Abstract

This article discusses the potential of heritage tourism development in the old town of Jugra, Selangor, Peninsular Malaysia, from several aspects such as archaeology, ecology and nature. The SWOT analysis is created to identify the strengths, weaknesses, opportunities and threats to investigate the potential of the study area to be a heritage tourism site. The data of the SWOT analysis was also obtained through quantitative research method by using questionnaire. The survey had been distributed to the local people aged 16 years and above who have lived in the area for more than three years. A total of 392 respondents answered the questionnaire appropriately. The results revealed that Jugra is potential to have historical and cultural heritage assets where the natural heritage elements reside. In terms of weaknesses, the study found that several elements of the cultural heritage in Jugra have been abandoned and vandalised by visitors, especially in the area of Bukit Jugra. Geographically, Jugra is located at the end of the district which is far away from the town, which may have caused the area to be relegated. In terms of opportunities, local authorities have planned to create public transport and facilities such as tram or tourist van in the study area. Jugra also has an opportunity to be developed as a heritage tourism destination as its legacy may become an attraction to many tourists. While in terms of threats, there are few reports which revealed that Jugra is left unguarded because of economic factors. Moreover, the findings from the survey have shown that in terms of strengths, majority said that there are major attractions in Jugra by the story of its legacy. In terms of weaknesses, most of the respondents believed that poor infrastructure is a major problem that might affect the development of heritage tourism in Jugra. In terms of opportunities, most of the respondents agreed that Jugra has the potential to be well-known all over the nation and even the world when it is developed as a heritage tourism site. While in terms of threats, majority of the respondents decided that the main challenge for Jugra to become a heritage tourism site is the provision of infrastructure needs. In addition, the study also found that most of the respondents have fully supported the efforts on heritage protection and conservation in the study area.