The tourism value of archaeological site as being perceived by the local visitors at Gua Pasoh, Negeri Sembilan

Archaeological sites offer a significant part in cultural heritage preservation while also aiding in tourism growth. Gua Pasoh, in Negeri Sembilan, Malaysia, is historically and archaeologically significant, yet it remains underdeveloped as a tourist attraction. This study assesses Gua Pasoh's perceived tourism value by assessing visitor attitudes and expectations, as well as measuring its attractiveness using the Fishbein Model. The research objectives are: one (1) to determine the role of archaeological tourism in visitors’ decisions to visit Gua Pasoh, two (2) to evaluate how well the site meets visitor expectations, three (3) to measure its attractiveness value through the Fishbein Model, and four (4) to identify variables influencing visitors’ perceptions of the site. Visitors enjoy Gua Pasoh's historical significance and natural beauty, but its tourism potential is limited by inadequate infrastructure, weak promotional efforts, and environmental issues. The study emphasises the importance of information accessibility, better amenities, and sustainable tourism activities in improving tourist experiences and site recognition. Furthermore, participation with the local population and blending of historical protection with tourism initiatives are critical for long-term site viability. This research adds to the discussion of archaeological tourism by offering insights into tourist perceptions and demonstrating the practical application of the Fishbein Model for determining beauty. It emphasises the necessity of striking a balance between heritage preservation and tourism development to ensure that Gua Pasoh continues to be a valuable cultural treasure for future generations.