Ethnic heritage as a tourist attraction in Singapore : a study of Chinatown.

Abstract

This report aims to examine the importance of heritage tourism in Singapore. Using Chinatown in Singapore as a case study, the motivations of visitors to Chinatown as well as their attitudes and experiences about Chinatown were explored, followed by an assessment of its relative attractiveness in comparison to the other attractions in Singapore. A survey was administered

amongst the tourists in Chinatown and 156 valid and completed questionnaires were obtained.

Results showed that visitors generally regarded that there is a place for heritage tourism today and that it is important for the country. Chinatown was overall well received and was perceived to be very appealing amongst various attractions in Singapore. The respondents were mainly

motivated by the Chinese culture, architecture and food in Chinatown to visit the attraction, and these same factors were also rated the most appealing amongst all other factors.

Overall, the findings provided certain implications for the tourism industry and relevant government organisations. It highlighted the importance for the need to continue to recognise the importance of, and preserve our ethnic enclaves in Singapore. It also suggested the need for targeted marketing efforts in ethnic enclaves such as Chinatown, in order to reach out to the right

group of people, through the right channels, and with the right content.