Developing the PBSPT Nexus Model: A Provisional Framework for Cultural Tourism in Malaysia’s Traditional Performing Arts

Developing the PBSPT Nexus Model: A Provisional Framework for Cultural Tourism in Malaysia’s Traditional Performing Arts

Chamil Arkhasa Nikko Mazlan^1*, Mohd Hassan Abdullah², Nor Shuradi Nor Hashim³, Nurulakmal Abdul Wahid⁴, Riyan Hidayatullah⁵, Patrick Johannes David Wijnhamer⁶, Dayang Siti Hazar Awang Hassim⁷, Mohd Nizam Attan⁸

^{1, 2, 3, 4}Universiti Pendidikan Sultan Idris, Malaysia

¹Akademi Seni Budaya dan Warisan Kebangsaan, Malaysia

⁵Universitas Lampung, Indonesia

⁶Taskforce Art & Culture, Indonesia Diaspora Network, the Netherlands.

⁷Universiti Teknologi MARA, Malaysia

⁸Universiti Tun Hussein Onn, Malaysia

^*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.9020278

Received: 15 February 2025; Accepted: 19 February 2025; Published: 18 March 2025

ABSTRACT

This study develops a provisional framework for PBSPT (Pelancongan Budaya Berteraskan Seni Persembahan Traditional), or Cultural Tourism Based on Traditional Performing Arts, to explore its potential in cultural preservation and economic growth within Malaysia’s tourism sector. The framework is structured around six key components: resources (Modal), promotion strategies (Promosi), activities and content (Kandungan/Aktiviti), staffing (Staf), management challenges (Cabaran Pengurusan), and recommendations for improvement (Harapan/Cadangan). Data were collected through semi-structured interviews with key stakeholders across four culturally significant Malaysian regions. The findings highlight the need for diversified funding sources, innovative marketing strategies, skilled human resources, and effective management solutions to enhance the sustainability of cultural tourism. By integrating traditional performing arts into tourism development, this provisional PBSPT framework serves as a strategic foundation for future refinement into a comprehensive cultural tourism model, ensuring sustainability, enriched visitor experiences, and the long-term safeguarding of Malaysia’s cultural identity.

Keywords: Cultural tourism, Malaysia tourism, traditional performing arts, tourism, cultural framework, music, theatre, dance.

INTRODUCTION

Malaysia’s diverse cultural heritage presents a significant opportunity for the integration of traditional performing arts into its expanding cultural tourism sector. In 2023, the country welcomed over 20.4 million international visitors, generating RM 156.20 billion in tourism revenue (Tourism Malaysia, 2023). As global travel preferences shift towards authentic and experience-driven tourism, Malaysia’s rich artistic traditions can serve as a powerful cultural asset, fostering both heritage preservation and economic growth.

However, like many nations in Southeast Asia, Malaysia faces the growing threat of cultural loss due to modernization and a declining number of artisans. This challenge is evident in the Dusunic boat lutes, such as the sundatang and gagayan, which are increasingly at risk of extinction (Pugh-Kitingan, 2020). Similarly, cultural communities across the region have implemented preservation efforts to counteract the erosion of traditional music and performance arts. For example, in Vietnam’s Thua Thien-Hue province, the Ta Oi community sustains its folk music through organized cultural events, strengthening identity and resisting cultural displacement (Nguyen, 2023).

Other nations offer valuable models for harmonizing tradition and modernity in performing arts. In China, contemporary piano education integrates folk music into pedagogy, ensuring that younger generations appreciate cultural heritage while embracing modern musical techniques (Wang & Chong, 2024). In the Philippines, Virgilio “Pirot” Petcheller’s adaptations of harana and komposo genres illustrate how traditional music can evolve with modern influences while reinforcing cultural identity within the Panay Bukidnon community (Taton, 2020).

Given these regional insights, Malaysia stands at a critical juncture where it can strategically integrate its traditional performing arts into tourism to enhance both cultural sustainability and economic development. Prior research underscores that immersive cultural tourism—where visitors actively engage with traditional performances—can strengthen national identity and attract culturally motivated travelers (Chong & Balasingam, 2019; Dayoub et al., 2024; Shuran et al., 2024; Mazlan et al., 2025b).

This paper explores the potential of Malaysia’s performing arts as a cultural tourism asset, examining case studies from Vietnam, China, and the Philippines. It further discusses how education, innovation, and tourism strategies can ensure that Malaysia’s rich artistic traditions remain both culturally relevant and economically viable in the modern era.

LITERATURE REVIEW

Building on the discussion of traditional performing arts and cultural tourism, this section reviews recent scholarly works on cultural heritage evaluation, tourism development, and digital innovations. These insights inform how Malaysia can integrate sustainable models for heritage tourism while addressing contemporary challenges.

Evaluating Cultural Heritage and Optimizing Tourism Routes

Understanding how to assess and optimize cultural sites is crucial for sustainable tourism planning. Zhang et al. (2023) provides a comprehensive framework for cultural heritage evaluation, focusing on historically rich urban areas. Their research emphasizes data-driven travel route optimization, ensuring that cultural tourism does not lead to overcrowding or site degradation. This aligns with Malaysia’s need to balance heritage preservation with economic tourism growth, particularly in heritage-rich areas like Penang and Malacca.

Street Art as a Catalyst for Urban Tourism Revival

Urban cultural revitalization plays a key role in attracting tourists to historically underutilized areas. McClinchey (2024) examines Toronto’s Street art scene, demonstrating how creative public art contributes to urban renewal and diversified tourism. While street art may seem distinct from Malaysia’s traditional performing arts, its role in placemaking and cultural storytelling presents a valuable parallel. If street art can revitalize neighborhoods, then traditional performances in public spaces could serve a similar function, integrating heritage elements into modern urban experiences.

Understanding Cultural Atmosphere in Historic Districts

Tourist perceptions of cultural authenticity and atmosphere are key factors in sustaining long-term engagement with heritage destinations. Zeng et al. (2024) develop a validated model for assessing visitor experiences in historic districts, using Yongqing Fang as a case study. Their findings highlight how cultural atmosphere is not just about physical heritage but also about intangible elements such as music, performances, and interactive experiences. This reinforces the idea that traditional performing arts could enhance Malaysia’s historic districts by deepening tourists’ cultural immersion.

The Role of Digital Media in Cultural Memory and Tourism

Digital platforms play an increasingly vital role in documenting and promoting cultural heritage. Viana-Ruíz and Alzate Giraldo (2024) explore how digital storytelling, online archives, and social media engagement influence cultural memory and tourism appeal. Their research suggests that effective digital representation can prevent cultural dilution while expanding global awareness of local traditions. Malaysia could leverage interactive media campaigns and virtual archives to promote its traditional performing arts to global audiences, ensuring both preservation and accessibility.

Gender Perspectives on Cultural Tourism Destinations

Gender-based tourism preferences affect travel motivations and experiences, an often-overlooked factor in cultural tourism planning. Miguel-Barrado et al. (2024) examine how men and women perceive cultural tourism sites differently, focusing on Málaga, Spain. Their study highlights the need for inclusive cultural programming that accommodates diverse tourist expectations. In Malaysia’s context, this suggests that tailoring cultural performances, workshops, and heritage experiences to different demographic groups could enhance engagement and visitor satisfaction.

Immersive VR Storytelling in Cultural Tourism

As cultural tourism increasingly embraces digital and immersive technologies, innovative storytelling approaches become essential. Kontogiorgakis et al. (2024) explores how virtual reality (VR) experiences, 3D artifacts, and AI-driven virtual guides enrich cultural tourism. This research underscores the potential of VR to create interactive, educational experiences for historical and cultural sites. Malaysia’s performing arts sector could integrate VR-enhanced storytelling, allowing tourists to experience historical performances, musical traditions, and lost art forms through immersive digital mediums.

The reviewed literature above highlights that cultural heritage tourism is evolving beyond passive sightseeing, embracing digital innovation, immersive storytelling, and inclusive visitor engagement. These studies provide valuable frameworks for Malaysia to enhance its traditional performing arts within tourism, ensuring sustainability through strategic site management, digital expansion, and cultural immersion. The next section will explore how these insights can be practically applied in Malaysia’s tourism landscape.

METHODOLOGY

This study adopts a qualitative research approach to develop a provisional framework for cultural tourism centered on Malaysia’s traditional performing arts. The methodology is designed to capture rich, in-depth insights by engaging stakeholders and practitioners across multiple culturally significant regions, including Sarawak, Sabah, Kelantan, and Terengganu. The study employs semi-structured interviews as its primary data collection method, with a rigorous thematic analysis ensuring the validity and reliability of findings.

Data Collection

Semi-structured interviews serve as the primary data collection method, offering both flexibility and depth in exploring participants’ perspectives. This format allows for open-ended responses, ensuring that key themes emerge organically while maintaining a consistent focus on cultural tourism and performing arts (Barriball & White, 1994; Dearnley, 2005; Adeoye-Olatunde & Olenik, 2021).

The interview participants include a diverse range of stakeholders to ensure a holistic understanding of the cultural tourism landscape. These participants consist of cultural tourism experts, government representatives, local community leaders, and traditional performing arts practitioners. Cultural tourism experts contribute insights on the viability of integrating heritage into tourism, while government representatives provide perspectives on policies, funding, and long-term cultural preservation strategies. Local community leaders offer first-hand knowledge of grassroots efforts in sustaining traditional arts, and performing arts practitioners share their experiences regarding artistic expression, challenges, and public engagement.

A purposive sampling technique was employed to ensure representativeness and expertise (Io, 2019; Amorim, 2020; Mazlan et al., 2024). Participants were chosen based on their professional experience, community involvement, and knowledge of traditional performing arts and cultural tourism. The study focuses on four key Malaysian regions—Sarawak, Sabah, Kelantan, and Terengganu—selected for their rich and diverse cultural traditions (Albattat et al., 2016; Haigh, 2020; Samsuddin et al., 2024). These locations were chosen because they represent distinct performing arts traditions, such as Sabah’s Bertitik dance and Kelantan’s Mak Yong theatre, and have active cultural tourism initiatives that impact local communities. The selected regions also face different preservation challenges, offering comparative insights into the broader cultural landscape of Malaysia.

Data Analysis

All interviews were audio-recorded with explicit participant consent and transcribed verbatim to ensure data integrity and accuracy (Nicholas et al., 2019; Da Silva, 2021). The study employs thematic analysis, a widely used qualitative method that identifies, organizes, and interprets patterns or themes within the data (Khokhar et al., 2020; Lochmiller, 2021). This approach is particularly suited to the study’s objectives, as it allows for a systematic yet flexible approach to understanding participants’ perspectives. Thematic analysis is essential for uncovering key insights related to cultural sustainability, tourism integration, and performance preservation, offering a nuanced understanding of the stakeholders’ experiences and views (Clarke & Braun, 2017; Mazlan et al., 2025a).

Data analysis followed a three-step coding process. Open coding was first applied to generate initial codes directly from the interview transcripts. This phase ensured that the data was examined comprehensively without imposing predefined categories. Axial coding was then conducted to identify relationships between the codes, leading to the development of broader, interconnected themes. Finally, selective coding was employed to refine the key themes, aligning them with the study’s objectives and ensuring that the final themes were both meaningful and representative of the data (Mishra & Dey, 2022).

Validity and Reliability

To enhance credibility and reliability, data triangulation was applied by cross-referencing multiple sources of information, including interviews from different stakeholders, multiple geographical locations, and existing academic literature on cultural tourism models (Creswell & Creswell, 2023; Peoples, 2021). This approach strengthened the findings by ensuring that the data was corroborated through multiple perspectives.

Member checking was also implemented to further validate the accuracy of interpretations. Participants were invited to review and provide feedback on their transcribed interviews and preliminary findings. This step ensured that participant perspectives were accurately represented and minimized researcher bias in data interpretation (Birt et al., 2016; De Loyola González-Salgado et al., 2022).

In addition to triangulation and member checking, peer debriefing was conducted to further strengthen the study’s reliability. Experts in cultural tourism and qualitative research reviewed the analysis, adding an additional layer of scrutiny and credibility to the findings (Creswell & Baez, 2020; Creswell & Creswell, 2023). By incorporating these validation strategies, the study maintains a high level of methodological rigor, ensuring that the results are both reliable and applicable to Malaysia’s evolving cultural tourism landscape.

This methodology ensures a rigorous and well-validated approach to understanding Malaysia’s cultural tourism landscape. By employing semi-structured interviews, thematic analysis, and robust validity checks, the study aims to develop a sustainable framework for integrating traditional performing arts into tourism while preserving Malaysia’s rich cultural heritage. The combination of purposive sampling, regional diversity, and methodical data validation ensures that the findings contribute meaningfully to both academic discourse and practical policy development in the realm of cultural tourism.

RESULTS

The provisional framework developed in this study identifies six core constructs essential for the establishment and sustainability of a cultural tourism model in Malaysia. These constructs—Modal (Resources), Promosi (Promotion), Kandungan/Aktiviti (Content/Activities), Staf (Staff), Cabaran Pengurusan (Management Challenges), and Harapan/Cadangan (Expectations/Suggestions)—serve as foundational elements that guide the integration of traditional performing arts into Malaysia’s cultural tourism sector.

Modal (Resources/Capital)

A robust cultural tourism model requires adequate financial resources to ensure the smooth coordination of tourism programs, the recruitment and training of skilled personnel, and the development of engaging cultural experiences that enhance visibility and visitor satisfaction. Financial constraints, however, pose significant challenges to the sustainability of such initiatives. Many cultural tourism programs remain heavily reliant on government funding, which is often inconsistent or insufficient to support long-term planning and expansion. Without diversified funding sources, including private sector investment, grants, and public-private partnerships, the potential of traditional performing arts within Malaysia’s tourism sector remains underutilized.

Promosi (Promotion)

Promotion plays a pivotal role in attracting domestic and international tourists, making it a critical component of the framework. The study identifies two primary promotional strategies that are currently employed: digital marketing and collaborative partnerships. Digital marketing efforts, particularly through social media, official tourism websites, and targeted digital campaigns, have proven to be effective in increasing global outreach. Additionally, collaborations with travel agencies, cultural organizations, and government-led tourism initiatives are essential in expanding market reach and enhancing cultural visibility. However, a key challenge remains in ensuring consistency in branding and messaging, as well as effectively leveraging technology to engage modern travelers.

Kandungan/Aktiviti (Content/Activities)

The content and activities offered within Malaysia’s cultural tourism landscape are integral to visitor engagement and experience enhancement. The study finds that traditional performances, cultural workshops, and immersive experiences are the most sought-after activities by tourists. Showcasing Malaysia’s iconic dances, music, and theater, such as Mak Yong, Wayang Kulit, and Dikir Barat, through regular performances in tourism hotspots, enhances the visibility of traditional arts. Additionally, interactive cultural experiences such as personalized heritage tours, outdoor traditional games, and hands-on craft workshops create more meaningful engagement. However, there is a need for innovative approaches to presenting these traditions in ways that appeal to both heritage enthusiasts and younger generations, ensuring the longevity of interest in traditional performing arts.

Staf (Staff)

The quality and sustainability of cultural tourism experiences depend heavily on qualified and well-trained staff. The findings indicate that skilled personnel who are knowledgeable about traditional arts, cultural history, and tourism management are scarce, which poses a significant challenge to the effective delivery of cultural tourism experiences. The demand for multilingual guides, cultural ambassadors, and educators proficient in local heritage further amplifies the need for targeted capacity-building programs. Continuous staff development, training workshops, and knowledge transfer initiatives are crucial for ensuring that cultural tourism personnel remain competent, adaptive, and capable of delivering high-quality visitor experiences.

Cabaran Pengurusan (Management Challenges)

Several management challenges hinder the successful implementation of cultural tourism initiatives. The study identifies infrastructural limitations, bureaucratic inefficiencies, and the lack of long-term strategic planning as major obstacles. Infrastructural challenges include insufficient venue space for performances, inadequate preservation efforts for heritage sites, and poor accessibility to cultural tourism locations. Additionally, bureaucratic inefficiencies, such as delays in funding disbursement and fragmented policies between tourism and cultural agencies, contribute to inconsistencies in program execution. Overcoming these challenges requires a cohesive and multi-stakeholder approach that aligns cultural tourism objectives with national development goals.

Harapan/Cadangan (Expectations/Suggestions)

The framework underscores the need for increased funding and resource allocation, innovative promotional strategies, and improved infrastructure and facilities to support cultural activities. Stakeholders expressed a strong desire for greater governmental and private sector collaboration, which could enhance the sustainability of cultural tourism models. By synthesizing traditional elements with modern tourism approaches, this study adopts a pragmatic lens to create a dynamic instructional tool that can be used to inform future cultural tourism planning and policymaking. Ensuring the long-term viability of Malaysia’s traditional performing arts in tourism requires an approach that not only preserves cultural authenticity but also adapts to contemporary visitor expectations and technological advancements.

DISCUSSION

The provisional framework presented in Fig. 1 below outlines six fundamental components essential for developing a successful cultural tourism model: Modal (Resources), Promosi (Promotion), Kandungan/Aktiviti (Content/Activities), Staf (Staff), Cabaran Pengurusan (Management Challenges), and Harapan/Cadangan (Expectations/Suggestions). Each of these elements plays a crucial role in ensuring that cultural tourism, particularly those centered on traditional performing arts, remains sustainable and impactful. This section provides a critical analysis of these components while integrating relevant case studies and literature to enhance depth and context.

Modal (Resources/Capital)

Sufficient funding is fundamental to the long-term sustainability of cultural tourism and only performing arts (Chansitthichok et al. 2019; Azmi et al. 2024). Sole reliance on government support often leads to financial constraints, limiting the ability to expand and innovate. To mitigate this, diversifying funding sources is crucial. Public-private partnerships, corporate sponsorships, and international grants from organizations such as UNESCO offer potential avenues for securing financial sustainability (Smith & Richards, 2013). Additionally, clear governance and effective stakeholder collaboration are essential for ensuring that resources are utilized efficiently and that financial strategies align with broader national cultural and tourism policies.

Promosi (Promotion)

Promotional strategies play a critical role in attracting tourists and expanding cultural tourism markets. Digital platforms, particularly social media, websites, and targeted online campaigns have proven effective in reaching global audiences. Thailand’s success in leveraging digital marketing strategies to promote its cultural heritage serves as a valuable benchmark (Ma et al., 2024; Tansomros, 2021). However, while digital marketing can enhance visibility, there is a delicate balance between authentic representation and commercialization. Over-commercialization risks eroding cultural authenticity, reducing heritage into mere entertainment commodities rather than meaningful cultural expressions.

Kandungan/Aktiviti (Content/Activities)

The core of cultural tourism lies in the authenticity and engagement of its content. Workshops, guided tours, and live performances provide immersive cultural experiences, allowing visitors to actively engage with heritage rather than passively observe it. However, ensuring these experiences remain scalable without compromising authenticity presents a challenge (McKercher & Cros, 2002; Scott, 2003). Cultural tourism models must balance accessibility and exclusivity, ensuring that heritage experiences are available to a wide audience while retaining depth and originality. Sustainable tourism models prioritize iconic cultural expressions while ensuring that they are preserved, interpreted, and adapted responsibly.

Staf (Staff)

The availability of skilled personnel is crucial for delivering high-quality cultural tourism experiences. A significant challenge in Malaysia is the shortage of trained individuals with expertise in both traditional performing arts and tourism management. Collaboration with educational institutions to develop training programs can help address this issue. Bali’s community-based training programs offer a successful case study where traditional arts are preserved through education and tourism integration (Warren, 2012; Dolezal & Novelli, 2023; Gede et al., 2021). Additionally, competitive salaries, incentives, and career development programs are necessary to retain talented individuals and ensure continuity in knowledge transmission.

Cabaran Pengurusan (Management Challenges)

Effective management plays a crucial role in overcoming infrastructure and organizational barriers. Common issues include inadequate transport systems, fragmented administrative structures, and inconsistent policy frameworks (McKercher & Cros, 2002; Timothy & Boyd, 2006). These challenges hinder tourism growth by reducing accessibility, coordination, and long-term planning efficiency. Japan’s integrated transportation and heritage management system serves as an exemplary model of how coordinated policies can enhance cultural tourism (Hedlund, 1994). Additionally, other East Asian countries such as Taiwan and South Korea have developed efficient cultural tourism policies that harmonize infrastructure, digital engagement, and visitor management (Kuznets, 1988). Malaysia can learn from these models by implementing multi-stakeholder governance approaches that bring together government bodies, local communities, and the private sector.

Harapan/Cadangan (Expectations/Suggestions)

Stakeholders emphasize the need for sustained investments in infrastructure, creative promotional strategies, and adaptive management practices. Incorporating digital innovations such as augmented reality (AR) and digital storytelling has the potential to enhance engagement while preserving authenticity (Buonincontri & Marasco, 2017; Trichopoulos et al., 2021; Ramos et al., 2016). These tools allow visitors to experience historical narratives, traditional performances, and cultural artifacts interactively, bridging the gap between heritage preservation and modern tourism demands.

Figure 1 Provisional Framework for Nexus PBSPT

Critical Insights and Recommendations

For the proposed framework to succeed, financial sustainability must be prioritized through diverse funding sources, including private sector involvement and grants. Investments in digital technology and workforce training will not only enhance global visibility but also improve operational efficiency. Developing region-specific strategies that emphasize unique cultural assets will further increase tourism appeal while preserving authenticity. Additionally, community engagement is crucial to ensure that cultural tourism aligns with local values, economic interests, and social sustainability. Strong stakeholder involvement enhances acceptance, ownership, and long-term success of cultural tourism initiatives.

CONCLUSION

This study introduces a preliminary framework aimed at enhancing cultural tourism in Malaysia through the integration of traditional performing arts. The framework is structured around six key components: Modal (Resources), Promosi (Promotion), Kandungan/Aktiviti (Content/Activities), Staf (Staff), Cabaran Pengurusan (Management Challenges), and Harapan/Cadangan (Expectations/Suggestions). Each of these elements is essential in creating a sustainable and enriching cultural tourism experience that balances heritage preservation and economic growth.

The findings emphasize the importance of diversifying funding sources, implementing effective marketing strategies, curating engaging cultural content, and developing a skilled workforce. Addressing management challenges through coordinated stakeholder efforts is equally vital. By merging traditional cultural practices with digital innovations, this framework offers practical solutions that can enhance the competitiveness and sustainability of Malaysia’s cultural tourism sector.

Moving forward, future research should apply this framework in pilot projects to evaluate its effectiveness in real-world cultural tourism settings. Engaging with key stakeholders, including government agencies, private investors, and local communities—will be essential in refining the model. Their insights and feedback will help address practical challenges, ensuring that the framework remains adaptable and relevant.

In conclusion, this study provides a systematic approach for incorporating Malaysia’s traditional performing arts into the cultural tourism sector. This model not only preserves the nation’s rich cultural heritage but also contributes to economic development and sustainable tourism growth. Ultimately, it fosters a greater appreciation for Malaysia’s diverse cultural landscape, positioning the country as a leading destination for cultural tourism.

ACKNOWLEDGMENTS

This research was funded by the Ministry of Higher Education Malaysia through the Fundamental Research Grant Scheme (FRGS), grant number 2022-0059-107-02. The grant supported the project “Model Pelancongan Budaya Berteraskan Seni Persembahan Tradisional Malaysia” (Cultural Tourism Model Based on Malaysian Traditional Performing Arts). The authors acknowledge this funding is crucial for the successful completion of the research.

Declaration of Conflicting Interest

The author(s) declare no conflicts of interest related to this work.

Declaration of Generative Ai and Ai-Assisted Technologies

During the preparation of this work the author(s) used Mendeley and ChatGPT in order to do the paraphrasing and some data interpretation. After using this tool/service, the author(s) reviewed and edited the content as needed and take(s) full responsibility for the content of the publication.

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