MARKETING STUDY OF RESORT TIMESHARING IN SINGAPORE

Abstract

Timesharing developed rapidly in America over the last 10 years, with explosive growth in 1977 and 1981. Growth in Asia started around three years ago. Timesharing though still quite new is growing in Singapore. Hence, this dissertation serves to enlighten the reader on the current timeshare situation through a marketing study. Timeshare growth has benefitted from several contributory factors such as increasing discretionary spending power, longer leisure holiday entitlements and increasing sophiscation of holiday-makers. The typical timeshare purchaser is an educated, middle age family man in the middle income group. Though marketing of timesharing by itself is sophisicated, it has yet to attain greater heights. Basic techniques like telemarketing, mailing and owners' referrals are employed. However, being new, more emphasis has been put on promotion and place such as training the salespeople and educating prospective purchasers on the concept.