Towards developing high brand equity for Sustainable Archaelogical Tourism Industry

• Main Authors: Norfardilawati Musa ,, Shuhaida Md Noor ,
• Format: Conference or Workshop Item
• Published: 2013
• Subjects: GV Recreation Leisure
• Online Access: http://library.oum.edu.my/repository/875/1/library-document-875.pdf; http://library.oum.edu.my/repository/875/

Heritage tourism is a very big industry in the United States and worldwide. It is taking diverse and highly original directions. Heritage tourism as well was identified for further investigation because it offers such a significant public outreach opportunity to archaeology (Hoffman, Kwas & Silverman, 2002). In this research the scope that will be explored is how to developed high brand equity for sustainable archaeological tourism industry in Malaysia by referring to the case of the Lenggong Valley archaeological area. Currently, the UNESCO is reviewing the Department of National Heritage Malaysia’s proposal to declare the Lenggong Valley as a World Heritage Site for its archaeological heritage. Associate Professor Mokhtar Saidin (Director of the Centre for Global Archaeological Research) who had played an instrumental role in preparing the proposal is optimist that the Lenggong Valley will be declared a World Heritage site by Feb 2011.