02327nas a2200289   4500000000100000000000100001000000100002008004100003653001100044653002400055653001300079653001100092653001600103653002000119653002300139100001800162700002000180700001400200700001700214700001700231245012400248856011800372300001400490490000600504520150700510022002002017       2020                            d10aUNESCO10aintangible heritage10aMalaysia10aPenang10aBrand image10aBehavior theory10aBrand image theory1 aI.M.A. Rashid1 aN.S. Kamaruddin1 aS. Hassan1 aI.H.A. Samah1 aW.N.W. Radzi00aThe importance of the intangible heritage as brand image of UNESCO: A case study from heritage sites (Penang, Malaysia)  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85082537623&partnerID=40&md5=4ee5c5e0aaec02ff2938e9e361f22fcb  a1887-18900 v93 aThe study purposes to investigate tourists’ perception on intangible heritage as brand image of UNESCO awarded of heritage sites as an activity for holiday that will help tourism development growth. It is generally true that the Intangible Heritage as a factor of developing national and cultural identity and promoting, is the consideration of the UNESCO specifying in the promotion of culture and tourism, thereby creating tourism demand. The tourist offer of Penang, Malaysia includes intangible cultural heritage which is diffidently and incompetently presented and interpreted. The recognized branding theory and behavior theory was used as the main theoretical framework to explore tourists’ perceptions toward identify intangible heritage as brand image that will contribute to tourism industry. Its aim is to highlight the importance of intangible heritage as a factor involved in creating the serious mass of the contemporarily understood cultural tourism products which can significantly enrich the desirability of the tourist offer of Malaysia. Questionnaire surveys used as main data collection methods included with 1,000 respondents participated in this research. Results indicate that visitors were interested differently when determining to visit heritage sites and contribute to tourism growth. Lastly, overall brand attitudes as intangible heritage were identified as key brand image associations toward heritage destinations and contributes to tourism growth of Penang, Malaysia.  a22778616 (ISSN)