Heritage tourism at the historical town of Malacca: examining opportunities, evaluating challenges

• Main Authors: Ismail, Nur Saibah, Md. Salleh, Nor Zafir, Omain, Siti Zaleha, Idris, Norhalimah, Samori, Zakiah, Anas, Norazmi
• Format: Article
• Published: Human Resource Management Academic Research Society 2018
• Subjects: H Social Sciences (General); HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/86799/; http://dx.doi.org/10.6007/IJARBSS/v8-i1/3958

Heritage tourism is one of the growing tourism products in Malaysia. Good marketing will increase the demand on heritage tourism and gives benefits to Malaysia tourism industry. This study seeks to explore the marketing strategies used by museums to market their product and examine the challenges fa...