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Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0

This paper aims to study the roles and challenges of Tamu as a medium of cultural identity preservation among Sabah ethnic groups in the era of industrial revolution 4.0 by focusing on the commercialisation of Kadazandusun’s traditional foods tuhau and bambangan. Thus, the objectives of this paper a...

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Main Authors: Halina Sendera Mohd. Yakin, Andreas Totu, Siti Aidah Lokin, Suraya Sintang, Nadiawati Mahmood
Format: Article
Language:English
English
Published: Penerbit UKM 2022
Subjects:
GT3400-5090 Customs relative to public and social life Including town life, court life, festivals, holidays, ceremonies of royalty, etc.
Online Access:https://eprints.ums.edu.my/id/eprint/34270/1/Tamu.pdf
https://eprints.ums.edu.my/id/eprint/34270/2/Tamu1.pdf
https://eprints.ums.edu.my/id/eprint/34270/
https://ejournal.ukm.my/ebangi/article/view/57382
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spelling my.ums.eprints.342702022-09-27T01:26:35Z https://eprints.ums.edu.my/id/eprint/34270/ Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0 Halina Sendera Mohd. Yakin Andreas Totu Siti Aidah Lokin Suraya Sintang Nadiawati Mahmood GT3400-5090 Customs relative to public and social life Including town life, court life, festivals, holidays, ceremonies of royalty, etc. This paper aims to study the roles and challenges of Tamu as a medium of cultural identity preservation among Sabah ethnic groups in the era of industrial revolution 4.0 by focusing on the commercialisation of Kadazandusun’s traditional foods tuhau and bambangan. Thus, the objectives of this paper are to examine the existing and future functions of Tamu as well as to study the impact of industrial revolution 4.0 and the advancement of information technology on the role of Tamu in the commercialization of traditional foods and preservation of cultural identity among Kadazandusun people. Both qualitative and quantitative data are gathered through participant observation, interviews, and surveys. The respondents and informants consist of Kadazandusun traditional foods retailers and consumers at various Tamus in Sabah. The findings show that the role of Tamu institution is still pertinent in commercialising traditional foods and preserving the cultural identity of the Kadazandusun people, particularly in the rural areas. At certain localities, such as those adjacent to the city and tourist attractions, Tamu still plays an essential role in commercialising traditional foods, even though some retailers have already utilised various types of social media to promote and expand their sales, specifically those who are operating as part-timers. Media and internet accessibility has been identified as contributing factors towards the change in the marketing approach. Other contributing factors include time and budget constraints and business location. Hence, Tamu is still relevant and significant in the context of commercialising traditional foods and preserving cultural identity among the Kadazandusun people in Sabah in the era of the digital revolution. Penerbit UKM 2022 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/34270/1/Tamu.pdf text en https://eprints.ums.edu.my/id/eprint/34270/2/Tamu1.pdf Halina Sendera Mohd. Yakin and Andreas Totu and Siti Aidah Lokin and Suraya Sintang and Nadiawati Mahmood (2022) Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0. e-Bangi : Journal of Social Sciences and Humanities, 19 (5). pp. 152-162. ISSN 1823-884x https://ejournal.ukm.my/ebangi/article/view/57382
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic GT3400-5090 Customs relative to public and social life Including town life, court life, festivals, holidays, ceremonies of royalty, etc.
spellingShingle GT3400-5090 Customs relative to public and social life Including town life, court life, festivals, holidays, ceremonies of royalty, etc.
Halina Sendera Mohd. Yakin
Andreas Totu
Siti Aidah Lokin
Suraya Sintang
Nadiawati Mahmood
Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0
description This paper aims to study the roles and challenges of Tamu as a medium of cultural identity preservation among Sabah ethnic groups in the era of industrial revolution 4.0 by focusing on the commercialisation of Kadazandusun’s traditional foods tuhau and bambangan. Thus, the objectives of this paper are to examine the existing and future functions of Tamu as well as to study the impact of industrial revolution 4.0 and the advancement of information technology on the role of Tamu in the commercialization of traditional foods and preservation of cultural identity among Kadazandusun people. Both qualitative and quantitative data are gathered through participant observation, interviews, and surveys. The respondents and informants consist of Kadazandusun traditional foods retailers and consumers at various Tamus in Sabah. The findings show that the role of Tamu institution is still pertinent in commercialising traditional foods and preserving the cultural identity of the Kadazandusun people, particularly in the rural areas. At certain localities, such as those adjacent to the city and tourist attractions, Tamu still plays an essential role in commercialising traditional foods, even though some retailers have already utilised various types of social media to promote and expand their sales, specifically those who are operating as part-timers. Media and internet accessibility has been identified as contributing factors towards the change in the marketing approach. Other contributing factors include time and budget constraints and business location. Hence, Tamu is still relevant and significant in the context of commercialising traditional foods and preserving cultural identity among the Kadazandusun people in Sabah in the era of the digital revolution.
format Article
author Halina Sendera Mohd. Yakin
Andreas Totu
Siti Aidah Lokin
Suraya Sintang
Nadiawati Mahmood
author_facet Halina Sendera Mohd. Yakin
Andreas Totu
Siti Aidah Lokin
Suraya Sintang
Nadiawati Mahmood
author_sort Halina Sendera Mohd. Yakin
title Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0
title_short Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0
title_full Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0
title_fullStr Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0
title_full_unstemmed Tamu: Its Roles as A Medium of Cultural Identity Preservation Among Sabah Ethnic in The Era of Information Technology and Industrial Revolution 4.0
title_sort tamu: its roles as a medium of cultural identity preservation among sabah ethnic in the era of information technology and industrial revolution 4.0
publisher Penerbit UKM
publishDate 2022
url https://eprints.ums.edu.my/id/eprint/34270/1/Tamu.pdf
https://eprints.ums.edu.my/id/eprint/34270/2/Tamu1.pdf
https://eprints.ums.edu.my/id/eprint/34270/
https://ejournal.ukm.my/ebangi/article/view/57382
_version_ 1760231272784855040
score 13.211869

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