MASTER FINAL PROJECT
FACULTAD DE CIENCIAS SOCIALES Y DE LA EMPRESA
Master’s in Innovation and Tourism Marketing
“Proposals to turn Mandalay into an innovative tourist destination based on its cultural resources”
Author: Unt Phone Maw Director:
(PhD.) María Dolores Gil Quiles
Murcia, September 2020
MASTER FINAL PROJECT
FACULTAD DE CIENCIAS SOCIALES Y DE LA EMPRESA
Master’s in Innovation and Tourism Marketing
“Proposals to turn Mandalay into an innovative tourist destination based on its cultural resources”
Author: Unt Phone Maw Director:
(PhD.) María Dolores Gil Quiles
Murcia, September 2020
Acknowledgements
First of all, I would like to express my special gratitude to my supervisor Professor María Dolores Gil Quiles for her invaluable advice and support. Her guidance gave me the strength, support and a lot of knowledge. I really thank her for giving us the opportunity and all of your support to do the research on that topic. And I also thank to all of my professors who shared the knowledge and information about innovation and tourism Marketing and many others I didn’t know about. Then, I thank to the interviewees who give great advices and information for this paper. Finally, I also thank to my parents and my classmates for their support and kindness.
Unt Phone Maw
INDEX 1. Introduction………………………………………………………………………………..1
1.1 Justification…………………………………………………………………………..1
1.2 Objectives…………………………………………………………………………....4
1.3 Methodology…………………………………………………………………………4
2. Literature Review…………………………………………………………………………9
2.1. Cultural tourism…………………………………………………………………….9
2.1.1. Development For Mandalay Cultural Tourism…………………………10
2.1.2. Experience factors relating to legendary background…………………12
2.1.3. Experience factors relating to systematic ancient architecture……....14
2.1.4 Experience factors relating to local authentic food……………………..17
2.1.5. Experience factors relating to handmade souvenirs…………………..18
2.1.6. Experience factors relating to the cultural tourist involvement, traditional events, and traditions………………………………………………19
2.2. Innovation in cultural tourism……………………………………………………23
2.3. Destination Image………………………………………………………………..26
2.4. Tourist satisfaction……………………………………………………………….27
3. Primary sources analysis……………………………………………………………....28
4. SWOT Analysis………………………………………………………………………….45
5. Final Proposals…………………………………………………………………………..48
5.1. The Innovation development proposal of Mandalay Cultural Tourism……….48
5.1.1 Activities around Mandalay Palace………………………………………...48
5.1.2. New Handicrafts or handmade souvenirs’ Market………………………51
5.1.3. New Local food stalls or night Market…………………………………….51
5.1.4. City Biking Tour focusing on Urban Planning, Civilization, History
and Traditions……………………………………………………………….52
5.1.5. Innovative Technological Support for Mandalay Cultural Tourism…….53
5.1.6. Digital Marketing Campaign………………………………………………..56
6. Conclusion……………………………………………………………………………….57
List of Figures
Figure 1: Map of Mandalay (Myanmar)……………………………………………………2
Figure 2: The Simplified Interrelationship Structure of Ontology, Epistemology, and Methodology…………………………………………………………………………………...5
Figure 3: Development Vision For Mandalay 2040…………………………………….11
Figure 4: Gates or Doorways at the Mandalay Old Palace……………………………15
Figure 5: New Activities location………………………………………………………….48 Figure 6: UNIQUE MDY Application for Innovative Mandalay Tourism……………...55 Figure 7: Mandalay Tourism Website Creation…………………………………………55
1. INTRODUCTION
Innovation is a critical tool to attract tourists or sustain and improve tourist destinations with the rapid development of the tourism sector. Since there is a rise in not only national but also international competition and also market saturation, innovative services and products are important for tourism market (Weiermair, 2004). Therefore, cultural tourism destinations are also implementing innovations for the development of tourism. This paper analyzes and addresses the innovative development plan and practices for Mandalay cultural tourism. Mandalay is a multicultural city which has full of interesting tourism destinations which are also the main and top destinations for Myanmar. Tourism in Mandalay has the potential to be innovative, receive more tourist interests and attention, and improve the destination image because of its unique cultural resources which are connected with the authentic Myanmar culture and traditions, last Myanmar kingdom era, and British colony era. This paper was analyzed by the qualitative method. For the qualitative method, the interview questions related to Mandalay cultural tourism, its resources, and innovative tourism development. The interview questions were asked to participants who are from different areas of the tourism sector and actually know about the Mandalay destination to provide the exact and detailed answers related to their professions and the working sector. The relatable and supportive academic tourism research, tourism websites and Newspapers, digital global tourism journals, Blogs, and other reports were reviewed and analyzed in this paper. Then, SWOT analysis was used to be more effective in the final proposal. In this paper, it proposed innovative development plan for Mandalay cultural tourism such as some innovative products and services, technological implementation, and marketing campaign according to the analysis of primary sources, secondary sources, and SWOT Analysis.
1.1. Justification
Mandalay is Myanmar’s second-largest city which is situated in the center of Myanmar (Birmania). It was the last royal capital city of Myanmar before the country
1 was colonized by Britain in 1885 with the full of rich tangible and intangible cultural heritage and traditions.
Figure 1 : Map of Mandalay (Myanmar)
It is a multi-cultural city and has a solid and long history that has experienced numerous progressions since its creation (occupation by British and Japanese) seclusion during the communist rule. As Mandalay is the beating the heart of the nation’s culture, It reveals Myanmar well known historic architecture and handicrafts such as traditional puppetry, wood carving, bronze casting, silk weaving and tapestry making. MOHT mentioned that “It is the place where the most refined arts and traditions of dance, music, and drama live on” (MOHT, Myanmar Be Enchanted Mandalay, 2019). In terms of the importance of Mandalay city for Myanmar business in the current situation, It has more than 20,000 enrolled organizations and is the principle exchanging Center and travel center point for jade, jewels and agrarian items and its key area in the north of the nation gives the city a prosperous outskirt exchange with China, and India (Claudia Pompa & Jared Bissinger, 2014). Mandalay accepted the Smart City Award 2019 from the Asian-Oceanian Computing Industry Organization, a demonstration of the city's endeavors to improve its services to residents (Kyaw, 2019). It was the first time the city has received the smart city awards. From the tourism point of view, Mandalay has full of interesting tourism destinations
2 which are also the main and top destinations for Myanmar. The main destinations of Mandalay are mostly historic buildings, temples, and pagodas. These are Kuthodaw Pagoda (UNESCO World Heritage), Mandalay Palace with great history, Shwe Nan Daw Monastery with wonderful architecture, Mandalay Hill for the Panoramic City View, Mahamuni Pagoda, U Bein Bridge which is the longest wooden bridge in the world and unique and splendid markets such as Jade Market, Zegyo Market, etc. The city’s structure itself was built systematically by old architect and were laid out on a grid system which is the unique attraction. Its unique handicraft workshops and arts also receive the great attention of tourists. It is also home to several shopping areas where tourists can purchase mementos and traditional Myanmarese handicrafts (MOHT, Mandalay City, 2020). The city is also famous for Myanmar Traditional food because most of Myanmar traditional food is available in there and their long traditions, price, and uniqueness. The geographical location of Mandalay is close and easily accessible to other main tourism regions such as Bagan, Innwa, Mingun, Inn Lay Lake, Pyin Oo Lwin Hill Station, etc. According to a senior official of the Directorate of Hotels and Tourism, “more than 500,000 foreign tourists visited Mandalay Region in the first 10 months of 2019, topping last year’s annual figures” and deputy director of the directorate, U San Yu, said “over 490,000 foreign tourists visited Mandalay in 2018, and his office expects that figure to top 600,000 this year” (Ko, 2019). Mandalay has the potential to receive more tourist interests and attention. On the other hand, Mandalay has the ability to provide more new experiences which are the themes of a local touch, tangible and intangible culture and traditions, and meaningful satisfaction. Mandalay cannot fully showcase its unique destination quality and characteristics because tourists just follow the same travel routes and less chance to explore and experience the destination’s uniqueness. With the existing attractions and resources, Tourism in Mandalay can offer new tourist cultural activities and involvement in destinations or traditional events. It cannot offer new different experiences in the current situation and it stays as an ordinary cultural destination although tourism in Mandalay has the potential to receive more tourist interests and attention and to improve the destination image. If the innovation is applied in cultural tourism in Mandalay, the destination can offer new experiences for tourists which reflects the meaningful and innovative destination for Mandalay or fulfill the missing factor. Innovation applied for cultural tourism in Mandalay can increase the tourist satisfaction and interest of tourists and improve the Mandalay destination Image.
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1.2. OBJECTIVES
The main objective of the project is to analyze the development of cultural tourism in Mandalay by using innovation.
The secondary objectives are To create new innovative products, services, and activities which is harmonized with its legendary background, systematic ancient architecture, local authentic food, handmade souvenirs, culture, and traditions. To address and implement digital technology which can help to be an innovative cultural destination. To explore new experiences that are innovative and the themes of local touch and meaningful satisfaction for tourists. To receive more tourist’s attention and interest to Mandalay as an innovative and unique cultural tourism destination.
For achieving the main objective, the research has to explore and analyze what can be the innovative products and services related with unique facts such as historical background, ancient architecture, local authentic food, handicrafts, and art. Then, it has to explore its unique culture and traditions which can potentially contribute to tourists involvement and activities. It also has to explore the new experiences which are the themes of local touch and meaningful satisfaction for tourists in Mandalay that reflect the innovative cultural tourism. Finally, the thesis needs to consider that the ways of innovation for the existing cultural destination that actually impacts on offering the new experiences for tourists which reflects the meaningful destination image in Mandalay and has the potential to be innovative cultural tourism.
1.3. METHODOLOGY
This chapter describes the methodology of the Master Thesis, along with an explanation of why the selected method was chosen and how the specific results have been achieved. This research is to analyze the development of cultural tourism in Mandalay by using innovation.
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The translation and approach of business or social exploration are exposed to the situating of the research paradigm from a research philosophical or paradigmatic perspective (Guba & Lincoln, 1994). There are three elements of the research paradigm: Ontology, Epistemology, and Methodology which can be clarified the philosophical positions and assumptions about the world phenomena and the nature of knowledge in advance, before undertake an accurate research (Sekaran, 2000). Ontology is the meaning of what the true reality is. Mainly there are three kinds of ontology existed which are just a single reality or truth, and different real factors and the truth are continually arranged, discussed, or interpreted. Epistemology alludes to how the researcher understands the knowledge, thinking process. In other words, it means how the researcher knows the reality. The methodology is the way of how to discover knowledge systematically. The appropriate methodology is carried out by one ontological and epistemological belief. Explicitly clarifying and positioning the research paradigm is a fundamental process of research (Tan, 2014). Guba and Lincon (2005) stated “the most common research paradigm is positivism, post-positivism, critical theory, and constructivism” (Guba & Lincoln, 1994). To be more clear, Figure 1. is added. It states that the Simplified Interrelationship Structure of Ontology, Epistemology, and Methodology and the understanding the
Figure 2: The Simplified Interrelationship Structure of Ontology, Epistemology, and Methodology complex nature of the research paradigm. Specifically, in Figure 3.1 (Adapted from Tan, 2015; also referenced to Tan and Kantabutra, 2014), the left side illustrates the absolute
5 truth and the objective nature of the methodological approach that requires the researcher to maintain distanced relationship with the phenomenon under investigation. The far-right, on the other hand, is interpretative, relative which is mind-made (Guba & Lincoln, 1994) and may easily have biased observations (Myers, 2004). To achieve the objectives of the paper, the methodology consists of Interviews via video conferences along with the primary sources and analyzing the extensive literature review of scientific journals along with secondary sources according to Figure 1 and SWOT analysis. The interview method is a qualitative method. It can provide a full picture of answers and give specific reasons and collect in-depth information. Then the researcher can choose the most suitable interviewees who are professional in a specific industry and he/she can explain the questions in detail when doing the interview. For analyzing the literature, it is the most suitable research for this Master Thesis. The literature review creates a foundation of (knowledge, generates guidelines for the analysis, provides evidence of effects and can lead to new ideas or directions for possible future research. A qualitative, comprehensive, and great accuracy in the literature review is important to identify research gaps and uncertainties (Snyder, 2019).
PRIMARY SOURCES
For primary sources, the interview questions are asked to participants to provide the exact and detailed answers related to their professions and the working sector. All the participants are from different areas of the tourism sector and actually know about the Mandalay destination related to a specific topic. All the interview is recorded and interpreted. All the interviews are made through video conferences.
Interview Questions
1. What do you think are the cultural resources with the most development potential for tourism in Mandalay; gastronomy, crafts, shows, etc.? 2. What is your meaningfulness on the experiences of local touch and generous custom? What kinds of local traditions are unique in Mandalay and how these traditions can be contributed to the new experiences for tourists?
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3. What kinds of tourist activities or involvement can be added to be innovative either in the traditional event or cultural destination in Mandalay? 4. How would you advise for Mandalay cultural tourism destinations to showcase their legendary background or history to tourists? 5. Which cultural tourism destinations in Mandalay that are innovative can be contributed to the destination image? 6. What is your opinion on the handmade souvenirs of Mandalay and how should local suppliers create it to be more innovative? 7. What is your feeling regarding Ancient Architecture that was built systematically by the local ancient people? How should local suppliers make innovation on it? 8. How should the local suppliers sell food not only in the destination but also in the local market for increasing tourist satisfaction? 9. How is innovation now in your sector? How is the public support or government support for your sector?
Interviewees’ Names and Positions lists
1. Mr. Aung Zaw Moe - Former Assistant Director at Ministry of Hotels and Tourism/ Deputy Director Ministry of the Office of the State Counsellor. 2. Mr. Thant Zaw – Managing Director of Unique Discovery Travel Agency/ Secretary of Union Of Myanmar Travel Association (UMTA)( Mandalay Zone). 3. Mr. Sai Thein Kyaw - Executive Chairman at Myanmar Marionette Organization/ Senior staff Member of ASEAN Socio-Cultural Community. Department of Fine Arts. Ministry of Religious Affairs and Culture 4. Mr. Saw Htut Win - Myanmar Team Leader at Grasshopper Adventures - Asia's Best Bike Tours/ Representative Delegate for ASEAN Plus Three Tourism Youth Summit 2015 and 2017. 5. Mr. Thant Zin Htut – General Manager of Hotel Magic Mandalay/ ASEAN Master Tourism Trainer 6. Mr. Kyaw Myo Ko – Tourism expert for Mandalay region, Member of Mandalay regional tourism executive committee
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For all the interviewees, their answers have been compared and analysed individually and systematically for each question. Then, the final analysis has been done by combining, filtering and analysing every answer of the questions.
SECONDARY SOURCES
The secondary sources are coming about because of the scholarly texts, printed the materials and partnered research examines and are employed and assisted to obtain ideas, the theoretical framework, and the study results. For instance, numerous major tourism and hospitality related journals, such as Annals of Tourism Research, Cornell Hotel and Restaurant Administration, Tourism Management, Journal of Holiday Marketing, Journal of Hospitality & Tourism Research, Journal of Travel and Tourism Marketing, and Journal of Travel Research, etc., are reviewed, to focus on the theoretical, practical, policy and methodological contributions. Then, other official tourism information and data related to the government are reviewed by the Ministry of Hotel and Tourism Websites and Newspapers. Additionally, Digital global tourism journals, Blogs, and other reports are reviewed such as Skift, Smarter Travel, Breaking Travel news, etc. The secondary data were gathered and analyzed as significant information to be demonstrated with the primary information later on.
SWOT Analysis
After the analysis of primary sources and secondary sources, they have summarized and classified in a SWOT analysis to conclude with a final proposals. This means that SWOT analysis is to know better about the Strength, Weakness, Opportunities, and Threats of Mandalay Cultural tourism or destination to implement the innovative development Plan of Mandalay destination.
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2. Literature Review
2.1. Cultural Tourism
Delgado stated that cultural tourism is one of the largest and quickest developing markets in the travel industry and cultural attractions are frequently used to brand and position the nation's travel industry competitiveness (Delgado, 2017). The World Tourism Organization defines “cultural tourism as the movement of people based on cultural motivations, which includes sightseeing tours, familiarity with the performing arts and cultural tours, travel to festivals and other cultural events, visits to sites and monuments, a trip to explore the natural, ethnographic, artistic and religious monuments” (WTO, 1985). The Association for Tourism and Leisure Education (ATLAS) gives the currently most accepted definition: “Cultural tourism is the movement of persons to cultural attractions away from their normal place of residence, to gather new information and experiences to satisfy their cultural needs.” (Delgado, 2017). A typical example comes from (ECTARC, 1989), who characterize the assets engaged with cultural tourism as: archaeological sites and museums architecture (ruins, famous buildings, whole towns) art, sculpture, crafts, galleries, festivals, events music and dance (classical, folk, contemporary) drama (theatre, films, dramatists) language and literature study, tours, events religious festivals, pilgrimages complete (folk or primitive) cultures and sub-cultures (ECTARC, 1989).
Bonink and Richards identify two approaches to define cultural tourism. The first approach focuses on breaking down the typology of attractions visited by cultural tourist and it is related to the product-based definition of culture and then, the second approach is more reasonable and plans to depict the intention and significance related to cultural tourism activity. In physical cultural assets, there is tangible cultural heritage (Bonink, C. and Richards, G, 1992). Tangible heritage includes buildings and historic places, monuments, artifacts, etc., which as deserving of conservation for the future.
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These include objects noteworthy to the archaeology, architecture, science, or technology of a specific culture (Delgado, 2017). Cultural heritage can also represent a significant source for tourist destination competitiveness and, simultaneously, an incredible challenge for associations qualified to protect and improve within the Region. Moreover, Regarding Silvestrelli, “a cultural-tourist destination does not really offer ‘products’ but mainly ‘services’ in order to make the tourist and cultural experience feasible” (Silvestrelli, 2013). Some recent studies highlight that cultural goods represent secondary attractions for the majority of so-called ‘cultural tourists’; they visit places less expecting to find out about destination’s heritage and traditions, but mainly for entertaining, doing cultural tourist activities during their stay (McKercher and du Cros, 2003). So not only physical cultural assets or tangible heritage is an important attribute in cultural tourism destinations but also its intangible culture and traditions and cultural experiences are crucial offers for cultural destinations. These experiences can be showed through performance, festivals, handicrafts, listening storytellers, local markets, food tasting and promotes further commitment to comprehend the local culture (Du Cros, H. & Mckercher, B, 2015)., Cities and local communities are usually cooperating to build access to cultural attractions and show its uniqueness, creativeness, and innovation to attract domestic and international tourists to cultural attractions in cultural tourism destinations (Delgado, 2017).
2.1.1 Development for Mandalay Cultural Tourism
The improvement of cultural tourism relies on two main factors: the changes in tourists’ customs and the developing mindfulness on sake of administrators about the cultural, social, and economic relevance of enhancing cultural goods (Van der Borg, J. and Costa, P , 1995). Mandalay city also has a detailed development plan for cultural tourism in the urban development Plan for Mandalay 2040. According to that plan, Mandalay City will be built to be a “national development center”, as one main city of “Two-polar Strategy”. It will be known as a successful city at an intersection of worldwide exchange, domestic to an extending, modern and high-tech economy, and with a wealthy cultural history
10 that draws in expanding numbers of worldwide visitors by 2040 (NIPPON KOEI CO., LTD, 2014).
Figure 3: Development Vision For Mandalay 2040
As Mandalay City attracts tourists as the last royal capital of the Konbaung Dynasty with a lot of tourism heritages and destinations and a city is esteemed by its legacy and its cultural resources, the tourism development plan will be carefully built up to acquire these cultural resources and utilize them in new harmonized function. The city is anticipated to carry out further development to be a world-class tourist destination and act as a centre for tourism in the central and northern parts of the country (NIPPON KOEI CO., LTD, 2014). There are three main tasks to solve the issue of Threat of Damage on landscape and Heritage Area, lack of tourism zone development, the poor connection of each tourism. Spatial integration (landscaping): The first task is for utilization of historical and cultural heritage of the city in harmony with the urban function of Mandalay. it is vital to maintain a strategic distance from harming their spatial esteem by unregulated advancement around these heritages. In order to keep the current authentic value within the city scene and townscapes, it is essential to formulate a comparing spatial zoning arrangement and to control construction activities in the surrounding area of the heritages (NIPPON KOEI CO., LTD, 2014). Connection of culture and tourism zones, continuous touristic route: it is vital to consider continuous activities of tourists with its spatial linkage for the creation of touristic activities as an industry of the city. To upgrade the touristic value of the city, individual heritage zones, which are made by arranging
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landscape around the heritages, are to be spatially connected to make a spatial network. These linkages will attract visitors with interest and conduct further discovery of the city. The historical paths, current pedestrian route, continuous green areas, and watercourses will be utilized with the purpose of the creation of a touristic network of the city by its landscape treatment. Utilization of natural resources (greenery water): Several large-scale lakes in the west of the city, picturesque scenes from the bank of the Ayeyarwady River, Mandalay Hill, and Yankin Hill near the center of the city of Mandalay offer other touristic value with their unique spatial features and landscapes. These spaces may be utilized as touristic assets through appropriate spatial treatment such as reclamation, preservation and expansion of modern touristic values such as accommodation development. Their spatial developments are to be situated within the plan of the abovementioned touristic route (NIPPON KOEI CO., LTD, 2014). For these tasks, three cultures and tourism zones have been proposed, namely “Mandalay Palace and Hill Zone”, “Two Lake Zone”, and “Inwa Zone”. Street No.26 connecting between the River and Palace passing Zegyo Market has also good potential to be a Tourism Axis to encourage tourism development and promote culture. This development plan can receive many positive impacts for Mandalay cultural tourism.
2.1.2 Experience factors relating to legendary background
Mandalay is a multi-cultural city, which was all inclusive associated within the 19th century. It has experienced numerous changes since its creation (occupation by British and Japanese) segregation amid the communist rule and presently is within the handle of another amazing cultural re-formation through the work of the military ruling elite who seek to promote the ‘real Myanmar cultural heritage’ (Hudson-Rodd, 2005). It was the last dynasty of Myanmar that was founded before becaming a colony of the British empire (Yin, 2016). As it was the last capital of the Burmese kingdom, before British control and occupation, Mandalay is noteworthy as the heart of Burma, the significant center of Buddhist culture and religion, the home of more than 60% of monks in Burma. The city structure, in the shape of a mandala, included a Royal
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Palace, temples and pagodas in direct copy of the ancient city of Pagan, to guarantee ceaseless illustrious joins between an exceptional past and the normal present (Hudson-Rodd, 2005). Most of the buildings remain the same as in ancient times such as the palace, and other religious buildings. Mandalay represents the “indestructible heart of Burma” ( Directorate of Information, 1968). Mandalay has existed through a variety of legendary backgrounds. According to one legend, Gautama Buddha had once predicted that 2,400 years after his death, a city given to the restoration and consider of Buddhism would be built in Mandalay (Hudson-Rodd, 2005). When It comes to the Konbaung dynasty ruled by King Mindon, he was intended to make Mandalay a world-renowned center for Buddhism and Buddhist studies. He planned to build a group of religious monuments at the base of Mandalay Hill. The Kyauk-taw-gyi Pagoda, a replica of the Ananda at Pagan is well known as a remind scholars of the great past of Burma (Hudson-Rodd, 2005). “It was a project of King Mindon, a devout Buddhist, a dedicated pacifist, who sought to restore peace, harmony, and pride to his troubled homeland” (Hudson-Rodd, 2005). Mandalay also gains international interest as the Great Golden Sacred City and the City of Gems and for the international hosting of monks from around the world to participate in the Fifth Buddhist Synod in 1871. “The Kutho-daw pagoda became for a brief period the image of Mandalay’s pre-eminent position in the Buddhist world. By 1862, King Mindon initiated the revision of the Theravadan texts. This was a colossal task lasting 9 years and involved the efforts of hundreds of Buddhist monks and novices. In 1987, around 2,400 monks from every part of the world gathered in Mandalay, at the Fifth Buddhist Synod of all Buddhists in the world were asked to consider the revised Scriptures. 733 marble slabs were erected in the Kutho-daw Pagoda compound, each one holding the verse of Pali. The Scripture was also set up on leaves of gold and silver and placed in the central hall of the pagoda” (Hudson- Rodd, 2005). Mandalay also has a story about being the last British colonized city in Myanmar. The twenty-eight-year-old Thibaw had already boarded the steamer Thooreah at Mandalay on his voyage to exile in India. As he made his way to the jetty, a white umbrella of royalty held high over his head, thousands of the city’s inhabitants prostrated themselves on the ground. However, the illustrious party as it were moderated down when Supayalat, Thibaw’s wife or principal queen, granted a British warrior in their escort the flag honor of lighting her cigar (COOTERELL, 2014 ).
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This moment was the saddest and memorable history for Myanmar people. During the British Colonial time, Mandalay Palace has been transformed its cosmic symbolism and it was looted and changed in Fort Dufferin and the various Burmese chambers became the places of British royalty and the palace was used as the upper Burma Club for 15 years. Not only Mandalay has a great history about the capital of the Konboung dynasty, but there are also some ancient capitals of the Burmese Kingdom in the Mandalay Region such as Innwa, Sagaing, Mingun, and Amarapura. They are easily accessible from Mandalay. In these destinations, all the attractions have related great history with their ancient dynasties. Therefore, Mandalay is the hub of Burmese kingdoms’ history and fills with a memorable time and legendary background. For instance, King Mindon’s history is very unique and different from other kings. Mindon’s dynasty is considered to have been a golden age of Myanmar culture and religious life. In 1857 he built a new capital, with palaces and monasteries that are masterpieces of traditional Myanmar architecture. The king also looked for making Mandalay a centre of Buddhist learning, assembling the Fifth Buddhist Council there and he promoted numerous reforms (The Editors of Encyclopaedia Britannica, 2020).
2.1.3 Experience factors relating to systematic ancient architecture
As Mandalay was built as the last royal capital city of Myanmar Konbaung Dynasty, there were various kinds of building which are still in Mandalay City. Since the city was found in 1857, King Mindon planned to be very spacious capital by laying down the systematic town planning (Khin Khin Moe & Nyo Nyo, 2015). It was intended in keeping with of other capitals’ design of Asia’s Buddhist kingdoms, Mandalay was modeled on the cities of the gods. Hudson-Rodd states that “The square city was built with 12 gates connected by straight roadways dividing the enclosure into 16 blocks is prescribed in the Buddhist meaning of mandala of the ritual center of geometrical perfection” (Hudson-Rodd, 2005). He also mentioned that the square had sides facing the cardinal directions, with three gates on each side of its sides to give a total of twelve, each marked with a sign of the zodiac and the city was conceived in the likeness of the heavenly constellations revolving around Mt Meru which was represented by the Royal Palace (Hudson-Rodd,
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2005). Regarding French scholar, the palace also served as a fortified citadel because it was evident in the high walls, fortified gates, battlements, and the wide deep moats, which are remained as attractions of Mandalay (Duroiselle, 1925). As (Hudson-Rodd, 2005) said, “this characteristic design was in keeping with ancient Asian kingdoms of Bagan, Khmer, and Kublai Khan’s palace and capital. Common features of Mandalay Palace and other ancient kingdoms include: Palace and city ground are fortified. High wall fortresses, gates, battlements, wide deep moats; With 12 gates in the outer wall, Mandalay City resembled Khan Balik, Kublai Khan’s city at the old site of Beijing. Square palace design was built on a raised platform surrounded by another set of walls. Palace was located almost exactly at the city center on a rectangular brick platform surrounded by walls; The Grand Palace consisted of a group of buildings grouped together on the platform. They were all one-story wooden buildings; The walls defining the boundary of the Grand Palace were there to protect the King” (Hudson-Rodd, 2005).
Figure 4: Gates or Doorways at the Mandalay Old Palace
When King Mindon built Mandalay royal place, it was encircled by three fortresses. They are the earthen fortress in outermost, the bricked fortress in the middle, and the wooden fortress in the innermost. The earth fortress remained in the west as a barrier for the seasonal flood of the Ayeyarwady River and the other three
15 sides were gone because of urbanization. The brick fortress is encircled by the moat with 12 gateways and 4 bridges. The King and his family were living within the wooden fortress. The Crown Prince, the princes, and ministers were living within the bricked fortress. And the rich, the traders, the royal servants, and the people were living within the earthen fortress. Then, the whole city was composed of 54 quarters and some of the building and systematic urban planning are remained the same till now. Mandalay destination is also composed of very unique such as Shwe Nan Daw Monastery and Kuthodaw Pagoda. King Thibaw used Shwe Nan Daw Monastery as a Meditation Hall where he had taken the Sabbath. It was dismantled and moved to the present place in 1879 and donated to a venerable monk as a monastery. It is so different from a typical monastery as the building has been used by the King. The throne, the wooden ornaments, detailed architecture of ten Jatakas, which are the wooden, sculptures depicting the classical stories of the Buddha’s embryo. Kuthudaw Pagoda was also well-known as the world’s Largest Book which is the UNESCO World Heritage. 729 marble slabs are respectively housed in shrines that were inscribed with Tripitaka: Three Baskets of the Buddha’s Pali Canon. These slabs were set up in the pagoda’s compound; 42 within the first enclosure, 168 in the second, and 519 in the third. All the slaps are the same size, 5ft in height, 3.5ft in breadth, and 5in in thickness. Not only inside Mandalay city but also there are many historic and unique architecture and building close to Mandalay. Mingun, a compact riverside town lies on the Ayeyarwady River on the west bank about10km from Mandalay. Mingun has many unique tourist attractions for Mingun Bell (measuring almost 4m high it is considered the largest ringing bell in the world), the enormous unfinished stupa of Mingun Pahtodawgyi which was intended to be the largest in the world at a projected height of 150m which currently lies ravaged by earthquakes and Hsinbyume Pagoda whose wavy, white design is unquestionably sentimental (MOHT, Mandalay City, 2020). There are also Innwa and Amarapura which are also famous for systematic architecture and historic infrastructure. U Bein Bridge is known as the oldest and longest teakwood bridge in the world crossing 1,200m over Thaungthaman Lake. Built- in the mid-19th century utilizing recovered teak from destroyed buildings, it may be a great locate particularly against stunning sunrises and sunsets (MOHT, Myanmar Be Enchanted Mandalay, 2019). It is one of the iconic architecture because the bridge is about ¾ mile in length only with 1086 teak poles which last for 200 years. Therefore,
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Mandalay cultural attractions are full of systematic ancient architecture and Mandalay itself was established with systematic urban planning.
2.1.4 Experience factors relating to local authentic food
Mandalay is not only rich in cultural heritage but also traditional food. Traditional foods in Mandalay can attract tourists because of their long traditions and uniqueness. Mandalay has a great culinary heritage. For example, Kyar Zan Hin which is made of a glass noodle soup with chicken, onions, mushrooms and boiled egg, garnished with coriander, crushed dried chili, and a dash of lime (MOHT, Myanmar Be Enchanted Mandalay, 2019). Myanmar sweet snacks and main dishes are more famous than other places in Myanmar. For something sweet try htoe mont, a typical Mandalay sweet which contains glutinous rice cake with raisins, coconut shavings, and cashews. Then, Like other cities in Myanmar, Pickled tea leaf salad served with various crunchy condiments is also popular in Mandalay. The Mandalay versions of dishes from other parts of the country are also unique for example a Shan dish called Meeshay and other Shan noodles, rice noodles which are mixed with pickled tofu, pork, and preserved mustard as well (MOHT, Myanmar Be Enchanted Mandalay, 2019). One of the most famous is mohinga, thin or flat rice noodles eaten with a fish-based soup. San Myat Yin mentioned that “This dish is the favorite of all Myanmar people and they especially love to eat it early in the morning before going to work” (Yin, 2016). Lloyd stated “If you don’t feel like sampling chicken gizzards or pig’s stomach, try Mohinga (a fish noodle soup) that has long been Myanmar’s unofficial national dish” (Lloyd, 2017).
Mandalay is also one of the best destinations that can taste Myanmar traditional Food and find the best Myanmar Local restaurants. There are also standard traditional food restaurants since 2010 in Mandalay. Such as Daung Lan Gyi Restaurant, Mingalarpar Restaurant. Although good Myanmar cuisine is hard to find with a typical Myanmar setting and Myanmar itself they are unexpectedly uncommon, they can discover in huge towns like Yangon and Mandalay (Yin, 2016). Not only in Mandalay, but tourists can also find unique Shan traditional food in MayMyo, which is 2 hours away from Mandalay. For example, Pyin-oo-Lwin is famous in a tofu salad; the Shan state called ‘Shan sour rice’ (Yin, 2016).
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The Myanmar people eat different kinds of exotic foods which you will never get to sample unless you ask, your host fearing to offend your tastebuds or table manners with the unfamiliar and other delicacies include fried crickets, pickled bamboo shoots, pickled ferns, cooked field crabs, mice, snake, a type of larvae and fish innards (Yin, 2016). Teahouses are also very popular for snacks and tea or coffee. “Teahouses and food stalls are popular places for Myanmar to gather and have a small snack while chatting” (Yin, 2016). In Mandalay, teashops are present on nearly every street and in every ward. Teashop not only provides various kinds of Myanmar snacks but also provides an environment to chat with each other about every matter. All classes of the teashops can be only found in Mandalay. Former US Ambassador to Burma Derek Mitchell once remarked that “while making small talk with locals in the former royal city, that in Mandalay, important words start at tea shops” (Nya, 2016). The city’s nearness to the country Shan State has contributed gigantically to the local cuisine. Mandalay can enjoy the most authentic yet inexpensive Shan noodle dishes at the corner of 34th and 76th Streets. Good-to-try is Shan noodle, chicken noodle with soup, fried tofu, and chicken feet salad. The noodle stalls are part of the night market at that corner so food is available only in the evening, after 4 pm till 10 pm (Lloyd, 2017). While Mandalay’s cafes and restaurants offer a cluster of globe-spanning cuisines and a see into local life, the city’s genuine culinary heart still exists in its street food, and also found in its markets.
2.1.5 Experience factors relating to handmade souvenirs
Myanmar is well known with 10 well-known traditional arts and crafts, which are called 10 flowers in Myanmar. As Mandalay is considered as the center of the nation’s culture and arts, these 10 kinds of arts and crafts workshops can be found in Mandalay. Among them, Mandalay is popular with its royal art traditions: tapestries, marionettes, woodcarvings, silverware, and silver jewelry, bronze pouring of statues, gongs, and vases, marble carved statues of Buddha, gold leaf beating and gilding, ceramics and cotton textile weaving which are mainly influenced by Buddhism (LUXDEV & MOHT, 2017).
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Each handicraft's works have their own unique and specific facts to attract as tourist attractions and create new experiences. For gold leaf beating, its process is very detail and interesting not only for tourists but also for local people. A painstaking, 7-hr process of pounding, a total of 2,000 very thin gold leaves can be obtained from a tickle of 24 karats pure gold (MOHT, Mandalay City, 2020). These leaves are then applied to offer to sacred shrines, pagodas, and images; also gild to walls, ceilings, and pillars of monasteries. For marble carving, Near Maha Myat Muni Pagoda is best spot where many religious items, mainly Buddha images and stone slabs used for inscriptions, are made (MOHT, Myanmar Be Enchanted Mandalay, 2019). Tourists can explore the steps of how the Marbles are crafted and the art of white Buddha statues. Wooden handicrafts workshops can be explored near Maha Myat Muni Pagoda and Tampawaddy located between Amarapura and Mandalay. Tampawaddy is additionally famous for metalworking and bronze casting workshop. Moreover, numerous flatware workshops can be found in Ywa-Htaung, a village.which is on the Sagaing-Monywa highway road (MOHT, Mandalay City, 2020). Mandalay can also offer the best place to see Tapestry, embroidery, and appliqué work which is located in the Shwe-gyi-do quarter of Mandalay (MOHT, Myanmar Be Enchanted Mandalay, 2019). Tapestry is designed as pictures illustrating the Jataka stories and hats, bags, purses, and wallets for modern tapestry. Meanwhile, the people of Amarapura are very professional in silk weaving since ancient time, Amarapura area is still famous for traditional dress production for whole Myanmar (MOHT, Myanmar Be Enchanted Mandalay, 2019). This is the place where Myanmar people find for the best traditional costumes quality and design. Myanmar people from other cities order from Amarapura for big occasions. Tourists can experience a detailed weaving system and unique design.
2.1.6 Experience factors relating to the cultural tourist involvement, traditional events, and traditions
As Mandalay is the cultural heart Myanmar, it is the place where tourists can experience the authentic Myanmar traditions, culture, and local events including dance, music, and drama live on. Among unique cultural traditions, wearing Thanakha
19 is the most interesting tradition for tourists. Thanaka is obtained from the bark of a small tree by pounding it on a circular grinding stone with a couple drops of water and that females of all ages use that pale yellow paste on the face, arms, and legs (Yin, 2016). The Thanaka liquid can help the skin to control oiliness and has a light fragrance Myanmar women like to wear Thanakha and often photographed for the Thanaka when they wear on their cheeks. Tourists can experience applying Thanakha on their faces in Mandalay destinations such as Khuthodaw pagoda and Mingun attractions. Then, Myanmar people are the ones who wear their traditional dresses every day. “Myanmar is one of the few countries left in Southeast Asia where locals continue to wear traditional dress” (Yin, 2016). For ladies, They wear a sarong, or longyi or htamein (also htami ), and a short waist-length blouse as a traditional dress. The sarong is made of material stitched in a circular fashion, with a black cloth for a waistband (Yin, 2016). For the men, the sarong is usually designed with checks or stripes, never with the flowers or solid colors that the ladies wear. “The men will wear the sarong with an ordinary Western-style shirt or one with a small upright collar similar to the Chinese jacket. The shirts may or may not be tucked in and the men always tie their sarong in a knot in front” (Yin, 2016). So local people wear their traditional dresses as casual dresses and school and work uniforms and they also wear their traditional dresses with unique and gorgeous designs by their designers on special occasions such as novation ceremony, wedding, and graduation ceremony. Overall, Myanmar people are always smiling, and even when they shy and uncertain about something, they laugh and smile. Mandalay local people are proud of themselves on being cultured, well-spoken, and polite, whereas the people of lower Myanmar show up harsh and discourteous compared to them (Yin, 2016). Therefore, tourists are generally well-treated when they visit around the Mandalay region. They are enthusiastic in maintaining religious customs, native language, and traditional behavior as far as possible. Overall, the people of Mandalay maintaining their culture and traditions is more important than attempting to preserve ethnic identity through marriage. There is one unique traditional sport called chinlone (Cane Ball) which can give potential tourist involvement and make tourists interesting. San Myat Yin mentioned “This is played with a cane ball by men (and now women) standing in a circle and trying to keep the ball in the air, using almost any part of the body except the hands.
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It is very entertaining to watch and play, and you can see it being played on the streets, in open spaces, and even in office compounds after work” (Yin, 2016). One of the most unique occasions or traditions that tourists can experience in Mandalay is the novitiation ceremony which is called the shinbyu ceremony in Myanmar. It takes place before he becomes a monk in the local Buddhist monastery. Parents and grandparents are very proud and cheerful on this occasion as they receive great merit from the novitiation. During that occasions, they also have a chance to offer robes, food, and money to the monks, as well as a feast for guests. In rural areas, many parents go into debt in order to provide a grand feast. For young ladies, they can also have a novitiation ceremony if they become nuns in a local nunnery. Ear-piercing ceremonies are celebrated to be a ritual occasion but they are not widely celebrated now. (Yin, 2016). Feasts for monks are given for both the Shinbyu ceremony and ear-piercing ceremony. These ceremonies and its decoration are very colorful and then the invited people will be dressed in traditional costumes. San Myat Yin claimed “wealthier hosts may even hire professional dancers and entertainers. It is usual to take photographs on these occasions and many of the guests will gladly pose if you wish to do so” (Yin, 2016). Mandalay can also be the hub of traditional performance and entertainment because some of the unique performances, dances, and music are originally from Mandalay. For instance, Mandalay preserves the folk art of puppetry called Yoke Thay Pwe and exhibits this craftsmanship frame to local people and guests through marionette shows and performs theatre (MOHT, Myanmar Be Enchanted Mandalay, 2019). “The yoke-thay stringed puppet started with saung Gauk harp solo, followed by a human dance. The puppet show consisted of a variety of excerpts from many origins, such as Ramayana, folk tales, Jatakas, and legends. In the old days, the yoke-thay puppet show started from eight or nine pm, and ended at dawn; but nowadays the puppet show is just performed for foreign tourists, it lasted only about one hour. 2) The music used for accompanying each yoke-thay string puppet scene has to convey the mood or feelings-happy, sad, love, or nature of the story” (Chonpairot, 2015). Mandalay Marionettes or the Mintha are two popular places to enjoy colorful puppet traditional entertainment. Myanmar people also like to watch Pwe, which is the dances and plays usually perform at festivals. These Pwe entertainments are usually involved in traditional
21 pagoda festivals. As many pagoda festivals are celebrating every year in Mandalay, tourists can experience the Pwe. On the components and the performance process of Pwe, and its musical accompaniment, each pwe has its own components and performance process, its music accompaniment (Chonpairot, 2015). Most of these are performed in large bamboo-covered tents, and the audience sit on the floor or on mats but these places are bought which are just like seats at the cinema (Yin, 2016). The pwe performance usually starts with pop music from 8.30 pm. – midnight and the zat pwe called traditional plays start from midnight finish at dawn. In the old days, the last ten Jataka stories were the most popular ones. But nowadays the zat pwe must combine with more pop elements, especially trendy pop songs and dances. The music accompanied both singing and dancing; sometimes the music exchanged brief themes of singing and talking in imitation or questioning and answering style. The hsaing waing music accompanied both singing and dancing, as well as exchanging short passages of talking, sometimes using the whole ensemble, sometimes using a solo instrument (Chonpairot, 2015). During the pwe performance, tourists can enjoy traditional dances, plays, costumes, and music. There is also another similar religious ceremony, which can experience the traditional unique performance. This ceremony is for spirit possession called Nat Pwe. The nat pwe started with hsaing waing ensemble music, paying homage to the spirits; then followed by singing and dancing. The dances could be ordinary dance, sword dance, buffalo dance, or any kind of dances. The music accompanying, instrumentally and vocally, the nat pwe, sometimes convey either sadness, frightening, triumphant, or joyous and the music was played along with singing and dancing (Chonpairot, 2015). Regarding Festivals, many festivals take place in or around Mandalay throughout the year. The most famous and unique festival is the water festival in Mandalay, which is called Thingyan Festival. San Myat Yin claimed “ The sprinkling of water washes away the sins and bad luck of the old year in preparation for the new, although, in reality, the practice becomes an excuse for endless practical jokes where whole barrels or even hose pipes of water are directed at friends, relatives and anyone else who gets in the way” (Yin, 2016). Although this festival is celebrated all around Myanmar, Mandalay is the most unique and fun place because this festival in Mandalay can reflect the golden history of Thingyan, and visitors can experience the authentic culture, local food, and traditions and mingle with the wonderful local people. Another famous festival is the lighting festival, which is celebrated in October. The
22 lights all over the places is colorful and amazing at that time and government offices usually participate in designing the decorations and various streets in the major towns are also lit up and closed off to traffic (Yin, 2016). In this time, Mandalay is well known for the Kyaut taw Gyi Pagoda festival which always celebrates at the foot of Mandalay Hill, which features food and handicraft stalls are lined up on the roadsides and shows of dancing and drama which are known as pwes. Equally, one of the Mandalay’s loudest and most colorful celebrations is the week-long Taung Pyone Nat Festival ( Nat Pwe). It usually attracts spirit worshippers from throughout Myanmar and curious tourists (MOHT, Myanmar Be Enchanted Mandalay, 2019). Overall, Mandalay is filled with colorful, wonderful, and unique, events festivals and ceremonies featured by authentic and interesting culture and traditions.
2.2. Innovation in cultural tourism
With the rapid development of the tourism sector, innovation is a critical tool to attract tourists or sustain and improve tourist destinations. There are some kinds of innovations, which can contribute to the development of the tourism sector. Product and Services Innovation – “It refers to changes directly observed by the customer and regarded as new; either in the sense of never seen before or new to the particular enterprise or destination. Product or service innovations are perceptible to tourists to such an extent that they may well become a factor in the purchase decision” (Hjalager, 2010). Process innovation- It refers to backstage activities, which is the purpose of raising efficiency, productivity, and flow. Technology investments are the anchor of mainstream process innovation, sometimes in combination with reengineered formats for the development of manual work operations (Hjalager, 2010). Management innovation - Tourist boards, destination management entities, and individual enterprises usually utilized this innovation. It often declare themselves as innovative to identify with a new segment of customers or redirect existing messages and strengthen brands. This innovation can be the misuse of the term innovation (Hjalager, 2010).
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Market innovation – “It generally refers to the implementation of a new marketing method involving significant changes in product design or packing, product placement, product promotion, or pricing” (Manual, 2005).
There are some best examples of innovative and creative practices in cultural tourism destinations. Lyon boasts its unique intangible cultural heritage (UNESCO) in terms of its gastronomy, especially with its ‘Bouchons Lyonnais’ name. Scholz stated “Bouchons are convivial and authentic restaurants located in Lyon, serving local gourmet dishes that perpetuate a culinary tradition inherited over many centuries and embody the art of gracious living ‘à la française’” (Scholz & Friends, 2019). Karlsruhe showcased its culture for the marketing campaign named as ‘Culture in Karlsruhe’, which is a unique campaign within Germany since 2015. ‘Culture in Karlsruhe’ is a collaboration of the 30 most important cultural institutions in Karlsruhe and combines events and educational offers from libraries, universities, museums, theatres, and the music scene for promoting the exchange of competencies. The campaign promotes through digital platforms such as via Facebook and Instagram and is strongly visible within the tourism sector through its own print products, social media appearances, and events (Scholz & Friends, 2019). Malaga has contributed a lot in building new museums and art galleries, expanding exhibition space in the city from 400 m2 to 35,000 m2 in just two decades for the transformation strategy. Malaga was also awarded as the ‘Tourism with Identity Prize’ and is now known as the city ‘where art lives’. For example, the refurbishment of an old tobacco factory and market building has regenerated the surrounding areas for cultural purposes (Scholz & Friends, 2019). Some of the cultural heritages showcase by Integrating cultural values and characteristics into modern concepts and developments and adapting heritage events to modern times and sustainably developing them to reduce environmental and social impacts. For instance, “The Festival of Lights is an international event popular for its temporary light installations during which the city is metamorphosed for four magical evenings, reconnecting with a popular tradition dating back to 1852” (Lyon, 2019). It includes the very forefront of light creation and its technological developments to display and boost its traditional festival and to be well-known as the city of lights, Lyon. Some culture destinations are innovative and creative for reviving traditions and cultural heritage sustainably. The actions are showcasing art in public spaces,
24 promoting traditional handicraft and shops through accessible information, events, and activities for locals and visitors and gives new life to old buildings for cultural purposes and to create a new activity for travelers, as well as preserving local culture and traditions. For example, Tallin tourism or Estonian Folk Art and Craft Union organises handicraft fairs and workshops, including Estonia’s largest traditional handicraft event, the St. Martin’s Day Fair in November and the Medieval Market in July; organises courses for the regional coordinators, small handicraft entrepreneurs and others; organises handicraft competitions and exhibitions (Estonian, 2020). It offers handicraft making courses such as woodblock printing, national beaded necklaces, and cotton fabric necklaces. In cooperation with www.Visittallinn.ee, a map is distributed in four languages, especially for the Estonian handicraft. The map is available for downloading and getting at tourist information centers and through other marketing channels.www.Visittallinn.ee published articles introducing local handicrafts and shops that sell it (Scholz & Friends, 2019). Mural Harbor has about two hundred Graffiti, adding more every year to be the open Air Gallery Mural Harbor. Regarding official Linz tourism website “National and international artists like Aryz, Lors, Nychos, or Roa are already a big part of the gallery. The professional guides know every important thing about these artworks and after the guided tours every visitor can try to create a graffiti art piece by himself” (Open AIr Gallery Mural Harbor, 2020). In Southeast Asia, Siam Niramit shows the best innovative example to showcase the combination of their Thai culture and traditions and opportunities for tourist involvement. It is a spectacular show in Bangkok that brilliantly captures Thailand's 7 centuries in a 90-minute production. With its rich history that reads like an epic novel, Thailand is without a doubt one of the most attractive Asian destinations with over 700 years of captivating culture, customs, and traditions. The Siam Niramit compound houses the Ratchada Theatre, a miniature Thai village, Sawasdee Restaurant, and a souvenir shop all experiences in one place. It's decorated with contemporary Thai style, small salas (gazebos) and sculptures of Kinnaree, a mythical winged creature prevalent in many Thai fables. Here you can also feed the elephants, listen to a ranad (Thai xylophone) band, and take pictures with characters from the show (Unknown, 2020). Thailand tourism agency called Hivesters also provides the Thai cultural experiences that are sustainable such as local neighborhood discovery, learning Thai dance with grandma, cooking class, the real floating market, and so on (Hivesters, 2020). All of its packages and activities are innovative and sustainable in
25 culture and traditions by making small competitions and tourist involvement. These kinds of innovative and creative practices are very crucial to the development of cultural tourism for both the private and public sectors, to increase tourist satisfaction and improve destination image.
2.3. Destination Image
Gartner stated “Destination image is commonly accepted as an important aspect of successful tourism development and destination marketing due to its impact on both supply- and demand-side aspects of marketing” (GARTNER, 2007). It is one of the most important highlights for touristic destination because it makes tourism organization to understand the tourists perception and subsequent behavior (Gallarza, M. G., Saura, I. G., & García, H. C., 2002). Destination image can impact the tourist feelings to recommend a destination how they feels and how nice is the trip, and they also have loyalty and the possibility of returning to that place (Dwyer, L., Edwards, D., Mistilis, N., Roman, C., & Scott, N. , 2009). The image of a destination from social media may be influenced to tourists such as Instagram and Facebook (Oliveira, E., & Panyik, E, 2015). So the development of a positive destination image is very crucial for private and public tourism sectors. According to Beerli & Martin, “destination image is an important attribute for researchers and practitioners to understand the attitudes of tourists towards a specific destination” (Beerli, A., & Martin, J. D. , 2004). The destination image is composed of two components of the image, they were organic image and induced image. Organic destination image comes from people themselves through previous experiences with destinations and unbiased sources of information (i.e. news, reports, newspaper articles, and movies). Induced destination image also perceived the information from external sources, including destination advertising and promotion (Gunn, 1972). Some influencing factors of destination image are sources of information, previous perceptions and evaluation of tourists, motivation, accumulated touristic experiences, and sociodemographic characteristics (Beerli, A., & Martin, J. D. , 2004). There are some attributes to measure the destination Image. Sonmez S. & Sriakaya E. (2002) used these factors to measure destination image. “They are
26 architectural styles, local festivals, archeological treasures, natural scenic beauty, cities, museums & art galleries, cultural heritage, plenty of places to get away from crowds, local people are friendly, good-quality restaurants, hotels are easy to find, restful and relaxing place to visit, food, lifestyles and customs, the standard of living, dress, road conditions, cleanliness and hygiene, safety and security, culture, shopping facilities, nature preserves, and wilderness areas, tourist information, tour availability, skiing opportunity, national parks, price, and good value for money” (Sonmez, S. & Sriakaya, E., 2002).
2.4. Tourist satisfaction
Tourist satisfaction is defined as one of the most important things to sustain competitive business in the tourism industry because it affects the choice of tourist destination, products and services (Kozak, M. & Rimmington, M., 2000). Tribe and Snaith define “tourists’ satisfaction with a destination as the degree to which a tourist’s assessment of the attributes of that destination exceeds his or her expectations for those attributes” (Tribe, J. and Snaith, T. , 1998). Tourist satisfaction the function of tourist expectations before traveling and experience after traveling. Tourists are satisfied when the comparison of the expectation to the experience raises the emotional state of fulfillment. Tourists’ satisfaction can be reflected by several attributes such as natural beauty of attractions, impression with arts and cultures, historic attractions blessed with rich architectural style, safety and smoothness of access to attractions, shops and eating places near attractions, friendliness and hospitality of peoples, qualified staff and reasonability of service prices (Neal, J. D. and Gursoy, D. , 2008). So, satisfactions of tourists are measured by general satisfaction attribute satisfaction such as attractions, accommodation, accessibility, amenities, and activities which need to meet expectations. Chi stated “The satisfaction attributes included attractions, lodging, dining, shopping, accessibility, activities and events, and the environment” (Chi, 2012). Gaining tourist satisfaction can be very crucial for the destination image and innovative tourism development in the tourism sector.
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3. Primary Sources Analysis ( Interview Analysis )
This paper was analyzed by interviewing to make sure and clear for the final proposal and to attain the professional suggestions or opinions from the professional experts who are working in different fields for Mandalay Tourism Sector.
1). What do you think are the cultural resources with the most potential development for tourism in Mandalay; gastronomy, crafts, shows, events, etc.?
According to Mr.Saw Htut Win who is young and professional in the tourism sector said that Mandalay is very distinct to show what can be the potential development for tourism as cultural resources. The craft in Mandalay has the most potential interest because puppet show and marble carving workshop can only be seen in Mandalay. Other craftworks such as gold beating, wooden carving, gold smiting, and silver smiting are also unique in Mandalay although there are some places in Myanmar where these be found. The second most possible product is cultural shows and events because Mandalay is the last capital of Myanmar Kingdom including many cultural heritages and related history. For gastronomy, many local traditional foods are from Mandalay such as Mont T, Htoe Mont so that Mandalay has the potential for cooking class and food tour.
Regarding Mr. Aung Zaw Moe who works for Ministry of Hotels and Tourism as Former Assistant Director and still working for state counseling government office, Mandalay has a lot of potential development for its cultural resources because Mandalay has significant characteristic and it is more meaningful and spread than crafts, shows, and events. So there is potential development for Mandalay but these resources need to be taken action for creativity and tourist involvement and activity compared with other Asian countries. Mandalay Gastronomy sector is the most potential product because there are various kinds of food such as Myanmar food, Shan food, and Chinese food with Myanmar taste but need to innovate. For the crafts, they have less potential to sell because they are very specific, detail, valuable and difficult in packaging, and Mandalay can offer small crafts as souvenirs like other countries. Its crafts or souvenirs need to be innovative for the ease to carry and packaging. As Myanmar has many events and festivals every month, Mandalay is also the potential destination for events and festivals. Mandalay has also special events and characteristics such as Cane Ball
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Events, many quarter’s pagoda festivels every month, unique style for Thingyan Festival and Lighting festival and other spirit festivals called Taung Pyone which features Nat Pwe.
According to Mr. Thant Zaw who has a lot of experience for a long time in Mandalay tourism, not only heritage culture resources but also community culture have a potential for tourism development. By combining, these cultures can be great potential tourism development. But both tangible and intangible should be preserved and explored for the development. For example, pagoda festivals in the quarter can be disappeared because of the modern community culture. As Mandalay is the cultural heart of Myanmar, arts, music, and dancing can have a lot of potential in Mandalay if these are used in various activities to be creative and innovative.
Regarding Mr. Sai Thein Kyaw who is working in the government cultural department, he only mentioned that craft is the most potential product because most Myanmar arts and crafts (10 flowers) are available in Mandalay. For example, woodcarving, gold beating, and gold smiting are already popular products in there. For cultural shows, it has a potential but there are only one or two small shows right now. Current popular attractions such as religious buildings, pagodas, and monasteries can have potential as well.
According to Mr.Thant Zaw Myint who has been working for a long time in the hospitality sector, Crafts and their workshop have the most potential development in Mandalay. But if the crafts’ workshops are located all in one place, it would be better and more systematic to explore for tourists from the operation view. Shows and Events also have potential can create for tourists but it will cost too much and less interest because there is not enough free independent travelers in Mandalay and group tour usually spend in Mandalay for just one or two days.
Regarding Mr. Kyaw Myo Ko who is currently a tourism expert for Mandalay cultural tourism, all the cultural resources in Mandalay have potential interests and development. But these resources especially need to be presentable even in nice landscaping and interactive because new cultural tourists want to interact and participate in activities. For example, there are many attractions without activities and there various kinds of gastronomy without cooking class in Mandalay.
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In conclusion, all the interviewees mentioned that crafts and their workshops as potential development, and most of them claimed that Mandalay has a lot of traditional foods and snacks. Then shows, events, and festivals are also potential development for tourism because Mandalay is rich in festivities, culture, and traditions. Mandalay has full of tangible and intangible assets. But everyone claims that all the cultural resources need to innovative, creative, and presentable.
2). What is your meaningfulness on the experiences of local touch and generous custom? What kinds of local traditions are unique in Mandalay and how these traditions can be contributed to the new experiences for tourists?
According to Mr. Saw Htut Win Opinion, Local Market is the best place where tourists can experience the new local touch, local traditions, and generous custom. Compared with his tour, vendors are usually kind, helpful, and generous. They treat tourists like kings or queens. Not only that, but the local markets’ styles are also different from Markets in western countries. For example, Zegyo Market, Nanshae Zay, and Thaye Zay. Then tourists can experience authentic daily life and local authentic food at the same time. Teashop culture is also a unique culture to contribute the new experiences for tourists. There are various classes of teashop from top to bottom. Tourists can mingle with all the class of local people and taste all the unique Myanmar snacks. The other distinct fact not only in Mandalay but also in other cities in Myanmar people is very generous, kind, donation mindset, and helpful. Regarding the second interviewee Mr. Aung Zaw Moe, Mandalay local touch and generosity is very meaningful because there are full of helpful, warm, honest, generous, and ethical local people. For example, some of his foreigners’ friends like Mandalay and they feel warmth because of local people's generous customs even compare with other cities in Myanmar. These kinds of generous traditions can contribute to new experiences. According to Mr. Thant Zaw, tourists are more focused on getting experiences and Mandalay also has the potential to get experiences related to local touch and generous customs. But Mandalay destination needs to combine with tangible and intangible heritage and make innovative development. For the unique local tradition, Htoe Mont or Mont T is one of the unique gastronomy traditions or community culture. Some of the local traditions in festivals can also contribute to the new experiences of the tourists such as competition of making Htamane (glutinous rice-based savory snack) and
30 boating riding along the moat. He also once created the homestay or inviting tourists to local homes in Mandalay and treated their homemade dishes and wanders around their quarter to show local lifestyle. Tourists really like that activity because people are very friendly, warmly welcome and kind although they live in the big city, Mandalay. Regarding Mr. Sai Thein Kyaw, local traditions in Mandalay like local people offering foods to Monks in the early morning can be the new experiences for tourists and nuns requesting alms like a queue because there are many monasteries in Mandalay. Applying Thanakha by local children to tourists in Mandalay attractions can also contribute to the new experiences for tourists because these kinds of experiences can rarely find in other places in Myanmar. From Mr. Thant Zaw Myint’s perspective, experiences of local touch and generous custom can get in Mandalay's destination. Not only in Mandalay attractions but also in Mingun, tourists can experience how lovely and kind Myanmar local people are. For example, local kids accompanying tourists, taking photos for them, applying Thanakha to them. These kinds of generous traditions can contribute to new experiences. From Mr. Kyaw Myo Ko's point of view, there are various kinds of experiences related to local touch and generous customs such as traditional art, music, and crafts and they have a good mindset related to traditions and culture. But there are very few local touches and traditions which are designed as presentable tourist experiences. Wearing traditional dress every day, chewing betel, puppetry, performing art, and teashop culture are unique in Mandalay and these traditions can be contributed the new experiences for tourists. If the local suppliers and government create these traditions which are different from a tourist's perspective, Mandalay’s local touch will be more unique than other places in Myanmar. To conclude, Mandalay has a great and meaningful local touch and generous customs because of the kind and friendly local people featuring their unique traditions such as wearing traditional dress every day and Thanakha chewing betel, puppetry, performing art, and teashop culture. Not only people and their traditions but also traditional food and local markets can be contributed to new experiences of tourists. Other unique religious customs can also be the new experiences of tourists. So most of the traditions in Mandalay are different and unique compared with other destinations in Myanmar but they just need to be well displayed and presentable for tourists.
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3) What kinds of tourist activities or involvement can be added to be innovative either in the traditional event or cultural destination in Mandalay?
Regarding the first interviewee Mr. Saw Htut Win, these kinds of tourist involvement and activities are very important for Mandalay because many tourists think that there is a lack of activities although Mandalay has physical attractions. Cultural dance shows and history show in Mandalay can be made in National Dancing theatre. In neighboring countries, there are many outdoor cultural activities and tourism involvement such as dancing, small cultural shows. We also once had these kinds of activities in Thingyan festivals such as cultural dance, Cane Ball Show, and public puppet shows. As for strengths in Mandalay, it has a palace and moat with the view of Mandalay in the center of the city. In his opinion, Mandalay can create riding a slow boat along the moat. During this trip, tourists can enjoy the different views and explaining the history of Mandalay, and the dancing show with tourist involvement. Not only this activity, but Mandalay can also create Night Market with Myanmar local food in one place. These activities can fulfill the lack of tourist activities and even better for doing as night activities.
From Mr. Aung Zaw Moe’s perspective, compared with neighboring countries, there are few activities that tourists can involve in the current situation. So there should be affordable, unique, and innovative tourist activities or involvement in Mandalay. These kinds of activities can small or big. For example, in traditional restaurants, tourists can involve in making easy desserts like Mont Lone Yay Paw before they eat main dishes and after that, they can eat the desserts that they made. If the restaurant has a puppet show, it should create a chance tourists can try to play puppets on their own. Then another big plan in his mind, Mandalay can create one attraction where tourists can enjoy and involve all the culture and traditions such as cooking class, crafts workshop, dancing and history show, etc. In every festival and event, there should be activities that tourists can involve and mingle with local people.
From Mr. Thant Zaw Point of View, Mandalay Thingyan can add authentic local activities such as the old taste of Mandalay Thingyan culture and traditions. Some festivals or events such as Chin Wine(Cane Ball), Htamanae, Boat riding can also add many creative activities. Gastronomy events or competition can also create tourist involvement with the advantages of much interesting local food. As there are many
32 festivals every month in Mandalay, it can create many innovative activities or tourist involvement.
According to Mr. Sai Thein Kyaw, some traditional festivals can also have opportunities to create some innovative activities and tourist involvement. For the Thingyan festival or local pagoda, festivals have many opportunities to add many activities. In Mandalay art and culture school, it can offer some tourist involvements such as traditional dance class and crafts workshops. If some shows can upgrade and innovate, it will be the potential product including tourist activities.
Regarding Mr. Thant Zaw Myint, There are only a few activities in the Mandalay tourism industry. The local suppliers of craft workshops can add some tourist involvement or activities such as making souvenirs on their own. For example, tourists can make souvenirs like gold smiting by smiting their names and their favorite theme.
According to Mr. Kyaw Myo Ko, local pagodas festivals have many potential activities or tourist involvement in Mandalay. As there are pagoda festivals are celebrated in Mandalay every month in different locations, tourists can explore the local lifestyle or traditions that can never be seen in their life and mingle with local people. Local Market is also the best place to add activities and tourist involvement. They will experience the different designs of the local market with their countries and authentic local lifestyle.
In conclusion, all the interviewees accept that there is a lack of tourist activities or involvement although Mandalay has physical attractions. Mandalay tourism can create a cooking class for traditional foods, craft workshops, and traditional dancing sessions and history shows. These kinds of activities can do around the Mandalay Palace and moat which is the center of Mandalay and close to other attractions. Cooking class and craft workshops can do in their shop or restaurants. Pagoda festivals and Local Markets can also add some innovative tourism involvement and activities by exploring the local lifestyle or traditions that can never be seen in their life and mingle with local people.
4). How would you advise for Mandalay cultural tourism destination to showcase their legendary background or history to tourists?
From Mr. Saw Htut Win’s point of view, at first, there should be a well-trained guide to explain the details of history in their own way because most of the things can be easy
33 to understand when local people explain about our culture. But changing the tourism trend after the COVID- 19, tourists will use fewer tour guides to aware of social distancing. Scanning QR code in attractions and audio guide should be updated to showcase their legendary background or history to tourists. From the marketing point of view, travel influencers should be invited and some online campaign should be created but it cost a lot and not easy to be effective advertisement showing their legendary background or history.
According to Mr. Aung Zaw Moe, MOHT and the private sector should display legendary background before tourists visiting the destination. There should be clear and informative history explaining the website to check clearly. The website also needs to provide live chat to give personalized information. In every attraction, the information presented should be in every corner of the place, well displayed, and delivered. Then, some culture and history should be created as shown in restaurants for dinnertime. Another good example is that all the people are not allowed to wear shoes in pagodas and temples and tourists complain sometimes. But there are many good reasons or history for not wearing shoes in these places. If these reasons can display and explain in every attraction and post it on the website, it can change into interest for tourists and make tourists more curious to visit our destinations.
Regarding Mr. Thant Zaw, to showcase Mandalay's legendary background or history to tourists, Mandalay can make events or shows with the interesting storytelling related to legendary background. In Mandalay Palace, we can also create some historical entertainment and events which can be with the fees or free show. Not only in the Mandalay center but in also ancient capital cities around Mandalay such as Innwa and Mingun can also create these kinds of shows. Other traditional events can also add some historical activities to showcase the unique background.
Regarding the fourth interviewee, Mr. Sai Thein Kyaw, there should be a well-trained guide to explain the details of history in their own way to showcase Mandalay's legendary background or history to tourists. Some attractions should put an audio tour guide like other countries’ cultural traditions.
According to Mr. Thant Zaw Myint, Hotels can create a time for storytelling about Myanmar history and background to showcase how is unique our Mandalay legendary background or history. This storytelling can be videos or narrators but live narrators is
34 better. Not only in Mandalay hotels but also other hotels in other cities can do storytelling about Mandalay history. The government also should promote internationally such as in flights, airports, and other neighboring countries.
Regarding Mr. Kyaw Myo Ko, there are various kinds of ways to showcase their legendary background or history to tourists. Online digital platforms are the best way to engage our Mandalay History internationally. Sometimes Embassies all around the world can take responsibility to display legendary background or history. In global tourism fairs and cultural shows, our history and culture can display in a presentable way. Sometimes the famous museums all around the world can be displayed our legendary background, history or traditions by collaborating with museum organizers.
In conclusion, the process to showcase their legendary background or history for Mandalay cultural destination should be before and during the trip. Before the trip, the website should present clear and informative history and legendary background. The tourism sector should promote internationally through digital platforms, tourism fairs cultural shows in an innovative and presentable way. During the trip, the destination should give digital or manual access for history and information to tourists and well- trained guides should be provided. Cultural and history shows can also help to display interesting storytelling and understand well for tourists.
5). Which cultural tourism attractions in Mandalay that are innovative can be contributed to the destination image?
According to Mr.Saw Htut Win, Kuthodaw pagoda can contribute to the destination image because it was the UNESCO world heritage and known as the world's biggest book. Then, it has a great history such as celebrating the Fifth Buddhist Synod in 1871 and the symbol of Mandalay’s pre-eminent position in the Buddhist world. The Royal palace can also be the destination image because of the history with the last kingdom of Myanmar, connection with British and their systematic structure, and location. Handicrafts and their workshop can be the innovative destination image because of many unique traditional handicrafts such as gold beating, silver and gold smiting, and so on.
Regarding Mr. Aung Zaw Moe, Mandalay palace is the best place, which can contribute to the destination image. This attraction should be creative and innovative
35 with many activities and well displayed because that palace has a great history for Mandalay and it was the main figure of Mandalay. Then, Mandalay Hill and U Pein Bridge can also be used as a good destination image. Besides, Eain Daw Yar Chin Wine (Cane Ball Event), which is a famous Myanmar traditional sport, can also be used as a destination image for Mandalay tourism.
According to Mr. Thant Zaw, Mandalay palace is the best place, which can contribute to the destination image. This attraction should be creative and innovative with many activities and well displayed because that palace has a great history for Mandalay and it was the main figure of Mandalay. Then, Mandalay Hill and U Pein Bridge can also be used as a good destination image. Besides, intangible cultural heritage such as traditional dance and music can be the unique destination image for Mandalay because most of the professionals are from Mandalay, and Myanmar dance and music school is based in Mandalay. Then, Mandalay can last many intangible cultural heritage because it was the last capital of Myanmar Kingdom and the last fortress of Myanmar culture.
From Mr. Sai Thein Kyaw’s perspective, Mandalay Hill and U Pein Bridge can be used as Mandalay’s destination image because of its history and landscape. Shwe Nan Daw monastery can also contribute to the destination image because of its unique architecture.
From Mr. Thant Zaw Myint's point of view, Myanmar traditional food can be a destination image for Mandalay because most of the traditional food is in Mandalay and some of the food is only in Mandalay. For example, Myanmar traditional food such as Mont T and Htoe Mont can be made as a destination image to promote food tourism. In his opinion, he wants to use some new attractions as Mandalay destination images such as Sandamuni pagoda which is like Khuthodaw Pagoda and other monasteries or pagodas in Mandalay which are unique and have a lot of opportunities to get new experiences.
According to Mr. Kyaw Myo Ko, U Pein Bridge is the best place, which can contribute destination image because it is complete with tangible and intangible assets and also the longest wooden teak bridge in the world. But It still needs to conserve in landscaping and to be more innovative. Mandalay Palace is also the destination image of Mandalay because it can be creative and innovative with many activities and well
36 displayed because that palace has a great history for Mandalay and it was the main figure of Mandalay But there are still some new attractions not only in Mandalay but also ancient cities around Mandalay to contribute the destination image.
Analyzing all the interviewees’ opinion, Mandalay palace is the priority attraction which can be innovative and contribute to the destination image because it has a great history for Mandalay and it was the main figure of Mandalay and also have many potentials to do activities and tourist involvement. Other attractions such as U Pein Bridge, Mandalay Hill, and Kuthodaw Pagoda and other new unexplored attractions can also contribute to the destination image. Other tourism resources such as crafts and Myanmar traditional food in Mandalay can also contribute to the destination image of Mandalay.
6). What is your opinion on the handmade souvenirs of Mandalay and how should local suppliers create it to be more innovative?
From Mr. Saw Htut Win’s perspective, handmade souvenirs of Mandalay is very unique but the crafts are decreasing and disappearing because of the lack of market. So the government should find the international market to grow and conserve the traditional craft. Then, Myanmar traditional crafts are expensive and the process is too long and very good quality. For the suppliers, it is very difficult to find the shops to buy crafts even for locals. So from the selling point of view, the local suppliers should rethink and recreate the crafts related to price, quality, and location to sell to tourists. The government should create a market to sell all the traditional handicrafts or handmade souvenirs in Mandalay such as along the moat. All crafts workshops should include activities and tourist activities.
According to Mr. Aung Zaw Moe, Mandalay handmade souvenirs are very specific, detail, valuable, and difficult in packaging and cannot offer many small souvenirs to carry easily. Its crafts or souvenirs need to be innovative for the ease to carry and packaging and reduce quality and offer an affordable price. The local suppliers also need to give a surprise gift for tourists. For example, local suppliers of painting can ask for their favorite photo them before the trip and give a small surprising gift of the photocopy of the customers during the trip.
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Regarding the third interviewee Mr. Thant Zaw, he thinks that silk weaving can be the most suitable handmade souvenirs to be more creative and innovative because of its popularity and design. Not only it can show process about the herbal design of our traditional dress and involve tourist participation in its process and but also It can also create design mixed with international design and traditional design to popular our traditional dress and culture all around the world.
From Mr. Sai Thein Kyaw's point of view, wood carving or puppetry can be the most suitable handmade souvenirs to be more creative and innovative because some puppets can combine with the art of Myanmar 10 flowers or arts such as gold smiting in their costumes and Myanmar painting in its face. But this product should be more detailed and good designs. Another potential selling souvenir can be gold smiting painting because of its unique design. According to his customers, tourists are likely to buy puppets and gold smiting. The local suppliers of handmade souvenirs need to prepare for a good presentation to sell to tourists.
According to Mr. Thant Zaw Myint, handmade souvenirs have opportunities to do innovation and creation. If the crafts workshops are located all in one place, it would be better and more systematic to explore for tourists from the operation view. The local suppliers of craft workshops can add some tourist involvement or activities such as making souvenirs on their own. For example, tourists can make souvenirs like gold smiting by smiting their names and their favorite theme. Then, silver smiting or painting can also be created their little souvenirs by themselves.
Regarding Mr. Kyaw Myo Ko, Mandalay’s handmade souvenirs have opportunities to make innovation and creation because there are various kinds of crafts or handmade souvenirs in Mandalay. The local suppliers should create an interesting workshop in which souvenirs making process can be involved by tourists. This process should be simple, short, and interesting. In the end, the souvenirs as a present have to be made on their own.
In conclusion, most of the unique Myanmar handicrafts or handmade souvenirs are only based in Mandalay such as gold beating, goldsmithing, silversmithing, woodcarving, silk weaving, and other Myanmar 10 flowers based art. According to the interviewees, local suppliers need to add more activities or tourist involvement and sell at a reasonable price and quality for tourists and good packaging and design. The
38 government also needs to create traditional crafts or handmade souvenirs market for tourists.
7). What is your feeling regarding Ancient Architecture that was built systematically by the local ancient people? How should local suppliers make innovation on it?
Regarding the first interviewee Mr. Saw Htut Win, Ancient Architecture and urban planning are very unique and systematic such as Palace, Moats, Shwe Nan Daw Monastery. Instead of innovation, conservation and preservation should be the priority for the destination because there was the wrong renovation for some attractions in the past. But he supports the technological innovation for showing how systematic and unique the ancient architecture of the destination is such as AR technology.
According to Mr. Aung Zaw Moe Opinion, Ancient Architecture or urban planning of Mandalay are unique and systematic but systematic but it needs to be presentable and well displayed in every attraction. The ancient attraction should be visually attractive to experience why it is crucial and well explained with their history such as using prototype and filling the missing or destroyed part in an innovative way.
From Mr. Thant Zaw’s perspective, Mandalay ancient urban planning was a very systematic, square city and divided by class at that time and other ancient architectural buildings are still there. In other words, Mandalay's ancient architecture and urban planning have their own meaningful purpose. To make innovation, the local suppliers can create a walking tour which routes will follow the hidden gems, the ancient architecture, and the urban planning of Mandalay. The local supplier can also place QR codes or audio guides for the significant places for the free independent traveler.
According to Mr. Sai Thein Kyaw, Ancient Architecture and urban planning are very unique and systematic such as Shwe Nan Daw Monastery because it has great wooden architecture and history, and he also proud of ancient architecture in Mandalay when he explains to tourists. As he is working in a cultural department, they are also doing a sustainable project in Shwe Nan Daw Monastery and Bargayar Monastery to conserve systematically by collaborating with the American government and the Japanese government.
Regarding Mr. Thant Zaw Myint, Ancient Architecture or urban planning of Mandalay is unique and systematic but some of their architecture or history can be a lower value or destroyed because of modern urban planning. The government should conserve all
39 the historic buildings or attractions by collaborating with developed countries. If the local suppliers or government can create a sample prototype in every attraction which can not be seen as the original structure to figure out how it is unique.
According to the last interviewee, Mr. Kyaw Myo Ko, Ancient Architecture and urban planning are very unique and systematic but it needs to be presentable and well displayed. The ancient attraction should be visually attractive to experience why it is crucial and well explained with their history such as using prototype and filling the missing or destroyed part in an innovative way. Whatever, as there are much unique ancient architecture in Mandalay, local suppliers can make innovation on them.
When analyzing all their opinion, Mandalay’s Ancient Architecture and urban planning still remain unique and systematic not only in Mandalay city but also around Mandalay and its features have the potential to attract tourists. But it needs to be presentable and well displayed in a simple and innovative way by using advanced technology and manually for the tourists. Not only innovation but also conservation or preservation is necessary for attractions with ancient Architecture.
8). How should the local suppliers sell food not only in the destination but also in the local market for increasing tourist satisfaction and involvement?
According to Mr. Saw Htut Win Opinion, there are many kinds of food in Mandalay but there should be typical national food and should be placed in every restaurant. For example, Htoe Mont should be national food and this food also needs to be promoted like where to taste and how is the taste. In every restaurant, Htoe mont should be the main dessert. Then, to increase tourist satisfaction and involvement, there should be a Market with Myanmar local food especially snacks in one place because some of the local authentic snacks cannot be tasted anywhere in the world and only in Mandalay such as Kyate Mote, Htoe Mont (snack with seeds).
From Mr. Aung Zaw Moe’s perspective, traditional food stalls should be added to restaurants that are offered for tourists. In these food stalls, tourists can involve in cooking and making desserts. There is only one restaurant in Mandalay where tourists can involve in cooking and making traditional foods so other restaurants can follow these trends. For example, restaurants should let tourists make our traditional food in simple steps like explaining every step and mixing everything at the end and take
40 photos when they are cooking and then treat their own food in Myanmar traditional style. Regarding Mr. Thant Zaw, Mandalay can create a night market where the food stalls are hygienic, standardize, neat, and tidy. This place also needs to create tourist participation. This place will be filled with various kinds of traditional food. Unique Myanmar food or snacks should also promote as desserts for tourists in local restaurants. So that tourists will know the taste of unique authentic food and explore more in local markets. According to Mr. Sai Thein Kyaw, food stalls selling around the attractions are not good enough to serve the tourists because the food stalls are not standardized, neat, and tidy. So the sellers of food stalls need to be hygienic and attractive for increasing satisfaction and involvement. But in the current situation, Mandalay has some very good traditional theme restaurants which attain tourist satisfaction because of their tastes, unique local theme, and opportunities to taste local snack and unique Mandalay local food. for example, Mingalarpar restaurant and Daung lan gyi restaurants. Mandalay needs to have that kind of restaurant and these kinds of restaurants need to create some tourist involvements. From Mr. Thant Zaw Myint's point of view, if the tour agency can promote more local food tours, it can get more tourist satisfaction and involvement such as walking tour in the morning and breakfast at a teashop or joining the cooking class for traditional food. But the government should advocate the sellers that the traditional food needs to be hygienic, neat, and tidy and there should be a master plan for publicity. But the government should promote as food tourism for Mandalay internationally because there are many unique traditional foods in Mandalay. Regarding Mr. Kyaw Myo Ko, Mandalay can create the current local market with the food stalls that need to be hygienic, standardize, neat, and tidy to fulfill the new normal lifestyle after the post-COVID 19. This place also needs to create tourist participation. This place will be filled with various kinds of traditional food. To conclude, Mandalay has varieties of local authentic food from different kinds of ethnicity such as Shan food, Myanmar food, and Chinese food. Whatever Mandalay food and snack taste in Mandalay are different from other places in Myanmar and some of the traditional foods can only get the authentic taste in Mandalay such as Htoe Mont and Mont T. Local food markets and tea shops are unique and different in Mandalay to explore the authentic food. for increasing tourist satisfaction and
41 involvement, the remaining restaurants and local markets have to be hygienic, neat, and tidy and should add some tourist activities or involvement such as cooking class, making east desserts themselves, and food tour in Mandalay. Mandalay also should promote their typical national food for tourists.
9). How is innovation now in your sector? How is the public support or government support for your sector related to innovation-based development? From Mr. Saw Htut Win’s perspective, frankly speaking, there is no support from the government as a travel agency. The government never discuss and plan a meeting with the private sector about innovation development. They are working their own to be creative and innovative and change the tour itinerary year by year to give the new experiences for the tourists by collaborating with local support. Whatever, the government definitely should collaborate with the private sector, issue the reliable restriction, make product development. create new experiences, new places for crafts and foods, and add some activities in attractions. According to Mr. Aung Zaw Moe Opinion, as there is no support from the government for tourism, the government should make tourism as a second priority although our country is an agricultural based country. MOHT should hire some tourism professional youths and let them attend tourism conferences or connect around the world to generate ideas for Myanmar tourism. Then, MOHT should collaborate and support suggestions with private sectors, and give authority to make innovation-based development and services. Regarding Mr. Thant Zaw, Innovation in Myanmar or Mandalay tourism sector is below 50 % because most of the people in the tourism sector are only based on experiences but not based on theories. Whatever he sees innovation is an uptrend in the current situation. The government supports innovation development ideally but not support too much financially. Not only the government but also the private sector focus more on new destination then new experiences. There is still challenging to do innovation development in the Mandalay tourism sector. According to Mr. Sai Thein Kyaw, the Ministry of culture rarely contribute to innovation- based development in Mandalay cultural tourism. They usually support for conservation and sustainability of cultural attractions with the support of other developed countries. They also handle authority related to cultural tourism activities and support cultural exchange program. As Mandalay has already been awarded as
42 a smart city in ASEAN countries, Mandalay also has a plan to develop as an ASEAN Cultural heritage city in the future. From Mr. Thant Zaw Myint's point of view, the government gives loans to hotels as financial support during the COVID-19 and support skill training for hospitality staff. Regarding innovation, there will be innovation, if the seniors have great vision or understanding about hospitality. National tourism trainers are produced by ASEAN master tourism trainers with the help of Ministry of Hotels and Tourism Myanmar. The government gives support innovation-based development for ecotourism or sustainable tourism not for cultural tourism. From Mr. Kyaw Myo Ko’s perspective, the private sector is also weak in innovation in tourism. they need to propose more innovative tourism projects by collaborating with the government. As a tourism expert in Mandalay region, he proposed a lot of development projects or policies in Mandalay but the government cannot support financially. The government needs to allocate budget especially for innovative development in the future. The local people and the tourism staffs need to be well educated and well trained for Mandalay to work on innovation tourism development in the future. In Conclusion, there is little support from the government to the private sector related to the innovation-based development project. Innovation in Myanmar or Mandalay tourism sector is below 50 % but it is an uptrend in the current situation. the government should make tourism as a second priority although our country is an agricultural based country. Ministry of hotels and tourism should discuss and plan a meeting with the private sector about innovation development and needs to allocate budget especially for innovative development and the local people and the tourism staff need to be well educated and well trained for Mandalay to work on innovation tourism development in the future.
Final analysis of interview questions
The part is about combining and analyzing all interviewees’ answers to nine questions. Overall, according to the interviewees’ answers, Mandalay is a very good potential cultural tourist destination because of its unique cultural resources which are connected with the authentic Myanmar culture and traditions, last Myanmar kingdom
43 era, and British colony era. Mandalay cultural resources are historic buildings, traditional gastronomy, crafts, shows, events, and festivals for tangible cultural resources and festivities, friendly local people, unique local touch, and traditions for intangible cultural resources. Then, Mandalay cultural resources have potential development in the future in all kinds of resources. Especially in gastronomy and handicrafts, Mandalay can offer different experiences and products because has varieties of local authentic food from different kinds of ethnicity such as Shan food, Myanmar food and Chinese food and most Myanmar arts and crafts (10 flowers) are available in Mandalay. Their ancient architecture and urban planning are also unique facts to showcase as tourism products. Although these are different and unique compare with other destinations in Mandalay and destinations in neighboring countries, this destination doesn’t have enough activities and tourist involvement such as cultural shows, history telling shows, craft workshops, traditional dancing, and cooking class, etc. Mandalay also has a great and meaningful local touch and generous customs because of the kind and friendly local people featuring their unique traditions but tourists have little chance to experiences that unique facts.
All the interviewees accepted that Mandalay is the crucial destination to be innovative presentable and creative. If the innovation is applied to Mandalay cultural tourism sector, the destination will increase tourist satisfaction and destination image. The interviewees suggested some innovative ideas. Mandalay tourism can create a cooking class for traditional foods, craft workshops, and traditional dancing sessions, and history shows to fulfill the lack of activities. It should use an innovative way to showcase their legendary background or history from digital platforms and storytelling shows and manual access in destination for information. Mandalay Palace is the priority attraction that can be innovative and contribute to the destination image because it has a great history for Mandalay and it was the main figure of Mandalay and also have many potentials to do activities and tourist involvement. Other food and crafts can also be a good destination image. For the crafts or handmade souvenirs, local suppliers need to add more activities or tourist involvement and sell at a reasonable price and quality for tourists and good packaging and design. The government also needs to create traditional crafts or handmade souvenirs market for tourists. For showcasing the ancient architecture and urban planning, it not only needs to be presentable and well displayed in a simple and innovative way by using
44 advanced technology and manually for the tourists but also conservation and preservation projects as well. For local gastronomy, it has to be hygienic, neat, and tidy and should add some tourist activities or involvement such as cooking class, making east desserts themselves, and food tour in Mandalay.
Related to government support, there is little support from the government to the private sector related to the innovation-based development project. Innovation in Myanmar or Mandalay tourism sector is below 50 % but it is an uptrend in the current situation. As Mandalay has already been awarded as a smart city in ASEAN countries, Mandalay also has a plan to develop as an ASEAN Cultural heritage city in the future.
4. SWOT Analysis
The section is about SWOT analysis to know better about the Strength, Weakness, Opportunities, and Threats of Mandalay Cultural tourism or destination to implement the innovative development Plan of Mandalay destination.
Strengths
1. Mandalay is a good cultural tourist destination because of its unique cultural resources, which are connected with the authentic Myanmar culture and traditions, the last Myanmar kingdom era, and the British colonial era. 2. Mandalay has varieties of unique cultural resources such as historic buildings, traditional gastronomy, crafts, shows, events, and festivals for tangible cultural resources and festivities, friendly local people, unique local touch, and traditions for intangible cultural resources. 3. Most of the unique Myanmar handicrafts or handmade souvenirs are only based in Mandalay such as gold beating, gold smiting, silver smiting, woodcarving, silk weaving, and other Myanmar 10 flowers based art. 4. Mandalay has varieties of local authentic food from different kinds of ethnicity such as Shan food, Myanmar food, and Chinese food. Some of the traditional foods can only get the authentic taste in Mandalay such as Htoe Mont and Mont T. Local food markets and tea shops are unique and different in Mandalay to explore the authentic food. 5. Mandalay is the hub of Burmese kingdoms’ history and fills with a memorable time and legendary background. Not only Mandalay has a great history about
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the capital of the Konboung dynasty, but there are also some ancient capitals of the Burmese Kingdom in the Mandalay Region such as Innwa, Sagaing, Mingun, and Amarapura. 6. Mandalay’s Ancient Architecture and urban planning remain unique and systematic not only in Mandalay city but also around Mandalay and its features have the potential to attract tourists. 7. Mandalay city has a detailed development plan for cultural tourism in the urban development Plan for Mandalay 2040, which will be carried out by the government. 8. Mandalay has already been awarded as a smart city in ASEAN countries and it has already been one of the top tourist destinations in Myanmar and earns a lot of satisfaction.
Weakness
1. There is a lack of tourist activities or involvement although Mandalay has unique physical attractions. 2. Mandalay destination did not implement advanced technology and special design or display for ancient architecture and other unique facts. 3. Mandalay street food stalls and some local restaurants are not hygienic and standardized especially for tourists. 4. Mandalay’s handicrafts or handmade souvenirs are very specific, detail, valuable, and difficult in packaging and cannot offer many small souvenirs to carry easily. The local suppliers of Mandalay handicrafts are difficult to maintain their market and hard to expand the international market. 5. There is little support from the government to the private sector related to the innovation-based development project. 6. Tourists have few chance to experiences the unique facts of intangible cultural resources such as local touch and generous customs because of the kind and friendly local people featuring their unique traditions.
Opportunities
1. Mandalay has a plan to develop as an ASEAN Cultural heritage city in the future.
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2. Experts noted that Mandalay is the crucial cultural destination to be innovative, presentable, and creative. If the innovation is applied to Mandalay cultural tourism sector, the destination will increase tourist satisfaction and destination image. 3. Innovation in Myanmar or Mandalay tourism sector is an uptrend in the current situation. 4. Many cultural resources have great opportunities to offer innovative products and services such as activities and tourist involvement. 5. According to the current statistic, Mandalay is one of the least infected places in Myanmar and it has an international airport. 6. Local people who are good at traditional dances, music, plays, arts and crafts, and making local foods and snacks will get job opportunities.
Threats
1. Mandalay handicrafts or handmade souvenirs are decreasing and disappearing because of the lack of local and international markets. The local suppliers of Mandalay handicrafts are difficult to maintain their market and hard to expand the international market. 2. Compared with neighboring countries, Mandalay destination has innovative tourist activities that tourists can involve easily. 3. As COVID 19 crisis affects tourism, Mandalay cultural development will be difficult to implement and attract tourists. 4. As Bagan is located in the Mandalay region, Mandalay destination can have less interest for tourists. 5. Since there are increasing many typologies of tourism, cultural tourism can have less interest for international tourists.
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5. Final Proposals
5.1. The Innovative development proposals of Mandalay Cultural Tourism
According to the analysis of primary and secondary sources, the innovative development for Mandalay tourism is proposed. In this innovative development proposal, there will be new tourism products such as new tourist activities, enhancement of technology, innovative tour packages, and marketing campaign which are product and service innovation, process innovation, and management innovation. This proposal uses the strength of Mandalay cultural tourism effectively and fills the weakness of the destination.
5.1.1 Activities around Mandalay Palace
The first innovative tourism product is tourist activities around Mandalay Palace. In these activities, there will be tourist activities, which include Mandalay traditions, culture, and legendary background and history. Firstly, Mandalay cultural and history shows are created around the Mandalay Palace area. The exact location is the east or north sides of Mandalay and space between in the Moat and Fortress as in the photo below. The place is the perfect location because it is closed to all the famous
Figure 5: New Activities location attractions and easily accessible to tourists. The new history shows or plays take place in that location. The size of the show is a small size, which can be fit with the location. The design of the stage and the seating plan is followed by the ancient Myanmar traditions and culture. This means that the seats are traditional bamboo seats and the
48 stage is similar to the stage in pagoda festivals with Myanmar traditional decoration. This show or play only took place in the high season and only three or four days a week. The stories of the plays or shows are different for these four days. There are four storylines of Mandalay that can fit with this show or play. They are
The legend of Mandalay or the beginning of Mandalay dynasty which is that Gautama Buddha had once predicted that 2,400 years after his death, a city devoted to the revival and study of Buddhism would be built on this site and a project of King Mindon, a devout Buddhist, a dedicated pacifist, who sought to restore peace, harmony, and pride to his troubled homeland. A story about being the last British colonized city in Myanmar which includes the twenty-eight-year-old Thibaw boarding the steamer Thooreah at Mandalay on his voyage to exile in India and his way to the jetty, a white umbrella of royalty held high over his head, thousands of the city’s inhabitants prostrated themselves on the ground. The story of the Konboung Dynasty’s Kings. The love story of Myanmar King about how much they love their wives or queens.
The shows’ schedule will be from 4 pm to 6 pm every four days a week during the high season. This show will be created and managed by the Ministry of Hotel and Tourism. The human resources of this show will be formed by local people who have talents. The show’s ticket will be around 3$ to 5$ which is affordable for everyone. If this show gets many interests, there is potential to create a bigger show inside the palace such as creating King’s meeting or traditional events.
By making this show, Mandalay tourism will earn positive points and use its strengths and fill the weakness. This show can represent or display the legendary background or history of Mandalay effectively. This activity can fulfill the lack of tourist activities and involvement in Mandalay. This show also supports Mandalay's unique culture and traditions and job opportunities for local people. Then, this activity or show will be product innovation because it is a new product for Mandalay cultural tourism. Whatever this show needs financially support form the Ministry of Hotels and Tourism.
The second activities around this area are the combination of traditional activities such as traditional Dancing, traditional sport, and traditional art shows.
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For traditional dancing, Myanmar traditional Yein Dance will be included It is very simple and easy and all local people can dance. The dancers will attract tourists to get involved in the dance. The main purpose is dancing around the area with local people and tourists together. Other unique or fun dance or performance will also be included like “U Shwe Yoe and Daw Moe Dance”. For traditional Sport, playing Cane Ball can give potential tourist involvement and make tourists interesting. Not only local people but also tourists can also involve easily. Local players will also help tourists to get involved in playing Chin Lone for fun. There will be beautiful and unique Cane Ball performances to attract tourists.
For traditional art shows, the puppet show is performed in a new style. Tourists can also try for learning puppet. The puppet show will be performed in a small stage in an outdoor area and the show will authentic. It consists of a variety of excerpts from many origins, such as Ramayana, folk tales, Jatakas, and legends.
By creating these activities, Mandalay cultural tourism can innovative cultural zone, which includes traditional sport, puppet shows, traditional dance performance, and shows or plays as well. Tourists can enjoy all the entertainment and performance in one place. These activities can also create an environment for tourist involvement with local people, culture, and traditions. These activities can also sustain the Mandalay's unique traditions and culture. Mandalay can be the hub of traditional performance and entertainment.
Another new activity around Mandalay palace that can be added is slow riding boat activity along the moat in the evening. As the moat is not too big, there will be three boats operating along the moat every evening. In this activity, tourists can enjoy the evening life of Mandalay in a different way with some traditional performance or storytelling on the boat. As the boat route operates along the Mandalay moat. Tourists can also have a chance to enjoy the beauty of Mandalay city from different sides. This activity can fulfill the lack of night activities. For creating the innovative cultural zone around the Mandalay palace with these activities, Mandalay cultural tourism can increase tourist satisfaction and reflects the destination image. To be successful, These activities need government support and a private company’s collaboration.
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5.1.2. New Handicrafts or handmade souvenirs’ Market
As Most of the unique Myanmar handicrafts or handmade souvenirs are only based in Mandalay such as gold beating, gold smiting, silver smiting, woodcarving, silk weaving, and other Myanmar 10 flowers based art, a new market for handmade souvenirs or handicrafts is created. The place will be the same as the area of new activities. The main reason to create this market is to explore Myanmar handicrafts easily in one place. This market area will allow opening all the local suppliers of handicrafts in Mandalay. Only limited places will be allowed to fit and control the area. Its crafts or souvenirs need to be innovative for the ease to carry and packaging and reduce quality and offer an affordable price. Some handcrafts stalls should give a chance to tourists to create their own souvenirs in this area. The local suppliers can also have an opportunity to sustain and expand the international market. Another benefit is that handicrafts’ market can clearly present the uniqueness, the very first standardized souvenirs market, and the combination of Myanmar arts and tourists can explore in one place.
5.1.3. New Local food stalls or night Market
As Mandalay has varieties of local authentic food from different kinds of ethnicity such as Shan food, Myanmar food and snacks, and Chinese food, the new food market is created with the combination of handicrafts markets and new activities. The concept of the local food market should be hygienic standardized, neat, and tidy. This market will open every evening. Especially local snacks that are unique in Mandalay will offer in this market such as Htoe Mont, Kyate Mont, and others because there is no place where tourists can explore all kinds of snacks at the same place. Not only Myanmar local snacks or light food but also Shan or Chinese food will also sell in the food stalls. In some food stalls, the local suppliers should create opportunities for tourist participation to involve in cooking and making their own foods. Another benefit is that the local food market can clearly present the uniqueness, the very first standardized local food market, and the combination of many kinds of local food and snacks can explore in one place.
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5.1.4. City Biking Tour focusing on Urban Planning, Civilization, History and Traditions
There is one new tourism product which can be a new experience for tourists in Mandalay cultural tourism. This tourism product is a biking tour in which tourists can explore Mandalay Urban Planning, Civilization, History, and Traditions. Usually walking tour is an option for most of the cultural cities but Mandalay mostly has hot weather that tourists cannot walk for a long time and Mandalay were known as bicycle city in Myanmar. Then biking tour can explore more easily and faster for the things to explore on that tour.
The routes of biking tour will be new and different for tourists. The biking routes are exploring around Mandalay quarters which still have ancient urban planning, history, and unique unexplored traditions. These quarters are also close to the attractions of Mandalay. The names of the quarters in Myanmar are Myout Pyin, Nann Shae, and Tar Yae Tann which are close to the Mandalay Palace. The new experiences which tourists can experience in these quarters are.
Urban Planning and Civilization: this tour have a chance to explore the ancient urban planning and civilization. The tour will start inside the Mandalay Palace or from the Mandalay Moat. Tourists can start exploring from the palace where the King and his family living and followed by the place of the bricked fortress where Crown Prince, the princes, and ministers living. The new experiences of this tour are the earthen fortress where the rich, the traders, the royal servants, and the people were living. As some of the building and systematic urban planning are remained the same till now, tourists can have a chance to explore undiscovered buildings where the trader or royal servants used to live and other historic buildings. Basically, the biking route will be followed through the ancient urban planning step by step.
Local Traditions: Additionally, tourists can also have a chance to explore unique local traditions of Mandalay or Myanmar during the tour route. Tourists can try chewing betel quit which can have the best taste in these quarters and other local street foods which tourists have never tried before. Other different local people’s daily activities or works can be seen on the way. Other Myanmar arts work can also be found in these quarters. For example, Myout Pyin quarter is
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famous for gold smiting. Teashop culture can also be explored in these Mandalay quarters. Tourists can find a different class of tea shops along the tour.
Local Markets: Local Markets are also special features of this product. Tourists can explore the new local touch, local traditions, and generous custom. They can experience authentic daily life and local authentic food at the same time. The different styles of food stalls and vendors can be found. For example, Thaye Local Market and Nann Shae local Market are unique, different designs from others, easily accessible, and unexplored for tourists.
The tour can be arranged by the travel agency or Ministry of hotels and tourism Myanmar. The preferred management should be the Ministry of hotels and tourism Myanmar by collaborating with the private sector. The tourists can have a chance to explore themselves. The bicycle will be attached to Wahoo Map which is like a self- guided tour showing and informing the new experiences and attraction during the map. Then, this tour route will be available on the Mandalay Tourism application and website. The history of ancient buildings and urban planning will also be available by using the QR code.
By creating this new biking tour focusing on urban planning, civilization, history, and traditions for tourists, Mandalay tourism can have many positive impacts. Tourists can explore the unique and new local traditions and experiences in only one tourism product. At the same time, tourists can explore the ancient urban planning and unexplored historic building and area systematically. Tourists can also more mingle and keep in touch with local people and have a chance to explore their daily life and work and they can experience how local people are generous and kind. Mandalay tourism can implement some advanced technology in the biking tour.
5.1.5. Innovative Technological Support for Mandalay Cultural Tourism
Technological innovation will be an important point to implement in Mandalay cultural tourism. There are suitable and potential development for technological innovation to fill the weakness and describe the strengths.
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QR Code Scan- Cultural attractions and other historic buildings can implement QR code scanning. But now, every attraction presents history only with writing on board and some of the hidden gems don’t have any information for tourists. So QR code Scan help to find more about the attractions for all kinds of tourists and it is also easy to use. Then, after scanning, tourists can check all the information when they explore. This can also help tourists to get to know the history or legendary background not only in main attractions but also in other unexplored attractions or hidden gems. This technological improvement can also help to smooth for the new biking tour around Mandalay quarters.
AR or 3D presentation- As there are many attractions and buildings which are unfinished, destroyed, and replicated, Augmented Reality or 3D presentation can help to display the ancient architecture of Mandalay destination. For instance, an unfinished stupa in Mingun can be the best example to display with AR or 3D presentation in order to display the unfinished part to the visitors that how the actual height will look like. Tourists can see clearly how these attractions looked like in the past and clearly present the ancient architecture. This technological improvement can also big changes because only the famous attractions have a small prototype to display their architecture which is not attractive. AR technology can be used with mobile phones easily. The 3D presentation can be implemented with the interactive touch screen and this will only be implemented in the most famous attractions.
Application and Website- Mandalay destination should also create its own application and website to be more informative and supportive for tourists. Independent tourists explore and find the information of the attraction and their routes or itinerary on their own with the recommendation of previous travelers and online reviews in the current situation with the help of social media and travel applications. With the own application and website of Mandalay, tourists can find the recommended routes, information, and attractions. These will be clear and informative history explaining clearly and provide live chat to give personalized information. The new tour routes and products can also be found on this application and website. The restaurants, various classes of tea shops, local markets, traditional arts and crafts, festivals updated information and other accessibilities for tourists will be available clearly and systematically on the
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websites and application. All the tourism activities, products, and services will appear in there which means all-inclusive in one application.
Figure 6: UNIQUE MDY Appilcation for Innovative Mandalay Tourism
Figure 7: Mandalay Tourism Website Creation Website Link - https://sites.google.com/view/mdy-website/home
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5.1.6. Digital Marketing Campaign
As Mandalay is just a normal cultural tourism destination in the current situation, it does not have a specific marketing or advertising plan. For promoting Mandalay destination, online or digital marketing is the most important option to do marketing and promotion.
Nowadays Tourists like millennials are very active on social media, especially on Instagram and Facebook. Through the best use of these channels, It can engage and create a hype to attract loyal customers and new audiences at the same time. The campaign of Mandalay cultural tourism will be shared through the paid Instagram and Facebook posts. Then, working with social media influencers can create word of mouth advertisement and increase campaign visibility and generate genuine experience. The campaign will be with the name of “City of Grace or Moments to Miracles: Mandalay Welcome you back with unique experiences”. It describes experiencing the graceful city and their unique culture, traditions, cultural activities. This campaign will be through video publications and interesting contents with photos on social media that reflect the unique destination image of Mandalay. These campaign actions should describe the new innovative tourism products, services, Mandalay legendary background, and activities. The contents will be more focused on intangible culture and traditions such as how generous, kind, and helpful is the local people are, their unique works or daily activities and their teashop culture, applying Thanakha, pagoda festivals, and their unique casual wear, etc. The traditional events and festivals should promote by displaying unique and different facts compared to other destinations in Myanmar. The traditional sports like playing Cane ball should be promoted in this marketing campaign. The traditional or local foods and snacks of Mandalay, traditional restaurants, and local markets should be promoted as Mandalay being a potential destination for food tourism because of its varieties of local authentic food from different kinds of ethnicity such as Shan food, Myanmar food, and Chinese food. Mandalay's unique and specific food such Htoe Mont and Mont Ti should promote as a national food of Mandalay. The traditional arts and crafts of Mandalay definitely should promote in these campaigns because Most of the unique Myanmar handicrafts or handmade souvenirs are only based in Mandalay.
Overall, these proposals will definitely help Mandalay cultural tourism to become a typical innovative cultural destination which includes tourist involvement,
56 cultural activities, city biking tour to experience new and unexplored attractions, traditions, and Mandalay city in a different perspective. Technological implementation can also support new experiences to be more accessible and effective. Marketing Campaigns will spread all the unique experiences, cultures, traditions, and activities. Then, these proposals can be linked with the current development of future plan 2040 of Mandalay.
6. Conclusion
In conclusion, Mandalay is a very good potential cultural tourist destination because of its unique cultural resources which are connected with the authentic Myanmar culture and traditions, the last Myanmar kingdom era, and the British colony era according to the analysis. Mandalay has varieties of unique cultural resources such as historic buildings, traditional gastronomy, crafts, shows, events, and festivals for tangible cultural resources and festivities, friendly local people, unique local touch, and traditions for intangible cultural resources. Although these are different and unique compare with other destinations in Mandalay and destinations in neighboring countries, this destination doesn’t have enough activities and tourist involvement such as cultural shows, history telling shows, craft workshops, traditional dancing, and cooking class, etc. Mandalay is the crucial destination to be innovative presentable and creative. If the innovation is applied to Mandalay cultural tourism sector, the destination will increase tourist satisfaction, reflect destination image, and well-known as innovative cultural tourism.
For the final proposal, it proposed a mainly innovative development plan for Mandalay cultural tourism such as some innovative products and services, technological implementation, and marketing campaign according to the analysis of primary sources, secondary sources, and SWOT Analysis. The first innovative tourism product is tourist activities around Mandalay Palace which include traditional plays or shows, traditional dances, and sports to reflect Mandalay traditions, culture, legendary background, and history. Then, as most of the unique Myanmar handicrafts or handmade souvenirs are only based in Mandalay and Mandalay has varieties of local authentic food from different kinds of ethnicity, new local markets for handmade souvenirs or handicrafts and local food and snack are created with the combinations of new activities around Mandalay place by creating the environment for tourists to involve in the process of making food or handicrafts. Another new tourism product
57 which can be a new experience for tourists in Mandalay cultural tourism is a biking tour in which tourists can explore Mandalay Urban Planning, Civilization, History, and Traditions. That biking routes are exploring around Mandalay quarters which still have ancient urban planning, history, and unique unexplored traditions. Another proposal for Mandalay cultural tourism to be innovative is technological implementation such as QR Scan, AR or 3D presentation, own informative application, and website which can help tourists to explore new experiences in Mandalay accessibly and easily during the trip. Then the last proposal is an Online Marketing Campaign with the name of “City of Grace: Mandalay Welcome you back with unique experiences”. It features new innovative tourism products, services, Mandalay legendary background, activities, intangible culture and traditions such as how generous, kind and helpful is the local people are, their unique works or daily activities, their teashop culture, traditional festivals, and foods.
Overall, these proposals will have a lot of impacts to Mandalay cultural tourism. These actions can make Mandalay tourism to be innovative and creative development by using its cultural resources effectively. At the same time, these proposals can be sustain culture and traditions, improve the destination image and tourist satisfaction and overcome the challenges and weakness. Mandalay can be unique, liveable, innovative and colourful destination with new products, services, experiences, cultural activities and advanced technology.
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