摘要：The proc ess of imaging for city marketing purposes has the implication on culture, conservation andheritage. City marketing, especially in the European context, has been examined in interdiscip lina ryliterature with specia l focus on imaging for tourism. Little is reported about the imaging of thosecities' ex-colonies in the East. The Histori c City of Georgetown in Penang, dubbed 'the City ofLiving Culture', has been gearing her development towa rds living up to the image. This paperexamines the imaging of the Historic City of Georgetown for heritage tou rism and city marketingtool by the public agencies involved. A short introduction to city marketing, imaging and heritagetourism is offered due to sparse literature in the built environment literature and to serve as afoundation to the main discourse of this paper. The bulk of this paper discusses the conservationof heritage as image dimensions in the marketing of Georgetown . We submitted that Georgetownhas successfully uti lised and capitalised on its cultu ral diversity and tangible heritage based on itscolonial legacy to promote the city as evidenced by its recent inscription into UNESCO's WorldHeritage Site list. Nonetheless, building and maintaining the synergy between the government, theprivate sector and the people is essentia l for the city's heritage tourism industry
关键词：City marketing; her itage touris m; conservation; cultu re; city image
