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expectations and on-ground experiences highlights the need for a more nuanced understanding of the
impact of digitalization on tourists' perceptions.

Guided Tours: Combining Tradition with Technology

The interviews also shed light on tourists' impressions of guided tours, both physical and virtual. The
responses varied, with some preferring the personal touch of physical guides, while others appreciated
the flexibility offered by virtual guides. A backpacker traveller from Russia, for instance, had an
unforgettable experience with a local guide, emphasizing the value of personal interactions. “My guide
was a retired history teacher…her insights, and personal experiences brought the history of Malacca alive
in a way that was far richer than any online resources.” Conversely, one group of family from Thailand who
drove all the way to Malacca opted for self-guided tours using their mobile device as it offers more
flexibility to move around, showcasing the appeal of digital options for some travellers.

Balancing Expectations and Reality

Expectations versus reality emerged as a recurring theme throughout the interviews. While
tourists arrive with certain expectations, often shaped by digital promotion, their actual experiences can
either meet, exceed, or fall short of these expectations. For instance, the group of students from Indonesia
expected a blend of history and modernity, and Malacca managed to surpass their expectations by
seamlessly integrating these elements. Similarly, a couple from Sweden found the city to be a beautiful
blend of history and modernity, exceeding their initial expectations. However, there were instances where
digital promotion did not align with reality. The Korean girl groups, for instance, hoped for cultural
immersion but were disappointed by the city's commercialization. “We were disappointed by the
discrepancy between our expectations and reality in certain aspects…with numerous shopping malls and
modern buildings altering the cityscape we'd seen in pictures.” The disconnects between digital promises
and on-ground experiences highlights the need for responsible and accurate digital promotion to manage
tourists' expectations effectively.

In conclusion, the impact of tourism digitalization on local wisdom and historical identity is a
multifaceted phenomenon with profound implications. Online reviews, while valuable, must be
approached with discernment, considering potential biases and discrepancies with reality. Guided tours,
whether physical or virtual, offer diverse experiences that cater to different traveller preferences. Finally,
the dissonance between tourists' digital expectations and actual experiences underscores the importance
of responsible and accurate digital promotion. To navigate this digital landscape successfully, it is
imperative for destinations like Malacca to strike a delicate balance between digital promotion and the
preservation of local wisdom and historical identities. By managing tourists' expectations responsibly and
ensuring that digital portrayals align with on-ground realities, destinations can harness the benefits of
tourism digitalization while preserving the authenticity and cultural richness that make them unique. In
doing so, they can create enriching and meaningful experiences for tourists while safeguarding their
heritage for generations to come.

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