SINGAPORE: SHOPPING DESTINATION FOR TOURISTS?

Abstract

Tourism revenue is an important component of the national economy of Singapore. This study seeks to contribute to the literature by focusing on the tourism shopping in Singapore. It aims to investigate the main purpose of international visitor arrivals in Singapore, study the visitors’ perceptions and opinions of shopping in Singapore and to empirically test the tourist characteristics that will affect their views of Singapore as a shopping destination. A survey involving 200 respondents and interviews with 20 participants was carried out at four different parts of Orchard Road, the main shopping street in Singapore. Analysis of the data collected show that tourists are satisfied with the shopping experience in Singapore and they feel that the wide variety of brands and goods available for purchase make Singapore an ideal tourist shopping destination. The main purpose of visit for most international visitors is for holiday and shopping is the top reason for choosing Singapore as a destination to visit. Gender, age and frequency of visit were empirically tested and it was found that age of visitors will affect their opinions of Singapore as a tourist shopping destination. Furthermore, the tourists responded that the shopping environment makes the whole shopping experience more enjoyable and it plays a part in making Singapore a choice tourist shopping destination. The popular items that tourists purchase are fashion and accessories, consumer and technology products and souvenirs. Most tourists have allocated budget for shopping even if their primary motive is not to shop in Singapore. Orchard Road is the place where most purchases are made as it is one of the tourist attractions that the tourism board markets to international visitors. The findings of this study may be useful to government agencies, developers, investors and shopping associations. These provide a better understanding of visitors’ demands and expectations of Singapore as a shopping destination.