TOURISM IN SINGAPORE : SOME ASPECTS OF MARKETING AND PLANNING

Abstract

What Singapore is, and the image it presents to potential visitors is the cornerstone upon which the visitor industry is built. The visitor must feel that what they saw and felt was what they expected when they planned their visit. The advertising and promotion of Singapore must be truthful so that false impression do not result in dissatisfaction. The aim of this Academic Exercise is to research on the marketing and planning aspects of tourism in Singapore, as well as examine the present status of these components. The objectives of the study are stated in the introductory chapter. A brief description of Singapore's tourist industry will also be given in this chapter. In chapter II, the tourism pattern in Singapore is analysed. The main and potential markets of tourism are also highlighted with the help of necessary statistics. Chapter III shows the marketing strategies adopted by STPB to sell Singapore's image. Basically, STPB emphasizes on advertising, promotions and public relations to create an awareness of Singapore as a desirable tourist destination. The ambitious Tourism Product Development Plan which is the boldest and most expensive tourism plan ever formulated to boost the tourist industry will be discussed in chapter IV. A considerable amount of planning is necessary before launching any project so as to ensure its viability which is affected by both macro and micro factors. At the macro level, it is important to assess tourist market trends and