| Summary: | Architectural value can be seen in aesthetic form to make that physical form easy to recognize by surrounding people. For instance, iconic buildings can make cities easily known, historic buildings that capture the commemoration of famous events and people, and galleries and museums that hold and display cultural values and serve as places of focus and inspiration that bring people (communities) together (Scerri et al. 2016). Aesthetic value is a subjective evaluation; as researcher’s view the value can be defined as the beauty of the physical form, function, components, details and others. Value of the aesthetic can be obtained through the contribution of identity, vision and reputation as ways in which groups, institutions, and cities express an ideas, ambitions and intentions (Scerri et al. 2016). Other than that, architectural value able to create “sense of welcoming” for the destination and make the area rich in culture. Cultural value creates a sense of place by connecting location, context and patterns of historical development incorporating cultural symbolism and social meaning (Hayllar et al. 2008). The aesthetic and cultural value creates intangible social and community benefits while architecture value creates tangible benefits to a destination. This paper will describe researcher’s methodology consist of site study, method of research including qualitative and quantitative instruments which is describe in detail. It also identifies sampling for data collection process, purposive sampling used because it has special relevance in this study. It is very important to ensure that this research is not misleading with the objective. In addition, purposive sampling signifies strategic choices about with whom, where and how they can give information through the research. All information obtained is based on several instruments to get views from various aspects and angles. The researcher found a research gaps; the value of architecture is not widely mentioned in many studies as it is a subjective subject for assessment and the tourism industry does not emphasize the importance of architecture, whereas it is a key element of the industry’s success. In conclusion, this research plays important role in explaining the key components of the study which can be a guide for another researcher. The study will conduct to analyze value of physical structure as tourism attraction and explore urban tourism elements which is an important factor to forecast tourist motivation in urban area for tourism activities. Thus, the activities will contribute to the economic growth of the place. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
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