Managing Maritime Connection Culture Legacy:

Islamic & Malay Heritage for Global Shariah Tourism

Saiful Anwar Matondang

, Hasrita Lubis

, and Saiful Batubara

Faculty of Education Science, Universitas Islam Sumatera Utara, Medan, Indonesia

Keywords: Managing, maritime connection, global, shariah tourism

Abstract: The legacy of maritime connection culture of Strait of Malacca from pre-colonial to post colonial is the

heritage of Islam and Malay in North Sumatra of Indonesia. Now in globalization era, such legacy has a great

role in the creative economics of global shariah tourism. This paper presents the current situation of North

Sumatra Province in managing the invaluable cultural heritage in terms of global tourism. Managing the

maritime connection culture to be marketable shariah tourism is a big issue that gives economic growth. This

field study on the development of a global religious and cultural tourism industry based on the results of the

research paper on managing hybrid Islamic & Malay heritage for shariah tourism reported the foundation for

government policy and tourism industry in facing ASEAN Economic Community and globalization is still

weak. Obtained data showed that various Islamic carnivals and cultural festivals as 'living tradition' in coastal

towns of North Sumatra which regarded as the realization of Islamic and Malay’s social values have not been

managed in an integrative system. Managing the potential of shariah-based cultural heritage tourism has the

potential economic growth of North Sumatra Province and shariah system has a good chance if the

government’s synergic management with entrepreneurs and social scientists (university) works in harmony.

1 INTRODUCTION

North Sumatra Province is benefited from the legacy

of maritime connection culture due to its geographical

position in the Strait of Malacca (Andaya, 2008). That

position makes this province as the hub of

international sailing track in Asia Pacific Rim. As a

result, the maritime culture has been many years as an

intervening factor in the creation of a hybrid culture

of Islam and Malay (Matondang, 2015) which now

owns a great role in the growing global shariah

tourism (if the government, scientists and

entrepreneurs have a new strategic action to

reconstruct the shared memory). This paper explores

the shariah tourism services and products with halal

compliances and opens the mind of Islamic

Community (Ummah) to recall and reconstruct the

heritage culture of Islam and Malay for developing

the economic benefits of tourism industry. The

important role of research results as a scientific

capital to predict the potential local cultural products

in the context of the regional of Association of South

East Asian Nations (ASEAN) and global shariah

tourism. In this context the results of the research

become urgent to get those remaking in a strategic

way such as public policy and repackage model

shariah tourism industry of North Sumatra.

Reconstruction of Islam and Malay culture

heritage (Matondang, 2015) needs the systematic

action to make the useful potential tangible and

intangible heritage tourism to sustain and grow

(Kaufman, 2013). Until now, many managerial

problems found that need to be handled

systematically either in public policy of local

government or the research reports of the database of

ritual activities, carnivals and cultural festivals. For

instance, the systematic model of Medan

Municipality of North Sumatra Province for tourism

industry is not yet available. Additionally, the

scientific formulation which becomes the umbrella of

the body of knowledge about shariah tourism is not

adequate. For the development of applied sciences in

the field of tourism culture of North Sumatra, the

accessible digital data is not yet available body of

knowledge significantly (Matondang and Butsi,

2016).

In addition to the body of knowledge pertaining to

religious and cultural values in social practices that

are represented through 'Islamic liturgy and

ceremony', this paper proposes the managing

Matondang, S., Lubis, H. and Batubara, S.

Managing Maritime Connection Culture Legacy: Islamic Malay Heritage for Global Shariah Tourism.

DOI: 10.5220/0010042703410345

In Proceedings of the 3rd Inter national Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology (ICEST 2018), pages 341-345

ISBN: 978-989-758-496-1

341

problems of tourism industry in North Sumatra.

Therefore this contribution serves as a scientific

means to produce a strategic idea to elevate the

situation local culture products to promote to

international market in global heritage tourism. North

Sumatra Province which is rich of potential cultural

heritage for the development of shariah tourism

industry now needs a future systematic managing

model to compete with other neighbor countries.

2 RATIONAL STUDY OF

SHARIAH TOURISM

There are three fundamental reasons why the research

report on managing the Islamic & Malay Heritage for

Sharia Tourism is very urgent to be implemented,

namely:

1) It was found that management of data from

scientific activities, such as record, map,

observation and documentation of events event

rituals, carnivals and cultural festivals of North

Sumatra Province which originally was a

legacy of maritime connection culture is still

loosely administered.

2) Management of ritual and cultural events data

that should be stored systematically in the

database, and then can be used for the

development of cultural tourism is very weak.

3) The management of 'gap of cultural knowledge'

between religious performances and Malay

tradition conducted by ethnic groups who have

been residing in the coastal towns of North

Sumatra Province, within management capacity

of the provincial government, has not been

resolved.

The above management problems of the potential

cultural heritage of North Sumatra Province indicate

that loosely managerial system become weaknesses

of this province. In other word, there are many

cultural performances (Performing arts) that are rich

of Islam and social values, nonetheless, those are not

yet accompanied by the management of culturally

qualified activities (Matondang and Butsi, 2016).

Make those weaknesses into important issues of

tourism policy and obstacles in the development of

tourism industry to the global level bring the malaise

of economic growth in tourism shariah industry.

Related to the religious and social values of the ethnic

groups in North Sumatra, the ethnological studies and

other disciplines in the development of heritage

tourism (Matondang, 2016a), it is necessary to

manage the shifting of the values of the Islamic

philosophy and culture into economic one, in which

those useful factors uplift the shariah tourism

business sectors. In other words, as far as the data

management of scientific research has not integrated

in the government formulations are not yet available

in conceptual constructions for reference and study,

the potential heritage of North Sumatra does not give

economic benefits for North Sumatra. Now it requires

a deep local government policy and an integrative

managing culture system which should be applied

3 THEORETICAL REVIEWS

AND PREVIOUS STUDIES

The form should be completed and signed by one

author on behalf of all the other authors.

Global shariah tourism industry (Halal

Compliances) as a new subtopic of Socio- Humanities

the concept and practice of this topic discussed

embrace a multi-discipline framework. It is

necessary to note that a multi –discipline approach to

apply. For our understanding of heritage here are

some important theories, which underlying the

projects of potential cultural tangible and intangible

heritage for enhancing the future tourism industry.

Maestas (2011) with the Applied Anthropology

made an ethnographic observation to reveal the

characteristics of ethnic culture and explore the

traditions of each ethnic group in order to synergize

with the global order. Donald Getz showed variety

models of research on ritual and cultural

performances in the context of the global tourism

industry Getz (2010). Thus, Getz mentions the

theoretical foundations generally referring to ritual

and cultural processions which identify the

actualization of the ideology, social values, identity

and sustainability of ethnic groups that celebrate

important momentum (Getz, 2010: 2). Those two

ideas display the local cultural studies for global

tourism, namely through fieldwork which rely upon

the scientific procedures require for the qualified

capacity building in managing the heritage tourism

industry.

Development of heritage tourism thus is in line

with the UNESCO recommendations of 1972 ratified

in the 2003 Safeguard of Intangible Cultural Heritage

(ICH) Convention. Additionally, in Western Europe,

Bendix et all pioneered the adaptation of UNESCO's

ratification for the sustainability of the object's

cultural heritage. The cultural heritage project of

Regina F Bendix et all made the selected and

ICEST 2018 - 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and

Technology

342

observed local living traditions and as well as those

that would be extinct, and still be conserved (2012:

13). In essence UNESCO convention is capacity

building in the form of ability of ethnic group,

researchers, educators and government to make

sustainability of tradition with renewal. The potential

Islamic and Malay cultural heritage of North Sumatra

Province that has not been managed and scientifically

structured in global challenges, the inspiration of

Regina F Bendix et all (2012) a new insight for the

cultural research needed to find the potential 'living'

of Islamic and Malay culture. Managing the scientific

capital and new methods that can be utilized in the

development of religious tourism industry and a

global culture (Matondang, 2016c) contributes to the

concept and practice of shariah tourism industry in

North Sumatra.

Globalization process from West (America) to

East and vice versa is not only in an economic system

but it has blended with cultural practice.

Consequently, North Sumatra is inseparable from

"Global Turn" or round of globalization. Facing the

global turn, the cultural heritage of ethnic groups as

inheritance must be highly prospective in a global

context (if the North Sumatrans’ social values would

be developed to provide economic benefits and the

welfare of the people). The coastal towns of North

Sumatera in a –multi-cultural analysis should be

linked to the global one. British Sociologist, named

Roland Robertson created the concept of

'glocalization'. It made that interactive cultural

phenomena between global and local cultures be

highly 'reciprocal'. A wave of awareness of the

strength of ethnic culture emerged and the efforts of

ethnic groups to bring local culture to the global scene

(post-colonial comes back) is a model of future

development of the coastal towns culture of North

Sumatra. In practice, global and local connectivity is

in the dialogue of globalization and local tradition

over a decade and the birth of new cultural

phenomena. Moreover, Robertson (1995) was

describing the interactive interaction between local

culture and globalization which has given rise to a

new cultural paradigm. Thus, the 'Glocal':

Globalization and Localization as a buzzword in

economy and socio-cultural discussions.

Thus, cultural management within tangible

and intangible heritage already was developed

rapidly. Meskell (2013) provides an explanation of

cultural heritage project currently which entering on

micro-analysis has been influenced by global current.

Further Meskell (2013: 484) posited that the data

collection, creation of cultural diversity databases,

educational materials and preparing materials for

scientific seminars and publications are related to the

mandate the 2003 UNESCO Convention for the

Guarding of Intangible Cultural Heritage practically

give a new path. Idea of revival of Islamic and Malay

values as cultural heritage cannot be separated from

the global flow. In addition to those, Manuel Castells

calls 'the power of identity' (2010) after investigating

the Spirit of Confucius in the modernization of the

State of China is getting stronger in the global

currents. In line with religiously and ethnically

revived, Giordano cites the example of the process of

'ethnification of past experience in present' (2005 and

2009) countries of Eastern Europe that have far-

reaching impacts on socio-cultural.

It is noted that the UNWTO promotes

documentation and cultural research of non-objects

(2013). If the ritual events, carnivals and cultural

festivals of North Sumatra Province that serve as the

reconstruction of identity appear, so the managing of

commemoration, cultural innovation, entertainment,

and tourism attraction on the Islamic and Malay

values basis, the managing of maritime connection

culture which have socio-cultural materials and

traditions needs to be remade in a systemic model.

4 A CASE STUDY OF

DEVELOPMENT OF TOURISM

INDUSTRY OF MEDAN

MUNICIPALITY

The coastal towns’ development with religious

tourism industry and culture in North Sumatra

Province until now has not become the main attention

of planners, government and scientists. So that given

coastal area of North Sumatra with a unique cultural

character and strategic geographical location has not

been relocated in terms of Maritime economic and

socio-cultural growth. Globalization should be an

opportunity for the development of global tourism

industry, which has not been conceptualized and

elevated. North Sumatera Province is a cultural and

industrial center in the Strait of Malaka. The

geographical existence of Medan which is not far

geographically from Penang, Melaka (Malaysia),

Singapore and Bangkok could be a global heritage

tourism destination. Refer to Chhabra’s (2010) idea

about various cultural events in the context of

religious holidays, cultural ceremonies, national

holidays and people's entertainment, North Sumatra

is the potential location of global shariah tourism. The

North Sumatrans’ rituals, carnivals and cultural

festivals basically have a wealth of tradition that can

Managing Maritime Connection Culture Legacy: Islamic Malay Heritage for Global Shariah Tourism

343

be studied scientifically and managed systematically

for the development of religious and cultural tourism

and creative economic. The empowerment

communities on the basis of the cultural traditions of

North Sumatra Province lead the growth and

development of shariah tourism industry along with

the creation and adaptation of local culture with the

linkages of regional and global economy.

Managing the Islam and Malay cultural tradition

of North Sumatra Province is influenced by the

historical setting this province. Historical record of

Serdang Noble named Tengku Luckman Sinar

(2005), the Medan town is originated from Haru

Kingdom turned into Deli Kingdom (16th century);

then became the center of the Dutch East Indies for

the East Coast of Sumatra (in late 1800 to

independent Indonesia); after the Independence of the

Republic of Indonesia Medan Municipality of North

Sumatra Province became the Central Government of

East Sumatra Province, and at present the Capital of

North Sumatra Province.

The legacy of maritime connection reflected in the

Haru and Deli Kingdoms. In history of Haru

Kingdom is noted to have a strategic port in the Strait

of Malaka since the 1200s. The harbor location of the

Haru Kingdom now called the Chinese Town is

located between the Estuary of the Deli River and the

Chinese Buluh. From the harbor center of the

Kingdom of Haru, there is highly trading and cultural

contacts of Malays and foreign ones. These trading

and cultural contacts had been continued with its

dissemination and adaptation in society of North

Sumatra. Such contacts led to the influences of

Portuguese, Indian, Chinese and Arab through

intercontinental voyages made the process of

adaptation of foreign culture to local creativity.

Further, by the time the Dutch opened a tobacco

plantation in the Deli Royal land concession in the

1860s, the Dutch recruited garden workers from Java,

India and South China. After the Medan town became

large various ethnic came to Deli to wander, trade,

study and transit. So the city of Medan has the distinct

religious and cultural traditions which actually

appeared from maritime connection.

Other maritime connection culture results in the

development of Medan as the center of government

and trade in the Dutch colonial era were related to; a).

the composition of the population of the Medan town

changed drastically. Anthony Reid (1979) notes the

Medan dominated immigrants and ethnic Malay,

Karo and Simalungun as indigenous minorities; b).

the hybrid Islamic and Malay values created the

cultural heritage; c). the eastern coastal area towns of

North Sumatra have been culturally in the Melaka

Strait connecting to a regional concept e.g.; ASEAN

(Chheang, 2013) and global culture (Arizpe and

Amescua, 2013).

Managing Blended Islamic and Malay values in

the shariah tourism industry of North Sumatra

Province plays an important role due to the distinctive

cultural character of this province; its potential

tradition values to become a hybrid Islamic and

Malay cultural tourism location. Idea of glocalization

(Robertson's thought) for North Sumatra is a new

challenge for anthropologists, sociologists,

economists, distinguished figures and governments

and tourism businessmen. It should bear in mind that

local values for global tourism created new models of

tourism industry. For example, Jonathan Friedman in

Honolulu, Hawai'i, proposed a model which

embraced the world tourist destination, the pattern of

local cultural interaction that leads to cultural

globalization (Friedman, 2000). The potential Islamic

and Malay cultural heritage of North Sumatrans’

religions and traditions has the great power to uplift

the shariah tourism for the global taste. There is a

potential heritage value of North Sumatra that should

be managed in integrative system.

5 CONCLUSION

The management of the legacy of maritime linkage

culture is great benefit for religious and cultural

tourism of North Sumatra in the future. Managing

legacy of maritime connection culture with a new

modern effort, to be useful for the people of North

Sumatra and the world, is very central when

researchers and stakeholders are aligned. Many

carnivals and festivals as cultural activities for sacred

and secular momentum have a traditional power for

Islam and Malay ethnic group. Data showed that the

North Sumatra carnivals have been increasingly

diverse and filled with creative and contextual

performances. The results of the cultural projects

indicated the cultural carnivals in the North Sumatera

Coastal towns move toward the innovative

combination of local culture (Malay) with Islam and

modernization of Europe. North Sumatra coastal

towns’ carnivals and festivals play an important role

in the global era as prototypes in the development of

shariah tourism models. Making the coastal towns of

North Sumatra, like Medan as a religious and cultural

tourism destination requires government

management that has a synergic system with the

empirical obtained data of heritage of Islamic and

Malay values.

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Technology

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