The Destination Branding of Melaka City as a UNESCO World Heritage Site

• Main Author: Shirley, Bek
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak (UNIMAS) 2017
• Subjects: NX Arts in general
• Online Access: http://ir.unimas.my/id/eprint/23963/4/Shirley%20Bek%20ft.pdf; http://ir.unimas.my/id/eprint/23963/
• Institution: Universiti Malaysia Sarawak

The purpose of this research is to investigate and identify how destination branding can affect the awareness among public of Melaka as a UNESCO World Heritage Site. Through this research, researcher hopes to identify how destination branding towards Melaka city can change the image of the destination as a UNESCO site. Both quantitative and qualitative approaches are used in this research. The quantitative approach is used to gather data through questionnaire that distributed to respondents that has visited or not been to Melaka or the domestic and international tourists in Melaka City that know or not sure about UNESCO World Heritage Site. Besides that, qualitative research method is also used to get extra information about Melaka City as a UNESCO World Heritage Site. Structured observation also conducted by watching people and recording their behaviour. Lastly, secondary sources will be used as a reference in this research.