FROM VISITOR REVIEWS TO DIGITAL SOLUTIONS: ENHANCING ENGAGEMENT AT JUGRA HERITAGE SITES

Utilizing Extended Reality (XR) technologies to enhance visitor engagement at Jugra Heritage Sites enriches experiences, strengthens connections with Malaysia’s heritage, and aligns with modern tourism trends, thereby increasing satisfaction and encouraging repeat visits. This study investigates how digital innovations can enhance visitor engagement at Jugra heritage sites based on visitor feedback. The research focuses on three main issues: insufficient exhibit information, lack of interactive and engaging content, and the negative impact on visitors’ sense of place. To analyze visitor feedback and identify themes and patterns of engagement and information accessibility, the study used Google Reviews for Bandar Palace in Jugra, Selangor, Malaysia, collected through web scraping tools from 2019 to 2024. Researchers selected these reviews using relevant keywords such as review text, posting year, and star rating. Atlas.ti software was used to analyze the data and identify the main themes related to the sense of place at Bandar Palace. Five major themes were identified: historical significance, architectural aesthetics, visitor experience, maintenance and preservation practices, and cultural and educational value. Consequently, digital innovations can be implemented in Istana Bandar exhibitions to transform it into a cultural and educational heritage site. These innovations include introducing interactive digital guides, virtual tours with enriched educational content, enhanced feedback systems, and improved facilities management monitoring systems. These solutions aim to address visitors’ concerns, enhance their engagement and satisfaction, and attract more visitors to the site. By preserving its historical and cultural values, these solutions will offer a better participatory experience without compromising its architectural uniqueness.