An investigation of the effects of an awareness campaign on young residents’ perceptions: a case study of the Lenggong World Heritage Site

A targeted awareness campaign significantly enhanced young residents' perceptions of tourism development and the value of UNESCO World Heritage Site (WHS) recognition in Lenggong Valley, Malaysia. The study found that secondary school students developed more positive attitudes toward contributing to and promoting the site after participating in a social exchange theory-based initiative. Pre- and post-campaign comparisons revealed measurable shifts in their understanding of tourism benefits and conservation efforts. These findings underscore the potential for educational interventions to foster local engagement and support sustainable heritage management, offering actionable insights for stakeholders aiming to balance development with preservation in Lenggong.

Jaafar, M., Rasoolimanesh, S. M., & Md Noor, S. (2015). An investigation of the effects of an awareness campaign on young residents’ perceptions: a case study of the Lenggong World Heritage Site. Tourism Planning & Development, 13(2), 127–139. https://doi.org/10.1080/21568316.2015.1096298