A researcher from the Economic and Business Sciences Faculty of the University of Seville, together with a group of teachers from Malaysia, has published a study of the factors that influence the perception of tourism of rural and urban residents living in declared UNESCO World Heritage sites. This project was carried out in Malaysia, in the city of George Town, on the island of Penang, in the north of Malaysia, in the Lenggong Valley, and in the north of the country, which is an example of a rural area with developing tourist activity.