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The Imaging of the Historic City of Georgetown, Penang

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The Imaging of the Historic City of Georgetown, Penang Heritage conservation for city marketing: The imaging of the historic city of Georgetown, Penang Sumarni Ism ail , Yah aya Ahmad and Hasn iya li Hamzah Faculty of Built Environment University of Malaya 50603 Kuala Lumpur Ab stract The process of imaging for city marketing purposes has the implication on culture, conservation and heritage. City ma rketing, especially in the European context, has been examined in interdiscip lina ry literature with specia l focus on imaging for tourism. Little is reported about the imaging of those cities' ex-colonies in the East. The Histori c City of Georgetown in Penang, dubbed 'the City of Living Culture', has been gearing her development towa rds living up to the image. This paper examines the imaging of the Historic City of Georgetown for heritage tourism and city marketing tool by the public agencies involved. A short introduction to city marketing, imaging and heritage tourism is offered due to sparse literature in the built environment literature and to serve as a foundation to the main discourse of this paper. The bulk of this paper discusses the conservation of heritage as image dimensions in the marketing of Georgetown . We submitted that Georgetown has successfully utilised and capitalised on its cultu ral diversity and tangible heritage based on its colonial legacy to promote the city as evidenced by its recent inscription into UNESCO's World Heritage Site list. Nonetheless, building and maintaining the synergy between the government, the private sector and the people is essentia l for the city's heritage tourism industry. Keywords: City ma rketing, heritage touris m, conservation, cultu re, city image Introduction City of Georgetown in Penang, dubbed The process of imaging for city 'the City of Living Culture', has been marketing purposes has the implication gearing her strategies towards realising the on culture, conser vation and heritage. image. Tourism focus in the Historic City City marketing, especially in the of Georgetown is its heritage buildings European context, has been scrutinised and living cuIture, a culmination of its in interdisciplinary literature with special colonised past and rich history. This paper focus on imaging for tourism. Little is examines the imaging of the Historic City reported about the imaging of those ex­ of Georgetown for heritage tourism and colonial cities in the East where local city marketing tool by the public agencies trad itions, heritage and culture co-exist involved . It began with a discussion on wi th remnants of their colonial past. Cities city marketing, imaging and herit age in Malaysia have their own un ique and tourism to lay the foundation to this distinctive images drawn from various study. The context of this paper is set by cultura l eleme nts includ ing traditions, briefly describing Penang and the Historic heritage and culture with each clement City of Georgetown before proceeding to being unique to each city. The Historic d iscuss heritage and conservation which 27 Journal of Design and the Built Ellvirollment underlie the issue of city imaging and its activities have been employed by cities marketing. This paper concludes by the as marketing tools, viz. civic boosterism, suggestion that building and maintaining place marketing, city branding, destination the synergy between the government, the marketing,sellingplaces andcity imaging/ private sector and the people is essential re-imaging (Smith, 2005). The role of city for the city's heritage tourism industry. marketing has been heightened globally by, inter alia, global competition between The nature of city marketing cities, tourism and urban management. Marketing concepts have permeated Interchangeable with place marketing, across a number of disciplines thus city marketing is defined as "the adaptation resultingin a burgeoningliteratureoffering of the traditional model of Marketillg's 4p's various vocabularies and perspectives. (product, price, place and promotion) and Unsurprisingly, a number of promotional its performance ill the procedure of city Secondary communication Advr SecondaryCommunication PrimaryCommunication City'sBrand OrganisationalStructure Intrastructure Community networks • Accessibility PPPs Citizen's participation 1::::::. • TourCulturalismfacilities Facili ties Figure 1: Communication of the city's brand. Source: Kavaratzis (2004) 28 Heritage Conservationfor City Marketing marketing" (Deffner and Metaxas, 2006, city re-imaging) especially in the European 3). Deffne r and Metaxas (2006) further context confirmed this (McCarthy, 1998; argued that vital to the effectiveness of Smith, 2005; Definer and Metaxas, 2006; city ma rketing objectives and strategies Kavaratzis and Ashworth, 2007; Luque­ are the local distinctive characteristics Martinez, et 01. , 2007). The imaging of and particulars of each city. Successful a city is vital to accommodate tou rists' marketing of a city highly depends on the requirement of 'a coherent repreeen tationl cily branding, a marketing concept tha t meaning ofthecily,aile tha! iseasy andpleasant necessitates the creation of a specifically to cOllsllme' (Balibrea, 2001: 189 as cited designed place identity and promotion to by Smith, 2005). Ashworth and Goodall identified markets as depicted in Figure 1. (1989) fur ther illustra ted how a holiday A concept increasingly used by European destination is selected based on the lIai've cities, city branding may be said to be the image (image formed through the formal culmination of city imaging, an extension and informal amassing of information) of the image-building strategy in product being well above the cualuatioc image (the marketing (Kavaratzis and Ashworth, aspiration level) . Nevertheless, studying a 2005). city's image is not only for the benefit of the city's strategic planning and marketing Imaging of the city but also reveals its citizen's level of A postmodern approach to marketing satisfaction and pride (Peleggi, 1996; puts the image as the marketa ble entity Smith, 2005; Luque-Martinez et 01. , 2007). which is primary to the product itself Luque-Martinez et 01. (2007) discussed in (Firat, el01, 1995), an important observation detail the process and various elements for the tourism industry which itself needed to quantify a city's image. From has been observed to have experienced their study, heritage was confirmed as a postmodernism (Nuryanti, 1996). dimens ion that is ranked highly important Organisations now realise that successful by residents of the study area. Image marketing lies not in the product but in the contrived from heritage not on ly provides crafted images, and it is the images not the tourism a selling point, but it also evokes product that sho uld be communicated in emotion s and visualisations that local promo tional campaigns (Firat, et al, 1995; residents experience on a daily basis. Echtner and Ritchie, 2003). Taking the cue from the product marketing d iscipline, He ritage tourism the impor tance of image is transplanted . Heritage as a dimension of city onto city marketing, pa rticularly in the imaging brings about socia-psychological tourism circle where destination image is advantages as well as, perhaps more seen to have a powerful influence in the importantly, economic benefits under purchasing process (Echtner and Ritchie, tourism which Archer and Fletche r (1990 2003). In tourism, destination image may as cited in Nuryanti, 1996) categorised be taken as perceptions of individual as direct, indirect and induced types destination attributes combined with accrued in terms of foreign exchange, the holistic impression made by the government revenues, new jobs and destination (Echtner and Ritchie, 2003). businesses with targeted markets coming The imaging of a city brings abo ut £1'0 01 national and regional tourists as political, economic and sociophysiological well as ex-colonialists (Peleggi, 1996; imp lications to various sects, particularly Nuryanti, 1996; Mohamed and Mustafa, to the tourism industry. The availability of 2005). Although Peleggi (1996) and vas t literature on city imaging (and indeed Nuryanti (1996) have . demonstrated the 29 JOl/rnal ofDL'sigli and the Built Environment locals' appreciation and pride of their own "Penang was little II/ore 111011 a hegemony may cause heritage tourism to smat!ieland ouergroioing willllllSIl, be more popular among domestic tourists, tropical foliage ... Liglll luid little this only reinforces the case for heritage­ lise for Penang's overnblllldall i related tourism products as a marketing greellery and II/a llgrove swall/ps. stratagem for the relevant organisations. One anecdotal slory lias Light Using images of the past, heritage tourism firillg cali/lOll [ul! ofgold coills into is not without detractors. Attractions that the hear! of Pella/lg 's jllllgie. Light are heritage-based have been accused by then sent the locals forth to clear it. Baudrillard (1983: 13 as cited in Peleggi, Tile implication beillg 11101 tohile 1996) as '...0 prolijeration of II/ytlls of origill Illey hacked and chopped doton the alld signs of realily; of secolld-lla/Id 11'11111 , objeclivity alld authenticibj", Nuryanti (1996), within the context of developing countries' viewpoint, shared the scepticism of linking heritage with tourism as she argued that the meaning and significance of heritage may be contested, reinterpreted and even recreated. Yet proponents ignored the abstract arguments for more tangible and immediate gratifications of heritage tourism, In developing countries, the public sector
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