Regeneration of Malaysian World Heritage Sites (WHS): The Crucial Role of Domestic Tourists

Domestic tourists play a crucial role in the regeneration of Malaysian World Heritage Sites (WHS), significantly influencing their longevity. A study found that the value placed on regeneration by domestic tourists positively affects their attitudes, internal and external norms, and moral obligations, which are essential for heritage conservation. The research, focusing on six Malaysian WHS including Niah Caves, employed quantitative analysis and informal discussions with tourists, using purposive sampling and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings highlight the importance of social and subjective norms in a bottom-up approach to ensure the sustainability of these sites for future generations. This study provides a robust theoretical model for behavioral research in heritage tourism.

Krishnapillai, G., Isa, F. Md., & S. Lim, J. P. (2026). Regeneration of Malaysian World Heritage Sites (WHS): The Crucial Role of Domestic Tourists. Sustainable, Responsible, and Regenerative Tourism Development, 74–94. https://doi.org/10.2174/9798898817381126010008