MASTER IN TOURISM MANAGEMENT

TOURISM DESTINATION ANALYSIS

HTT 712

TOURISM DESTINATION INNOVATION:

“ISTANA NEGARA INTERACTIVE ROYAL MUSEUM:

THE LEGACY OF MALAY RULERS”

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 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

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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

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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.

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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

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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.

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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.

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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.

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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

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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

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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 9am-

9.30am, 11.30am-12noon, and 2pm-2.30pm.

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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
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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)

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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
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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
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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
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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.

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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

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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

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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

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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.

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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

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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.

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5.0 Reference/s

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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.

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“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/the-

state-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.

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