Development is meant to improve human condition, as well as human environment, places to stay & visit; hence, sustainable development should ensure the survival of the system at a higher level, or otherwise it is not worth doing it. The purpose of this study is to assess Sustainable Attraction Management (SAM) dimensions in contributing to tourist satisfaction and intention to revisit at the UNESCO’s world heritage site in Penang, Malaysia. Prior to the data collection, questionnaire were established and self-administered distributed among 180 respondents. Descriptive analysis was used to determine the travel experience characteristics and socio demographic background. Correlation and multiple regression analysis were also utilized to determine relationship between independent and dependent variable. The findings of the study revealed that all the dimensions of SAM are correlated with tourist satisfaction. Hence, authenticity dimension is the best predictor in determining tourist satisfaction and revisit intention for heritage sites. This research contribute to the bigger perspective of developing quality tourist attraction and sites through the sustainability of environmental, social, authenticity and service dimension perspectives. Consequently, heritage site managers, operators and authorities may implement a sustainable tourism practices, thus to sustain the image and value of these UNESCO’s world heritage sites in a long term.
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