Cultural landscape values of a rural landscape: perception of outsiders and tourists 19-21 January 2011, Bangkok, Thailand Cultural landscape values of a rural landscape: Perception of outsiders and tourists Kamarul Bahrain Shuib and Habsah Hashim Faculty of Architecture, Planning and Surveying Universiti Teknologi MARA (UiTM) 40450 Shah Alam, Malaysia ABSTRACT The purpose of this paper is to present landscape values of a rural landscape perceived by outsiders and tourists. The significance of rural landscapes as cultural heritage is dependent upon how people perceive them. Yet, very little is known about rural landscape perception. Because of increasing threats to rural landscapes by climate change and land development, an understanding of landscape perception will aid in the planning for landscape conservation strategies. A study was undertaken to map landscape values held by outsiders and tourists about a rural landscape in a northern Malaysian state, south of Thailand. The perceptions of the outsiders and tourists were studied using Qmethodology with photographs of the landscape. The outsiders and tourists were concerned in preserving landscapes that has recreational values, ecological and natural meanings, historical heritage and socio-cultural experiences. The analysis of rural landscape perceptions demonstrated a critical need to understand the makeup of rural landscape for better planning in heritage landscape conservation. This is because if a rural landscape is to have any significance as a cultural heritage, the authority needs to understand what makes rural landscape special and valuable. Perceptions of people give meanings to a place. Policy should recognise the perception of landscape values held by outsiders and tourists in conservation planning. The research shows that both tangible and intangible properties of rural landscapes are highly valued. Keywords: heritage landscape, landscape values, Qmethodology. 1. INTRODUCTION Increasingly, „landscape‟ has been seen as one of the most important kinds of locations in environmental conservation (Jacobsen, 2007). It is through landscape that one can understand about the origin, identity and about who we are. For many countries, other than aspects of language and religion, landscape could play a significant role in determining the image of a nation. Landscape can define the value of a place through perception of society. It is therefore not surprising to see that many governments are now beginning to incorporate cultural values of the landscape as a tool in defining their self and interpreting them to the visitors. In advanced societies, landscape perceptions have changed to the extent that they have influenced public opinion in landscape conservation.