| Summary: | The purpose of this study is to evaluate the value derived by the local community from cultural heritage and natural heritage in Jugra, Kuala Langat, as it has the potential to be a recognized heritage tourism site. The quantitative approach was used by conducting a survey study. A total of 392 respondents among the local community were selected through a purposive sampling technique. The collected data were processed with SPSS software and analyzed using cross tabulation analysis. Then, several hypotheses were tested using AMOS software. The result showed that Jugra’s unique heritage elements positively influenced the respondent’s willingness to accept and fund its tourism development. Socioeconomic factors also influenced the respondents’ disposition to preserve heritage. The findings revealed that there was priceless value when respondents agreed with the development, although they had never visited the heritage sites. Their physical, economic, and social valuation made them proud of the heritage, as it is a reflection of their identity. This study also aims to emphasize the role of local community as one of the stakeholders, as they should also be able to benefit from tourism development. All these would help boost the tourism industry, particularly through the archaeo-tourism and eco-tourism perspectives.
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