Journal of Food, Agriculture and Environment

Community valuation through their willingness to pay for heritage tourism and sustainable development in Jugra Selangor, Malaysia


Zainab Roslan 1, Zuliskandar Ramli 1*, Er Ah Choy 2, Muhammad Rizal Razman 3

Recieved Date: 2017-02-16, Accepted Date: 2017-03-22


The purpose of this study was to seek an approval from the local community to develop their place to be a recognisable heritage tourism site. Jugra has been selected because of its historical legacy since the fourth ruler of Selangor in the 18th century where it still remains as a cultural heritage. Fortunately, Jugra also has the natural heritage elements. Therefore, a Contingent Valuation Method (CVM) of questionnaire survey was conducted by estimating the mean value and maximum amount of the respondent’s willingness to pay (WTP) for heritage protection in the study area. A major survey was conducted among 392 respondents of local community who have lived in the area for more than 3 years. Thus, this article aims to discuss the results of the survey analysed using IBM Statistical Package for the Social Sciences (SPSS) version 21. The results revealed that majority of the respondents were willing to support the heritage protection initiatives in the study area where majority agreed (96.9%). Even though the results showed that most of the respondents were not WTP for certain reasons, the findings tend to believe that majority of respondents are concerned with the significance of heritage protection in their place by considering the local government to have full responsibility to provide the fund for heritage protection in the area. The mean value achieved for the donation to the national heritage fund is RM81.37, whilst the mean value for the ticket price at the entrance fee is RM5.97. An awesome result achieved maximum amount of RM10,000.00 with respondents who are WTP for heritage protection in the area.


Heritage tourism, historical legacy, cultural heritage, natural heritage, Contingent Valuation Method (CVM), willingness to pay (WTP)

Journal: Journal of Food, Agriculture and Environment
Year: 2017
Volume: 15
Issue: 2
Category: Environment
Pages: 116-120

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