Branding Heritage through Pseudo-Events: The Case of Melaka, Malaysia

This study examines how heritage tourism destinations reconcile the tension between visually appealing spectacles and genuine cultural experiences by analyzing Melaka, Malaysia, a UNESCO World Heritage city.Drawing on qualitative interviews with twenty participants, the research applies the newly developed Cultural Authenticity-Spectrum Model (CASM) to interpret the findings.CASM conceptualizes authenticity as a continuum rather than a binary.Findings reveal that Melaka's stakeholders often employ staged "pseudo-events" and digital media to attract visitors.These strategies can prioritize convenience and visual novelty over deep cultural engagement.Tourists' reactions vary, with some deriving satisfaction from vibrant spectacles while others seek meaningful, authentic encounters.Key themes include the tension between spectacle versus substance, digital amplification versus analog intimacy, and community erasure versus reclamation.The study connects these empirical insights with theories of staged authenticity (MacCannell, 1973), emergent authenticity (Cohen, 1988), and heritage commodification.It shows how Melaka's strategic use of pseudo-events and technology can boost destination branding but also risks superficiality and community displacement.Practical recommendations include involving local communities in event design, mindful digital storytelling, and balancing entertainment with education to sustain Melaka's cultural integrity.This work contributes to theory by refining the authenticity spectrum concept, and to practice by suggesting guidelines for ethical heritage branding and tourism management.