Assessing Tourist Satisfaction with Cultural Heritage Tourism Services in Melaka

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.