Exploring cultural image of Souq Putrajaya public realm

• Main Authors: Abd. Rahim, Fazlena, Mohd Yunos, Mohd Yazid, Said, Mohamed Mohamed Tolba
• Format: Article
• Published: Human Resource Management Academic Research Society 2022
• Online Access: http://psasir.upm.edu.my/id/eprint/101386/; https://hrmars.com/index.php/IJARBSS/article/view/14023/Exploring-Cultural-Image-of-Souq-Putrajaya-Public-Realm

This study discusses on the issues of successes and weaknesses aspects of cultural image in the bazaars public realm in Putrajaya city. The poor quality and the lack of the local cultural image in the bazaars public realm in Putrajaya has reduced the function of the bazaar as a node. This study aims to improve the quality of the cultural image of bazaars in Putrajaya, that reflects the local culture image towards a successful public realm in modern urban context. The objectives of this study are to analyze the needs of consumers to create a successful public realm of bazaars cultural images in Putrajaya trough visitor’s perceptions and to assess the quality of the bazaar public realm’s cultural image in Putrajaya trough observations. This study used quantitative method involves the document analysis exploration related to the cultural images of Souq Putrajaya, fields observation and surveys of 321 civilians to analyze their perceptions of the Souq Putrajaya public realm. The findings show that the weakness of the local cultural image factors had caused Souq Putrajaya lack preferred by the visitors such as illegible access routes, misleading identity, lack of public facilities, ventilation, lack of local traditional products, socio-cultural activities and the attractiveness of the visual environment. It has reduced the comfort, social activities of visitors and the aesthetic value of the place. Masjid Putra became the most preferred nodes for visitors among the other Souq public realm. These findings should serve as guidelines in designing consumer friendly bazaars public realm and reflecting the local cultural images in modern urban contexts.