This study evaluates the perceptions of cultural tourists regarding the importance and performance of Penang's attributes. Both activities-based analysis and importance-performance analysis were used. The former was applied to identify cultural tourists from all international tourists to Penang; whereas the latter evaluated their perceptions concerning Penang's attributes. The findings reveal that Penang's cultural tourists primarily perceive the image of Penang according to its World Heritage

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... ite status. Additionally, Penang's cultural and historical uniqueness were the second most important attributes, having satisfactory performance, ranking just after the island's image. A discussion of the results and suggestions for further studies are presented.