The impact of the intangible heritage model on tourism performance in Malaysia

The growing concern of tourism performance has been widely discussed at national level. This issue is important because it reflect on the economic growth in Malaysia. Through the Tourism NKEA (National Key Economic Area), collaborative efforts between the Ministry of Tourism and Culture, other Government agencies and the private sectors are crucial to secure Malaysia's position as leading tourist destination and achieves the country's target at 36 million tourists' arrival and RM 168 billion in receipt by 2020. The target set under NKEA through the 21 National Ecotourism Action Plan. Given the importance role of tourism in the economy and the potential benefit from it, there is a need to make sure that the tourism industry remains both environmentally and economically sustainable. In ensuring sustainability of the industry, protection of cultural heritage is of foremost importance. Furthermore, sustainable heritage tourism development has become an important criterion in attracting tourist. In this sense, heritage tourism works as capable of fulling such requirements. Thus, through this research project, the establishment of new heritage model on tourist's expectation and perception such as intangible heritage, tangible heritage, tourists' spending behaviour, heritage as brand identity and tourism application will adapt to investigate tourism sector performance in Malaysia.