Place management at Little India.

• Main Authors: Quek, Li Xuan., Quek, Joo Yeng., Tay, Hui Jin.
• Other Authors: Joan C Henderson
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Social sciences::Recreation
• Online Access: http://hdl.handle.net/10356/48327
• Institution: Nanyang Technological University

One of the ethnic enclaves that is actively promoted by the Singapore Tourism Board (STB) as part of marketing Singapore as a tourist destination is the Indian enclave, known as Little India. This precinct is the focal point of this study, and the STB’s movement towards implementing ‘place management’ in the various enclaves will be explored specific to Little India. Initiated by the STB, this study was carried out to assess the feasibility of having the Little India Shopkeepers and Heritage Association (LISHA) take up the role of ‘place managers’ in Little India. This study first provides a review of key concepts such as ‘destination branding’, ‘ethnic enclaves’ and ‘place management’. Through a series of interviews conducted with the STB, LISHA, shopkeepers in Little India and tourists, the current responsibilities of LISHA and the challenges it faces, hence its ability to be the place manager of Little India, are evaluated using the 4-S framework of place management provided by the STB. Results show that although keen to take up a more important role, LISHA faces numerous constraints such as funding, which has stunted marketing efforts and event improvements. Other problems include sustainability issues arising from the lack of patronage by the younger generation. Furthermore, LISHA’s authority pertaining to the physical landscape is limited as the autonomy of such decisions lie with governmental bodies. As such, in addition to a more comprehensive 4-S framework, recommendations that are mainly of a marketing nature have been proposed to counter the challenges identified. It is hoped that these recommendations will lead to the improvement of Little India and the creation of a sustainable future for the precinct.