BRANDING MALACCA AS A COMPLETE GREEN CITY FOR STATE IMAGE ENHANCEMENT

SECTION 1: INTRODUCTION

o In 2010, the Malacca state government set a vision on becoming a green technology city and be a ‘green city state’ within 10 years.

o 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.

o The Malacca state government has been reacting towards the GC concept by branding the state with a slogan “Melaka Maju Negeriku Sayang, Negeri Bandar Teknologi Hijau” in order to achieve the vision in year 2020.

oLewis, E.(2015) mentioned that Green City Branding (GCB) an approach to integrate the city planning to respond to their climate change and locations by optimizing the availability of natural assets and to promote economic development while maintaining the city biodiversity (OECD,2010).

oTherefore, what are the factors that causes Malacca state to embark in GCB and the strategies involved in GCB that have been implemented by Malacca State Government?

SECTION 2: RESEARCH METHODS

o Qualitative Methodo Case study: Melaka Green Technology Corporation (MGTC)o Semi-structured in-depth interview-15 executiveso Sample interview questions:

What are the factors that cause Malacca to implement a complete GCB? How do the GCB factors can contribute towards the state image enhancement? What type of effective communication to increase the awareness of GCB? Who are the partners involved in public-private partnership for GCB?

o Secondary data: Books, Journals, Newspapers, Magazines, Websites

o Explanation Building

This technique is to test a theoretical proposition (Yin, 2009).

It is a deductive process to analyse qualitative data that involves the iterative examination of a number of strategically selected cases to test a theoretical proposition (Saunders et al., 2012)

SECTION 3: RESULTS AND DISCUSSION

Scholars Factors Causes GCB Details

Orgaisation for Economic Co-operation Developmant (OECD) (2012 )

• Sustainable Development for Tourism

• Provision of Electric buses as land public transportation.• Green hotels (Kings Green Hotel)• Adopt Photovoltaic System (PVS) as solar electricity to enhance climate

mitigation.

Minghui, Q. (2011)

• Attract Talent • Need to utilize human capital with skillful individual to involve in GC projects.

• City Branding Organisation

• Malacca Green Technology Corporation (MGTC) responsible in green technology development for Malacca.

• City Branding System • The Blueprint of “ Melaka Negeriku Sayang, Negeri Bandar Teknologi Hijau” provide clear guideline to develop a sustainable city.

• City Branding Culture • MGTC employees support by practice green culture in office.

• City Branding on People

• All personnel in Malacca state government may contribute to GC development.

Henner, B. & Stefan, A. (2015)

• Climate Change • Malacca state support Prime Minister pledge to reduce the intensity carbon to 40% which may enhance the eco-city image.

• Pollutions act as threat to human health thus forced them to spend for medical treatment.

Scholars Strategies Involved in GCB Details

Minghui, Q. (2011)

• City Branding Identification • Chief Minister of Malacca promote GC development to whole country because it is new concept.

• City Branding Architecture • Malacca Green Seal as certification mark for green building.• Malacca World Solar Valley (MWSV)-construction materials

from eco products.

• City Branding Communication

• Official Facebook• Bulletin (Every 3 month)• Articles• Other advertising materials (newspapers/ billboard/

magazines)

• City Branding Audit • Energy building audit conducted in 9 government buildings by Danish Energy Management (DEM).

• Aim to identify the power usage and then suggest the energy efficiency.

Sicco, V., G. & Malcom A., (2006)

• Public-Private-Partnership (PPP)

• Malacca represent Malaysia in Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT) to stimulate economic development which supported by Asian Development Bank (ADB)

SECTION 4: CONCLUSION

o In conclusion, to complete GCB in Malacca state involve a long-term commitment and strategy from all agencies and community.

o A sufficient funds also should be allocated to all city council in Malacca state to enhance the city’s green infrastructure.

o GCB is very important for Malacca state to align with the Developed State status because the image of the state will be sustain when the GC vision being shared among communities.