The Application of Market Appeal-Robusticity Matrix: A Case Study of the Archaeological Heritage of Lenggong Valley, Perak, Malaysia

A novel market appeal—robusticity matrix effectively evaluates heritage tourism potential by assessing the attractiveness of cultural assets and their ability to withstand tourist impact. Applied to Malaysia's UNESCO World Heritage Site, the Archaeological Heritage of Lenggong Valley, this approach identifies sites with varying levels of market appeal and robusticity, guiding conservation strategies and management decisions. The findings underscore the matrix's utility in balancing tourism development with heritage preservation, ensuring sustainable protection through informed legislation and planning frameworks.

Mat Stafa, R., Kamal Roslan, M., Che Aziz, A., Mohd Shafeea, L., Mokhtar, S.,. (2018). THE APPLICATION OF MARKET APPEAL-ROBUSTICITY MATRIX: A CASE STUDY OF THE ARCHAEOLOGICAL HERITAGE OF LENGGONG VALLEY, PERAK, MALAYSIA. GeoJournal of Tourism and Geosites, 23(3), 702. https://doi.org/10.30892/gtg.23307-321