfully implemented integrated digital ecosystems.

A third concern involves the erosion of cultural authenticity. The commercial transformation of heritage assets

such as the conversion of historic shophouses into retail outlets along Jonker Street has sparked debate over the

preservation of cultural identity and equitable community benefits (Shahahr, 2014). Scholars emphasize that

balancing innovation with authenticity is essential to maintaining visitor satisfaction and long-term destination

loyalty (Tan, 2025).

Considering these challenges, this study investigates the evolving landscape of Malacca’s tourism sector. It

explores how innovation, authenticity, and community engagement can be strategically aligned to accelerate

post-pandemic recovery and foster sustainable growth in heritage tourism.

LITERATURE REVIEW

The tourism industry has long been perceived as less innovative than industrial or technological sectors. This

perception arises from tourism’s service-based nature, where innovation is often intangible and experiential

rather than product-centric. However, recent scholarship increasingly challenges this view, emphasizing that

innovation in tourism is multifaceted, encompassing digital transformation, sustainability, and stakeholder co-

creation (Buhalis & Sinarta, 2019; Sigala, 2023). Scholars continue to debate the coexistence of product and

service innovation in tourism, as well as the unique features that shape innovation dynamics within this sector

(Hall & Williams, 2008). Central themes in the literature include the characteristics of tourism innovation,

methodological challenges in evaluation, and the applicability of existing innovation models.

Traditional innovation metrics, especially those designed for national or regional assessments, are frequently

criticized for their inadequacy in capturing firm-level innovation in tourism (Hall & Williams, 2008). Tourism’s

interdisciplinary nature, spanning cultural, social, and technological domains, renders standard service-industry

instruments insufficient (Tribe, 1997; Liburd, 2012). To address these limitations, Camisón and Monfort-Mir

(2012) proposed a comprehensive scoreboard framework integrating organizational and technological

dimensions, grounded in dynamic capabilities and Schumpeterian theory.

Schumpeter’s innovation theory conceptualizes innovation both as an outcome (e.g., new products or services)

and as a process. From a resource-based view, innovation is a capability that sustains competitive advantage

(Camisón & Monfort-Mir, 2012). This perspective remains influential in tourism research, particularly in

empirical studies examining how innovation processes affect firm performance (Novelli et al., 2006). More

recently, scholars have emphasized the role of open innovation in tourism, highlighting its potential to foster

stakeholder collaboration, co-create experiences, and drive digital and organizational transformation (Gretzel et

al., 2022; Mariani & Mura, 2023).

ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

ISSN: 2454-6186 | DOI: 10.47772/IJRISS

Special Issue | Volume IX Issue XXVIII November 2025

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www.rsisinternational.org

Organizational and market conditions continue to shape decisions around incremental versus radical innovation

(López-Fernández et al., 2009; Orfila-Sintes et al., 2005). Incremental innovations typically enhance service

delivery or customer experience, while radical innovations may introduce entirely new tourism products or

business models. Technological advancements, especially in ICT have emerged as key drivers of innovation.

The integration of AI, IoT, blockchain, and extended reality technologies has revolutionized how tourism

products are marketed, delivered, and consumed (Neuhofer, 2021; Tussyadiah, 2023).

Recent studies underscore the strategic imperative of digital transformation for tourism SMEs, linking it to

improved firm performance and long-term competitiveness (Buhalis & Leung, 2022). Moreover, digital

platforms are increasingly recognized for their role in advancing sustainability goals, particularly within the

industry 4.0 and emerging Industry 5.0 paradigms (Sigala, 2023; Xiang et al., 2024). These platforms facilitate

eco-conscious travel, operational efficiency, and inclusive growth, while also raising concerns around digital

dependency and data governance.

Tourism innovation research now calls for nuanced evaluation frameworks that reflect the interplay of

organizational capabilities, technological change, and market dynamics. As the sector embraces digital

transformation and sustainability imperatives, innovation is no longer optional it is a strategic necessity. The

transition toward smart tourism ecosystems and human-centric innovation models further reinforces the need for

adaptive strategies that balance technological advancement with authentic, sustainable experiences (Gretzel et

al., 2022; Mariani & Mura, 2023).

Malacca

The Straits of Malacca have long functioned as one of the most significant maritime routes, facilitating trade,

cultural exchange, and communication between East and West. Its strategic position attracted diverse immigrant

populations and sustained interactions with both neighboring and distant regions. These encounters nurtured the

rise of powerful kingdoms and thriving urban centers, shaping a distinctly multicultural identity. The kingdom

and city of Malacca emerged in the late 14th or early 15th century, when a modest fishing village rapidly

expanded into a bustling port and international emporium (UNESCO, 2008). The city’s growing importance

soon drew the attention of colonial powers. Driven by economic interests tied to capitalism and maritime

dominance, Malacca became a contested site among the Portuguese, Dutch, and later the British (Gallaher et al.,

2009). The Portuguese conquest in 1511 marked the beginning of a long colonial era, which spanned the entire

European colonial period in Asia from the early 16th to the mid-20th century. These successive regimes left

behind layered cultural, political, and architectural imprints that continue to define the urban fabric of Malacca

today. Recent scholarship emphasizes how colonial architectural forms, particularly Moorish, Mughal, and

European styles, were hybridized with local influences to create enduring urban landscapes (Md Yasin et al.,

2023).

Malacca’s cosmopolitan character, however, was not solely a product of colonial encounters. Its identity was

equally shaped by the contributions of diverse local and migrant communities. Over centuries, Islamic, Chinese,

Hindu, and Buddhist traditions blended with vernacular cultures, creating a peaceful yet dynamic layering of

social practices and material expressions. This hybridity is particularly evident in the city’s religious and civic

architecture. Studies of mosques such as Tengkera Mosque and Masjid Lama Machap, for instance, reveal

distinct acculturation processes where Malay, Chinese, and Javanese design elements merged with imported

materials and decorative motifs (Yaman et al., 2023; Jaafar et al., 2023). These examples underscore how

religious architecture became an active site of cultural negotiation and material hybridity.

Culturally and geographically, Malacca’s boundaries have always been porous and fluid, intersecting with wider

Southeast Asian trade networks. Since antiquity, continuous waves of migration, intermarriage, and commercial

interaction have given rise to hybridized cultural identities and richly fused material cultures. Such exchanges

are visible not only in architecture but also in cuisine, language, and everyday practices. Research into Melaka’s

dock spaces and waterfronts highlights how maritime infrastructures have historically shaped urban morphology,

linking local settlements to the broader Indian Ocean and maritime Silk Road networks (Mo, 2024). In the

contemporary era, Malacca’s heritage status has brought both opportunities and challenges. The designation as

ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

ISSN: 2454-6186 | DOI: 10.47772/IJRISS

Special Issue | Volume IX Issue XXVIII November 2025

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a UNESCO World Heritage Site has elevated the city’s profile, but it has also introduced tensions between

conservation, development, and tourism. Studies reveal that adaptive reuse of colonial-era shophouses has

boosted the economy and enhanced urban conservation, though it risks alienating local communities if

authenticity is compromised (Mohamad et al., 2023). Similarly, research on sea reclamation projects highlights

potential risks to heritage zones, underscoring the fragile balance between modern development and historical

preservation (UKM, 2021). At the same time, both residents and tourists increasingly voice concerns about

sustainability and building conservation, reflecting the evolving role of heritage as a shared cultural and

economic asset (Hilmi et al., 2023; Mohd et al., 2021).

Understanding Malacca’s urban development therefore requires situating it within multiple perspectives: the

ambitions of colonial powers, the lived contributions of cosmopolitan communities, and the heritage

management policies of the Malaysian government following independence. Together, these forces illustrate

how Malacca evolved from a strategic trading hub into a multicultural heritage city one whose layered history

and cosmopolitan identity remain central to its urban morphology and global recognition today.

Schumpeterian Innovation in Tourism

Schumpeterian innovation, derived from the economic theories of Joseph Schumpeter, offers a foundational lens

through which tourism innovation can be understood. Schumpeter (1934) conceptualized innovation as the

primary driver of economic development, emphasizing the role of entrepreneurs in introducing new

combinations of resources, technologies, and organizational forms. His framework identifies five types of

innovation: (1) the introduction of new products or services, (2) new methods of production, (3) the opening of

new markets, (4) new sources of supply, and (5) new organizational structures.

In the tourism sector, these types of innovation are increasingly evident. For example, the development of

immersive digital heritage experiences such as augmented reality (AR) overlays of historical buildings in

Malacca (Azhar et al., 2025) represents both product and process innovation. Similarly, the emergence of smart

tourism ecosystems and AI-powered travel platforms reflects new organizational and technological paradigms

(Gretzel et al., 2022; Sigala, 2023). A key concept in Schumpeterian theory is creative destruction, which refers

to the process by which innovation disrupts and replaces outdated practices. In tourism, this is visible in the shift

from traditional booking systems to mobile apps, from static museum displays to interactive digital storytelling,

and from mass tourism models to personalized, data-driven experiences (Tussyadiah, 2023). These

transformations not only enhance visitor satisfaction but also redefine competitive advantage in heritage

destinations. Moreover, Schumpeterian innovation aligns with resource-based and dynamic capabilities

perspectives, which view innovation as a strategic capability that enables firms to adapt, evolve, and sustain

performance in changing environments (Camisón & Monfort-Mir, 2012). In heritage tourism, this capability is

often expressed through the integration of cultural assets with digital technologies, stakeholder co-creation, and

diversified service offerings (Mariani & Mura, 2023).

In summary, Schumpeterian innovation provides a robust theoretical foundation for analyzing how tourism

destinations particularly those rich in cultural heritage can leverage innovation to enhance competitiveness,

authenticity, and sustainability. Its relevance is especially pronounced in post-pandemic recovery contexts,

where digital transformation and experiential diversification are central to tourism resilience and growth.

Cultural Heritage and Authenticity

Tourism in heritage destinations is increasingly shaped by the dynamic interplay among cultural heritage,

authenticity, and innovation. This is especially true in Malacca, a UNESCO World Heritage Site where both

tangible assets (colonial architecture, traditional Malay houses, art districts) and intangible heritage (culinary

traditions, festivals, multicultural practices) form the backbone of destination identity.

Recent empirical work documents how cultural tourism in Malacca is evolving beyond traditional heritage

preservation towards more interactive, digital forms of engagement. For example, Exp AR Malacca (Azhar,

ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

ISSN: 2454-6186 | DOI: 10.47772/IJRISS

Special Issue | Volume IX Issue XXVIII November 2025

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Saari, Hendriyani, et al., 2025) uses augmented reality mounted on physical maps to overlay 3D models of Malay

traditional houses and historical narratives, improving both visitor satisfaction and heritage awareness.

Furthermore, the state government’s Smart Heritage Tourism super-app, incorporating AI, VR, AR, and chatbot

tools, is being developed to enrich visitor experiences through real-time multilingual translation, curated

recommendations, and immersive storytelling (Melaka ICT Holdings et al., 2025). Similar changes are observed

in promotional strategies: viral marketing campaigns and digital storytelling are found to have strong influence

over tourists’ perceptions of Malacca’s cultural and culinary offerings (Hor, 2025). These developments support

the proposition that cultural heritage, when mediated and enhanced by innovation, significantly strengthens

destination competitiveness.

Additional empirical support comes from Luekveerawattana (2024), who found that cultural values, facility

capacity, and tourism management practices significantly influence innovation in heritage tourism. Di Leo

(2023) also demonstrated that technology-enhanced museum experiences improve visitor satisfaction and

loyalty. Broader literature supports these findings. Innovation in tourism is increasingly recognized as a strategic

necessity, especially in heritage contexts where digital transformation and sustainability imperatives converge

(Sigala, 2023; Gretzel et al., 2022). Schumpeterian and resource-based perspectives frame innovation as both an

outcome and a capability (Camisón & Monfort-Mir, 2012), while open innovation models emphasize stakeholder

co-creation and experiential enhancement (Mariani & Mura, 2023).

Constructive Authenticity

Innovation has emerged as a key pillar in post-COVID-19 recovery for heritage tourism. Technological adoption

in Malacca now ranges from micro-innovations to transformative digital infrastructure. Traditional modes of

tourism, such as trishaw rides, are being upgraded with digital IDs, QR code integrations, and online booking

systems to improve service quality and regulatory oversight (The Star, 2025). Meanwhile, the hospitality sector

is diversifying: the opening of Dusit Princess Melaka in mid-2025 highlights demand for upscale accommodation

and MICE tourism, reflecting an industry repositioning toward premium offerings (Travel and Tour World,

2025). Authenticity continues to play a necessary role in how tourists accept and evaluate innovation. The

concept of constructive authenticity where authenticity is understood through the tourist’s perceptions, rituals,

and cultural meaning rather than strict historical accuracy (Wang, 1999) is particularly relevant. Interactive and

staged heritage experiences, such as festivals, performances, or reconstructed colonial narratives, reinforced

through digital tools, appear to influence tourist satisfaction significantly (Azhar et al., 2025; Tan, 2025).

Empirical studies reinforce this. Lee et al. (2024) found that constructive authenticity significantly enhances

existential authenticity, memorability, and satisfaction in heritage tourism. Zhang et al. (2025) showed that

digital engagement tools like AR and VR increase perceived authenticity and recommendation intentions at

World Heritage Sites.

Diverse Products and Services

A third dimension gaining prominence is diversification of tourism products and services, which responds to

increasingly sophisticated and segmented tourist demands. In Malacca, diverse offerings now include heritage

architecture tours, culinary festivals, boutique accommodations, creative arts districts, and immersive tech-

enhanced experiences. For instance, community priorities are reflected in studies that identify strategic paths for

Malacca to evolve into an artistic hub through public art installations, cultural incubators, and creative festivals—

balanced with infrastructure and technology (Noh & Imron, 2025). Restoration projects (e.g., Masjid Lama

Machap), government heritage-cuisine events, and heritage walks that bundle food, cultural attire, and traditional

crafts (Bernama, 2024) serve not only cultural preservation but also service and product innovation.

Empirical evidence from Jilin, China, shows a strong coupling between intangible cultural heritage and tourism

diversification, with coordinated development enhancing regional competitiveness. Demiröz et al. (2025)

proposed a taxonomy linking fourteen heritage resources to eleven tourism types, emphasizing the role of

diversified offerings in sustainable cultural tourism.

ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

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THEORETICAL FRAMEWORK

Figure 1. Framework of this study

DISCUSSION

This study contributes to the theoretical advancement of tourism innovation by positioning cultural heritage,

constructive authenticity, and product or service diversification as central antecedents of innovative tourism,

particularly within heritage-rich destinations such as Malacca. While previous research has predominantly

conceptualized innovation through Schumpeterian perspectives emphasizing technological novelty, product

development, and process efficiency (Hall & Williams, 2008) or through resource-based views that highlight

organizational capabilities and absorptive capacity (Camisón & Monfort-Mir, 2012), this study proposes a more

integrative framework. By incorporating experiential, cultural, and community-oriented dimensions, the findings

underscore that innovation in tourism is not confined to digital transformation or economic performance. Instead,

it encompasses the co-creation of authentic, heritage-rooted experiences that enhance destination identity, visitor

satisfaction, and long-term competitiveness.

The study also reinforces the relevance of constructive authenticity (Wang, 1999) in shaping tourists’ perceptions

and evaluations of innovation. Rather than relying solely on historical accuracy, authenticity is increasingly

understood as a dynamic construct mediated by digital tools, cultural narratives, and participatory experiences.

This has profound implications for heritage tourism, where interactive storytelling, AR/VR applications, and

community-led initiatives can simultaneously preserve cultural integrity and foster innovation. The findings

align with recent scholarship advocating for hybrid models of innovation that bridge technological advancement

with cultural sustainability and social inclusion (Sigala, 2023; Gretzel et al., 2022).

Implication

From a theoretical standpoint, the proposed framework challenges conventional economic models of innovation

by emphasizing cultural embeddedness, experiential value, and community agency. It calls for a reorientation of

tourism innovation theory toward multi-dimensional constructs that integrate heritage, authenticity, and

diversification. This approach complements existing innovation paradigms while extending their applicability to

heritage tourism contexts, where socio-cultural factors are central to value creation.

Practically, the findings offer strategic guidance for destination managers, tourism planners, and policymakers.

Investment in heritage preservation, authentic experience design, and diversified tourism products emerge as a

triad of innovation levers. These strategies not only enhance competitiveness but also align with sustainability

imperatives, including cultural vitality, community engagement, and inclusive development. In Malacca, for

instance, initiatives such as the Smart Heritage Tourism super-app and AR-enhanced cultural trails exemplify

how innovation can be rooted in local identity while leveraging global technologies.

ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)

ISSN: 2454-6186 | DOI: 10.47772/IJRISS

Special Issue | Volume IX Issue XXVIII November 2025

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From a policy perspective, innovation strategies should extend beyond infrastructure and digitalization to include

cultural programming, creative industries support, and community participation frameworks. This ensures that

innovation is not extractive or commercialized at the expense of cultural authenticity but is instead inclusive,

adaptive, and resilient.

Limitations

Despite its contributions, the study has several limitations. First, constructs such as authenticity and heritage are

highly context dependent. What is perceived as authentic in Malacca may not resonate in other cultural settings,

limiting the generalizability of findings across regions or cultures (Wang, 1999). Second, while the framework

focuses on three primary antecedents, it does not explicitly account for systemic forces such as governance

structures, digital infrastructure, and entrepreneurial ecosystems, which are known to influence innovation

outcomes (Orfila-Sintes et al., 2005).

Third, the framework remains conceptual and draws on existing literature for support. There is a need for

empirical validation through quantitative testing, comparative case studies, and longitudinal research to establish

the strength and directionality of proposed relationships. Lastly, there is a risk of over-romanticizing authenticity

and heritage. Without critical reflection, innovation strategies may inadvertently lead to commercialization or

cultural commodification, marginalizing local voices or distorting cultural narratives (Tribe, 1997; Liburd,

2012).

Future Research Directions

Building on these insights, several avenues for future research are proposed. First, empirical studies should test

the framework across diverse cultural and geographical contexts to assess its robustness and adaptability.

Comparative research between heritage destinations in Southeast Asia, Europe, and Latin America could yield

valuable insights into cross-cultural dynamics of innovation.

Second, scholars should explore the interaction between digital transformation and heritage-based innovation,

examining how technologies such as AI, AR, and smart tourism platforms mediate authenticity, engagement,

and satisfaction (Gretzel et al., 2022; Tussyadiah, 2023). Third, longitudinal research is needed to investigate

how innovation strategies evolve over time, particularly in response to external shocks such as pandemics,

climate change, or geopolitical shifts. This would enhance understanding of resilience and adaptability in

heritage tourism.

Fourth, future studies should examine how local communities co-create, perceive, and benefit from tourism

innovation. This includes exploring models of participatory governance, cultural entrepreneurship, and resident-

tourist dynamics (Richards, 2018). Finally, integrating sustainability-oriented service innovation (SOSI)

frameworks can help assess how innovation aligns with environmental protection, social inclusion, and

economic resilience. This is particularly relevant for heritage destinations facing pressures of over tourism and

cultural erosion.

ACKNOWLEDGEMENT

The authors acknowledge the support given by Fakulti Pengurusan Teknologi dan Teknousahawanan, Universiti

Teknikal Malaysia Melaka, for the financial support and facilities provided in completing this research. The

authors would like to thank Centre of Technopreneurship Development (Cted), UTeM for their direct and

indirect contributions.

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