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Exploring the Impact of Street Arts Variables in Preserving the Malaysian Culture

Street art has been becoming one of the popular artwork in contemporary art scene. It has become a tool to help in sending out messages to everyone very easily on a constant basis, just like official advertising and other communication tools. Regardless of cultural or racial differences, street art, in such a creative communication method has the ability to link with people. In fact, some cities in Malaysia have gained popularity since the creation of street arts. With the rise of street arts in Malaysia, some renowned street artists are being commissioned to produce the artworks. Despite the fact that the installation of street art has been established for quite some time, yet it is only now that people are more aware of its importance in improving the city’s image, further to preserve our culture. There is still limited knowledge about the guideline to support the street art activities in preserving our culture. Therefore, this study aims to establish Factor Analysis in Exploring the Impact of Street Arts Variables in Preserving the Malaysian Culture. This paper addresses three variables which is independent variables, moderator and dependent variables. Factor analysis was conducted and eventually a whole new framework for the guideline in supporting the street art activities is proposed in developing tourism sector meanwhile preserving Malaysia culture.


INTRODUCTION
In the contemporary visual art environment, street art has become one of the tourist attractions in urban spaces and has become one of the tools that preserve cultures and heritage. According to Riggle (2010), street art has a very strong effect on people due to their visual messages that are both very attractive and shocking to their views. It also has the ability to link people regardless of cultural or racial difference in ways nothing else can (Stower, 2010). Burnham (2010) suggested that creative urban intervention creates opportunities for streetlevel research and development into city development. Malaysia is not an exception to the invasion of street arts. In fact, some cities have gained popularity since the creation of street arts such as Penang, Malacca and Selangor. In the research area, according to Ismail (2014), the empirical knowledge on the guideline in supporting street art activities to preserve our culture is limited. Therefore, this paper aims to establish Factor Analysis in Exploring the Impact of Street Arts Variables in Preserving the Malaysian Culture.
To determine the measurement of scales and items for this research, factor analysis was applied to evaluate the items of the variable.
Generally, there are three variables in this study which is the independent variable (Cultural), Dependent variable (City Image) and moderator variable (Guidelines). The dimensions in these variables were identified using the Varimax rotation in the principal component factor analysis. The application of factor analysis is vital in order to recognize whether a common factor or more than a single factor exists in response to these items. Thus, in order to comprehend the fundamental structure in the data matrix, factor analysis was applied to distinguish the most practical set of variables (Hair et al., 2010). Further, the values of the Measure of Sampling Adequacy (MSA), Kaiser-Meyer-Olkin (KOM) and Bartlett's Test of Sphericity were examined to decide the suitability of the items. The MSA value of the individual things was set to be 0.50 and over, as well as KMO for by and large thing's value should be 0.60 and over. The Bartlett's Test is observed to identify the closeness of significant relationships among the variables. It is vital to continue with figure analysis in case the value of the test is huge and significant (p < .050). Ultimately, the main items from the variables will determine the success factors in preserving the Malaysian culture through street art projects in the tourism sector. In addition, a list of important factors derived from 26 questions has been identified in determining suggestions of successful items in preserving the culture through street arts to develop the tourism sector in Malaysia. 384 respondents were asked to rank the credibility of these qualities to determine the successful street art project in the form of questions based on Likert scale (Strongly Agree -Strongly Disagree). This paper, in the following sections, is divided into four parts; the first section presents culture content analysis (independent variable), followed by items of guidelines (moderator), factor analyses of the item in the city image (dependent variables) and last but not least presenting the new framework based on the analysis done.

II. CULTURE CONTENT ANALYSIS (INDEPENDENT VARIABLE)
The validity of Culture Content has been assessed using Exploratory Factor Analysis. There were 12 items in the proposed culture content. The items are divided into four sections: three items for culture, three items for heritage, three items for art and three items for ethnic.

Figure 1: Items in Cultural content (Independent Variables)
As can be seen from Figure 1, the Kaiser-Meyer-Olkin (KMO) value of 0.792 is very optimum for these correlation items in culture content. Result obtained from Bartlett's Test of Sphericity is 0.000 which is significant through factor analysis on 12 items based on 384 valid respondents. This data has answered the first objective which is to identify the cultural content of street arts commonly displayed by the street artists to find correlation items after rotating. Table 1: KMO and Bartlett's Test (Cultural content) Table 1 above which tabulates the results of factor analysis signified that few items need to be rearranged using new names of variables. Results of factor analysis with Varimax rotation revealed the existence of four (4) components with initial Eigenvalues greater than one that explains 65.13 percent of the total variance.  (2) items is related to ethnic tourism. This factor accounted with 11.22 percent of the total variance in the data with loading ranged within 0.573 to 0.837.

ITEMS OF GUIDELINES (MODERATOR)
To determine the validity of the component of the items in the guidelines which was also evaluated by the respondents in this research, principle component factor analysis was performed. Initially, there was only one component of this variable which is the guideline with six items all together.

Figure 2: Items in Guideline Moderator
The KMO results in Table 4 reflects the value for guideline factors with 0.792 and Bartlett's test shows a significant value (Approx., Chi-square = 435.193, p < .001) indicating the significance of the correlation matrix and appropriateness for factor analysis. The result of the scree plot test also supported a one-factor solution. Since only one component was extracted, the solution could not be rotated. Therefore, the original name of the Guidelines was maintained.

IV. FACTOR ANALYSES OF ITEM IN THE VARIABLE CITY IMAGE (DEPENDENT VARIABLES)
In this part, the items in the city image will be analysed for its validity using Exploratory Factor Analysis to find the correlation items. There are four (4) components for the proposed city image contrasting from the literature review chapter. On the other hand, eight (8) items are divided from four (4) components to produce the successful street art.

Figure 4: Component of the City Image as dependent variables
The Principal Components Factor Analysis of the city image, with varimax rotation, indicated the existence of four (4) components with initial Eigenvalues greater than one that explained 63.58 percent of total variance as can be seen in Figure 6. The total variance results supported by the result of KMO with value 0.783 and Bartlett's Test's significant value (Approx. Chi-square = 947.186, p < .05), indicating the significance of the correlation matrix and appropriateness of Factor Analysis.

V. NEW PROPOSE FRAMEWORK
As a conclusion, the result of establishing Factor Analysis to Investigate the Impact of Street Arts Variables in Preserving the Malaysia Culture, the creation and the existence of street art for public to experience the story of a city is crucial in creating a vibrant and cheerful environment.

Figure 5: New propose framework
The Street Art Project will certainly develop the street arts as one of the favourable venue attractions. Thus, the city needs some additional creative art to enrich the area as well as stimulate and build the positive social environment. Preserving culture has a significant potential as a medium for people to interact and appreciate their surroundings while at the same time creating a playful and memorable place for the community. On the other hand, based on the result, new framework has been proposed accordingly ( Figure 5) to determine the success factors in preserving Malaysian culture through the street art projects which could provide better insights for the local authorities in developing the city area as part of the tourism attractions.