TY - CPAPER AU - Nur Rodzi AU - Saniah Zaki AU - Syed Subli AB - Cultural heritage is constructed from the intrinsic relationship between three fundamentals: society; tangible cultural heritage (TCH); and intangible cultural heritage (ICH). To sustain, cultural heritage relies on the social behavior of society. Thus, reflecting fragility of heritage. Hence, this paper attempts to discourse the society s behavior towards ICH. Exploratory case study was employed by adapting five social behavior related-criterions required by UNESCO. The data was analysed using two techniques: (1) simple statistical; and (2) thematic. The results indicate that the status of ICH is threatened due to the weak viability level and minimal safeguarding effort by the society . (C) 2016. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd. DO - 10.21834/e-bpj.v1i1.218 N1 - Issue: 1 N2 - Cultural heritage is constructed from the intrinsic relationship between three fundamentals: society; tangible cultural heritage (TCH); and intangible cultural heritage (ICH). To sustain, cultural heritage relies on the social behavior of society. Thus, reflecting fragility of heritage. Hence, this paper attempts to discourse the society s behavior towards ICH. Exploratory case study was employed by adapting five social behavior related-criterions required by UNESCO. The data was analysed using two techniques: (1) simple statistical; and (2) thematic. The results indicate that the status of ICH is threatened due to the weak viability level and minimal safeguarding effort by the society . (C) 2016. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd. SN - 2398-4287 SP - 217 EP - 225 TI - Influence of Social Behaviors toward Cultural Heritage Sustainability in World Heritage Site, Melaka VL - 1 ER -