This document discusses strategies for developing a sustainable land public transportation system in Ayer Keroh, Malacca from the perspective of the Hang Tuah Jaya Municipal Council. It identifies three main strategies: avoid interventions by improving infrastructure and connections; shift interventions through better regulation, pricing, and promotion; and improve interventions using management practices, incentives, and new technologies like electric buses. The strategies aim to attract more community members to use public transportation options and reduce environmental impacts.

1. BUILDING A SUSTAINABLE LAND PUBLIC TRANSPORTATION AT
AYER KEROH, MALACCA: PERSPECTIVE VIEW FROM
HANG TUAH JAYA MUNICIPAL COUNCIL (HTJMC)
FATIN HAFIZAH SUKRI*, BOON CHEONG CHEW,
SYAIFUL RIZAL HAMID, LOO HEOY SHIN
fatinhafizah.ms@gmail.com*, bcchew@utem.edu.my,
syaiful@utem.edu.my, heoyshin_loo@outlook.com
Faculty of Technology Management and Technopreneurship (FPTT)
Universiti Teknikal Malaysia Melaka (UTeM)
Hang Tuah Jaya, 76100 Durian Tunggal, Melaka.

2. SECTION 1:
INTRODUCTION

3. • Malacca as a tourists destination as
Heritage town.
• Experiences traffic congestion 7.6% from
2008-2010.
• Level of usage of land public
transportation among community still
low.
• Hang Tuah Jaya Municipal Council
(HTJMC) need to plan a strategy to
attract community to use land public
transport.
INTRODUCTION

4. RESEARCH QUESTION
AND RESEARCH
OBJECTIVE
Research Question Research Objective
What are the strategies
involve in Sustainable Land
Public Transportation (SLPT)
for community welfare at
Ayer Keroh, Malacca?
To identify the strategies
involve in SLPT for
community welfare at Ayer
Keroh, Malacca.

5. SECTION 2:
LITERATURE REVIEW

6. • Land Public Transport Act 2010 define the “land public transport” as the
transport on land by means of land public passenger transport and land
public freight transport, and includes land public transport services,
terminals, facilities, networks, systems, operations and other services
associated with such transport or land public transport services. (Laws of
Malaysia Act 715)
• Sustainable transportation aims to promote a better and healthier ways of
meeting individual and community needs while reducing the social and
environmental impacts of current mobility practice. It attempts to
achieve these through reducing resource inputs, waste outputs and
minimizing transportation’s often deleterious effects on the public realm.
(Schiller et al., 2010)
• SLPT as the land public passenger transport, which promotes a better and
healthier ways in order to serve the community needs in their travel
purposes.

7. Scholars Year Strategies Involved in
Sustainable Mobility Management
German International
Cooperation (GIZ)
2011 • Avoid interventions
• Shift interventions
• Improve energy efficiency
Schiller et al. 2010 • Improving and expanding travel options
• Incentives to use efficient modes
• Land-use solutions to transportation problems
• Implementation programs
Banister 2008 • Making the best use of technology
• Regulation and pricing
• Land-use development
• Clearly targeted personal information
World Bank & Energy Sector
Management Assistance
Program (ESMAP)
2014 • Management measure
• Technological Measure

8. Theoretical Framework summarized by the researcher
Sources: [GIZ,2011]1,2,3
, [Schiller et al., 2010]4,6,10,12
, [Banister,2008]5,7,8
, [World bank and ESMAP, 2014]9,11
THEORETICAL
FRAMEWORK

9. SECTION 3:
RESEARCH METHODS

10. o Qualitative Method
o Action Research: Hang Tuah Jaya Municipal Council
(HTJMC)
o Focus group-13 executives
o Secondary data: Books, Journals, Newspapers, Magazines,
Websites
DATA
COLLECTION

11. SECTION 4:
RESULTS AND DISCUSSION

12. Avoid
Interventions
• The current land public transportation usage among
community at Ayer Keroh still in medium level as there is no
systematic public transportation system.
• Need to consider disabled people in planning land public
transportation.
• The community prefer use their own vehicles as they can
reach destination easily and quickly.
• HTJMC need to provide adequate infrastructure (bus stop
facilities, interactive public transport schedules)
• HTJMC need to create an integrated public mode
connection center like Terminal Bersepadu Selatan (TBS) in
Kuala Lumpur.
a) Improving and Expanding travel options
b) Land use Development
RESULTS AND
DISCUSSION

13. Shift
Interventions
• The public transport provider need to improve the schedule of the
public transport services.
• Can extend the services depend on the demand of the community.
•The enforcement of policy regarding the SLPT still not exist in Ayer Keroh.
•Thus, it is hard for the municipal council to monitor and evaluate the
current trend usage of public transportation among community.
a) Implementation programs
b) Regulation and pricing
• HTJMC need to start the step in embarking SLPT by encouraging the staffs.
• Promote by using social media, advertising materials and awareness
program.
c) Clearly targeted personal information
RESULTS AND
DISCUSSION

14. Improve
Interventions
• Increase travel demand by design the road
with a segregated bus lanes.
• Provide financial incentives for community to
commute with public mode daily.
• Provision of Electric buses as SLPT in HTJMC area to
reduce environmental impact.
a) Management measure:
Incentive to use efficient modes
b) Technological measure:
Make the use of technology
RESULTS AND
DISCUSSION

15. SECTION 5:
CONCLUSION

16. o In conclusion, the SLPT at Ayer
Keroh, Malacca is still in low level
because there is no connectivity
of the public transportation.
o The theoretical framework can
be generalize to other municipal
council in Malaysia.
CONCLUSION