Marketing Singapore : heritage sites for sustained tourism growth.

• Main Authors: Teo, Yoke Theng., Yeo, Sophia Xue Ting., Teo, Valerie Wen Ai.
• Other Authors: Ang Beng Wee, Steven
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences::Economic development::Singapore; DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51446
• Institution: Nanyang Technological University

The aim of this study is to establish if heritage tourism can be a vehicle for sustained tourism growth in Singapore, and explore tourists’ preferred mix of activities within a heritage zone. 107 tourists were surveyed in Singapore and subsequently distinguished between heritage and non-heritage tourists. Findings compared the attitudes between heritage tourists and non-heritage tourists. Heritage tourists are inclined to extend their stay; non-heritage tourists were more likely to revisit Singapore and are concerned on availability of heritage sites in their decision making to revisit; both groups of tourists are willing to recommend Singapore’s heritage sites to others. Chinatown appeals to both groups of tourists with its wide tourist-centric range of activities. Arab Street, which remained the most “authentic”, appeals to heritage tourists while non-heritage tourists preferred Little India, which is more developed. Proposed recommendations addressing the findings include increasing the visibility of the less-known heritage sites, increasing the mix of activities available at each site while maintaining a diverse experience across the heritage zones and improving information available to tourists on the heritage sites in Singapore before their visit.