Abstract
ASEAN countries are the biggest exporter of ornamental fish and have tremendous potential growth, low production rate and high returns within a short span. Moreover, it is also the most popular of hobbies with millions of enthusiasts worldwide. In 2019, The Department of Fisheries (DOF) stated that a survey of 675 ornamentals culturist farmer have been done and the highest number of farmers are from Perak and Johor which are 330 persons and 119 persons, respectively. This study will be important to the Government Agencies especially the Department of Fisheries (DoF) to generate a suitable plan and policy regarding the ornamental fisheries in Malaysia. The empirical generation of a conceptual framework will enhance the capability and better understanding especially the Betta fish sector in Malaysia especially in Pahang. So that, the data will contribute to better understanding what the main need in this area, how to encourage more Betta fish breeder and seller to involve in this sector so that Betta fish breeder and seller meet the criteria required to obtain a free grant from the government.
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