INTRODUCTION OF HERITAGE ASSIGNMENT

Heritage sites have become the most prominent tourism destinations in the Asia Pacific region. These
represent universal values ranging from living historic towns to breathtaking cultural landscapes and
stunning architectural monuments. These sites also bring enormous tourism revenue. At the same time,
massive visitor pressures threaten authenticity and visitor enjoyment as well as local conditions and
communities.

Heritage places play an important part in communicating history to present and future generations. Our
heritage buildings constitute a considerable percentage of our existing built environment. They include
places of administration such as town halls, post offices and court buildings, places of worship, places of
social gathering such as community halls, and hotels and places of cultural interest.

This study peel issue stated like detailed go through case study method. As much as three locations
heritage site in Kedah identified provide in this study including Paddy Museum, Pekan Rabu and Zahir
Mosque. This study covers four main aspects perception at the site; cultural values, physical values,
product values and experiential values. Investigate study through observation to heritage site and interview
session with the management the heritage site.

Result of the analyses show three heritage site in Kedah has originality and uniqueness distinctive could be
commercialized for purpose heritage tourism. Nevertheless , some of the factors support as access to the
site, facility public transport, utilities, preparation landscape, building maintenance and environment; and
marketing aspects need to improved so visitor can feel the sense of friendly at the heritage site. This study
submit the suggestion to improve present heritage in Kedah, that experience visit to heritage site will be
always embedded in cache memory visitor or tourist
PADDY MUSEUM, KEDAH DARUL AMAN

PART ONE:

Introduction background of Paddy Museum In Kedah

The Paddy Museum, located at the foot of Gunung Keriang, lies some eight
kilometers from Alor Star, the capital of Kedah. It was officially opened by
KDYMM Tunku Sultan Haji Abdul Halim Muadzam Shah, the Sultan of
Kedah on 12th October 2004 or equivalent to 27 Syaaban 1425. It is the
first paddy museum in Malaysia, and the fourth to be opened in the world
Paddy Museum
after Japan, Germany and the Philippines. The unique architecture of the
Paddy Museum represents bushels of harvested rice stalks. Rice motifs are repeated throughout the
building, on staircase banisters, the museum gates and the fence surrounding it. The museum which
consists of a main building with six surrounding annexes is built on 12,000 square meters of land. The three
storey building sits on a vast piece of paddy field fringed with traditional Malay homes. The museum
showcases the paddy cultivation process in Malaysia and displays all kinds of tools and equipment which
have been used in the trade over the years. Through beautiful murals, the art work of 60 artists from North
Korea, the history of paddy cultivation in Malaysia is revealed. The largest and most impressive mural in
the museum is a 360degree realistic painting of the paddy fields and Gunung Keriang landscape. Located
at the revolving gallery on the third floor of the museum the painting measures 8 meters in height and 103
meters in length.

The Paddy Museum is an important tourist attraction in Kedah as the state is known as the Rice Bowl state
of Malaysia due to its important economic contribution to the country. It honors’ the history, culture and
significance of paddy farming in Kedah and is dedicated to the hardworking and simple paddy farmers,
whose blood, sweat and toil have contributed to the objective of achieving self sufficiency in the rice
industry. The Paddy Museum is open daily from 10 a.m. to 6 p.m. It closes for Friday prayer from 12.30 to
2.30 p.m. on Fridays. Admission fees are RM3 for adults and RM1 for children while school groups are
charged RM1 per person. Each camera brought in will be charged a RM2 fee. This Paddy Museum was
management by Lembaga Muzium Negeri Kedah. And was state as one of must-see-site to visit at Kedah.
Until now Paddy Museum receive about -------- visitor from all around the globe.
PART TWO:

Evaluation of Heritage Site

Evaluation of heritage sites has divided in four major values; Cultural Values, Physical Values, Product
Values and Experiential Values. Below is all the answer based on the question given by lecturer.

Cultural Values

1: Do the stakeholders want tourist/tourism?

Yes, the stakeholders want tourist/tourism at Paddy Museum. That why the Paddy Museum
management open the museum daily from public visit. Paddy Museum also the first Paddy
Museum in Malaysia that shows part of Malaysian cultural.

2: Can the asset withstand visitation without damaging its cultural values

Yes, with 12,000 square meters of land, Paddy Museum can withstand visitation without damaging
its cultural values. In fact Paddy Museum is well managed by the Management Lembaga Muzium
Negeri Kedah.

3: Does the asset reflect a unique cultural tradition?

Yes, the unique cultural tradition of Paddy Museum can see from the design of building, that
inspired by ‘gemai padi’ looks.

4: Is the asset local, regional or international cultural tradition?

Paddy Museum is local cultural tradition. The design of building and the entire exhibit inside
museum most of all is local people traditional equipment used in paddy planting.

5: Does the visit create emotional connection with the individual?

Yes, it’s quit interesting for those who came for the first time to feel the view and the breeze
especially at the 3rd level. Visitor can feel amaze by the superb hospitality shows in their
employees.
6: Is the asset worth conserving as a representative example of the community’s heritage?

Yes, it is worth conserving Paddy Museum as one of Malaysia heritage. It show the root of Malay
people long years ago and until now paddy still one of economic resource in Kedah.

Physical Values

1: Can all areas be assessed?

Yes, most of area can be assessed, but it is prohibited to come closer to the mural and cannot
touch it.

2: Does the site represent potential hazards for visitors?

No, the safety is good. Paddy Museum provided lift and staircase for visitor use.

3: What is the physical state of repair (any wear and tear)?

There is a crack at the building, due to impact of construction next to Paddy Museum. But the
maintenance of building still in good condition.

4: Are both site (inside its physical boundaries) and setting (its surrounds) appealing to tourists?

Yes, surrounding by sawah paddy outside the museum visitor can feel the real experience through
presentation in revolving roof

Product Values

1: Is the site big enough to attract and retain tourists for a long time?

Yes, with 12,000square meters the sites is big enough to attract and retain tourist for a long time.
According to the information counter Paddy Museum can accept about 2000pax at one time, but
the revolving roof can only accommodate 40pax at one time, for safety and security reason.
2: Is the effort required by tourists to get to it too difficult to make a visit worthwhile? (Time, cost and
effort)

Yes, actually is not too difficult to get to Paddy Museum, but due to poor interpretation and signage
its take time to reach Paddy Museum. But once visitor reach there all the tired is worth it with the
good hospitality by their employee and the beauty of surrounding.

3: Is it near other attraction?

No, the only attraction is Paddy Museum. But tourist can view the panoramic view of paddy field
and feel the breeze.

4: Is there sufficient information about the site available (e.g. magazine, website, etc.?)

Not much, no official website for Paddy Museum. The information resource about Paddy Museum
is poor. Visitor can only get the general info from website state of Kedah and only brochure that
provide at Paddy Museum.

5: Does the site have tourist appeal?

Yes, by the unique building and the environment.

Experiential Values

1: Does this asset have the potential to offer interesting experiences to tourists?

Yes, it shows to the tourist everything about paddy planting, from process of plantation till the
preparation of the food based on rice. In fact Paddy Museum offer interesting experiences to
tourists at certain date and time. E.g. from 23rd to 25th March there is Paddy Festival and lots of
activities open for visitor from that date.

2: In what ways is this asset capable of providing a participatory, engaging, and or entertaining
experience?

No, the Paddy Museum not provided any activities for tourist to involve. Only certain activity at
certain time.
3: It this asset capable of meeting different tourists expectations?

It’s depending on the tourist expectations, for tourist who like nature and green scenery will find the
expectations is good. But those who like adventure might not find the expectations at Paddy
Museum.

4: How authentic would general tourists perceive of the experience offered by the asset?

Most of the exhibits are not real. Is a part of replica that represents the place and the local
community.

5: Is good quality interpretation currently available and if not, how can it be provided?

No, Paddy Museum is very poor with interpretation and signage, something it is difficult tourist to
get there because of lack information and poor signage along the way to Paddy Museum.

Assessment of tourism potential

Asset Cultural Physical Product Experiential Overall

Values Values Values Values Assessment
Paddy Museum, Moderate/ Moderate Moderate Low Moderate
Jitra, Kedah High

Fatal Flows
i. Combination of small size and poor of interpretation.
ii. Poor of accessibility
iii. Lack of information guide for tourists
PART THREE:

Improving the weaknesses.

The most important thing that Paddy Museum should improve their
weakness is through accessibility. The word “access” is widely
interpreted to include access to and within any building or site,
access to all facilities and services and to any information. The
objective is to provide a barrier free environment for all visitors.
Heritage places should be accessible to everyone, including people
with mobility or sensory impairments, the elderly, parents with small
Entrances to Paddy Museum
children and anyone who is temporarily disabled as a result of illness or injury. Owners and managers of
heritage properties should commit themselves to creating a situation in which this can be achieved.
Currently the door entrance to Paddy Museum is only by staircases.

Interpretation or information board and signage should be more

friendly and easy to understand. Currently to go Paddy Museum is
quite difficult to see signboard from Alor Setar or nearest district to
Paddy Museum. Signboard should be placed in the city and also his
vicinity distance to the Paddy Museum at least 1000 meter. At present
signboard go to paddy museum can only earns from 700 meters to

Signboard available about 700 Paddy Museum. Imperceptibly tourists whose go to Alor Star may be
meters to Paddy Museum not realize existence paddy museum In Jitra.

In addition side action tourism council state of Kedah's also should be adding more tourist attraction in the
vicinity museum paddy. This is because currently only Museum Paddy occur at Gunung Keriang area. With
peace state and surround by paddy field may be tourism activity such as home stay feasible. Indirectly it
can involve host community in tourism and help increase income and to give awareness importance of
tourism to individuals and also state government.

Promotions can also aiding in increase another public-awareness for Paddy Museum. Promotion such as
advertising in the newspaper and also internet by widespread able promote tourism not only in Paddy
Museum but hereabouts state Kedah also. Management should provide the latest brochure and to organize
related activity to paddy planting. Especially when harvest season, indirectly it can involve tourist with
tourism activity in the place they visiting.