Branding Orchard Road for Tourism: Festivals, Events, and Exhibitions

This report provides a comprehensive analysis of Orchard Road's role as a tourism destination, particularly focusing on its potential for hosting and branding festivals, events, and exhibitions. The introduction provides a brief history and overview of Orchard Road, highlighting its significance as a shopping and retail hub in Singapore. The report then explores the basic elements of a successful destination, including attractions, amenities, accessibility, image, pricing, and human resources. It further discusses how to build the Orchard Road brand and offers specific recommendations for branding the area for festivals, events, and exhibitions. These recommendations include establishing a competitive edge, ensuring the sustainability of tourism, and maintaining a strong brand identity. The report also outlines primary activities such as product development, destination packaging, promotion, distribution, and customer service. The report emphasizes the importance of a well-trained workforce and effective management to maximize tourism values for visitors and ensure sustainability. The conclusion reiterates the key findings and the importance of strategic planning to enhance Orchard Road's appeal as a premier destination for tourism and events.

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Table of Contents
Introduction.................................................................................................................................................2
Contribution of destination..........................................................................................................................2
Basic elements of destination......................................................................................................................3
Attractions...............................................................................................................................................3
Public and private amenities....................................................................................................................3
Accessibility............................................................................................................................................4
Image.......................................................................................................................................................4
Price........................................................................................................................................................5
Human resources.....................................................................................................................................5
Destination build brand...........................................................................................................................5
Recommendations to brand the orchard road for festival, events or exhibition...........................................6
Establishing the competitive edge...........................................................................................................6
Ensuring the sustainability of tourism.....................................................................................................6
Ensuring the strong and vibrant identity of brand....................................................................................6
Primary activities.....................................................................................................................................7
Product development...............................................................................................................................7
Destination and product packaging..........................................................................................................7
Promotion................................................................................................................................................7
Distribution and sales..............................................................................................................................8
Destination services and operations.........................................................................................................8
Internet marketing...................................................................................................................................8
Conclusion...................................................................................................................................................9
Bibliography..............................................................................................................................................10

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Introduction
In the 1830s Orchard, the road was cut by the new road that not named in the George Coleman's
1836 map of Singapore. Area of Orchard Road was known as the scene of pepper and gambier
plantations. First department store is Tangs that was set by the local merchantmen C.K. Tang and
known as the house of Tangs. This is marked by the neighborhood’s first step to becoming the
nation's most beloved district for shopping. This is a 2.2-kilometer main road in the prime area of
Singapore. It is the main shopping belt and attracts tourists at a large level. This area is specified
by the authority of urban redevelopment. This is a central area part that is located in the Central
region. This is boarded by the Newton in north and east.
(Smith, 2016)
Orchard Road is also known as Singapore's retail heart, with discount department stores, outlets,
and upscale boutiques beside luxury hotels. It is also recognized as the mix of casual pubs and
colorful Chinese baroque. There are many eateries and al fresco bars nearby Cuppage Terrace.
There is a famous foodie hub recognized as the Newton Food Centre that offers roasted meats,
barbecued seafood, and traditional desserts. It is now a dining and retail paradise with more than
5000 establishments that offer a unique experience to tourists. The following discussion will
cover that Orchard road contribution to the success of the festival, exhibition, and events. Further
discussion will cover the recommendations for the Orchard road to brand the visitor destination
regarding events, festivals or exhibitions.

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Contribution of destination
The destination is known as the physical space in which tourists and locals spend enough time
(Campelo, et al., 2014). A destination like Orchard road offers support services and attraction to
tourists and local people. It incorporates and includes the many elements to contribute to the
success of events, festivals or exhibitions.
Basic elements of destination
(Holde
r,2012)
Attractions
Orchard road has the visitor’s attractions and motivates the tourist and local people to visit the
destination. The main attractions for the visitors are shopping centers like Cathay Cineleisure
Orchard, the counterpoint, design orchard, forum the shopping mall, Far east plaza, Hilton
Singapore, Liat towers, Lucky plaza, ION orchard, Mandrian gallery, Orchard Central, Orchard
Gateway, Ngee Ann City, Orchard point, Orchard towers, Palais renaissance, The paragon, Plaza
Singapore, The Showhouse and center, Wheelock Place, Wisma Atria, and many more.
Attractions
Accessibility
PricesImage & character
Public and prrivate
amenities

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Public and private amenities
Orchard Road offers the many facilities and services that support the visitors to stay and include
many basic infrastructures like public transport, utilities, and roads with the particular services
for the visitors like visitor information, accommodation, guides, facilities of recreation, catering,
and shopping.
Accessibility
These are a broader range of services that support visitors to enjoy the facilities like public
transport, utilities, and direct services to tourists (Hahm, & Severt, 2018).
 Mass rapid transport (underground trains)
Orchard Road offers many services to visitors. It offers public transport services. There are main
MRT stations within Orchard road vicinity known as the Dhoby Ghaut, Somerset, and Orchard.
These are known as the important hub for the commuters, locals, tourists, and students who
travel to orchard road.
 Buses
Services of the bus are provided by the SMRT buses, SBS transit, and lower transit for
admittance to Orchard road. The stops of the bus are staggered to evade causing congestion by
the scheme. The main stops of the bus are along with the Orchard Road are situated at Delfi
Orchard, Tang plaza, Royal Thai Embassy, the Heeren, midpoint orchard, Orchard plaza,
Concorde hotel Singapore, Dhoby Ghaut MRT station, YMCA, and MacDonald house. The
passenger has the facilities to broaden their buses at the Penang Road, Orchard turn, Somerset
road, and Orchard Boulevard.
 Taxi
There are many numerous stands of a taxi in Orchard road. These are founded at many hotels and
shopping centers. There are no services of taxi available rather than official stands.
 Vehicular access

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People that drive within the Orchard road has the option to enter the west through the Napier
road. From the Dunearn road vehicles travel through the Scott road and turn left in Orchard road
at the Marriott hotel junction. Many other roads have the link to enter in the Orchard road.
Image
A unique image and character are critical to attracting visitors to the destination like Orchard
road. This is not appropriate to have the good range regarding amenities and attractions if the
visitors are not aware about the festivals, events, or exhibition (Caber, Albayrak, & Matzler,
2012). There are various means to promote the image of a destination like e-marketing,
marketing, branding, and travel media. Destination consists of scenes, uniqueness, environmental
quality, sights, and levels of service, safety, and friendliness of individuals.
Price
It is known as a significant aspect regarding the competition of destination (Neuhofer, Buhalis, &
Ladkin, 2012). The factor of price is linked to the transport cost, form destination and cost of
ground attractions, accommodations, tour, and food services. The decision of tourists is based on
the economic features like currency exchange.
Human resources
The tourism is known as interaction and intensive with local communities. This is an important
feature of the experience of tourism. The well-trained workforce of tourism and citizens are
prepared and more aware about the responsibilities and benefits that associated with the growth
of tourism. This is an indispensable element of a tourism destination and managed according to
the destination strategy (Hultman, et al., 2015).
Destination build brand
Destination plays an important role to build and reinforce the brand. A destination like Orchard
road is enough capable of bidding and hosting the festivals, events or exhibition that indicates the
capabilities and gives global exposure through the print and televised media. This helps to invest
the appropriate portfolio and compliment the image of the brand and reinforce the destination in
the market. The careful selection and support of appropriate destinations act as the stimulants
regarding sectoral growth of the business. The destination also brings the opportunities to build
the stimulate expansion and develop the festival, events or exhibition. Destination acts as the

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catalyst to offset the demand fluctuations. The substantial destination likes Orchard road capable
to invite the new visitors. It invites the visitors to attend, enjoy and spent time with the
expenditure permeates as local economy resulting in the indirect economic benefits within the
festivals, events, and exhibitions. A destination like Orchard road forms the positioning
perspective and builds a tight portfolio. The focus approaches of destination act as the main
stimulus to convert travel to destination. The Orchard destination provides many reasons to live,
work, and visit. It owing to the huge potential regarding incremental growth in tourist economies
and maximize the benefits in the long term. The destination creates coordination with the
integration of many elements that constitute activities of communication.
Recommendations to brand the orchard road for festival, events or exhibition
Tourism is recognized as the competitive industry to compete as a more effective destination and
deliver excellent values to visitors. It depends on the many aspects of working together as a
unity. The values of the visitors in Orchard road is affected by the many experiences and services
like public services, community interactions, private products, and hospitality. This is important
for the Orchard road as the destination to coordinate and maximize the values of customers
throughout the visit. The effective management will allow the destination to maximize the values
regarding tourism for visitors and ensure the sustainability and local benefits. The following
initiatives should be taken to brand the orchard road for festivals, events, or exhibitions.
Establishing the competitive edge
This is critical for the destination to achieve the competitive advantage over the competitors. It
should establish the positioning at a unique and strong level. This should offer the different
experience paralleled to any other destination. It should develop attraction and resources to focus
on the unique characteristics. Attraction and resources of destination are effective ways to ensure
the important aspect regarding the experience of visitors as the highest standard regarding
coordination. These with the coordinated approach of management create a strong partnership
and collective vision (Kladou, & Mavragani, 2015).
Ensuring the sustainability of tourism
Sustainable development of tourism with effective planning and management will ensure to
maintain the environmental integrity, resources, and character to become more protected.

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Effective management of Orchard road destination will help to avoid conflicts like social,
cultural and prevent tourism from affecting local traditions, values, and lifestyles adversely.
Ensuring the strong and vibrant identity of the brand
By delivering the regularly excellent value, the loyalty of the brand increases. The number of
tourists will increase the visitor's return to the destination consistently. Effective leadership
should focus to manage the action under the proper guideline. A clear competitive strategy will
support the brand to achieve a competitive advantage and deliver excellent values to customers.
The industry of tourism is fragmented by the quality control for this Orchard road should
enhance the resources. It should strike the appropriate balance to enhance and protect the sources
by meeting all requirements (Lim, Chung, & Weaver, 2012).
Primary activities
Primary actions are promotion and delivery that help to enhance the visitor’s experiences. These
all are known as the core business, objectives, and missions of tourism (Ness, et al., 2014). These
all are tied to the primary actions including:
Product development
It is the main key that ensures the constant rejuvenation of destination offerings. There is an
attraction like natural and cultural which provides the main reasons for travelers to experience
the destination like transportation and catering that developed within the support and attraction
of the destination. Attractions with regular improvement will increase the new developments and
trends within the market (Suhartanto, & Triyuni, 2016).
Destination and product packaging
The intangible tourism packages should be convenient, attractive, and accessible. Packages
should include the variety of range of attractions, products and services, and experiences to offer
as per the theme. These should be suggested by the itineraries or geographical locations
(Jalilvand, et al., 2012).
Promotion
The destination required more promotion in the market to attract the large number of visitors
within the Orchard road. It should promote online with multi-digital marketing. This kind of
promotion leverages the power of the internet to present the audience at the global level. The

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online promotion will include the creating of a business account on the leading social sites like
LinkedIn, Facebook, and promoting the brand through gaining new followers. For more effective
promotion it should create and share the audios, videos, and pictures. It should promote the
destination of Orchard road by publishing news, articles, channeling the schemes of promotion,
spreading links of business by the web, advertisement to the target audience by updating and
creating the forums and blogs. It should simplify the organization's objective regarding facilities
to offer the customers. This should create the target audience personas. This should focus more
on the customer’s ages, hobbies, genders, occupations, and habits. The marketing strategy will
support branding to communicate promotional materials and talk to customers. Branding will
present a regular message to spend and analyze the target customers and plan the strategy to
make a plan and execute to sell products and services. This kind of connection will help to feel
comfortable, excited and happy to create an emotional connection with the individuals and gain
loyal customers (Prayag, & Ryan, 2012).
Distribution and sales
Commercial and generic information should be distributed by the appropriate channels. It should
include the customer lines of inquiry, services of mailing to distribute information regarding
destination, brochure facilities of the display, arranging insurance with payment and system of
ticketing.
Destination services and operations
The biggest part of tourist experience happens within the destination and has the determining
impact on the levels of enjoyment and values experienced by visitors. It should care about the
customers and follow up on the essential to develop positive attitudes among customers. These
kinds of activities should include the establishment and management of a database of client
information, tracking the attitudes of customers, profile and conduct the industry feedback and
follow up the program (Eusébio, & Vieira, 2013).
Internet marketing
Internet marketing will give the Orchard destination total control regarding conversation. Direct
mail, print, billboards advertisements will help to deliver the information in a promotional way
and offer the chance to visit and enjoy services (Hallmann, Zehrer, & Müller, 2015). This brings

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more opportunities for businesses to run the many campaigns online and invite the large base of
customers. It lowers the cost of the festival, event, and exhibition. It helps to reach the large
number of potential customers by traditional marketing and optimize the online presence more
effectively. Internet marketing of festival, event or exhibition offers the more advanced analytics.
These also support the business to measure the effectiveness of each aspect that will allow
removing the unnecessary portfolio of marketing. Orchard road as an important destination
through internet marketing will become useful to present the multimedia view regarding the area
that includes the simulated walking tour and virtual view. It will help potential customers to visit
the location. The effective presentations are known as effective ways to inform tourists through
the computer and some research. The mobile applications simplify the booking with a great
incentive to the online market. The application will help to access the information more easily
about the orchard road destination festival, events, or exhibition. It will bring more options to
offer exclusive deals through email and social media. This will bring more opportunities to fill
the dreams of visitors and build a loyal base of the customer (Junio, Kim, & Lee, 2017).
Conclusion
In the limelight of the discussion, it can be concluded that Orchard road has enough sources to
invite the tourist for festival, events, or exhibition. A destination like Orchard road places the
high priorities to marketing brands and services that have great economic growth and greater
employment. Promotion of destination supports the development infrastructure, transpiration,
provides great accessibility, and supply logistics which are important to attract the investment to
other segments. A destination like Orchard road supports the services and qualities of life as an
integral part to attract investment in other segments within the form of corporate relations,
human capital, and expansion. It also creates opportunities for securing conventions, meetings,
and trade shows regarding local facilities. This also builds valuable exposure between business
decision-makers and options to deepen the relations with attendees. The image of a destination is
improved by the popularity of the events. Increased awareness also allows the specific aspects
regarding destination to reduce the negative images. Festivals, events, or exhibitions provide
believable authenticity and association to build robust destination images. These provide
community support to strengthen the image of the destination. Internet is great for the festival,
event, or exhibition in Orchard road to provide information regarding trips, shopping, and fun.

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