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Title: Marketing Singapore : heritage sites for sustained tourism growth.
Authors: Teo, Yoke Theng.
Yeo, Sophia Xue Ting.
Teo, Valerie Wen Ai.
Keywords: DRNTU::Social sciences::Economic development::Singapore
DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2013
Abstract: 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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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