Tourist perceptions and preferences of authenticity in heritage tourism: visual comparative study of George Town and Singapore

Commodification of heritage had allowed for the expansion of heritage tourism globally. Nevertheless, many cities grapple with the issue of authenticity in presenting the heritage tourist product, opting for ethnoscapes with tourism friendly amenities. World Heritage Site cities, like George Town often face issues of balancing the need to retain authenticity while catering to tourism. Hence, understanding the perceptions and preferences of heritage tourists would aid in creating a more acceptable environment for heritage tourism. This research explores the perceptions and preferences of tourists in the heritage districts of Singapore as comparison. Sharing similar history, yet a different socio-political environment and preservation with George Town, Singapore’s heritage districts had experienced extensive urban renewal fitting into the state-led historical narrative presented for tourism. Employing photography as visual representations and aided by Laddering and Means-End Chain Theory to generate questions, participants in Singapore elaborated on their visual experience compared to the photographic representations of George Town. The study indicates that demographic and geographical factors influence the preferences of heritage tourist. As such, rejuvenation of the city needs to factor in the interpretations of authenticity as perceived by potential tourists to ensure the sustainability of its status as a living heritage city.