12th APacCHRIE Conference 2014
The Challenges of Malay Cultural Heritage Products as a Tourist Attraction in Melaka Jamil Jusoha*,Azizan Marzukib, Nor Fatimah Abd Hamidc abc
Universiti Sains Malaysia, 11800 Pulau Pinang
Abstract This study aims to identify the challenges of Malay cultural heritage product as a tourist attraction in Melaka. A qualitative method through in-depth interview and site-observation were used for primary data collection while the secondary data gathered supports for the research findings. The research has identified five major challenges for Malay cultural product as a tourist attraction. These challenges are location, marketing, tourism infrastructure, community awareness and participation, and proposals for implementation from local authorities. These challenges should be considered into account by stakeholders in order to position the Malay cultural heritage product locally and into the global market. Keywords: Challenges, Malay Community, Cultural Heritage Product, Tourist Attraction
1. Introduction While we are focusing on dominant cultural heritage product, there is other cultural heritage product that is hidden and lack of attention. This cultural heritage product has the potential to become successful attractions because it encompasses the history, lifestyle or environment of a destination (Mckercher, Ho & Cros, 2004). This form of product is part of the heritage tourism which is the most notable and widespread type of cultural tourism (Timothy & Boyd (2006). It has the opportunity to be marketed to tourism business (Ashworth, 2009). Neglecting of cultural heritage product will caused it to slowly be omitted and hence the tourism business could not be sustained. If this issue is not seriously taken, the valuable culture could not be preserved. It further leads to insufficient revenue to support the conservation effort. Thus, it caused a lack of support from the local community to maintain the cultural heritage products (Getz, 1994; McKercher, 2001). The preservation of cultural heritage product is related to the destination mix. It covers five aspects, including attraction, facility, infrastructure, transportation and hospitality (Hsu, Killion, Brown, Gross, & Huang, 2008). The availability of elements in a destination mix could attract tourists to visit the destination. However, these elements need careful management since it could affect the sustainability of a destination. In the context of this paper, the researcher is focusing on the Malay cultural heritage product as a tourist attraction, which is located in Melaka. Based on the literature from the secondary data and through preliminary site observation, several numbers of Malay cultural heritage products could be found in areas outside the city centre of Melaka. These areas are Jasin and Alor Gajah. However, only few people noticed and eager to know about the Malay cultural heritage products from these two districts. Therefore, this paper highlighted the challenges faced by stakeholders in introducing and promoting Malay cultural heritage product as one of the tourist attraction in Melaka.
* Corresponding author: Jamil Jusoh. E-mail address:
[email protected] Selection and peer-review under responsibility of the Organizing Committee of 12th APacCHRIE Conference 2014.
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2. Literature Review 2.1 Challenges: A brief understanding There are many challenges that are usually faced by groups involved in promoting, maintaining and sustaining cultural heritage product not only in Melaka but also some other heritage cities (Yaakob,2013). These challenges include establishing a strong status of the product, continuous availability, tourist interest, location, mode of marketing and competition with other cultural product within the same market sector. The stakeholder have their role in promoting and marketing these existing product while at the same time should take the initiative in exploring new potential product that have been long forgotten. A treat of surplus-supply of authentic cultural product may also be another challenges need to be faced by practitioners, entrepreneurs and tourism authorities. Tourists have their own interest in selecting types of cultural product every time they arrived at any heritage destination. However, with little knowledge and experience they have, with regards to these cultural products, no choice in selecting and purchasing these products. While the existing product available in the market still have to compete among each other, what more with cultural product that have been known to tourist? Heritage city like Melaka and Penang should have produced a cultural heritage product that reflects the history and civilization of these cities.
2.2 Melaka in relation to cultural heritage product. Cultural heritage is a community resource (Ashworth, 2009). It is defined as the traditions, beliefs and achievements of a country and its people (Aziz & Abdullah, 2011). It is divided into tangible and intangible heritage. Tangible heritage is the cultural properties, including monuments, groups of buildings and site (UNESCO, 1999). On the other hand, intangible heritage is tradition or living expression that is inherited from our ancestors and passed on to our descendants. It includes oral traditions, performing arts, social practices, rituals, festive events, knowledge and practices concerning nature and the universe or the knowledge and skills to produce traditional crafts (UNESCO, 1999). One way to promote cultural heritage product is through commercialization of this tourism sector. Hence, this valuable legacy could be highlighted to the people all over the world. However, there are issues related to conservation and authenticity of these cultural heritage products. A study by Hughes & Carlsen (2010) indicated that there is a conflict in term of conservation, authenticity and commercialisation of the cultural heritage product. These issues could be seen through the development of tourism business (Hughes & Carlsen, 2010), the cloning culture (Teo Kok Seong, 2003) and the changing in music industry from traditional to western music (Ahmad, 2004). This phenomenon is happening to the Malay cultural heritage attraction as well. According to Yaakob (2013), the destruction of historical building by the Portuguese, Dutch and British during the colonialisation period from the 16th to 18th Century had caused some of the identity of Malay cultural heritage product in Melaka to vanish. Consequently, only few products do represent the Malay cultural heritage attractions within Melaka world heritage site. These products include the Melaka Sultanate Palace, Kampung Kling Mosque, Hang Jebat Mausoleum and Malay and Islamic World Museum. As the year 2014 entitled as the Visit Malaysia Year, this research was conducted to identify the situation of Malay cultural heritage attraction in Melaka and its challenges as a tourist attraction.
Figure 1: Model of Malay Traditional House; Source: Researcher (2014)
Figure 2: Gendang Keling Source: Researcher (2014)
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2.3 Tourist Attraction The attraction drives the tourism sector (McKercher & Ho, 2006). It is the supply-side of a destination (Gunn, 1972, as cited by Leiper, 1979). The attractive attraction will motivate the tourist to have a vacation in a destination. However, the tourist motivation is not only depending on the attraction itself. It comprises the whole requirement and need of the tourist while discovering a destination. According to Buhalis (2000), there are six A‟s that should be provided in a tourism destination. The six A‟s are attractions, accessibility, amenities, available packages, activities and ancillary services. These elements help the tourist to visit and have good experiences towards a destination. Hence, a good experience leads to the high tourist satisfaction. Cohen (1995) mentioned that the traditional culture can be preserved through tourism sector.
3. The Scenario of Malay Cultural Heritage Attractions UNESCO has inscribed the city of Melaka and George Town as the World Heritage Site in 2008. This recognition brings Melaka known to the world through its tourism sector. The uniqueness of this city is on its diversity in history, buildings, cultures, urban lifestyle, products and services that represent Melaka as a city of heritage attractions (Lee, 2009). Variety of attractions found in Melaka represent different historical background and ethnicity such Malay, Chinese, Indian, Baba and Nyoya and the Chitty. The Portuguese, the Dutch and the British have also left the remnants of their cultural heritage product within the core zone of Melaka heritage city (Jusoh, 2010). There are several popular and a must visit attractions for tourists such as Baba Nyonya Heritage Museum, Morten Village, Jonker‟s Walk and Melaka River Cruise (Melaka State Government, 2013). The attractions that draw most attention to the tourists were the colonialist‟s remnants by the Portuguese and the Dutch and namely Porte De Santiago, Portuguese Square, Christ Church and Stadthuys. In this context, only a few Malay heritage attractions could be identified within the same environment. As written in history, Melaka is significant to the Malay community as the history of Melaka is associated with the beginning of the Empire of Melaka Sultanate even before the 15th Century (Yaakob, 2013). History also proved that many attractions that still exist belong to the Malay cultural heritage. They includes Kampung Kling and Kampung Hulu Mosque, Melaka Sultanate Palace Museum, Malay and Islamic World Museum, Kampung Morten (Morten Village) and Hang Tuah Village. These are the tangible Malay heritages that are still survived. Analyzing from another perspective, intangible heritage attraction of the Malay community also has to be explored and presented to tourist. The Malay community of Melaka has their own product such as handicraft, performance art, customs and social practices. Among the established and branded product invented by the Malay community since the beginning of the Melaka Sultanate era in the 15 th century are Batik printing, rattan weaving, wood carving, traditional food, martial art weapons, song and dance. Nevertheless, these products have not been widely exposed to tourists. Most of these heritages of legacy are disappearing. On the other hand, many potentially heritage products existed within the market segment have not been exposed to tourists. Could these Malay attractions survived or sustained in the era of this 21stcentury? Therefore, the objective of this research is to identify the challenges faced by the Malay cultural heritage within the competitive environment with other popular products. The lack of attention by authority and lack of exposure to the tourist are some possible challenges that will be faced by them (i.e. the Malay cultural heritage products).
4. Research Methodology A qualitative method through in-depth interview was used to collect data as to achieve the research objective. The sample chosen are based on previous research conducted by Chen (2013) and Rahman (2012). Data are collected from representative of the heritage related agencies, expert group and individuals involves in heritage industry in Melaka. In addition, information about Malay entrepreneurs or practitioners was obtained from National Department for Culture and Arts, Melaka (2013). Some secondary sources were obtained from a research done by Khairul (2012). The representative from Department of National Heritage Malaysia (Southern Zone), Tourism Malaysia Melaka, Melaka Historic City Council (Department of Town Planning), Perbadanan Muzium Melaka
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(PERZIM), National Department for Culture and Arts Melaka and practitioners of Malay cultural heritage products were interviewed as the respondents. These practitioners are those who are expert in wood carving, traditional house model making, batik printing, designing martial art weapons and Malay traditional customs. They were approached on the project site and an individual in-depth interview session was conducted to them. The researcher used a nonstructured question. However, questionnaires were derived from Prideaux (2002), from National Heritage Malaysia, Melaka City Council (Tourism Unit) and are then modified for the use of this research. The scope of question has focused on the issues of marketing, finance, supply and demand and viability that contributed to the challenge faced by the Malay cultural heritage practitioner. The philosophy of the question is therefore, „What are the challenges that effect the success of Malay cultural heritage product in Melaka?‟. The interview sessions were recorded and the results were formulated into transcript for further analysis. A content analysis was a tool used for analysis where the words can be extracted and summarized into content-related categories (Elo & Kyngas, 2008). The analysis will further describe the findings and hence answer the research objective. Table 2 shows the summary of total stakeholders as respondents. Table 1: Summary of Stakeholders as Respondent Category Identity A Department of National Heritage Malaysia (Local Authorities) Tourism Malaysia Melaka Melaka Historic City Council (Department of Town Planning) Perbadanan Muzium Melaka (PERZIM) National Department for Culture and Arts Melaka B Handicraft and Visual Arts ( Malay Cultural Knowledge And Practices Concerning Nature And Heritage The Universe Practitioners) Music and Performing Arts
Code A1, A2 A3 A4
Respondents 2 1 1
A5 A6 B1, B2, B3 B4, B5, B6
1 1 3 3
B7 TOTAL
1 13
5. Findings and Discussions The findings and discussion are based primarily from in-depth interview and visual interpretation while the secondary sources from tourism related agencies. Through a content analysis, the results were divided into two sections. The first section described the characteristics of Malay cultural heritage already found in three district of Melaka. Meanwhile the second section explained the challenges encountered by the Malay cultural heritage attraction from the perspective of the practitioners and stakeholders involved in cultural heritage of Melaka. In the context of challenges, the researcher found that the feedbacks from respondents could be divided into four main themes namely location, marketing, tourism infrastructure and community participation. Suggestion for promotion and framework for strategic marketing have also been highlighted. 4.1 The hidden Malay cultural heritage product in Melaka Melaka geographical location is in between the states of Negeri Sembilan and Johor. The state of Negeri Sembilan practise the Adat Perpatih, meanwhile Adat Temenggung has been practised in other Malay states. Therefore, these two states were influenced by the Malay culture of Melaka. The Malay community of Melaka practices two types of culture which are the Adat Temenggung and Adat Perpatih (Melaka State Portal, 2013). As the consequent, these Malay cultures have become the cultural heritage product in Melaka. These heritages can be seen through the Malay traditional house, costume, traditional food and wedding culture. Based on the interpretive research on site, the Malay traditional houses could be identified in two main districts, Jasin and Alor Gajah in Melaka. The Melaka Basic Data (2011) however stated that, the district of Melaka Tengah has the highest number of
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Malay traditional house. In this context, the information presented in Melaka Basic Data 2011 is for the purposed of tourist attraction since Melaka Tengah is the main location for other major tourist attractions in Melaka. Furthermore, Malay traditional house is an established tourist attraction of Melaka following the conservation afford taken by tourism authorities. Comparing to other Malay traditional houses in Jasin and Alor Gajah, these houses are located within the modern design houses. However, the undisturbed traditional landscape in Jasin and Alor Gajah could enhance tourist experience while discovering the Malay cultural heritage attraction in Melaka. Figure 3 shows the location of Melaka in Peninsular Malaysia meanwhile figure 4 shows the three districts in Melaka.
Figure 3: Map of Peninsular Malaysia Source: Sabah Ministry of Finance
Figure 4: The District in Melaka Source: Official Portal of Jasin Municipal Council
The Hang Tuah village or formerly known as Kampung Duyung became a new Malay cultural heritage attractions for Melaka. It is located 7 km from the main Core Zone of Melaka heritage site. Even though it is situated outside the main attraction area, it still able to attract tourist to visit this place. Based on B6, “Most of the visitors were domestic tourist and they are coming during weekends”. Referring to A2, “The domestic tourist who visited Melaka on weekends is from the Malay group”. The legendary site with the historical background of Malay warrior, Hang Tuah, are another key reason why domestic tourist visited this place. In addition, the Malay cultural heritage was also being influenced by the trading system during the period of Melaka Sultanate. The traders from China, India, Borneo and Sumatera (Melaka State Portal, 2013) get married with the local the Malay and formed a Peranakan (mixed marriage) community namely Baba and Nyonya and the Chitty. Thus, these Peranakan group has the cultural similarity with the Malay people. According to A1, “The Peranakan community have similarities to the Malays in term of costumes, language, food and wedding culture”. However, the influenced of Malay culture towards the Peranakan community has reduced since the beginning of 19th century. The Baba and Nyonya seemed being influenced from the Chinese community while the Chitty are from the Indian group. With this regards, it could be concluded that the influenced of Malay culture in Peranakan’s community is slowly diminishing.
Figure 5: Hang Tuah‟s Well Source: Projek Melaka Maju (2014)
Figure 6: Malay Traditional House, Kampung Duyung Source:Researcher (2014)
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4.2 Scattered Location of Malay cultural heritage product within Melaka state Location plays an important role for any attraction because it influenced tourist‟s intention to visit the place. Analysis has shown that location was among the main challenges in establishing the Malay cultural heritage products. The districts of Jasin, Alor Gajah and Melaka Tengah have their own speciality in providing different types of Malay cultural heritage products (Norbaidura, et.al, 2012). However, the distribution of these products are scattered and does not concentrate in one particular area or zone as the historical product in the Core Zone of Melaka. A3 stated, “The location of Malay cultural heritage products in Melaka are scattered within the whole state of Melaka. These products are difficult to be identified as they are not promoted or introduced by the tour guide or Melaka tourism authorities”. The Malay traditional house, batik printing, costumes, traditional food, handicraft, mosque, traditional village and Malay weapons are among cultural Malay product located in rural areas of Jasin and Alor Gajah that need to be known. Hang Tuah Well and Kampung Hang Tuah (village of the Malay legendary warrior) are famous attraction during 1960‟s but they located outside of the core attraction area. This situation has discouraged independent tourists to visit these places. International tourists and package tour group will only focused to Melaka city (Rosly,2012). Preliminary finding shows, there are a number of tourists who visited these places during the weekends, however majority of them are domestic tourists. Based on this feedback, it shows that Malay cultural heritage products could only attract domestic tourists rather than the international tourists. As mentioned by A4, “At this moment Morten Village are the only Malay villages that received most international tourist”. A5 said that “Location of this Morten village is within walking distance from the Core Zone maybe the main reason for their visit”. However, according to B2, “The tourist just passed by the Morten village just to have a sightseeing”. Therefore, an immediate action should be taken by the authority related to tourism to provide easier, convenient and safe access for tourists to reach the Malay cultural heritage attraction products.
4.3 Marketing competitiveness with neighbouring producer The next challenge is marketing the cultural product to the mass tourist. Marketing is a tool to bring products to the customers. Marketing deals with seven elements namely product, price, place, promotion, people, process and physical evidence (Manuel et.al, 1998). As mentioned by B1, “The Malay cultural heritage products is currently competing with neighbouring countries such as Thailand, Bangladesh, Taiwan and Indonesia as these countries produced the same products such as Keris, Tengkolok and Batik.” The situation has affected the identity of Malay products as the products from these neighbouring countries came in large number fulfil the market. As stated by B4, “We as the practitioners of Malay cultural heritage products were discouraged to continue our activities as the neighbouring countries are capable to produce bigger supply of products at a cheaper price.” The heritage products design nowadays does not preserve its authenticity, but rather based on the demands and needs from the customers. The usage of high technology by the makers from neighbouring countries has also affected the Malay practitioners, as they are still using traditional method of producing the heritage products. However, despite using traditional method, the neighbouring countries still cannot compete in term product quality and authenticity. The neighbouring countries instead, could win in term of the quantity of production as they are producing product according to market demand. As highlighted by B3 “The tourist could not be bothered to evaluate the authenticity of cultural tourism product as it looks no different to them.” Consequently, these issues affected the development of the Malay cultural heritage products as tourist attractions in a long term.
4.4 Insufficient tourism infrastructure to support local product The next challenge in sustaining the attractiveness of Malay cultural products is the availability of supporting tourism infrastructures. The supporting tourism infrastructures are physical and tourism product infrastructure. Physical infrastructure include transportations, communications, water, power supply and sewerage system while tourism product infrastructures are the tangible attractions, accommodation, food and beverage services, festivals and shopping malls. These infrastructures are crucial as they support the tourism development in a particular destination. In Melaka, the locations of Malay cultural heritage products were in rural area of Jasin and Alor Gajah. Transportation infrastructure such as road does not connect directly to the tourist destination in rural
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areas. There is no access from the main road to the attraction. Information and signage that show directions to the Malay cultural attraction were not provided. As mentioned by A6, “It takes time and experienced for tourist to explore and reach to cultural destination in rural part of Melaka.” In the context of physical infrastructures provision, even though the infrastructures in Melaka are sufficient, the infrastructures could only accommodate the requirement of the city centre. Therefore, since the district of Jasin and Alor Gajah that are located outside of Melaka city centre, these areas encounter an insufficient infrastructures provision for the tourism sector. Instead, the infrastructures are shared together with the local needs (Jusoh et.al, 2013). As a result, most tourists preferred to stay and visit attractions within Melaka World Heritage City, as this city provides adequate infrastructures and facilities. Consequently, the Malay cultural heritage products that are located outside Melaka Tengah or the Core Zone being neglected and have not become favourite site among tourists.
4.5 Lack of community awareness and participation Community participation and support is another challenges in sustaining the importance of the Malay cultural heritage products. Thus, support from the local community in preserving and commercialising the Malay heritage products, as a tourist attraction is necessary to ensure the success of the products. According to B5 “There are many practitioner and entrepreneur of Malay cultural product in Melaka, but they are not keen to become the member of a registered organization. Hence it is difficult for the government to give incentive or promote their activities.” The Malay community in Melaka is also the practitioner of the Malay cultural heritage products. It is a challenge to the Melaka Tourism Department to gather information on existing and potential Malay practitioner since only few of them registered with the department (Rosly, 2012). Another critical challenge as mentioned by B7 was, “There are no transfer and continuation of expertise from the practitioner to other family members.” Thus, expertise in producing the original Malay cultural product has not been inherited. Therefore, their skills and abilities in creating the cultural heritage products could not be exposed and make known to tourists. This scenario brings about difficulties to promote their products to the tourists. As a result, only a few products have been registered and endorsed as the Malay cultural heritage products.
4.6 Proposals for implementation by Local Authorities Several proposals and implementation strategies have been identified from this research. Respondents suggested what could be done to promote Malay cultural heritage product globally. Their suggestion could be further clarified based on the challenges that were highlighted earlier. In the context of location, according to A1, “In order to attract tourist, we have to provide a one stop centre”. The role of one stop centre is to give information to tourist about accessibility, places, food, and hotel that essential for the tourist while travelling. A1 mentioned that Melaka has established one stop centre. The promotion on Malay cultural heritage should carry out excessively. Based on secondary data, most of the Malay cultural heritage products are located outside Bandar Hilir. Therefore, there is a need to create tourism package to visit Malay cultural heritage product located outside the city centre. The Department of National Heritage, National Department of Culture and Arts, Department of Museums Malaysia and the Department of Handicraft are among the agencies that are responsible in managing and monitoring the heritage properties at national and state level. The Malaysian Handicraft Development Corporation introduced „one district one industry programme‟ (MHDC, 2013). Through this initiative, the local Malay community that has the skills related to Malay cultural heritage could involve themselves and hence commercialised their product. Instruction from the Chief Minister of Melaka to develop product related to heritage tourism outside the Bandar Hilir area has encouraged more rural Malay practitioner. This will therefore give an opportunity to the Malay cultural heritage product which is located in Jasin and Alor Gajah district to be promoted excessively to the domestic as well as international tourist. The Malay practitioners on the other hand, have to register with the tourism agency to ensure they could receive training and financial support from the government. Thus, they would be able to sustain their activities and business.
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6. Conclusion Melaka city has the reputation as the world heritage site. The Malay cultural heritage product therefore, has the opportunity to be popular as other heritage attractions in Melaka. However, there are factors affecting the success of these Malay attractions. This study found that many challenges need to be surmounted. The challenges have in fact contributed to the blooming of Malay cultural heritage product if few changes are made. It encompasses the aspect of location, marketing, supporting tourism infrastructures and community awareness and participation. These issues need to be addressed promptly as the number of incoming tourists to Melaka is increasing every year, which is in coherence with the Visit Malaysia 2014 event. As a whole, finding of the research pointed out that there is an opportunity in promoting the Malay cultural heritage products to the domestic as well as the international tourists. Actions need to be taken by all stakeholders involved in tourism sector in promoting and upgrading the Malay cultural heritage product to maintain the identity of these products globally. The exploratory study of Malay cultural heritage product should be extended for future research. There is a wider scope of study that could be explored related to cultural heritage. The future research might be in the context of examine the differences between Malay cultural heritage in Malaysia with other Asian countries. Promotion of Malay cultural heritage product to the people around the world could be achieved through more research. The output will give benefit to the local community as well as local authority, to strengthen the commercialisation and promotion the Malay cultural heritage product.
Acknowledgement The researchers would like to extend their deepest gratitude to the Ministry of Higher Education, Malaysia (MOHE) for sponsoring this 2 years research under the Exploratory Research Grant Scheme (ERGS) (203/ PPBGN/ 6730137).
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