Analysis of Singapore Tourism Board's Marketing Strategies and Recommendations for Vietnam Tourism

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
Table of Contents
I. Introduction_____________________________________________________1
II. The environment background for the 2016-2020 Marketing Strategies by
Singapore Tourism Board (STB).__________________________________________1
III. Vietnamese Working Millennials tourists to Singapore___________________4
IV. Reccommendations for Vietnam Tourism Board (VNAT)_________________4
V. Conclusion______________________________________________________5
VI. References______________________________________________________6
I. Introduction
People identify Singapore with the picture of a beautiful country with a fresh
environment, as well as the names "Lion Island" and "The cleanest green metropolis
on the globe." Singapore is also the biggest tourism attraction in Southeast Asia,
bringing a great number of visitors to visit and experience the city-state. Singapore's
tourism industry is one of the country's most important service industries and
economic cornerstones. Singapore's tourist industry currently accounts for 4% of the
country's GDP. The board, originally known as the Singapore Tourist Promotion
Board, was created on January 1, 1964. (STPB). On November 19, 1997, the board
was renamed Singapore Tourism Board (STB). STB expanded its responsibility
beyond destination promotion to develop Singapore as a regional tourist hub.
In this research, we will examine the environment factors in STB's marketing plans
from 2016 to 2020, if this strategy is appropriate for Vietnam's tourism, and lastly,
recommendations for the industry's long-term development. Tourism in Vietnam.
II. The environment background for the 2016-2020 Marketing Strategies by
Singapore Tourism Board (STB).
Singapore's economy has grown extraordinarily over the past ten years. It is regarded
as a high-income economy today. To maintain its leadership position in the area, the
Singapore Tourism Board (STB) must assess and prepare for underlying difficulties.
As a result, I'll utilize PESTLE to illustrate how external influences affect Singapore.
PESTLE is a method used in business to research macro environmental aspects.

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
Political, economic, social, technological, legal, and environmental factors are all
referred to by this acronym. Let's examine how each of these influences the nation.
Political
Singapore's political risk is quite minimal. According to the Political and Economic
Risk Consultancy (PERC), the country has the least risk level on the continent.
Singapore has a well-regarded government that is very efficient and has a well-
defined structure, protocols, and policies. Overall, Singapore's political situation is
stable, with the People's Action Party playing a dominant role. In addition, the
government maintains positive and stable international relations with all countries,
and there are no boundary disputes. Undoubtedly, a favorable political situation
promotes tourism development.
Economic
Singapore has a thriving free-market economy. The country has the greatest per-capita
GDP in ASEAN, which leads to a robust economy and significant consumer power.
However, this might have a negative influence because high GDP per capita leads to
high living expenses, and Singapore is among the most expensive cities in the world
(Tay, 2020), which deters low- and middle-income tourists. Recently, the government
has made investments to diversify the economy. As a result, tourism, pharmaceutical,
and other businesses have thrived.
Social
Singapore's aging population is a big societal issue, as it will result in a shortage of
employed individuals in the future. According to reports, the majority of
Singaporeans despise blue collar employment such as construction. This societal trend
is critical in the tourism business because the industry requires a large number of
workers; in fact, the government is seeking for a robotic solution, although this may
not be effective in the short and medium term (Chandran,2020). In addition,
Singapore has become a country with the most diverse and unique culture, with many
people of different nationalities, helping to create a living environment that everyone
can be proud to call home.
Technological

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
Despite the detrimental impact of COVID, Singapore ranked second in the
international digital competitive rating in 2020, just behind the United States (IMD,
2021). Consequently, it is the regional hub for many global firms, increasing the
number of incoming travelers with MICE or business matters. Besides, as a leading
country in technology investment, Singapore will attract tourists to admire its
achievements. Which means, people pay a visit to experience world-class
infrastructure and cutting-edge technologies used in a variety of industries.
Legal
Singapore's legal system is highly regarded by business due to no discrimination
against foreign investment and domestic investment. Evidently, it received a score of
86/100 and was ranked second in both the 2020 Doing Business and Index of
Economic Freedom (World Bank,2020). A favorable legal environment will aid the
nation in luring greater investment and, as a result, more foreign business travelers.
However, behaviors that are deemed acceptable in other nations can yet result in a
fine in Singapore. As a result, travelers may unwittingly violate the law, resulting in a
negative travel experience.
Environmental
Apparently, Singapore strives to portray itself as a clean, green city (National
Environment Agency, 2020). Undoubtedly, a green and clean city will draw more
foreign visitors in the future. However, in order to uphold it, Singapore has penalties
for actions that compromise environmental hygiene, so tourists should be aware of
this.
To sum up, the positive macroeconomic factors have contributed to the slow but
steady growth of Singapore's tourism industry in the four years period, from 2016-
2020. Due to cultural similarities and the fact that Singapore is a major center for
trade, commerce, and entertainment in the area, it is among the nations with the
highest numbers of foreign tourists to the city-state. However, Singapore may lose its
competitive advantages due to an aging population and the emergence of other large
cities in the ASEAN. To build its reputation as the region's high-tech hub, the nation
may need to invest more in technology.