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The proposed research will explore the nascent construct of corporate heritage tourism as a
distinct type of heritage tourism which refers to visit to tourist interpretative
attraction destination consisting of clearly identifiable places related to the corporate heritage

identity and brand of a particular corporate body. With heritage tourism as its principal
corporate-level construct, the sub-construct of corporate heritage tourism has as its main
characteristic the commemoration of the places of the past, whether recreated, constructive or
original, through the lens of the present. The proposed research will uncover the critical
factors that contribute toward the success of corporate heritage tourism operation by testing
the theory put forward in Burghausen and Balmer (2014) on how the corporate heritage
identities should be managed and implemented in a heritage corporation that desires to turn
its heritage asset into a tourist attraction. It is hoped that the findings of the research will
contribute toward enlarging empirical body of works on corporate heritage tourism which is
lacking currently.