Professional Documents
Culture Documents
Master in Tourism Management: Tourism Destination Analysis HTT 712
Master in Tourism Management: Tourism Destination Analysis HTT 712
HTT 712
1
TOURISM DESTINATION INNOVATION:
PREPARED FOR:
PREPARED BY:
2
Contents
1.0 Abstract…………………………………………………………………………………………………………4
2.0 Introduction……………………………………………………………………………………………………5
4.0 Conclusion…………………………………………………………………………………………………….22
5.0 Reference/s…………………………………………………………………………………………………..24
3
1.0 Abstract
line with this notion, the identified resource or attraction used in this project is the
as services and facilities in the museum compound. The importance of preserving the
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
museum will hopefully create awareness and recognition of The Royal Legacy in the
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
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
destination and execute the best marketing strategies to attract visitors to that
destination with cooperation from local tour operators, travel agencies and DMOs.
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
Inauguration Enact, Royal Cultural Performance, Royal Feast as well as Service and
Facilities Augmentation.
7
3.1 Royal Inauguration Enact
leader’s term of office. The reason of having “inaugural address” during the
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
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
the legitimacy and credibility of the candidate by reference to the historical and
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
palace as well. The uniqueness of the ceremony need to preserve well in order to
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
excitement during enthronement. This ceremony definitely will attract local 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
which usually involve great participation from local operators. This aspect will
happening within one hour. Thus, each selected day has two sessions; morning
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.
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
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
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
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
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 9am-
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
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
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
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
Apart from that, services and facilities augmentation is very important to ensure
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
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
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
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
around sites.
Current exhibition, the museum management did not display their personal and
official possession of the current King and Queen including jewels, crown,
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
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
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
resembling the palace interior. Entrance ticket will be charge separately upon
walk-in.
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
2. See through shorts and blouses, as well as culottes or quarter length trousers
16
3. Sleeveless shirts or vests
Other added service is the accessibility to the museum can be upgrade to cater
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.
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,
& 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
To ensure the museum’s not only educational but profitable, price is the key
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
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
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.
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
In order to ensure all those services and products offered running smoothly,
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
A good interaction between customers and flow of the visitation process will
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
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
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.
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
From the detailing explained and the marketing strategy write-up on the tourism
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
23
5.0 Reference/s
5, 2013.
December5, 2013.
3, 2013.
24
“Nobat.” Retrieved from http://en.wikipedia.org/wiki/Ethnic_Malays on December 4,
2013.
XIII/1.
December 5, 2013.
25