Citation

Law, Joey (2025) Role of social entrepreneurship in sustaining the cultural heritage of George Town UNESCO World Heritage Site, Penang. PhD thesis, Multimedia University.

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Abstract

This research examines the role of social entrepreneurship in safeguarding the intangible cultural heritage of paper effigies within George Town UNESCO World Heritage Site (GTWHS) in Penang. As rapid urbanisation, generational shifts, and evolving societal values continue to reshape traditional practices, the craft of paper effigy-making faces mounting challenges. While social entrepreneurial entities play a vital role and have become increasingly involved in cultural heritage preservation within GTWHS, their direct engagement in safeguarding paper effigies remains minimal. Using a qualitative case study approach, this study employs Stakeholder Theory, Social Entrepreneurship Orientation, and the Theory of Change as analytical frameworks. Data were collected through semi-structured interviews with key stakeholders within the paper effigy ecosystem: the paper effigy artisans, funeral parlour representatives, and Taoist temple devotees. Additionally, representatives from social entrepreneurial entities engaged in broader cultural heritage preservation were included to provide insights into safeguarding strategies. The thematic analysis identifies themes related to cultural beliefs, practices associated with burning paper effigies and funerary rites, traditional craftsmanship and the challenges within the paper effigy ecosystem. Moreover, the study examines the structures, traits, strategies, and challenges that shape how social entrepreneurial entities contribute to broader safeguarding efforts. Findings reveal that paper effigy artisans play an essential role as cultural custodians, yet their craft is increasingly vulnerable due to economic constraints, social taboos and a lack of successors. Funeral parlours, as intermediaries, influence demand but often prioritise commercial considerations over the sustainability and preservation of paper effigy traditions. Contrary to common assumptions, Taoist temples exert relatively minimal influence within the paper effigy ecosystem, as their primary focus is deity worship rather than funerary customs. Meanwhile, social entrepreneurial entities advocate for cultural safeguarding, but resource limitations, policy gaps and stakeholder misalignment constrain their ability to intervene in this domain. This study concludes that social entrepreneurship offers a promising yet underutilised approach to safeguarding intangible cultural heritage; its success depends on meaningful and strategic collaboration among key stakeholders, wellintegrated policies and the development of sustainable business models. Furthermore, this study highlights the need for stronger institutional support, cross-sector partnerships and innovative safeguarding strategies to bridge traditional practices and contemporary adaptations. Empirically, this study contributes to social entrepreneurship studies and cultural heritage safeguarding by providing contextual insights into an under-researched aspect of intangible cultural heritage preservation. Lastly, it offers practical recommendations for policymakers, cultural practitioners and (social) entrepreneurs working to sustain intangible cultural heritage in a rapidly evolving urban landscape.

Item Type:	Thesis (PhD)
Additional Information:	Call No.: HB615 .L39 2025
Uncontrolled Keywords:	Entrepreneurship
Subjects:	H Social Sciences > HB Economic theory. Demography > HB522-715 Income. Factor shares > HB615-715 Entrepreneurship. Risk and uncertainty. Property
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	19 Jan 2026 05:21
Last Modified:	19 Jan 2026 05:21
URII:	http://shdl.mmu.edu.my/id/eprint/15192

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