Marina Bay Sands Singapore: Evaluating the Significance of Hospitality Industry in Tourist Development

In this case study we will discuss about marketing and below are the summaries point:- The case study evaluates the significance of the hospitality industry in tourist development, focusing on Marina Bay Sands Singapore. Marina Bay Sands aims to attract international premium customers by offering exceptional services, but faces challenges in targeting and engaging the right audience. The study emphasizes the need for sustainable tourism development and explores strategies to enhance the growth of the hospitality sector for long-term sustainability.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author’s Note

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Abstract
The respective case study of Marina Bay Sands Singapore is an evaluation of the significance of
the hospitality industry in the industry of tourist development. The most customary way of
getting hold of international premium customers taken up by Marina Bay Sands business experts
is providing them with extreme premium services. Since the price range of the products availed
by Marina Bay Sands is unprecedentedly high, it has become difficult for them to accumulate
attention of the targeted and prospective customer. Moreover, it is evident that the tourist
development business cannot survive and thrive in the global market only with entire
dependence on the premium customers. Primary and customary data mechanisms have been
implemented in searching out the appropriate data and information regarding the matter. The
data collection also involves the customers of Marina Beach Sands.

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Table of Contents
1. Introduction:................................................................................................................................4
1.1 Background of the project:........................................................................................................4
1.2 Problem statement and rationale:...............................................................................................5
1.3 Aims and objectives:..................................................................................................................6
1.4 Research question:.....................................................................................................................6
1.5 Hypothesis:................................................................................................................................6
2. Literature review:.........................................................................................................................7
2.1 Overview about sustainable tourism:.........................................................................................7
2.2 Role of hotel industry in sustainable tourism development:.....................................................7
2.3 Necessary factors in affecting in the developmental process of hospitality industry and
tourism business:.............................................................................................................................8
2.4 Strategies of enhancing the growth of hospitality sector for maintaining tourism sustainability
.........................................................................................................................................................9
2.5 Literature gap:..........................................................................................................................10
2.6 Summary:.................................................................................................................................10
3. Methodology:.............................................................................................................................11
3.1 Research design:......................................................................................................................11
3.2 Data collection:........................................................................................................................12
3.3 Sampling size:..........................................................................................................................12
3.4 Data analysis:...........................................................................................................................13
3.5 Time-frame:.............................................................................................................................13
4. Data analysis and findings:........................................................................................................14

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4.1 Demographic data....................................................................................................................15
4.2 Questions on Hospitality industry...........................................................................................17
4.3 Statistical Analysis...................................................................................................................23
5. Conclusions and recommendations:..........................................................................................24
Reference List:...............................................................................................................................26
Appendix........................................................................................................................................30

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Topic: The importance of hospitality industry in sustainable tourism development, case study
of Marina Bay Sands, Singapore
1. Introduction:
The paper intends to decipher the significance of industry of hospitality related to
sustainable development of tourism and travel with the circumstances related to the case study of
Marina Bay Sands, Singapore. With its luxurious outlook and outstandingly superior quality of
services, Marina Bay Sands is considered to be one of the most appreciable hotels of Singapore.
A considerable magnitude of attention of the international premium customers is drawn by the
business experts by providing them with outstanding premium services. While most of the
foreign and international tourists and visitors visit Singapore and its exotic tourist destinations,
Marina Bay Sands is a customary hotel where they stay and receives services. The business
specialists of Marina Bay Sands, therefore, have underwent training of policies of providing the
international customers to receive the best services to keep them attracted and fascinated with the
hotel. Moreover, it is evident that amplification of the targeted as well as prospective customers
in the realm of hospitality industry is an easy way in improving tourism enterprises.
1.1 Background of the project:
Through a detailed introspection of market review of the hospitality industry, the results
have come out that Marina Bay Sands has been investing and targeting prospective customers of
high cost. Several advanced infrastructure building of the hotel is being compiled in attracting
the prospective high cost customers such as posh living rooms and bedrooms, espresso devices

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along with Wi-Fi connected balconies. However, it can be argued that due to the hotel’s
luxurious brand, outlook and higher costs, it has become difficult for a specific middle class
population to afford Marina Bay Sands. Business experts are being employed and different
business plans are being formulated by Marina Bay Sands to attract a few more amount of
customers as well as prospective customers in near future. A considerable flexibility and liberal
outlook is what is lacking in Marina Bay Sands services. For instance, the service providers of
Marina Bay Sands are agreeable to only formal and professional language with which only
premium and high cost customers are comfortable. Such rigidity should be reduced.
1.2 Problem statement and rationale:
A major problem has been identified regarding Marina Bay Sands that due to its high
price range, there has been a decrease in their targeted and prospective customers. Survival of a
tourism industry solely based on the revenues collected from their premium customers is also
dubious and questionable. Therefore, the first and foremost duty of Marina Bay Sands is to
increase its customer base by expanding the capacity of their services to the customers with
moderate and modest income. Apart from that, Marina Bay Stands does not provide the
international customers with multilingual facilities and is not flexible to various cultural and
ethnic amalgamation.

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1.3 Aims and objectives:
The customary purpose of the paper is to search out and analyse the significance of
hospitality industry in case of tourism development sector of business with the example of case
study of Marina Bay Sands. The intention of the respective research paper is :
 The significance of the arena of hospitality industry in the context of sustainable
development of tourism
 Introspecting, analysing and evaluating the factors responsible in affecting the
development of hospitality industry and sustainable development of tourism
 Formulating and recommending plans, policies and strategies in development of
hospitality industry.
1.4 Research question:
 What is the part played by hospitality industry in sustainable development of tourism?
 In order to enhance and develop the sector of hospitality industry, what recommendations
and suggestions should be provided?
 What are the components affecting the process of development and advancement in the
arena of hospitality industry and tourism enterprises?
1.5 Hypothesis:
H0: Hospitality industry has no major significance in developing tourism business

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H1: Hospitality industry has major significance in developing tourism business
2. Literature review:
2.1 Overview about sustainable tourism:
Collis and Hussey (2013) proposed that the sole idea related to sustainable tourism is
about creating a positive impact on the tourists at their tourist destinations which develops and
improves the economy of the respective country. Factors that are significant in conserving
sustainability of tourism enterprises are geographical location, conveyance system, and other
environmental factors (Tracy 2012). To attract variety of customers beyond the geographical
boundaries, the political, social and socio-economic background of the respective company is
equally important. The business masters should focus on building a competent hospitality
industry to make the tourism enterprises sustainable in the global competitive market. Security of
shelter among the tourists can be easily achieved by providing the tourists with standardised
restaurants and hotels. Wahyuni (2012) stated that a considerable number of tourists have a
tendency to visit the popular markets of Singapore. The tourism enterprises have reached a
paramount level with the thrive of the markets of Singapore therefore improving and advancing
the growth and development of hospitality industry.
2.2 Role of hotel industry in sustainable tourism development:
There has been a considerable increase in hotel industry in recent times near the market
regions of Singapore. Already, there exist established hotels in order to provide premium and
best services to their customers. Zikmud et al (2013) has stated that the effective and efficient

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services provided by the hotel industries in Singapore has made the international tourists show
more interest in visiting Singapore and its tourist destination again and again.
Therefore, subsequently, the target customers as well as the prospective customers are increased.
It is an inevitable fact that genuine accommodations and hotels can attract a plethora of tourists
and prospective customers in choosing tourist locations and destinations. According to Levy and
Lemeshow (2013) sustainable growth of the tourism sector of a country increases employment
opportunity of that country which ultimately enhances the economic growth and development of
a country.
2.3 Necessary factors in affecting in the developmental process of hospitality industry and
tourism business:
According to Etkan, Musa and Alkassim (2016), there are considerable number of factors
that prove to be a barrier in the development of hospitality industry. McCusker and Gunaydin
(2015) deciphers that one of the leading barriers in business enterprises in Singapore is the
business masters are not flexible in case of language; they prefer formal communicative
language while interacting with customers. Therefore, international customers who are
incompetent in terms of language or possess linguistic barriers might find it difficult to
communicate with them. According to Terell (2012) customers from different socio-cultural or
socio-ethnic backgrounds might find it difficult to interact and communicate with the service
providers or the business experts working under the given field. It is peculiar to note that the
service providers of hotel industries in Singapore tend to be less attentive or avoid customers
who are linguistically incompetent. One of the major barriers to enterprises is “culture”and it is

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often observed that it tends to build a gap (a cultural gap) between the service providers and the
customers. Bryman and Bell (2015) deciphers that proper training and development of the
service providers in the hotel industries of Singapore is hampered due to lack of monetary funds
and economic unrest.
2.4 Strategies of enhancing the growth of hospitality sector for maintaining tourism
sustainability
Bernard (2017) stated that multilingual elasticity is the foremost necessity to bring about
a customary development in the hospitality sector for conserving sustainable development of
tourism. With multilingual flexibility, the customers and prospective customers would feel
comfortable enough to interact and communicate with the service providers and the business
experts. Developing their upgradation schemes as well as marketing plans in front of their
prospective international customers so that a thorough view about their facilities, provisions and
accommodations are clearly got. According to Smith (2015), a 360 degree views of the hotels of
the respective hospitality industry can be implemented by them so that the international and
prospective customers can acquire a detailed know-how about the floors, rooms, balconies and
other facilities and benefits that are provided by the hotels to them. Ormstal et al. (2014)
proposed the very basic idea of providing the employees and service providers with training on
communication skills and multilingual interaction skills so that the international and overseas
customers as well as premium customers do not feel hesitant or reluctant in interacting or
communicating with them that might add to the goodwill of the hotel.

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2.5 Literature gap:
The paper studies minutely and critically about the part played by the hospitality
industries in sustainable development of travel and tourism of a nation. The paper also focuses
on plans, strategies and policies that could be formulated for the growth and development of the
market of tourism and hospitality, focusing on the case study of Marina Bay Sands Hotel,
Singapore. However, the study lacks in various and major critical and analytical issues and it can
be stated that different approaches to evaluating sustainability in case of tourism management
and development sector could have been taken, for instance, a few clauses, declarations, opinions
and studies of a few eminent scholars and academics working in the respective field could have
been taken into account. As far as the study is concerned, it could have been taken to deduce the
impact of hospitality industries over sustainable development of tourism business positively as
well as negatively.
2.6 Summary:
If restaurants and other facilities are built, business experts claim that it delivers a sense
of security and shelter in the psyche of the tourists, as the study evaluates. Their constructive
ways of services have attracted international and overseas customers and has substantially
increased the number of tourists who visit Singapore. The magnitude of the prospective as well
as targeted customers have, subsequently increased. Being accustomed and solely interested in
formal mode of communication and a particular language, the employees and service givers of
the hotel, a sufficient obstacle has been created in between the service providers and the
international and other customers due to their lack of linguistic potency. There is a need for

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enhancing the prospective as well as target customers but it should also be kept in mind that a
hospitality business cannot run alone only with the revenues incurred by them through premium
customers. Therefore, to achieve the target of including customers from various income ranges,
the service providers are needed to be given proper training and education regarding
management and communication skills. The sole purpose of this paper is to evaluate the
contribution of hospitality industry in an arena of sustainable tourism development.
3. Methodology:
3.1 Research design:
Research designs actually assist with collecting and segregating information through
various methodological tools. Research philosophy, Research approach and Research designs are
a few step-by-step methodologies that are inculcated to carry out a research successfully.
Positivism research philosophy has been used for identifying minute and acute details of the
survey and introspection. Deducing the approaches from the institutionalised or existing theories
as well as the new implemented ones is the main purpose of research methodologies and
approaches (Mary Converse 2012). A Deducive approach of research methodology is utilised in
this paper to find out the research issue while conducting a plethora of studies pragmatically as
well as theoretically.
Different data and information has been collected and assimilated from varied sources
with the help of descriptive approach to research without influencing or manipulating them.
(Collis and Hussey, 2013). New and innovative ideas and concepts, which were earlier not

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known by the researchers are platformised by the exploitary research methods. An approach to
descriptive research design has been implemented by the researcher in this report for giving
unbiased information and data.
3.2 Data collection:
Collection and assimilation of appropriate data from different sources (reliable and valid)
is provided to the researcher by the methods of data collection (Collis and Hussey, 2013). There
are two kinds of data collection mechanisms namely primary data collection technique and
secondary data collection technique (Coleman 2013). The researcher has utilised primary data
collection techniques in this case. Primary data collection techniques enable the researchers for a
face-to-face conversation between them and the survey samples for an immediate, spontaneous
and a genuine feedback. For an effective response, 100 number of customers of Marina Bay
Sands hotel has been taken as survey samples. There has been no discriminatory attitude during
the survey and male as well as female employees participated equally in the survey conducted.
The research, therefore has been unbiased and the responses were gender neutral.
3.3 Sampling size:
Sampling can be termed as collection of data from a relatively large population (Tracy
2012). The respective study has been conducted with the help of non-probability method of
sampling. For analysis and evaluation of information, 100 samples were taken into consideration
while survey. A specific group of people who are directly involved in the respective research

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issue has been selected (Hakanson 2013). Relevant information is also got with the help of non-
probability sampling method ((Zikmund, Babin Carr and Griffin 2013).
3.4 Data analysis:
Data analysis is a process by which the researcher uses various statistical mechanisms
and tools to evaluate proper and accurate information (van Wyk, 2012). The calculation of
central tendency method has been executed by Microsoft Excel and a “licker chart” has been
presented for giving the overall information and data. Graphical and pictorial representation of
data has been done for clarity.
3.5 Time-frame:
Main activities/ stages 1st-2nd
Week
3rd- 4th
Week
5th- 6th
Week
7th-8th
Week
9th- 10th
Week
11th- 12th
Week
Topic Selection
Data collection from
secondary sources
Framing layout of the research
Literature review
Formation of the research
Plan

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Selection of the Appropriate
Research Techniques
Primary data collection
Analysis & Interpretation of
Data Collection
Conclusion of the Study
Formation of Rough Draft
Submission of Final Work
Table: Time-frame of the entire research plan
(Source: As Created by the Author)
4. Data analysis and findings:
100 respondents have been employed in the process of data analysis, calculations and
findings. The survey was gender neutral as both men and women employees participated equally
in the process. The majority of the customers who are surveyed as samples belonged to young
generation.

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4.1 Demographic data
Figure 1: Respondents as per gender
(Source: As Created by the Author)

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Figure 2: Respondents as per age group
(Source: As Created by the Author)
Figure 3: The number of respondents who agree that hospitality industry has major
significance in developing tourism business of Singapore
(Source: As created by the Author)

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4.2 Questions on Hospitality industry
Figure 4: The number of respondents who agree that Marina Bay Sands needs to develop
their management strategies for attracting more international tourists in Singapore
(Source: As created by the Author)

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Figure 5: The number of respondents who agree that the employees associated with Marina
Bay Sands need to render more professionalism for dealing with diverse people
(Source: As created by the Author)

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Figure 6: The number of respondents who agree that Marina Bay Sands is unable to
communicate with all the customers with equal competency
(Source: As created by the Author)

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Figure 7: The number of respondents who agree that Marina Bay Sands needs to improve
their customer management strategies
(Source: As created by the Author)

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Figure 8: The number of respondents who agree that tourism business gets affected due to
ineffective growth of hospitality industry
(Source: As created by the Author)
 Overall discussion and analysis:
According to the evaluation of the information and data in the research, it can be deduced
that during the survey process, both men and women employees and customers have equally
participated and gave received equal priority. Among the 100 respondents, 50% of them were
males and 50% of them were females whereas 39% of the survey samples were below 25 years
of age group, which indicates that most of the respondents in the survey were the young
generation. The specific query which is the basis of the research, “does hospitality industry
possess any significance in the sustainable development of tourism industry in Singapore?” while

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asked, 36% of the respondents have agreed that it does possess major significance. When the
question was asked about the management and infrastructure of Marina Bay Sands and weather it
is needed to get developed or not, 37% of the respondents have strongly agreed to the point.
When asked about the communication skills of the service providers and employees of the
Marina Bay Sands hotel, 40% of them has stated that the employees of Marina Bay Sands hotel
need to get trained in multilingual communication skills that might ensure a sound and effective
interaction between the service providers and the customers.
When asked the very basic and customary question of whether the management of
Marina Bay Sands need to modify or inculcate new strategies or not, 40% of the respondents
stated that Marina Bay Sands need to change their management strategies. Business masters and
experts should train and improve their communication skills in order to interact with the
international customers for the survival of the hospitality industry in the global market. It can
also be noted that Marina Bay Sands also need to be fast in delivering services in given time in
order to reduce delay in case of customers. It is a basic concept that inefficiency of the
hospitality industry is one of the reasons for the underdevelopment of the tourism enterprises of a
nation on which 44% of the respondents have agreed and 46% of the respondents have strongly
agreed. According to them, if the tourists (local, national and/or international) do not get any
proper shelter and accommodation in the place they plan to visit, they show less interest in
visiting the place. Therefore, it can be deduced that development of hospitality industry of a
nation equally affects the tourism business of that nation.

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4.3 Statistical Analysis
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
Howfardoyouagreethathospit
alityindustryhasmajorsignifi
100 1 5 2.13 1.195 1.427
HowfardoyouagreethatMarin
aBaySandsneedstodevelopt
hei
100 1 5 2.06 1.099 1.208
Howfardoyouagreethattheem
ployeesassociatedwithMarin
aB
97 1 5 2.27 1.229 1.511
HowfardoyouagreethatMarin
aBaySandsisunabletocommu
nic
98 1 5 2.29 1.300 1.691
HowfardoyouagreethatMarin
aBaySandsneedstoimprovet
hei
99 1 5 2.34 1.239 1.534
Howfardoyouagreethattouris
mbusinessgetsaffecteddueto
99 1 5 2.23 1.339 1.792
Valid N (listwise) 94
The data collected on the hospitality industry has been recoded in numerical data where
strongly agree has been coded to 1 and strongly disagree has been coded to 5. The recoded data
shows that the mean of all the responses ranges between 2 to 2.3 which denotes that majority of
the respondents have agreed to the questions asked to them. Marina Bay Sands needs to make
improvement to the operation as majority of the respondents have agreed to the fact that
hospitality industry contributes to the development of the tourism industry.

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5. Conclusions and recommendations:
Certain recommendations that are given based on the analysis and evaluations of the
findings are:
 Social media could have been utilised by Marina Bay Sands to promote their business
beyond geographical limitations which they did not execute. Social media is considered
as one of the means of communicating about and promoting business without any
geopolitical limits. The prospective international customers could have got an in-depth
overview about the hotel, its plans and policies, services and management via social
media promotions.
 It is recommended to Marina Bay Sands hotel to improve and update their official
websites so that customers overseas can get detailed information about the hotel, their
services and discounts offered. A 360 degree view of the hotel and its accommodations
should be provided through their official websites to attract customers worldwide.
After an intense analysis, evaluation and recommendation, it can be concluded that extreme
premium services are provided by the hotel Marina Bay Sands that might help in arresting
the attention of the international or overseas premium customers. If the target customers of
the hospitality industry are amplified, a positive effect can be observed in case of tourism
enterprises of a nation. A number of measures such as luxury bedrooms, living rooms,
balconies with Wi-Fi connectivity and espresso machines are easily utilised to arrest the
attention of the premium customers. However, to engage attention of customers from various
domains and countries, Marina Bay Sands have to show more flexibility and liberal outlook
in their services. As the service providers of Marina Bay Sands hotel do not possess

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multilingual potency, a communication barrier is created between the service providers and
customers in the hotel.
To introspect and analyse the research paper, the methodology used to evaluate the research
philosophy, approach and design is the utilisation of primary tools. Primary data collection
technique has been utilised in formulating the research process. Primary data collection
technique includes a direct face-to-face conversation between the researcher and the sample
population which gives an immediate and prompt feedback. A particular group of people
have been taken into consideration while conducting the research who are identified with the
research issue directly. A thorough research plan has been successfully incorporated to
complete the research.

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Appendix

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