Exploring the effects of a ‘new’ listing of a UNESCO World Heritage Site: the case of Singapore Botanic Gardens

Abstract

© 2017 Informa UK Limited, trading as Taylor & Francis Group This study examines how the United Nations Education, Scientific and Cultural Organization World Heritage Site (WHS) listing impacts on push-pull factors, satisfaction and revisit intention. Data were collected on visitors to the Singapore Botanic Gardens before and after the WHS listing was awarded. The pre-listing and post-listing samples were compared and results revealed significant differences between the samples. Differences were observed for the importance of various push and pull factors as well as satisfaction and revisit intention. This study provides researchers and practitioners with greater insight into the effects of the WHS listing and recommends potential strategies for future marketing communications.