Interactive Royal Museum Report

MASTER IN TOURISM MANAGEMENT

TOURISM DESTINATION ANALYSIS HTT 712

TOURISM DESTINATION INNOVATION:

“ISTANA NEGARA INTERACTIVE ROYAL MUSEUM: THE LEGACY OF MALAY RULERS”

1

TOURISM DESTINATION INNOVATION:

“ISTANA NEGARA INTERACTIVE ROYAL MUSEUM: THE LEGACY OF MALAY RULERS”

PREPARED FOR: DR. NORLIZA AMINUDDIN

PREPARED BY: Norhasimah Hamim

2013838972

Nurain Mohd Jais

2013269312

Norfadila Hamim

2013682628

2

Contents 1.0 Abstract…………………………………………………………………………………………………………4 2.0 Introduction……………………………………………………………………………………………………5 3.0 Tourism Destination Innovation and Analyses……………………………………………………7 3.1 Royal Inauguration Enact…….…………………………………………………………………….8 3.2 Royal Cultural Performance………………………………………………………………………10 3.3 Royal Feast………………………………………………………………….…………………………12 3.4 Services and Facilities Augmentation………………………………………………………….13 3.5 Marketing Strategy…………………………………………………………………………………..18 4.0 Conclusion…………………………………………………………………………………………………….22 5.0 Reference/s…………………………………………………………………………………………………..24

3

1.0 Abstract

The purpose of this write-up is to address the detailed explanation on tourism destination innovation designed in the chosen readily available resource in Malaysia. In line with this notion, the identified resource or attraction used in this project is the Royal Museum, Kuala Lumpur. Thus, this innovation is a conceptual project enhancing the Royal Museum as an interactive museum through development of additional attractions and activities, as well as services and facilities in the museum compound. The importance of preserving the Royal historical elements, heritage and customs will also be highlighted. The enhancement of the Royal Museum into an interactive museum concept is significant as one of the heritage tourism attractions in Malaysia. This concept is designed to stimulate the public awareness and interest towards the Legacy of the Royal Malay Rulers which in turn can be promoted as treasures of the national identity formation for the next generation. Enhancement based on heritage and historical value preservation, as well as commercially sustainable approach can generate tourism expenditures and educational resources. Furthermore, the activities, services and facilities augmentation in the museum will hopefully create awareness and recognition of The Royal Legacy in the minds of the local communities and international visitors.

4

2.0 Introduction

The Royal Museum (TRM) is located in the old National Palace or Istana Negara which from 1957 until 2011, as the official residence for King and Queen Malaysia. It stands on 13 acre site and situated at commanding position on the slope of a hill of Bukit Petaling overlooking the Klang River along Jalan Syed Putra. Only on 2013 it opens to public for a Royal Museum. The uniqueness of the building is in which it nestled within an 11.34 – hectare compound with a variety of plans and flowers, swimming pool and others. Other than that, the palace also consist a few types of rooms such as the most important is Balairong Seri which is throne room of the Yang di-Pertuan Agong and only used for official and customary functions. These include ceremonial of taking the royal pledge, installation ceremony of a new selected King and the appointment of a new prime minister and the federal government which included investiture ceremonies and the taking of vows by the government ministers and governments. Dewan Mengadap is where the King received honored guests such as head of states or foreign dignitaries,

Bilik Duta, Bilik Menteri and Bilik Permaisuri. However, as in previous, palace ground not open in public, the main palace entrance is only a favorite picture spot for tourists. Thus, from that point of view, some innovation actions of old palace will turn the palace into an interactive royal museum as a new tourist destination. New destination like this, indirectly allow boosting up tourist receipt. A few of activities and attractions as well as 5

upgrading services and facilities in museum compound will be added in order to attract either local or foreign tourists. Royal inauguration enact, added of royal cultural performance and royal feast as well as services and facilities augmentation. In line with the above notion, the main objective of this innovation is to preserve our local royal heritage and customs and traditions for future generation. Besides that, enhancement of the attractions and activities in the royal museum which will turn it into an interactive museum will be of similar or same standard with other countries. As well as to improve the services and facilities offered at royal museum perhaps may gain on economic impact which create job opportunities for surrounded people and in turn increase their standard of living. Therefore, to hold the museums open for throughout a year and not for certain time and limit can help on it.

6

3.0 Tourism Destination Innovation and Analyses

Innovation means creating the best practices for tomorrow. To relate with a destination, it can also defined as to increase the efficiency, improve quality, implement best practices, and deliver increase performance by having a group of vision people in managing the sites; activity, events and service, well planned event to liven up the surrounding, implement appropriate rules to consistently maintain the image of destination and execute the best marketing strategies to attract visitors to that destination with cooperation from local tour operators, travel agencies and DMOs. Tourism destination innovation is important to highlight the opportunity in exposing the uniqueness of the current place and upgrading interesting activities to the existing more wisely.

In relation with that, Royal Museum had been chosen as our destination

innovation. The enhancement of the museum into an interactive museum concept is significant as one of heritage tourism attractions in Malaysia. In addition, the enhancement also underlining the importance of dissemination of information on the Royal heritage and traditions through preservation program executed; Royal Inauguration Enact, Royal Cultural Performance, Royal Feast as well as Service and Facilities Augmentation.

7

3.1

Royal Inauguration Enact

An “inauguration” is a formal ceremony to mark the beginning of a major public leader’s term of office. The reason of having “inaugural address” during the ceremony is to inform people his/her intention as a leader. The historical source of the word “inauguration” stem from the Latin augur, means the rituals of ancient Roman priest seeking to interpret if it was the will of the gods for a public official to be deemed worthy to assume office (Wikipedia, 2013). This ceremony mostly used by politician to take his/her oath of office in front of large crowd of spectators. On top of that, among royal family, this ceremony also known as coronation or enthronement. According to FitzPatrick. E (2006), Royal Inauguration is about paraphernalia of king-making, were chosen to reinforce the legitimacy and credibility of the candidate by reference to the historical and mythological associations of the sites and props. Most of monarchy countries, for instance British and Thailand, their royalty have their own way of having enthronement and they showcase it nicely and share the joyful with tourist in their own palace. Even former monarchy country like Korea and Japan, they still preserve their royalty and remain the palace as it is to reflect their historical and culture to their young generation particularly and global generally. They showcase their enthronement as part of activity in the palace as well. The uniqueness of the ceremony need to preserve well in order to make new generation and international understand the beauty of it. 8

In Istana Negara Royal Interactive Museum, one of idea is to have Royal Inauguration Enact. This event basically include of changing guard ceremony in main entrance with the guard horse as well as the enthronement in Balairong Seri. This event set-up will be planned as it is the real ceremony with appropriate props, equipment and costume to acquire people or visitor experience the excitement during enthronement. This ceremony definitely will attract local and international tourist to visit the museum. Therefore, well implementation and execution of the event should be taken seriously to ensure it looks smooth and flawless in order to preserve the ceremony itself as well as the image of our Malay monarchy. The reenactment will be executed on selected days only to create the exclusive and privilege moment. Tuesday, Thursday and Weekend (Saturday and Sunday) are the day of ceremony that will be undertaken. Tuesday and Thursday ceremonies are important to attract people to visit museum during weekdays which usually involve great participation from local operators. This aspect will elaborate further in marketing for further understanding. The event will be happening within one hour. Thus, each selected day has two sessions; morning at 10am-11am and afternoon at 3pm-4pm. With this, we are expecting the crowd will be more manageable. However, the museum itself will have crowd control team to ensure the carrying capacity in Balairong Seri is well taken care of. Thus, each session will have performance tickets that need to buy earlier in

9

the entrance. The ticket will be consistent with capacity of Balairong Seri for one session. Further feasibility study will be done with Istana Negara Department. In terms of execution of the event, museum management may work together with Istana Negara Department to enact all the accurate procedure and protocol, National Heritage Department for costume and Malay music instrument such as Nobat, as well as National Culture Department in providing actor and actress for the ceremony. National Culture Department can offer Istana Budaya or DBKL Culture Department for the talent as well.

3.2

Royal Cultural Performance

Further than that, Royal Cultural Performance is one of significant element to attract people to visit this museum. It can be done as a welcoming performance with graceful dancers and stunning Malay traditional costumes. This effort can be collaborate with My Performing Art Agency (MyPAA) and National Department for Culture and Arts (JKKN). They can provide the right talent for the dancers and performers. Props and costumes also part of equipment that they can provide to ensure the successful of the activities as both are one of main element in cultural performances. On top of that, this performance can be created as a platform to help performing arts industry and raise the profile of performing arts talents in to

10

local and global level as Royal Interactive Museum will become a must destination to visit in relation to culture and heritage. In relation to that, music instrumental that usually used in royal ceremony is known as “Nobat”. Nobat music become part of the Royal Regalia of Malay courts since the arrival of Islam in 12th century and only performed in important court ceremonies. Its orchestra includes nehara, gendang, nafiri, serunai and sometimes gong and a pair of cymbals (Wikipedia, 2013). These instrumental will be used during the welcoming live cultural performance. It will enlighten the mood for tourist visitation in the museum. This performance will be done in the front courtyard of the palace. It is the most strategic location in welcoming tourist with ample area and fabulous landscape background with KL Tower and KLCC view. The fountain as a centerpiece will definitely complete the scenery. The set-up layout will be arranged by the Royal Museum Management. This performance will be held daily with three different durations to cater morning, noon and afternoon tourist. The schedules are 9am9.30am, 11.30am-12noon, and 2pm-2.30pm.

11

3.3

Royal Feast

Royal feast is one the innovation that able to attract local and foreign tourists to experience it. Royal feast dinner which is a pre arrange activities which tourists may experience on how Malay Rulers dine in with a royal and traditional food. However, for this activity, there will be an imposed of fees which will be around RM 200 per person inclusive with door gift. There will be few seating arrangement that customer or client may choose from. Setting A will be in front of courtyard which will have a palace as a background view. Setting B, located in garden area which next to courtyard and KL Tower and KLCC as scenic view while they are having a dinner. Meanwhile, setting C is at Balairong Seri and setting D is in open field. Last but not least setting E is at the pool side. However, as mentioned above that this is a pre arrange activities, the museum will only accept booking through the travel agent or destination management offices, from government office and those who are pre order with minimum 15 persons per booking. Since it customizes setting, booking can be accepted at least one month before guest arrivals. Other than that, royal feast dinner will start at 7 until 10 pm for every Tuesday, Thursday and Saturday. It’s to ensure all the arrangement meet guest’s requirements and boost up their level of satisfaction. A lot of range of traditional Malay feast will be served such as Rendang Tok,

Gulai Tempoyak Ikan Patin, Asam Pedas, Serawa Durian and etc. As to respect 12

Malay culture and Islamic law, museum will have a restriction on any alcoholic drinks, however, there will substituted with local drinks such Sirap Selasih, or sparkling juice and virgin cocktails to meet foreign guest standard. Apart of that, all the cutleries used also will be a replica of the one the Royal family uses. Museum also will hire a professional caterer which is familiar and an expert in Malay cuisine to prepare all the food and drinks. Other than that, guest also, will have opportunities to watch demonstration from Malaysian celebrity chef. For an example, the museum might be able to invite Chef Wan who is very popular celebrity chef inside or outside the country. He will perform cooking demonstration on how to cook local Malay cuisine and also preparing drinks. Besides economic growth, royal feast activity also indirectly promoting Malay traditional dishes to foreign tourists and it can also be considered as part of the gastronomic tourism.

3.4

Services and Facilities Augmentation

Apart from that, services and facilities augmentation is very important to ensure the satisfaction of tourist visit. Therefore, components that are required to be highlighted for the upgrading and enhancement program include (1) Educational Interactive Centre, (2) Facilities for Senior Citizen and Handicapped People, (3) 13

Live-In atmosphere of palace, (4) Attire Regulations for Visitors (5) Accessibility to the Royal Interactive Museum.

3.4.1 Educational Interactive Centre

Educational Interactive Center can be located next to Balairong Seri. The objective is to exhibit information with regards to the enthronement procedure, protocol as well as the ritual from start till end. This can be display by chronology since the first royalties stay at the palace and become the first King of Malaysia. Currently, they have temporary exhibition from Nov 8, 2013 – Jan 19, 2014, however, the partition that used for display the information of our royalties was not strategically located. The throne was covered by the partition. Thus, this exhibition will be relocated to the “Educational Interactive Centre” next to Balairong Seri. Further added facility that can be done in this center is providing video with narrator to make it more interactive. The video will attached together with headset for interactive information with multiple language capability which include English, Mandarin, Malay and Tamil.

3.4.2 Facilities for senior citizen and Handicapped people

Likewise, facilities for senior citizen and handicapped people will also provide in entrance. The equipment that will be provided are buggy (shuttle) to help senior 14

citizen people transfer from entrance to lobby palace since the distance quite far. Wheelchair ramp will be added at the walkway for handicapped friendly. Other than that, wheelchair service also there for rental. Sign language interpretation services also provided. However, during weekdays, the visitors need to tell in advance if needed. Visitor may show their ID to get the facilities. In the palace itself, there is an elevator that should be maintained to carry these people around sites.

3.4.3 Live-in atmosphere in the place

Current exhibition, the museum management did not display their personal and official possession of the current King and Queen including jewels, crown, costumes, photos of vehicles or the prototype of the vehicle itself. The atmosphere will be different if these items are exhibited. Visitor will have more satisfaction to be able to see the items that usually used by royal families in the palace and even during their ceremony. Costume for example a common classical Malay attire for men consists of baju (shirt) or tekug (a type of a long sleeve shirt), baju rompi (vest), kancing (button), a small leg celana (trousers), a sarong worn around the waist, capal (sandal), and a tanjak or tengkolok (headgear); for the aristocrats, the baju sikap or baju laying (a type of coat) and pending (ornamental belt buckle) are also synonymous to be worn. It was also common (for royal) to have a Keris 15

tucked into the front fold of sarong (Wikipedia, 2013). These are the costume that most of people expected to see in the exhibition area.

3.4.5 Traditional Malay Massage

Traditional Malay massage services will be provided by having separate massage rooms with male and female masseuses to experience traditional Malay massage. Visitor can experience traditional massages, body treatments, facials and beauty packages. This session will reflects the serene and calming properties of royalties with herbal hot bath therapy, traditional sauna and interiors decorated in the Malay contemporary style with intricate wooden carving, and chambers resembling the palace interior. Entrance ticket will be charge separately upon walk-in.

3.4.4 Attire regulations for visitor

Attire regulation is very important in protecting the image of our Malay royalty. Thus, dress code will be implemented to visitors. They are required to dress appropriately. These following clothes are strictly not allowed as outer garments for both ladies and gentlemen: 1. Shorts, miniskirts, tight fitting trousers, and tight 2. See through shorts and blouses, as well as culottes or quarter length trousers 16

3. Sleeveless shirts or vests 4. Sandals (without ankle or heel straps) 5. Rolled up sleeved shirts 6. Sweatshirts and sweatpants, wind-cheaters, pajamas and fisherman trousers

3.4.5 Accessibility to the attraction itself

Other added service is the accessibility to the museum can be upgrade to cater that backpacker’s tourist or local with no transport to travel. Collaboration with Prasarana Sdn Bhd and Hop On Hop Off in providing transportation en route to the museum will encourage people, local and international easily visit the museum at any time. This is the most important element in order to attract visitor.

17

3.5

Marketing Strategy

As quoted by Mottner and Ford 2003, museums are non-profit institutions that educate people as well as collect and conserve objects. Museums also may facilitate research, serve as cultural centers (AAM, 2000, Mottner & Ford, 2003) and even provide entertainment. Nevertheless, to fulfill main objective this more towards preservation and educational, financial support also has grown keener. Marketing efforts aimed at financially supporting museums have resulted in the increasing size and scope operations (Kotler and Kotler, 1998, Mottner and Ford, 2003). Therefore, applying marketing mix which seven(7) P’s which of products, price, place, promotion, people or participants, process and physical evidence. Popescu & Corbos, 2009, and Olteanu, 2003, mentioned that generally for museums’ products considered that the most important component of the marketing mix is the product policy. At Istana Negara Interactive Royal Museum, the products will be divided into basic offer which covered public area exhibition and the museums building itself. On one hand, the museum special offers which newly innovated are royal inauguration enact, cultural performance, royal feast dining experience and added value of services and facilities. Part of that, the merchandise items like key chain, mugs, pencils, umbrella and note book also allow to increase royal museum’s profitability. Museums also allow guest or tourist to organize their own

18

events such having their wedding at Balairong Seri or any meeting or supervision from museum personnel with suitable rent fees. To ensure the museum’s not only educational but profitable, price is the key important subject in their marketing strategies. Interactive royal museum will impose RM 10 per person as entrance ticket for Malaysian and for foreigner it will double the fee up to RM 30 per person. However, for royal inauguration enact, which only perform on Tuesday, Thursday and weekend, thus, there is extra fees will be imposed, where by Malaysian will need to add another RM 10 and for foreigner RM 30, for those who are interested to experience it. Nevertheless, in order to attract more tourists’ receipts, the museum also offers a special rate for senior citizen, children and students with uniform. Destination management offices (DMOs) and travel agent (TAs) offices will receive ten percent (10%) commission from ticket that they are selling. By doing this, DMOs and TAs can include the interactive royal museums in their tour package. Due to collaboration with Jabatan Perdana Menteri, there will also a fifteen percent (15%) discount for government group. Another P’s in marketing mix is place. The interactive royal museum is located in strategic location. Moreover, it’s easy access with collaboration with Prasarana Sdn Bhd which provides direct bus from the certain area in Kuala Lumpur. With large space it’s help the museum to organize royal feast in different areas. Besides that than, the interactive royal museum also, will povide head set for

19

tourists to listen about the details of the exhibit items. Most of widely use of international language can be select from the decoder before listen it. Promotion is crucial part of marketing mix. The promotion activity is comprised a complex activities aiming to inform the targeted public and tourists regarding the interactive royal museums products and what services that they offered. For promotion strategies, beside the usage of DMOs and TAs, the museum also will promote through social media such as Facebook, Twitter, Instagram and etc. Other than that, as part of promotional mix, media partners like national television and prepaid broadcasting network like Astro also help to advertise the museums in their channel. Flyer and brochures will use as part of promotion mix which is locate it at arrival hall of airport and center of public transport area which details consist not only normal exhibition but will highlight about all innovation that the museum offered and all flyers and brochures will be in three major language used in Malaysia which are Bahasa Melayu, Mandarin and Tamil besides English. The museum also will develop a website in order to deliver or facilitate tourists searching for information before arrival. In order to ensure all those services and products offered running smoothly, strong cooperation between the museum and other agencies is needed. As quoted by Mottner & Ford, 2003, and Theobald, 2000, contends that related products are not educational without museum store staff interpretation. Some of the sources

like experiencing royal feast, museum will outsource the caterer

whose expertise is in providing food and beverages service to serve those 20

tourists, and for cultural performance, the outsource agency will be from Cultural Department to perform the traditional local dance. A good interaction between customers and flow of the visitation process will ensure that process is running smoothly. After purchase an entrance ticket, visitor will walk through the main gate to the exhibition building which the main building that consists of Royal rooms, bedrooms and etc. Upon arrival to main door, near to front courtyard, there will be a cultural performance at the following hours; 9.00am-9.30am, 11.30am-12.00 noon, 2.00pm-2.30pm; which available every day. After that, visitor will transfer to next building which is the Balairong Seri. In here, there is division of area which royal inauguration enact will be done for the visitors to enjoy and experience it at maximum satisfaction. The museum will maintain good physical evidence in order to maximize visitor or tourist receipts. Matter & Ford, 2003, said that the physical appearance of the museums including signage, fixtures, and displays, provides clues to orientation of their content and process of development. As in to maximize profit, organizer will build one convenient store next to entrance ticket counter. Museum convenience store design for to ease visitors and tourist for shop all our interactive royal museum merchandise. Other than that, organizer will hire professional curator to guarantee all exhibit display have a good signage and readable.

21

4.0 Conclusion

The write-up explained all the detailing on the Istana Negara Interactive Royal Museum as part of the tourism destination innovation project. The innovations include Royal Inauguration Enact, Royal Cultural Performance, Royal Feast as well as Service and Facilities Augmentation. The project highlights the importance of preserving the Royal historical elements, heritage and customs; as well as designed to stimulate the public awareness and interest towards the Legacy of the Royal Malay Rulers which in turn can be promoted as treasures of the national identity formation for the next generation. In relation to the above statement, the development of marketing strategy in executing the project also included in the write-up. The marketing strategy development will focus more on the marketing mix that often crucial in hospitality and tourism industry; which include; product, price, place, promotion, people, process and physical evidence. The products include both the physical products as well as services offered by the museum with the attached price tag for some of the products that imposed with fees. Place components encompasses the physical location of the museum itself and the distribution channel utilize in ensuring the museum known and reached by the potential and existing visitors. As for the promotion, the museum authorized parties also will utilize all communication mix and mediums to achieved maximum reach, frequency and impact. The write-up also include the agencies and personnel involved in providing the facilities and services suggested in the innovation of the museum, as well as the 22

significance process and physical evidence required in ensuring the implementation of the project will proceed smoothly. From the detailing explained and the marketing strategy write-up on the tourism destination innovation of Royal Museum transformation into Istana Negara Interactive Royal Museum: The Legacy of Malay Rulers, the report indicates the benefits of the innovation towards mankind; the local population as well as the foreign visitors. In addition, the report also show a number of agencies, either public or private sectors, that will play significant roles in ensuring that the project can be execute brilliantly and in turn will succeed in showcasing the united front of the people in focusing towards the same goals of achieving the target of the tourists arrival and at the same time increasing the tourist receipts.

23

5.0 Reference/s

“Architectural

Grandeur

–

The

Great

Palaces

of

Seoul”.

Retrieved

from

http://english.visitkorea.or.kr/enu/SI/SI_EN_3_6.jsp? cid=561397 on December 5, 2013. FitzPatrick. E. (2006), “Royal Inauguration in Gaelic Ireland c.1100?1600: A Cultural Landscape Study” Boydell and Brewer, Woodbridge. “Gyeongbokgung”. Retrieved from http://en.wikipedia.org/wiki/Gyeongbokgung on December5, 2013. “Inauguration.” Retrieved from http://en.wikipedia.org/wiki/Inauguration on December 3, 2013. “Imperial Palace Area”. Retrieved from http://www.jnto.go.jp/eng/location/regional/ tokyo/imperial.html on December 5, 2013. “Istana Negara, Jalan Istana.” Retrieved from http://en.wikipedia.org/wiki/Istana_ Negara,_Jalan_Istana on December 3, 2013. “Kuala Kangsar.” Retrieved from http://thriftytraveller.wordpress.com/2012/03/19/ kuala-kangsar/ on December 3, 2013. Mottner, S. , Ford, J.B. (2003), “ Measuring Nonprofit Marketing Strategy Performance: The Case Of Museum Stores”, Journal of Business Research. “National Palace Royal Museum.” Retrieved from http://www.malaysiatraveller.com/ national-palace.html on December 3, 2013. 24

“Nobat.” Retrieved from http://en.wikipedia.org/wiki/Ethnic_Malays on December 4, 2013. Popescu, R. I, Corbos, R. A, (2009), “The Marketing Mix Contribution in Improving The National Museum of Romanian History Strategy”, Quality Innovation Prosperity XIII/1. “Royal Collection Trust”. Retrieved from http://www.royalcollection.org.uk/visit/thestate-rooms-buckingham-palace on December 5, 2013. “The

Grand

Palace”.

Retrieved

from

http://www.tourismthailand.org/See-and-

Do/Sights-and-Attractions-Detail/The-Grand-Palace--52 on December 5, 2013. “Tokyo Imperial Palace”. Retrieved from http://www.japan-guide.com/e/e3017.html on December 5, 2013.

25