Factors Hindering the Heritage Destination Promotion in Malaysian Context

Abstract

The present study makes an attempt to identify the key determinant factors that are actually hindering the heritage destination promotion in Malaysian context. For the purpose of the research, the attractions in Kuala Lumpur are segmented as heritage, architectural, natural and amusement landmarks. In accordance with the destination competitiveness analysis and based on the preferences and attitudes expressed by the respondents towards these attractions, they were grouped as heritage and tourist destination travelers. Respondents' intention and preference to visit as well as revisit heritage sites in comparison with other architectural, natural and amusement landmarks were explored. SWOT analysis performed thoroughly analyzes the current market situation for heritage destination promotion in Kuala Lumpur.