Analysis of Heritage Sites’ Attractiveness in relation to Archaeotourism Development in Bujang Valley (Kedah)

This article focuses on the heritage site located in Lembah Bujang/Bujang Valley (Kedah) and its relationship with the archaeotourism sector. Bujang Valley is rich in heritage, comprising archaeological sites, historical buildings and nature. However, to what extent has such a unique heritage been used to expand archaeotourism in Bujang Valley? Which location is the main focus of tourists, is the infrastructure provided at the sites sufficient for visitors' convenience, and what are the problems that become constraints which may affect the development of archaeotourism in Lembah Bujang. The objective of this article is to analyse the attractiveness factors of heritage sites in the Lembah Bujang (Kedah) archaeotourism sector. In addition, the article will discuss the success criteria of those sites that gain tourists' attention, the facilities that are available and that should be provided, as well as how to increase the number of tourists visiting Lembah Bujang. This study used both qualitative and quantitative methods. References to primary and secondary sources were conducted through libraries and archives. A total of 150 questionnaires were distributed to collect feedback from respondents relevant to the analysis by using SPSS. The study found several locations which are very popular and the focus of tourists, among which are Lembah Bujang Archaeological Museum (MALB) and Sungai Batu. In addition to the archaeological findings, tourists’ attraction to Lembah Bujang is due to the element of history and the monuments. In addition, the landform and the natural environment are among the factors that attract tourists to Lembah Bujang. The study also found that cooperation between all parties is essential to promote the speciality of a heritage site if they want to expand the archaeotourism sector in Lembah Bujang. Meanwhile, the authorities should also provide facilities in the vicinity of the site for visitors’ convenience.