Author/Authors :
Ahmad, Habibah Universiti Kebangsaan Malaysia - Fakulti Sains Sosial Dan Kemanusiaan - Pusat Pengajian Sosial,Pembangunan dan Persekitaran, Malaysia , Zainuddin, Nur Farahin Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pengajian Sosial, Pembangunan dan Persekitaran, Malaysia , Jusoh, Hamzah Universiti Kebangsaan Malaysia - Fakulti Sains Sosial Dan Kemanusiaan - Pusat Pengajian Sosial,Pembangunan dan Persekitaran, Malaysia , Buang, Amriah Universiti Kebangsaan Malaysia - Fakulti Sains Sosial Dan Kemanusiaan - Pusat Pengajian Sosial,Pembangunan dan Persekitaran, Malaysia , Choy, Er Ah Universiti Kebangsaan Malaysia - Fakulti Sains Sosial Kemanusiaan - Pusat Pengajian Sosial, Pembangunan Persekitaran, Malaysia , Samsir, Sri Winarni Universiti Kebangsaan Malaysia - Fakulti Sains Sosial Dan Kemanusiaan - Pusat Pengajian Sosial,Pembangunan dan Persekitaran, Malaysia , Azman, Hazita Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pengajian Sosial, Pembangunan dan Persekitaran, Malaysia , Mahmud, Mastura Universiti Kebangsaan Malaysia - Fakulti Sains Sosial dan Kemanusiaan - Pusat Pencerapan Bumi, Malaysia
Abstract :
This study was undertaken to unpack the roles of social media, particularly the TripAdvisor users’ roles in providing hotel quality performances and E-Woms to help promote the World Heritage Site of Malacca. Based on a content analysis of 986 online users, findings reveal that online users help to promote heritage tourism in several aspects. Their contributions help to promote hotels in featuring inhouse heritage characteristics and heritage tourism in Malacca at large. On a micro level that is at the hotel level, their promotions were centred to the buildings, landscape, food or gastronomy, services and rooms. On a wider perspective of heritage tourism, major attractions within the locality of the hotels were highly promoted. The E-woms from the online users however showed a correlation with the quality of hotel services that the online users seek for. This study suggests that online user reviews can become astrong mechanism in promoting the heritage tourism in Malacca as well as other heritage cities.
Keywords :
E , wom (Electronic word , of , mouth) , heritage attraction , promotion , sosial media , TripAdvisor , World Heritage Site
