Exploring the Cultural Tourism of Malaysia: A Comprehensive Review

Abstract

In line with the Malaysia Tourism Transformation Strategy in 2020, the government devoted enormous resources to nurture and cultivate the industry to achieve the Tourism of National Key Economic Area (NKEA). This initiative aims at re-invigorating tourism within Malaysia. The unparalleled essence of foreign tourists depends upon culture and the attributes the experience evokes. Generally, tourism choices are more influenced by the cultural part and values of undisguised cultural virtues, whether in the form of tangible or intangible distinctions. Cultural elements direct tourism guidebooks, postcards, pictures, television programs, commercials, posters, and itineraries, etc. Cultural tourism projects can be viewed as a medium to highlight group distinctions. They also serve as tools in teaching, growth, performing economic and tourism roles. The vision and attribute of heritage and culture will signify destinations in the future. The Malaysian Tourism Blueprint (2010-2020) considers cultural tourism as one of the key pivot areas of another NKEA. This article intends to delineate the existing literature pertinent to cultural tourism in Malaysia. The review of the literature attempts to provide an extensive record of the current conceptual insights within the area. Given the immense potential of the country as a culturally rich destination, there is still room for exploring experiences and insights to keep the zeal alive for cultural products of Malaysia. At the top of this, the policy frameworks are geared towards enhancing tourism. As a culturally rich country, Malaysia needs to attract tourist interests to explore and visit Malaysia's roots, its people, and the diverse community that makes Malaysia unique. The findings of this literature review are instrumental in setting the future studies agenda in order to address the existing dearth of the knowledge base.