How Heritage Site Destruction and Ritual Practices Shape Tourist Satisfaction and Authenticity Perceptions at Pulau Besar, Melaka

This study examines the connection between perceived authenticity, local spiritual practices, and visitor happiness in historical tourism, focusing on Pulau Besar, Melaka, Malaysia. Considering the moderating influences of religious beliefs and cultural backgrounds, this study aims to investigate how spiritual traditions affect tourists' judgements of authenticity and contentment. The island's appeal as a cultural tourism destination may diminish because of the loss of heritage assets and restrictions on spiritual practices. This research employs a quantitative approach targeting 194 tourists who visited notable tomb sites, including the tombs of Tok Janggut, Tok Putih, the tomb of 7 Beradik, and Nenek Kebayan, which intersects with the ongoing practice of local spiritual traditions. Statistical analysis was used to investigate the correlations between variables, including partial least squares structural equation modelling (PLS-SEM). The results show that visitors’ pleasure is highly influenced by the perceived authenticity of the experience. Although local spiritual rituals improve the feeling of authenticity, their effects differ based on visitors' cultural backgrounds and religious beliefs. The findings also highlight concerns about the degradation of heritage sites, which has a detrimental impact on satisfaction and perceived authenticity. The study's implications highlight the importance of protecting spiritual and cultural heritage during tourism development in the region. Destination managers should implement sustainable tourism strategies that balance modernisation with heritage conservation. By maintaining and promoting authentic local traditions, Pulau Besar can continue to attract and satisfy visitors while ensuring long-term preservation of its culture.