Improving Tourist Experience at Haw Par Villa: A Fieldwork Report

This report examines the tourist experience at Haw Par Villa, a Chinese mythology theme park in Singapore. The study investigates visitor satisfaction levels, particularly concerning the impact of the tropical climate and the lack of resting facilities. Through a survey of 40 visitors, the research identifies key areas of satisfaction, such as the Ten Courts of Hell, and areas for improvement, including the need for shelters, electric car transportation, and more restaurants and toilets. The report analyzes data to highlight the importance of resting places and climate control in enhancing the overall tourist experience. Recommendations are made to improve the park's infrastructure and services to cater to a wider range of visitors, ultimately increasing satisfaction and encouraging repeat visits. The report utilizes literature review, conceptual framework, data analysis, and provides actionable recommendations for Haw Par Villa management.

TOURISM HOSPITALITY FIELDWORK

Table of Contents
Introduction................................................................................................................................3
Literature summary....................................................................................................................4
Conceptual framework...............................................................................................................6
Data analysis, findings, and discussion......................................................................................7
Recommendations....................................................................................................................14
Reflection on fieldwork............................................................................................................15
Conclusion................................................................................................................................15
Reference list............................................................................................................................17
Appendix..................................................................................................................................19
2

Introduction
Background
Theme parks are attracting modern age tourists and it has become one of the important parts
of the tourism industry. Haw Par Villa is one of the famous Chinese mythology theme parks,
situated in Pasir Panjang and every year huge number of visitors visit this park to gain
knowledge about ten courts of hell (Hawparvilla.sg, 2019). Near about 94.6% of the total
population hold religious Buddhists believe. Tourists of this park are facing difficulties to
cope up with the tropical rainforest climate of Singapore. Hot, humid and wet weather of this
place causes tiredness in visitors of this park and lack of resting place at this park has become
a common issue.
Figure 1: Map of Haw par villa
(Source: Google.com, 2019)
Problem statement
Haw Par Villa is an open-air park and the authority has not made any resting place in this
park. It is dependent on the climate and it gets extremely hot in summer season
(Hawparvilla.sg, 2019). On the other hand, visitors are not able to get rid of rains in the rainy
season as there is no shelter. Due to this reason, tourists do not want to revisit this place and
most of them go back after visiting a certain area. It has become important to make resting
3

places or shelters within this park to help tourists to cope up with adverse climate of
Singapore.
Research question
Research questions that are being met in this study, are mentioned below,
1. How the resting areas can be improved by the concerned organization to support Haw
Par Villa?
2. Which are the appropriate places for placing shelter within Haw Par Villa?
3. Which are the best places for resting in Haw Par Villa as per visitors?
Answering the research questions
1. The organization needs to undertake a project to build resting places in this park.
Before commencement of this project, it is important to understand visitors’ opinion
regarding needs of resting place.
2. Resting places can be placed after three of the visiting attractions within this park.
3. Visitors can be asked to mention their favorite places in this theme park, where they
want to rest.
Literature summary
● Importance of tourists satisfaction at theme parks
Satisfaction level of tourists increases through the benefits that are gained upon paying the
price (Ali et al. 2018). Theme parks help to build a great thrilling experience of visitors,
which can be enhanced by providing proper services to them. There are different theme parks
in Singapore that include Haw par villa, wild Wild West, and adventure cove water-park.
Hence, lower consumer satisfaction can result in a loss of competitive advantage. As opined
by Wu et al. (2018), proper services and adequate fun items can help to enhance satisfaction
level of tourists in theme park. Different facilities like cafeteria, resting places, traveling
vehicles can help to enhance the satisfaction level. Availability of these facilities can attract
more tourists and reputation of the park can increase (Lai et al. 2016).
● Importance of resting places at theme parks
Resting places in a theme park are used to relax and sit after a long journey. Generally, theme
parks are large and tourists can get tired after exploring different parts of a park (Jung et al.
2015). Hence, they need to take a rest in some suitable places where different necessities like
food and water are available. This can help in refreshing the energy and helps to increase
their satisfaction rate. Moreover, Zhang et al. (2017) argued that resting places helps to
4

increase the convenience level of old aged persons and disabled individuals. It is essential for
the management of popular theme parks like Haw par villa to increase resting places to
facilitate these persons.
● Appropriate area for placing resting shelters
Resting places needs to be located in different areas of a theme park of tourist attraction
(Fotiadis and Vassiliadis, 2016). For example, in Haw par villa, ten courts of hell is a spot of
tourists’ attraction. Hence, resting places like sitting arrangements and cafeteria must be built
in this place. In addition, Phua and Miller (2014) stated that resting shelters can be placed
near pools or gardens that can help to refresh the tourists. Management of popular theme
parks like Haw par villa must collect information regarding requirements of tourist and
visitors. Hence, a clear idea can be achieved regarding appropriate place of installing resting
shelters.
● Related theories
Different related theories can be discussed that have a relation to this topic.
Dissonance theory: This theory suggests that disparity occurs if a person expects high valued
products and receives low-quality products. This impacts on expectations of the customers
and decreases their satisfaction level (De Visser-Amundson et al. 2016). It can be seen that
lack of resting places in Haw par villa has created a disparity and this has resulted in reducing
satisfaction level of tourists. Disparity occurs when a difference is there between product or
service received and expectation of customers.
Expectation-disconfirmation paradigm: This is a popular theoretical framework that can
help in assessment of satisfaction level of tourists in this topic. Kastenholz et al. (2018) stated
that customer’s purchases service with some pre-purchase expectations regarding
performance of that service. This expectation level acts as a standard while making
purchases. After making the purchase, outcomes are compared with the expectation level and
confirmation occurs if both expectations and outcomes match. If both do not match, then the
satisfaction level of customers decreases (Torres and Orlowski, 2017). In this case of Haw
par villa, tourist comes with some expectations of having a thrilling experience. However,
lack of refreshing facilities like resting shelters impacts on their satisfaction level.
5

Placing resting places at
Haw Par Villa
Dissonance theory Expectation-disconfirmation paradigm
Importance of tourists’
satisfaction at theme
parks
Increasing customer
satisfaction in Haw Par
Villa
Conceptual framework
6

Figure 2: Conceptual framework
Data analysis, findings, and discussion
Data has been collected by conducting a survey on 40 visitors of Haw Par Villa theme park.
Findings
1. How do you feel about Haw Par Villa?
Options Response received Percentage Total number of
respondents
It's great for
gathering
knowledge
26 65% 40
Peaceful place 13 32.5% 40
Boring 1 2.5% 40
1
65%
2
33%
3
3%
Feelings about the park
2. Which parts of Haw Par Villa make you satisfied?
Options Response received Percentage Total number of
respondents
7

10 Courts of hell 18 45% 40
Fu lu shou 10 25% 40
Laughing Buddha 6 15% 40
Signature pond 4 10% 40
Others 2 5% 40
1
45%
2
25%
3
15%
4
10%
5
5%
Satisfaction
3. Why do you want to visit Haw Par Villa?
Options Response received Percentage Total number of
respondents
To gain knowledge
about 10 courts of
hell
17 42.5% 40
To spend some time
in peace
12 30% 40
To admire Chinese
mythology
6 15% 40
To make children 5 12.5% 40
8

happy
1
43%
2
30%
3
15%
4
13%
4. Would you recommend this place to others?
Options Response received Percentage Total number of
respondents
Yes 12 30% 40
May be 23 57.5% 40
No 5 12.5% 40
1
30%
2
58%
3
13%
Recommend
9

5. How would you rate overall in this place?
Options Response received Percentage Total number of
respondents
5 11 27.5% 40
4 19 47.5% 40
3 8 20% 40
2 1 2.5% 40
1 1 2.5% 40
1 2 3 4 5
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
27.50%
47.50%
20.00%
2.50% 2.50%
Ratings
6. How do you know about this place?
Options Response received Percentage Total number of
respondents
I came to know
from a friend
12 30% 40
I came to know
from website of
Haw par villa
15 37.5% 40
A tourist agent told
me about this place
13 32.5% 40
10

1 2 3
0
5
10
15
20
25
30
35
40
30
37.5 32.5
Knowledge about the place
7. Do you have a suggestion to improve the Haw Par Villa?
Suggestions Response received Percentage Total number of
respondents
Install shelters for
resting
22 55% 40
Electric cars for
traveling the park
11 27.5% 40
Restaurants and
cafeteria
7 17.5% 40
Install shelters for resting
Electric cars for travelling the park
Restaurants and cafeteria
0 10 20 30 40 50 60
Recommendations
8. Which transportation do you use to come here?
11

transportation Response received Percentage Total number of
respondents
Car 10 25% 40
Bus 17 42.5% 40
Train 13 32.5% 40
1
25%
2
43%
3
33%
Transportation
9. Was it convenient coming here?
Convenience Response received Percentage Total number of
respondents
Yes 27 67.5% 40
No 13 32.5% 40
12