Current Practices in the Visitor Economy

This report analyzes the different factors and strategies that have contributed to the enhancement of Singapore's image as a tourist destination. It discusses the impact of national culture, organization of cultural events, presence of tourist attractions, and national governmental policies. The report also provides recommendations for further improvement.

Running head: CURRENT PRACTICES IN THE VISITOR ECONOMY
COVER PAGE

1CURRENT PRACTICES IN VISITOR ECONOMY
Table of Contents
Introduction................................................................................................................................2
Tourism and the image of the tourist destinations.....................................................................3
Overview of tourism in the nation of Singapore........................................................................4
Strategies used for the enhancement of the image of Singapore as a tourist destination...........5
Singapore’s unique national culture.......................................................................................5
Organisation of cultural events..............................................................................................6
Presence of different tourist attractions..................................................................................7
National governmental policies..............................................................................................7
Analysis of the strategies used by Singapore Tourism Board................................................9
Recommendations......................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

2CURRENT PRACTICES IN VISITOR ECONOMY
Introduction
As opined by Johnson (2016), the tourism industry over the years had emerged as one
of the most important industries of the world and it greatly supports the national economies
of the different nations of the world. Getz and Page (2016) have stated that the tourism
industry of a particular nation greatly depends on the image of the nation itself to which the
tourism industry belongs and also the worldwide image of the different tourism destinations
or the locations that are a part of the concerned nation. In this regard, it needs to be said that
there are various factors which affect the image of the different tourist destinations or for that
of the entire nation itself as a tourist destination and these in turn affect the number of tourists
who visit the concerned nation or tourist destination or location (Edgell Sr. 2016). Some of
the most important factors in this regard are the national culture of the nation, the
governmental policies or initiatives for the promotion of tourism, the cultural or the social
events of the nation, climatic condition, food and others (Anholt 2016). Recent researches
have suggested that the national governments as well as the tourism authorities of the
different nations of the world through the effectively usage of different kinds of policies or
strategies have effectively exploited these factors not only for the enhancement of the image
of their nation as a tourist destination but also have been able to promote sustainable tourism
as well (Kim 2018). This becomes apparent from the exponential growth and also the
improvement in the image that the nation of Singapore and its tourism industry had
experienced over the years. This report intends to undertake an analysis of the different
factors or strategies which have contributed towards the enhancement of the image of
Singapore as a tourist destination.

3CURRENT PRACTICES IN VISITOR ECONOMY
Tourism and the image of the tourist destinations
Crane, Kawashima and Kawasaki (2016) have articulated the viewpoint that the
tourism industry is primarily concerned with catering to the travel needs of the individuals,
whether be it for business purposes or for leisure or holidaying purposes. On the other hand,
Lee and Bai (2016) have noted that an interesting trend seen within the tourism industry is the
fact that the tourists rather than opting for the domestic tourist destinations are increasingly
opting for the different international tourist destinations for spending their vacations or
holidays. However, at the same time it is seen that an important factor which effects the
choices made by the tourists regarding visiting a particular tourist destination is the image of
the concerned tourist destination or for that matter the image of the nation to which the tourist
destination belongs.
As discussed by González-Rodríguez, Martínez-Torres and Toral (2016), the idea of
‘image of a tourist destination’ can be defined as the idea that comes to the mind of the
tourists regarding a particular tourist destination or for that matter the image or the opinion
that the individuals have formulated regarding the tourist destination on the basis of the news,
information, data and others that they have heard regarding the destination. The resultant
effect of this is that the different nations of the world and their tourism authorities are trying
to enhance not only the image of their own nations but also the diverse tourist destinations
that the concerned nation boasts in the international arena and also among the tourists for the
full-fledged development of the tourism industry of their nation. As a matter of fact, it is seen
that for the effective development of the tourism industry, the different nations are
increasingly turning towards the construct of digital wherein they upload or share the diverse
positive cultural, social, food, climatic and other aspects of their nations and also the unique
experience that the tourists are likely to get by visiting the nation so as to entice the tourists

4CURRENT PRACTICES IN VISITOR ECONOMY
for visiting the same (Tan and Wu 2016). On the score of these aspects, it can be said that the
image of a destination or a nation is one of the pivotal factors which determines the fate of
the tourism industry of any nation.
Overview of tourism in the nation of Singapore
Flynn et al. (2016) are of the viewpoint that one of the most important factors which
has directly contributed towards the unprecedented economic growth or development attained
by Singapore in recent times can be attributed to the exponential growth registered by its
tourism industry in the recent times. As a matter of fact, it is seen that Singapore is amongst
the top ten most favoured as well as visited tourist destinations of the world and the positive
image that Singapore had been able to build as well as maintain in the international arena
over the years had also contributed towards this trend (Henderson 2015). As per the official
report of STB (2019), the tourism industry of Singapore registered an increase in the
International Visitor Arrivals by more than 7.5% in the first quarter of the 2018 and
according to this trend the nation under discussion here was expected to receive more than 14
million international visitors in the year 2018 (Hui 2019).
More importantly, another report of Chowdhury (2019) reveals the fact that the
annual revenue generated by the tourism industry of Singapore for the year 2018 was more
than $20.6 billion thereby making it one of the largest revenue-generating ones of the world.
In this regard, it needs to be said that the national government of Singapore releasing the
importance of the tourism industry and also the contribution made by the economic growth of
the concerned nation had created the “Singapore Tourism Board” which as a matter of fact
oversees the tourism industry and its different activities in the concerned nation (Chowdhury
2019). In addition to these, it had been seen that the nation also boasts of different tourist
destinations like Marina Bay Sands, Gardens by the Bay, Botanic Gardens, Singapore Zoo,
Orchard Road, Singapore Flyer and others and these destinations have enabled Singapore to

5CURRENT PRACTICES IN VISITOR ECONOMY
attract a large number of tourists in the recent times. It is pertinent to note that these
destinations are not only a source of great attraction for the tourists but over the years had
enabled the nation to attract a large number of international tourists as well.
Strategies used for the enhancement of the image of Singapore as a tourist destination
Singapore’s unique national culture
As discussed by Tjiptono and Yang (2018), one of the most important aspects of the
nation of Singapore is its unique national culture which is often referred to as the kind of
culture wherein the “East meets the West”. As a matter of fact, it is seen that the national
culture of Singapore is a unique blend of the positive aspects of both the eastern and the
western because of the presence of people from both the cultures in the concerned nation
(Lee et al. 2016). This in turn greatly supports the tourism industry of the nation under
discussion here by contributing in an effective manner towards the creation of a unique image
of the concerned nation in the international arena. Hitchcock, King and Parnwell (2018) are
of the viewpoint that the national culture which is being predominant within a particular
nation greatly influences the decision of the tourists to visit the concerned nation for tourism
purposes.
The Singapore Tourism Board in the present times had taken the help of different
policies or strategies to ensure that the tourists are being able to enjoy the unique cultural
blend of Singapore and does not have to face any unpleasant experiences (Hui 2019). For
example, attempts have to made to make the citizens of Singapore more culturally competent
and also respect and embrace the cultures or the traditions of the tourists from the different
nations of the world who commonly visit the nation. In addition to this, the travel guides are
also asked to brief the tourists regarding the national culture of Singapore so as to avoid any
unpleasant encounters in the nation. The resultant effect of this is that the tourists not only

6CURRENT PRACTICES IN VISITOR ECONOMY
does not have to face any unpleasant cultural experiences but at the same time are being able
to experience the unique conglomerative culture of Singapore which in turn becomes a
gratification factor for them.
Organisation of cultural events
Tan and Wu 2016 have articulated the viewpoint that one of the most important
factors which affects the image of a tourist destination or a nation and also attracts a large
number of tourists is the aspect of cultural or social events. According to Getz and Page
(2016), the tourists like to indulge in as well as experience different kinds of social or cultural
events which are different from the ones that they are normally used to in their own nation.
The resultant effect of this is that the different nations for the effective promotion as well as
the development of their tourism industry are trying to take the help of different kinds of
social or cultural events which highlight their national culture or for that matter celebrate the
diversity of their nation (Kim 2018). In the particular context of Singapore, it had been
observed that the tourism authority of the concerned nation is presently taking the help of
different kinds of events which celebrate its national culture and also ethnic diversity.
As a matter of fact, it is seen that the official tagline which the Singapore Tourism
Board takes the help of is “Passion Made Possible” and thereby organises different kinds of
events like “Chinese New Year”, Diwali, annual River Hongbao festival, Chingay Parade,
Thaipusam and others (Hui 2019). In addition to these, it is seen that the tourism authority of
Singapore also takes the help of different kinds of food festivals, local ethnic festivals and
others. An important aspect of these festivals or events is the fact that the participants also get
the opportunity to have a taste of the exotic food which a trademark of the concerned nation.
In this regard, it needs to be said that the primary purpose behind the organisation of these
festivals is to create the kind of image of the nation which in turn would influence the
decision of the tourists to visit Singapore. Furthermore, the organisation of these events or

7CURRENT PRACTICES IN VISITOR ECONOMY
festivals are being used as strategies to attract a larger number of visitors to the concerned
nation and also for the improve of its image in the tourism industry.
Presence of different tourist attractions
Crane, Kawashima and Kawasaki (2016) are of the viewpoint that the prospects or the
growth attained by the tourism industry of a particular nation greatly depends on the kind or
the number of tourism destinations or attractions that the concerned nation boasts of. The
different tourism destinations or the attractions helps the countries in attracting international
tourists and this is perhaps one of the major reasons why the tourism authorities of the
different nations of the world are trying to construct different kinds of tourist attractions in
their nation (Johnson 2016). In the particular scenario of Singapore, it is seen that the nation
boasts of different tourist attractions like Marina Bay Sands, Gardens by the Bay, Botanic
Gardens, Singapore Zoo, Orchard Road, Singapore Flyer and others which over the years
have added much to the delight of the tourists over the years (Flynn et al. 2019). An
interesting point to note regarding the different tourist destinations in Singapore is the fact
that the majority of these attractions have been constructed by the tourism authority of
Singapore in conjunction with its national government in the two decades itself as a way to
promote tourism and attract a larger number of tourists (Flynn et al. 2016). As a matter of
fact, it is seen that because of the strategy used by the Singapore Tourism Board to construct
new tourism attraction the number of tourists who visited Singapore in the year 2018
increased by more than 7.4% (Hui 2019). Thus, it can be said that this strategy used by the
tourism authority of Singapore had not only contributed towards the improvement of the
image of Singapore in the tourism industry but also helped it to attract a larger number of
international visitors as well.

8CURRENT PRACTICES IN VISITOR ECONOMY
National governmental policies
Lee and Bai (2016) stated that the policies as well as the initiatives undertaken by the
national government in conjunction with its tourism authority greatly contributes towards the
development or the growth of the tourism industry of the concerned nation. Furthermore, it is
seen that one of the key requirements of the tourism industry is adequate infrastructural
development which in turn greatly depends on the initiatives undertaken by the national
government (Edgell Sr. 2016). Other important factors which affect the number of
international tourists who visit a particular nation is the visa norms, exchange rates, relation
of Singapore with the other nations and others and all these factors are directly regulated or
influenced by the different initiatives or the policies of the national government of the nation
(Kim 2018). In the particular context of Singapore, it is seen that the national government has
suitable visa regulations for the international tourists, collaborative effective relations with
the different nations and others which greatly supports the tourism industry of the concerned
nation (Tjiptono and Yang 2018).
Singapore over the years had become the business hub of the world and the resultant
effect of this a large number of international visitors visit for business purposes. More
importantly, it is seen that active patronage is being to the different travel agencies, hotels
and other enterprises which support the services offered by the tourism industry and this in
turn not only contributed towards the growth of the tourism industry but at the same time had
also influenced the international visitors to visit the nation as well (Wang, Chan and Pan
2015). Moreover, the factors like accessibility of hotels, adequate transport and others are the
major factors which determines the satisfaction of the tourists and also their decision for a
particular tourism destination (Hitchcock, King and Parnwell 2018). The national government
of Singapore through the Singapore Tourism Board ensures that these basic requirements of
the tourists are being fulfilled. On the score of these, it can be said that the conglomeration of

9CURRENT PRACTICES IN VISITOR ECONOMY
all these factors or measures undertaken by the national government of the concerned nation
in collaboration with the tourism authority of the nation had not only contributed towards the
improvement of the image of Singapore as a tourism destination but at the same time had led
to the growth of the tourism industry of the nation.
Analysis of the strategies used by Singapore Tourism Board
A critical analysis of the different strategies adopted by the tourism authority of
Singapore and also its national government reveals the fact that the majority of these
strategies are intended to achieve ‘long-term growth’. As a matter of fact, they have largely
contributed towards the tourism industry of Singapore and also enhanced its image in the
international tourism arena. However, at the same time it needs to be said that one of the most
important disadvantages of the different strategies or the measures used by the tourism
authority of Singapore is the fact that the majority of them have been formulated from the
perspective of the international tourists and for the purpose of offering them the maximum
amount of benefit while their stay in the nation while completely relegating the affairs of the
domestic tourists to the background. More importantly, it had been seen that the different
strategies used by the Singapore Tourism Board in conjunction with its national government
had not only positively influenced the international tourists to opt for the concerned nation for
tourism purposes but at the same time enhanced the satisfaction level of the tourists who visit
the nation for tourism. This in turn had contributed in a substantial manner towards the
improvement of the image of Singapore as a tourist destination but at the same time helped in
the development of its tourism industry as well.
Recommendations
Some of the most important measures that the tourism authority of Singapore can take
the help of for the purpose of the further development of its tourism industry are listed below-

10CURRENT PRACTICES IN VISITOR ECONOMY
 Sustainable Tourism Development: The Singapore Tourism Board in order to
further develop its tourism industry needs to take the help of the principles or the
guidelines stipulated by World Tourism Organisation (WTO) and UNESCO related to
the sustainable tourism development. This in turn would not only help the tourism
authority of Singapore to effectively develop its tourism industry but would also help
it comply with the tourism guidelines of WTO and UNESCO and thereby contribute
towards the development of its social, environmental and economic frameworks.
 Improvement of tourist engagement: The Singapore Tourism Board in order to
further improve its image as a tourist destination and also create effective experiences
for the tourists. This in turn would help the tourists to enjoy their stay in the nation
and this in turn would contribute in an effective manner towards the development of
the tourism industry of the concerned nation.
Conclusion
To conclude, the tourism industry had become an integral part of the economic
framework of the different nations of the world. More importantly, it is seen that the growth
prospects of the tourism industry are largely dependent on the image of the concerned nation
in the tourism arena or for that matter of its different tourism destinations. This in turn is
liked with the customer’s perceptions of the concerned nation as a tourist destination and
thereby influences their decision to opt for tourism or travel in the nation. This in turn is
directly influenced by the strategies employed by the tourism authority and also the national
government of the nation for the enhancement of the tourist experience or the manner in
which they perceive the nation as a tourism destination. Some of the most important ones in
this regard are the organisation of cultural or social events, governmental policies or
initiatives, tourist attractions and others. These aspects become apparent from the above

11CURRENT PRACTICES IN VISITOR ECONOMY
analysis in the manner in which Singapore had been able to enhance its image as a tourism
destination and thereby bring about the development of its tourism industry.
References
Agiomirgianakis, G., Serenis, D. and Tsounis, N., 2017. Effective timing of tourism policy:
The case of Singapore. Economic Modelling, 60, pp.29-38.
Anholt, S., 2016. Places: Identity, image and reputation. Springer.
Campos-Soria, J.A., Inchausti-Sintes, F. and Eugenio-Martin, J.L., 2015. Understanding
tourists' economizing strategies during the global economic crisis. Tourism Management, 48,
pp.164-173.
Chowdhury, A. 2019. Singapore still the preferred destination for Indians. [online] Times of
India Travel. Available at: https://timesofindia.indiatimes.com/travel/destinations/singapore-
still-the-preferred-destination-for-indians/as63096185.cms [Accessed 28 May 2019].
Crane, D., Kawashima, N. and Kawasaki, K.I., 2016. Culture and globalization theoretical
models and emerging trends. In Global culture (pp. 11-36). Routledge.
Edgell Sr, D.L., 2016. Managing sustainable tourism: A legacy for the future. Routledge.
Flynn, A., Yu, L., Feindt, P. and Chen, C., 2016. Eco-cities, governance and sustainable
lifestyles: The case of the Sino-Singapore Tianjin Eco-City. Habitat International, 53, pp.78-
86.
Getz, D. and Page, S.J., 2016. Progress and prospects for event tourism research. Tourism
management, 52, pp.593-631.

12CURRENT PRACTICES IN VISITOR ECONOMY
González-Rodríguez, M.R., Martínez-Torres, R. and Toral, S., 2016. Post-visit and pre-visit
tourist destination image through eWOM sentiment analysis and perceived
helpfulness. International Journal of Contemporary Hospitality Management, 28(11),
pp.2609-2627.
Govers, R. and Go, F., 2016. Place branding: Glocal, virtual and physical identities,
constructed, imagined and experienced. Springer.
Henderson, J.C., 2015. Destination development and transformation: 50 years of tourism after
independence in Singapore. International Journal of Tourism Cities, 1(4), pp.269-281.
Hitchcock, M., King, V.T. and Parnwell, M.J. eds., 2018. Tourism in south-east Asia (Vol.
32). Routledge.
Hui, K. 2019. Singapore ranked 2nd most visited city in Asia-Pacific and is top in terms of
tourist spending. [online] The Straits Times. Available at:
https://www.straitstimes.com/singapore/spore-ranked-2nd-most-visited-city-in-asia-pacific-
and-is-tops-in-terms-of-tourist-spend [Accessed 28 May 2019].
Johnson, L., 2016. Cultural capitals: Revaluing the arts, remaking urban spaces. Routledge.
Kim, J.H., 2018. The impact of memorable tourism experiences on loyalty behaviors: The
mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7),
pp.856-870.
Lee, S. and Bai, B., 2016. Influence of popular culture on special interest tourists' destination
image. Tourism Management, 52, pp.161-169.
Lee, S., Phau, I., Hughes, M., Li, Y.F. and Quintal, V., 2016. Heritage tourism in Singapore
Chinatown: A perceived value approach to authenticity and satisfaction. Journal of Travel &
Tourism Marketing, 33(7), pp.981-998.

13CURRENT PRACTICES IN VISITOR ECONOMY
Singstat.gov.sg 2019. Tourism - Latest Data. [online] Available at:
https://www.singstat.gov.sg/find-data/search-by-theme/industry/tourism/latest-data [Accessed
28 May 2019].
Stb.gov.sg 2019. Statistics & Market Insights Overview | STB. [online] Available at:
https://www.stb.gov.sg/content/stb/en/statistics-and-market-insights/statistics-and-market-
insights-overview.html [Accessed 28 May 2019].
Tan, W.K. and Wu, C.E., 2016. An investigation of the relationships among destination
familiarity, destination image and future visit intention. Journal of Destination Marketing &
Management, 5(3), pp.214-226.
Tjiptono, F. and Yang, L., 2018. To go or not to go: a typology of Asian tourist destination
avoidance. In Asian Cultures and Contemporary Tourism (pp. 183-200). Springer, Singapore.
Wang, D., Chan, H. and Pan, S., 2015. The impacts of mass media on organic destination
image: A case study of Singapore. Asia Pacific journal of tourism research, 20(8), pp.860-
874.