THE SELLING OF SINGAPORE : 1964-1995 /

Abstract

This study identifies the need to acknowledge that global forces have been instrumental in affecting tourism development in Singapore. On one hand, global economic forces driven by the need for capital accumulation have led to the development of a "global culture" that results in the homogenisation and standardisation of taste and preferences as well as tourist products provided. Such forces of globalisation seek to duplicate similar traits in places, evident in tourist landscapes which has witnessed the proliferation of hotels, shopping centres and theme parks. In the midst of such developments, there is at the same time, a related but highly contradictory trend brought about by post modernism that has been influencing the consumption and development of tourism. Consumer preferences and taste has changed such that there is an increased emphasis on the unique. There is a need to see and "experience" the unfamiliar within a familiar setting. This desire for the different leads to the commercialisation and commodification of many parts of social and cultural life for example, local culture and heritage. In view of such development taking place, the state can play the role of the mediator balancing between the dictates and demands of global forces and trends, as well as the interests and welfare of the locals. The state's role in tourism development in Singapore, can be examined through the Singapore Tourist Promotion Board (STPB) and its efforts to sell Singapore as a tourist destination. In recognition of the fact that the STPB has been a dominant force in the creation of the various images of Singapore to the tourists and locals, as well as its role in providing many of the tourist products available, there is a need to evaluate the efforts of the STPB through the eyes of the tourists and the locals. Utilising data gathered from two questionnaire surveys that were conducted (one each on the tourists and locals), this study hopes to uncover what are the tourists' perception and locals' reactions to the images of Singapore as portrayed by the STPB. The decisions in which they arrive will indicate how successful STPB had been as well as serving as a form of feedback to the it. Therefore, in recognising both the global (essentially a "top-down" approach) and the local (a "bottom-up" approach) forces at work, this study argues that there is a need to see tourism as a product of both global and local forces. At the same time, this study also reckon that within the local there are the increasing voices of a small group of people that demands to be heard. The government will have to pay attention to these people as well if it wants to successfully deal with issues pertaining to tourism. Though the adoption of such an integrated approach, it is hoped that the study will lead to a better understanding of tourism in Singapore.