Between universal spaces and unique places: heritage in Universal Studios Singapore

This paper presents a case of Singapore's latest theme park, the Universal Studios Singapore (USS). While theme parks are commonly perceived as money-making entities providing entertainment to the masses, the study argues that heritage is an equally important dimension of a commercial theme park's development, identity and profile. As a heritage-rich environment, the USS is a tourism landscape shaped simultaneously by the forces of corporate heritage and local cultural considerations. 'Glocalization' - the interaction of global and local forces - offers a conceptual insight into understanding how themed environments are created and marketed as tourism destinations welcoming to all and yet distinctive to its community and locality. Caution, however, is also sounded as to whether an international attraction can or should ever be 'too local' at the risk of diluting its global brand name and broad-based appeal.