Tourism is a cornerstone of economic development, with cultural heritage serving as a key driver of sustainable tourism. Malacca, a UNESCO World Heritage Site in Malaysia, is home to rich traditions and historical assets, including traditional Malay houses. However, their preservation faces significant challenges due to urbanization, reduced accessibility, and low public awareness about their importance. This study aims to develop and evaluate Exp AR: Malacca, an augmented reality (AR) application designed to promote and preserve the cultural and historical significance of traditional Malay houses in Malacca. Using the ADDIE instructional design model with a case study approach, the application was created with interactive 3D models and immersive features and deployed alongside a physical map. Qualitative data were collected through interviews and observations involving nine participants, namely two industry experts, two local residents, and five tourists. Thematic analysis revealed th.....

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