| Summary: | 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.
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