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

Running head: MARKETING
Marketing
Name of the Student
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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