Page 949 - Proceedings Collega2023

Introduction

Malacca, a captivating state nestled within the beautiful country of Malaysia, is renowned for its
rich history and multicultural heritage. The state of Malacca historical significance arises from its important
role as a bustling trading port bridging the East and West over 500 years ago (UNESCO, n.d.). This unique
positioning has infused the city with a remarkable blend of cultural influences from Asia and Europe. The
very essence of Malacca's multicultural heritage is visibly etched into the city's architecture, urban layout,
and the spirit of its people, bearing the imprints of Malay, Chinese, Indian, and European (UNESCO, n.d.).

The heartbeat of Malacca's economy, which is the tourism industry, has played a crucial role in
shaping its contemporary identity. The historical city of Malacca has rightfully earned its status as a sought-
after tourist destination, attracting visitors from all corners of the globe when it was listed as one of the
world heritage sites in 2008 by the United Nations Educational, Scientific and Cultural Organization
(UNESCO, n.d.). Situated strategically along international trade routes, Malacca was once a bustling hub of
commerce anchoring traders from far-flung regions such as Arabia, China, and India who exchanged goods
and ideas which ingrained the cultural identity of the region (Neelakandan, 2023). The descendants and
diverse ethnic communities that flourish in Malacca today can trace their roots back to these ancient trade
connections, a living testament to the enduring impact of cross-cultural interactions (Ng, 2019)

In 2022, Malacca experienced a remarkable surge in domestic tourist arrivals, with a staggering
203% growth compared to 2021, as reported by the Department of Statistics Malaysia (DOSM, n.d.). The
number of domestic tourists reached an impressive 11,757 (166 thousand), a stark contrast to the previous
year's figure of 3,878 (140 thousand). This surge was a glimmer of hope amidst the downfall caused by the
Covid-19 pandemic, which induced damage on the Malaysian tourism sector which have caused a
devastating drop of over 70% of tourist arrivals (DOSM, n.d.).

However, the historic city of Malacca faced a formidable challenge in preserving its heritage while
simultaneously rebranding itself to gain public interests. The pandemic had inflicted substantial financial
losses on the country's tourism industry, requiring innovative strategies for recovery. In response, the
Malacca state government initiated a transformative journey to restore public confidence and revitalize
the city's image through the strategic utilization of digital media as a powerful tool, a key approach
outlined by the then Chief Minister of Melaka, Mohd Ali Rustam (The Star, 2020).

In response to changing tourist behaviours, characterized by a growing reliance on online
information sources, the government introduced smart apps like Destination Melaka and Malacca eXcess
to cater to the emerging group of 'digital travelers' (Starcevic & Konjikusic, 2018). While these initiatives
reflect the evolving landscape of tourism, technology's advancement is also reshaping tourist preferences
and behaviors (Kim, Lee & Jung, 2020; Gursoy, Chi & Lu, 2019; Disztinger, Schogl & Groth 2017). The
concept of pseudo-events, as described by Boorstin (1964), becomes relevant in the context of Malacca's
heritage tourism. Pseudo-events are constructed occurrences lacking spontaneity, often manufactured to
garner media attention, and frequently divorced from the true essence of the situation. Governments, like
Malacca's, are using the "art of contrivance" to orchestrate pseudo-stories and pseudo-events, leading
tourists towards prefabricated experiences that diverge from authenticity (Keane, 2020).

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