Branding Malaysia And Re-Positioning Cultural Heritage In Tourism Development

Abstract

In the regional and global competitive tourism sector, branding Malaysia as Turley Asian has maximally helped the country. The branding efforts have facilitated Malaysia to present itself as a true sign of pluralism, a mixture of harmonious cultures and the true soul of Asia. The intangible cultural heritage especially food heritage and traditional performing arts have also significantly contributed to branding 'Malaysia Truly Asia'. The multiple traditional and cultural performances represent multicultural Malaysia. In these performances, all ethnic groups, i.e. Indian, Chinese, Malay, Indigenous and others are represented adequately. Malaysian traditional cuisine also represents the pluralism of Malaysian society. Authentic and hybrid foods and the traditional performing arts have made the country a mini Asia or the soul of Asia. Understanding the position and contribution of both traditional food and performing arts to promote Malaysian tourism under the slogan of 'Malaysia Truly Asia' is extremely important in developing the Malaysian tourism sector. Under the concepts of identity and culture as a segment of branding approaches, this article will analyse how cultural heritage has helped to brand Malaysia as Truly Asia for the development of the tourism sector of Malaysia.

Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love

“…Many nation brand campaigns have established their vigour in the past such as: “Malaysia, Truly Asia”, “Emerald Isle/Green Island” (Ireland) and “Turkey: Discover the Potential”. A Study by Hussin (2018) helped understand the position and commitment of both customary foods and performing arts in branding and promoting the Malaysian travel industry under the brand “Malaysia Truly Asia”. Ireland is widely known as the “Emerald Isle/Green Island”, making it an effectively established nation brand (Lodge, 2002; O'Leary and Deegan, 2003).…”

Buwas Kuning (Yellow Rice) and its Symbolic Functions Among the Sama-Bajau of Malaysia

“…Various researchers (Abels, 2012;Bottignolo, 1995;Hussin, 2018aHussin, , 2018bHussin, , 2019Hussin, Baptist, & Pugh-Kitingan, 2018;Jubilado, 2010;Jumala, 2013;Nimmo, 2001;Sather, 1997; to mention a few) on the Sama-Bajau have attempted to discover symbolically recognizable, familiar, planned, and manifest practices and consequences of ritual performances. However, they did not bring a distinctive contribution to the knowledge (as Merton, 2012 envisaged) related to the latent and symbolic functions of the offering of buwas kuning.…”

“…The informant shared that they could not proceed with the performance of the ritual without buwas kuning . They claimed that the performance provided a sense of protection and security and that it brought balance between the two worlds (i.e., the seen world and the unseen world; Hussin, 2018a).…”

Lagu Malaysia Truly Asia Sentuhan Ahmad Nawab: Sebuah Penjenamaan Bangsa Berakarkan Rumpun Nusantara

“…Video tersebut menampilkan Datun Julud (Orang Ulu dari Sarawak), Tarian Zapin Sindang (Melayu Sarawak), Tarian Alu-Alu (Melanau dari Sarawak), dan Tarian Rejan Be'uh (Bidayuh dari Sarawak). Video ini dimulakan dengan alat muzik tradisional berunsur etnik seperti seruling, Pipa (alat muzik klasikal Cina), gamelan dan tabla (gendang berkembar India) (Hanafi, 2018). Kemasukan unsur-unsur budaya Sarawak ini, dipersetujui oleh Abdul, Rahim dan Shahidi (2017), seperti Gendang Melayu Sarawak, yang penuh dengan nilai-nilai murni sosial masyarakat Melayu serta bersifat sejagat akan mampu membentuk perpaduan dalam kalangan ahli masyarakat.…”