The physical and social setting of Pasar Siti Khadijah as an urban marketplace

Abstract

Urban marketplaces are vulnerable to the threats of modernization and gentrification, which slowly lead to the loss of their image and identity. The research aim is to investigate the physical and social settings through place image and identity of an urban marketplace of Pasar Siti Khadijah, Kota Bharu, Kelantan. To achieve the aim, three research objectives have been formulated which are: 1) to investigate the physical and social settings that influence the construction of place image and identity of urban marketplace; 2) to evaluate on how place image and identity of an urban marketplace is experienced by the vendors and visitors; and 3) to assess the importance and needs of place image and identity settings of the urban marketplace throughout the urban regeneration process. The research employed an exploratory case study method with three approaches: 1) survey questionnaire; 2) semi- structured interview; and 3) an observation approach. The data gathered was analyzed by using SPSS Version 24 and ATLAS.ti. The findings indicated that there are eight dimensions of the physical and social settings of Pasar Siti Khadijah consisted of 1) location and surroundings; 2) accessibility; 3) facilities and utilities; 4) architecture and spatial characteristics; 5) market products; 6) history and events; 7) lifestyle and activities and; 8) market management. The findings indicated that the most critical dimensions are the location and surroundings, the market products and the spatial characteristics. The location and surroundings of the market played a significant role in enhancing the growth of the facilities and utilities, parallel with the accessibility which connected the market to the city. Local products reflect the cultural heritage of local people, hence the products can be considered as the ‘heart’ of the market while the local vendors can be considered as the ‘soul’ of the market. The findings revealed that besides the presence of the local vendors, the spatial characteristics impacted and influenced the setting of the social- culture of the market. The spatial characteristics provided the interaction among them and the other market users, which then constructed the socio- culture of the market, hence lifting the image and identity of the market. The findings of the proposed framework concluded that every dimension that made up the physical and social settings of image and identity of urban marketplace plays a significant role in deciding the future of the urban marketplace. Each dimension influenced the impact of the place image and identity of the urban marketplace to its economic growth, socio-culture and the continuity of the tourism attraction.