ABSTRACT

The inscription ‘World Heritage City’ bestowed upon George Town (Penang) and Melaka has pinned Malaysia on the global tourism map. Both cities, since their acknowledgement, have been receiving a burgeoning number of tourists, diversification of motivation, and commercial landscape mushrooming within these inner cities. While some may have successfully retained their original form, many heritage buildings have been readapted to cater for other commercial demands. Plenty of heritage buildings have been turned into cafes, museums, and even boutique hotels to cater to tourist needs. Taking George Town as a case study, this study adopted the qualitative approach to assessing the stage of commodification based on the application of Creative Destruction Model (CDM). Data analyses on tourist arrivals, tourism investment, and resident attitudes revealed that this destination lies in the stage of pre-advanced commodification, which refers to a newly proposed stage of commodification to fit the characteristic of the study area. Model modification is required to suit the characteristics of a heritage destination in Malaysia.

摘要

乔治城（槟城）和马六甲被冠以“世界遗产城市”的字样，将马来西亚钉在了全球旅游地图上。自从这两个城市得到承认以来，这些内陆城市的游客数量迅速增加，动机多样化，商业景观如雨后春笋般冒出。尽管有些建筑可能已经成功保留了其原始形式，但许多文物建筑已被改建为满足其他商业需求。许多文物建筑已变成咖啡馆，博物馆，甚至是精品酒店，以满足游客的需求。本研究以乔治敦市为例，采用定性分析方法，基于创造性破坏模型（CDM）的应用来评估商品化阶段。有关游客人数，旅游投资，预先商品化，是指根据研究区域的特点而提出的商品化新阶段。需要进行模型修改以适合马来西亚遗产目的地的特征。