Abstract
The Malay rural traditional village landscape in under tremendous pressure being transformed into other uses to fulfil current socio-economic needs and urbanisation. Due to various anthropogenic activities, they are being abandoned and neglected. Furthermore, people less depended on the rural landscape for the provision of food and other requirements. The conservation and preservation of traditional rural village are crucial not only to protect cultural values but also as a national heritage for future generation. In this study, we estimate the value of rural landscape through their willingness to pay (WTP) for the conservation of the Malay rural traditional landscape. This study was conducted to explore the public perspectives on the conservation value of the Malay rural traditional village landscapes, cultural value, and their willingness to pay. The findings suggested that 15.3% of respondents were willing to contribute between RM 50.01 to RM 200.00 on the conservation of the Malay traditional village landscape. The highest contribution was RM 500 000. The results also show that 30% of the respondents, were satisfied with the present situation of traditional village environment and 50% of the respondents stated that the government should be responsible for the cost of conservation of the Malay traditional village landscape.