Malaysian heritage shophouses, established during the colonial era, are pivotal architectural landmarks that embody a rich amalgamation of cultural influences (Ali & Ahmad, 2020). Many have been repurposed into budget hotels, necessitating a balance between heritage conservation and modern functionality. However, inadequate fire safety measures and complex regulatory frameworks pose challenges, particularly in UNESCO World Heritage Sites like Malacca. This research seeks to create a fire risk assessment model that improves fire safety without compromising the historical authenticity of the structure. A quantitative approach is adopted through three survey phases: a pilot survey with 30 experts (academicians and statisticians) to refine the questionnaire, a main survey involving 100 fire safety professionals, heritage preservationists, local authorities, contractors, and hotel staff, and a final validation survey with five experts to refine the framework. Data analysis employs SmartPLS for Partial Least Squares Path Modeling (PLS-SEM), utilizing factor analysis to determine key fire risk factors and path modeling to assess relationships between fire protection measures, regulations, technology, and fire safety performance. By leveraging SmartPLS, this study provides data-driven insights to enhance fire safety management in heritage shophouse hotels, supporting sustainable tourism and heritage conservation in Malacca.