Page 951 - Proceedings Collega2023

multifaceted impact of digital media on the tourism industry, with a specific focus on its role in heritage
preservation and the quest for authentic heritage tourism experiences.

The advent of digital media has ushered in a new era in the tourism industry, prompting extensive
discussions among scholars and researchers regarding its influence on various facets of the sector.
Numerous studies have explored the impact of digital media adaptation on tourism, encompassing areas
such as social media influencers' effects on tourism (Pop, Saplacan, Dabija & Alt, 2021; Magno & Cassia,
2018), tourism management through digital media (Ridwana & Himayah, 2020; Dolan, Seo & Kemper,
2019), and the role of digital media in heritage tourism (Navarrete, 2019; Swensen & Nomeikaite, 2019).
One significant outcome of digital media adaptation in tourism is the emergence of "smart tourism." Lee,
Hunter & Chung (2020) define smart tourism as a phenomenon that intentionally influences tourists'
decision-making processes through the integration of technology into their experiences. While digital
media adaptation has brought about numerous positive developments in the tourism industry (Alves,
Sousa & Machado, 2020), it has also raised concerns regarding its impact on tourists' behaviors and travel
expectations (Fedeli, 2020; Setiawan et al., 2018).

One notable issue associated with the rise of digital media in tourism is the problem of overtourism,
exemplified by the case of Barcelona. Alonso, Borrajo & Yi (2019) assert that social media has contributed
to overtourism in Barcelona, resulting in negative consequences for the local community, including
increased housing prices, higher waste generation, overexploitation of natural resources, and disruptions
in residents' lifestyles. When examining the impact of digital media on heritage tourism, the focus shifts
to how it influences tourists' pursuit of authentic heritage experiences. Heritage tourism primarily involves
traveling with the objective of admiring and learning about historical relics, monuments, archaeological
sites, and landscapes in their original locations (Keitumetse, 2018). For instance, the Malaysian historical
city of Malacca is renowned for its rich historical heritage (Amat, 2019). It is imperative for the Malacca
state government to ensure that modernization efforts, such as the use of tourism mobile applications, do
not compromise the overall authenticity of tourists' experiences.

In this context, modern tourism has often been described as a "business of nostalgia" (Dann, 1994),
where tourists seek to immerse themselves in historical heritages, ancient forts, monuments, and other
cultural artifacts. This notion aligns with Boorstin's (1964) observation that contemporary travelers often
encounter "artificial products" rather than authentic experiences. Tourists increasingly rely on pre-defined
sightseeing lists and idealized touristic experiences, creating a demand for simulated attractions and
commoditized cultural products (Charlotte, 2018). Sharpley (2018) supports Boorstin's notion, suggesting
that tourists have come to enjoy these "pseudo-events" because genuine, authentic experiences are
increasingly scarce. The concept of an "environmental bubble" in mass tourism is where tourists are
isolated from the local environment and its people, instead encountering inauthentic, artificial attractions
(Boorstin, 1964). The reconstruction of historical sites for tourism purposes can erode their authentic
identity, further impacting tourists' perceived authenticity of their experiences (Wen Cheng, 2019).
Digital media's role in constructing what MacCannell (1973) termed "staged authenticity" cannot
be overlooked. This concept suggests that hosts often create seemingly authentic experiences to attract
tourists. Tourists find themselves in what Victor (2018) calls the "tourist space," characterized by
unchanging native traditions, pristine cultures, and exotic communities. In the era of instant connectivity,
tourism operators recognize the positive impact that digital media can have on their image and reputation,
even if it requires scripting certain elements. The introduction of mobile applications like Malacca eXcess

International Conference on Local Wisdom of the Malay Archipelago (COLLEGA 2023) Page - 938 -