An investigation of international and domestic tourists' satisfaction in heritage context: implications for destination marketing

• Main Authors: Norzalita Abd Aziz,, Ahmad Azmi.M Ariffin,, Nor Asiah Omar,, Siow, Kim Yoon
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2011
• Online Access: http://journalarticle.ukm.my/3491/1/jp33-07-lock.pdf; http://journalarticle.ukm.my/3491/; http://pkukmweb.ukm.my/penerbit/jurus.htm

The marketing of heritage coincides with the emergence of marketing as an academic discipline in the 1950s. This research seeks to determine domestic and international tourists' expectations and perceptions of the heritage site of Melaka in Malaysia by measuring their satisfaction level using e...