Unveiling the Lenggong valley archaeological personalities: between the perceptions and experiences / Nur Hanie Shameera Hazalan and Nur Huzeima Mohd Hussain

Prior to visiting Lenggong Valley, visitors may have misconceptions based on inaccurate or outdated information, impacting their expectations, and potentially resulting in a disparity between anticipation and reality. Therefore,it is necessary to perceived validity in Lenggong Valleys’ personalities since it have good opportunity in many aspect it could offer. This study explores J.Aaker’s Branding Personalities framework to shape Lenggong Valley's archaeological tourism identity. It conducts a comparative analysis of pre-visit perceptions and post-visit experiences to unravel complexities and understand the personalities perceived on archaeological sites as viable tourist destinations. Employing a mixed-method approach, including surveys, ensures diverse demographic representation in data collection. Statistical analysis identifies key factors influencing perceptions of archaeological tourism. The purpose of this study is to look at how Aaker’s framework might be used to perceived Lenggong Valley’s destination personality. By carefully examining the interplay of branding personalities with perceptions and experiences, this research can act as a comparative analysis to evaluate how different expectations and reality is in tourism perspectives. Integrating J.Aaker’s framework guides the specific classification of Lenggong Valley's branding personalities, bridging historical significance with contemporary tourist appeal.