An investigation of the effects of an awareness campaign on young residents’ perceptions: a case study of the Lenggong World Heritage Site
This paper investigates three issues concerning younger residents of the Lenggong Valley World Heritage Site (WHS) in Malaysia: their perceptions of tourism development, their perceptions and attitudes regarding their contribution to and promotion of the WHS, and the effects of an awareness camp...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Routledge
2015
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| Subjects: | |
| Online Access: | http://eprints.usm.my/30202/ http://dx.doi.org/10.1080/21568316.2015.1096298 |
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| Summary: | This paper investigates three issues concerning younger residents
of the Lenggong Valley World Heritage Site (WHS) in Malaysia: their
perceptions of tourism development, their perceptions and
attitudes regarding their contribution to and promotion of the
WHS, and the effects of an awareness campaign regarding the
benefits of tourism development and WHS recognition on their
perceptions. The awareness campaign was based on social
exchange theory. A questionnaire was administered to secondary
school students in Lenggong before and after the campaign.
Responses revealed that younger residents have overall positive
perceptions of tourism development and WHS recognition, and
that they want to contribute towards promoting and supporting
the WHS. Significant pre- and post-campaign differences in
perceptions of younger residents demonstrate the importance of
awareness regarding the benefits of tourism development and
WHS recognition. The findings have implications for key
stakeholders in the promotion of sustainable tourism development
and conservation programmes in Lenggong. |
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