CHINATOWN FOOD STREET: THE MAGNET?

Abstract

The Singapore Tourism Board announced a $97.5million plan in 1998 to “revitalize” Chinatown with the theme “Enhancing the Chinatown Experience” in the Chinatown Experience Guide Plan. However, the plan met with much opposition. People from the grassroots felt theming places will make it more rigid and the Singapore Heritage Society criticized theming as ignoring the history and culture. Nevertheless, the successful concept of al fresco dining in New Towns has inspired STB to set up Food Street at Smith Street in 2001. This research was carried out to find out whether Chinatown Food Street is a human magnet in terms of public receptivity, its effectiveness of generating traffic and its authenticity. Food was the main reason for respondents’ visit to Chinatown and most respondents were satisfied with their Food Street visit. Most of them gave good ratings for Food Street’s lighting, food and atmosphere. This indicates a high respondent receptivity. The study also shows that respondents with same as expected experience and better than expected experience of Food Street come to Chinatown more often than disappointed respondents. This demonstrates the effectiveness of Food Street in attracting people. However, most respondents felt that Food Street was not a true representation of street life in old Chinatown and this indicates that it is not authentic. Food was also not the main reason for tourists going to Chinatown. Finally, the study concludes Chinatown Food Street is a magnet to a large extent.