Branding Melaka as a Complete Green City for State Image Enhancement [Scopus 2018]

16 pages
6 views
of 16
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Share
Description
The Melaka state government is embarking its vision towards Green City (GC) state by 2020. However, Melaka faces several related sustainable issues such as traffic, public transportation, health problems and others that are big challenges for the
Transcript
  Branding Melaka as a Complete Green City for State Image Enhancement 143 eISSN: 2289-8107 Special Issue iDECON 2016   BRANDING MELAKA AS A COMPLETE GREEN CITY FOR STATE IMAGE ENHANCEMENT B.C. Chew   , S.R. Hamid and F.H. Sukri   Faculty of Technology Management and Technopreneurship, Universiti Teknikal Malaysia Melaka, Hang Tuah Jaya, 76100 Durian Tunggal, Melaka, Malaysia. Corresponding Author’s Email:   bcchew@utem.edu.my   Article History : Received 30 August 2016; Revised 30 September 2016; Accepted 30 December 2017 ABSTRACT: The Melaka state government is embarking its vision towards Green City (GC) state by 2020. However, Melaka faces several related sustainable issues such as traffic, public transportation, health problems and others that are big challenges for the Melaka state to implement a complete Green City Branding (GCB). This study was to examine the factors that influence Melaka state towards a complete GCB and to investigate strategies of Melaka state towards a complete GCB. A qualitative approach was utilized by conducting a case study at the Melaka Green Technology Corporation (MGTC) and a semi-structured in-depth interview session was done among fifteen executives to obtain the primary data. Thus, by preventing the Melaka state from being harmed, the benefits of embarking on a complete GCB may be beneficial to the social and economic well-being for the sake of current and future generations. Future studies should be focusing on the hurdles faced by the Melaka state government in implementing a complete GCB because the state government is serious in aiming for the Green City State status. KEYWORDS : Green City Branding; Melaka; Qualitative Research; Case Study   1.0 INTR ODU CTION In 2010, the Melaka state government sets a vision of becoming a green technology city and be a ‘green city’ within 10 years [1]. Green City (GC) has been set as a new agenda for urban planning which aims to reduce the carbon footprint of the city or state by improving the livability [2]. The Melaka state government has been reacting towards the GC concept of  branding the state with a slogan “Melaka   Journal of Advanced Manufacturing Technology 144 eISSN: 2289-8107 Special Issue iDECON 2016   Green City Branding (GCB) is defined as an approach to integrate the city planning to respond to their climate change and locations by optimizing the availability of natural assets [3] and to promote economic development while maintaining the city biodiversity [4]. The concept of GCB is one of the competitive measures to differentiate the city from others by enhancing the sustainable development objectives [5]. While moving towards GCB, Melaka faces several related sustainable issues such as traffic, public transportation, health problems and others that become big challenges for the Melaka state government to implement a complete GCB [6]. This study was to examine the factors that influence Melaka state towards a complete GCB and to investigate strategies of Melaka state towards a complete GCB. Maju Negeriku Sayang, Negeri Bandar Teknologi Hijau” in order to achieve the vision by 2020. 2.0 RESEARCH METHODS This study applied a qualitative approach where a case study has  been conducted at the Melaka Green Technology Corporation (MGTC) in order to gain in-depth understanding regarding the implementation of GCB [7]. As it functions towards the development of the Green implementation in Melaka state, a semi-structured in-depth interview was carried out to obtain the primary data among fifteen executives of MGTC. This study utilized a non-probability sampling technique which has been used because it is based on the assumption that the sample will be chosen at random from a sampling frame [7]. Several interview questions were asked during an in-depth interview session. i.   What are the factors that cause Melaka to implement a complete GCB? ii.   How do the GCB factors contribute towards the state image enhancement? iii.   What type of effective communication to be used to increase the awareness of GCB? iv.   Who are the partners involved in a public-private partnership for GCB?  Branding Melaka as a Complete Green City for State Image Enhancement 145 eISSN: 2289-8107 Special Issue iDECON 2016   Besides, secondary sources such as books, journals and other publications were obtained as to provide additional knowledge, interpretations or conclusions [8]. Principally, the primary data were derived from words throughout the interview session, hence, explanation building strategy was utilized in order to analyse the primary data [9]. The explanation building is designed to test a theoretical proposition whereby the researcher uses an existing theory to formulate the research questions and the objectives [10]. The explanation building method is a deductive process for analysing qualitative data that involve the iterative examination of a number of strategically selected cases to test a theoretical proposition [7]. Hence, in this qualitative study, the theory on GCB was tested against the findings and then each of the findings was explained. 3.0 RESULTS AND DISCUSSION 3.1 Factors that Influence Melaka State towards a Complete GCB   GCB has been influenced by the sustainable development of tourism in the state. Sustainable tourism develops when policies, practices and programs take into account not only the expectations of tourists regarding responsible natural-resource management (demand) but also the needs of communities that support or are affected by tourism projects and the environment (supply) [11]. Meanwhile, the development of ecotourism, when handled properly, can provide tangible opportunities to promote, and perhaps more importantly to protect the earth’s natural and cultural heritage [12].  Figure 1 shows the launching ceremony of the Electric bus by the Chief Minister (CM) of Melaka in 2014 [13]. The provision of Electric  buses in Melaka as the mainland public transportation has attracted tourists around the world to visit the state [13]. Tourists may ride the Electric bus to travel around Melaka city with a reasonable fare, hence, support the GC vision of the state. Furthermore, the electric  buses do not emit any pollution directly into the air, as the vehicle uses an electric to move the bus instead of using petrol or diesel fuel. The aim of usage of the electric buses in public transportation is to deliver an environmentally friendly fleet that reduces carbon emissions, improves air quality and also lowers pollution level as it is powered by nine lithium iron phosphate batteries.   Journal of Advanced Manufacturing Technology 146 eISSN: 2289-8107 Special Issue iDECON 2016   Figure 1: Launching ceremony of electric bus by CM of Melaka [13] Assistant Engineer 1 asserted that tourists who visited Melaka tended to stay in green hotels. MGTC has also been given recognition through the awarding of certificates (Melaka Green Seal) to the  buildings that fulfil green criteria. It is a recognition for hotel owners and guests who are showing their concern for the environment, and  both are playing vital roles in making the hotel industry more sustainable. Figure 2 shows the Kings Green Hotel at Ayer Keroh, Melaka received the Melaka Green Seal in 2015 [14]. By adopting green electricity such as a Photovoltaic system (PVS) or solar electricity in the hotel building may help the hotel providers reduce their operating cost [15]. PVS will contribute to low environmental impact because it provides green, renewable power by exploiting solar energy by reducing carbon dioxide (CO2) emissions into the atmosphere, thus encouraging climate mitigation. Therefore, Melaka will pave the way for the state to become a zero-emission city  by promoting electric buses and green hotel concept. Figure 2: Kings Green Hotel received Melaka Green Seal award [14]  Branding Melaka as a Complete Green City for State Image Enhancement 147 eISSN: 2289-8107 Special Issue iDECON 2016   Besides, the implementation of City Branding may attract talent to the cities by improving the quality of city branding development talents such as introducing the talent introducing system, talent training system and talent utilizing system [16]. Talents have become one of the most important growth factors for all regions and places [17]. In city branding, the function of talents is to convey a comprehensive image of the future city for work and residence in which later, the individual’s decision can be affected in favo u r to transform a city’s image towards GCB. The Manager of Project Unit stated that Melaka has limited natural resources unlike other states in Malaysia. However, to achieve the GC concept, the state government needed to utilize the human capital to involve in GC projects. In return, the state government would gain high profit. Figure 3 shows one of the GC projects in Melaka is the Melaka River Rehabilitation and Beautification project, which provides about 3,000  jobs [18]. The job opportunities offered related to river cleaning and ecosystem preservation that are beneficial to help the government in enhancing its tourism image. The government can target, recruit and employ skilful individuals and gain perspectives from the public, private, and social sectors. Such diversity may help the government to plan and design the city towards sustainable development by considering all aspects of life. Figure 3: The Melaka River Rehabilitation and Beautification project offer job opportunities [18] The city branding organisation is one of the factors which influence the GCB [16]. It refers to various institutions which organize the multiple forces to participate in city branding management, hence, establishing the city branding policies and strategies in order to gain
Related Search
Similar documents
View more...
We Need Your Support
Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

Thanks to everyone for your continued support.

No, Thanks