Understanding Heritage Through E-WOM: Malacca, Malaysia

This study examines the influence of electronic word-of-mouth (e-WOM) on heritage tourism in Malacca (Melaka), Malaysia, a UNESCO World Heritage Site renowned for its rich social heritage. By analyzing the relationship between e-WOM measures (social media notifications, surveys, influencer content) and markers of tourism growth (visitor numbers, revenue, socioeconomics), this paper seeks to determine the role of advanced engagement in attracting tourists to Malacca's landmarks. This research assess the impact of e-WOM on guest recognition and investigate how different types of heritage-such as authentic design, local traditions, and culinary offerings-are communicated online. In addition, this study provides a comparative investigation of heritage tourism in Malacca and comparative destinations in Southeast Asia to contextualize Malacca's status within a location. This study explores the impact of electronic word-of-mouth (e-WOM) on heritage tourism in Malacca (Melaka), Malaysia, a UNESCO World Heritage Site. It examines how e-WOM elements-like social media, surveys, and influencer content-affect tourism indicators such as visitor numbers, revenue, and engagement with heritage features like local traditions and cuisine. A comparison with other Southeast Asian destinations provides further context. Findings reveal that high digital engagement significantly boosts tourism, with certain events and landmarks gaining popularity after e-WOM spikes. The study highlights e-WOM as a key tool for promoting tourism, offering strategies to enhance marketing, leverage guest feedback, and improve visitor experiences. Data from 263 respondents (115 men, 148 women) showed most participants were aged 20–40 and had undergraduate education, reflecting a digitally active and informed demographic.