*Muhammad Afiq Sukiman, Chew Yuin Y, Tan Poh Ling

Abstract:

UNESCO World Heritage Sites are protected areas within a city that require responsible preservation and offer economic benefits to the local community. In today's competitive tourism industry, destinations use branding techniques to showcase their uniqueness. Similarly, branding for UNESCO World Heritage Sites, such as Melaka and Penang, is crucial to creating more opportunities for discovery by both tourists and locals. Social media platforms, especially Instagram, are popular among consumers and businesses for connectivity and engagement. This paper aims to examine how user-generated content (UGC) on Instagram affects the process of place branding, specifically in Melaka and Penang, which are recognised as UNESCO World Heritage Sites for their cultural and historical significance. Through a content analysis of pictures and hashtags on Instagram, this study explores how UGC contributes to the identity of Melaka and Penang as tourist destinations, giving tourists an active role in the branding process.

Keywords: Malaysia World Heritage Sites, Instagram, place branding, user-generated content (UGC), content analysis