Project Details

Organisation:	Temasek Polytechnic
Mentor:	Ms Jeanne Ng, Dr Arnoid Tan, Mrs Lee, Ms Cai, Mrs Beetsma
Members:	Ya han, Jiawen, Cherie, Angeline, Catherine, Zhi Yang, Jimmy Chuk, Angel, Rong qi, Valerie, Rimiko, Daryl, Xinzhi, Yixian, Gelin, Julia,Charlene, Wan Ting, Luxi, Lynette , Xiu Yu, Denise, Claris, Jun Ya, Lu ping,
Project Title:	Sustaining Singapore Tourism beyond 2015

A. Brief Description of Project
This project is based on the course of Tourism and Hospitality at Temasek Polytechnic and it is a very broad topic. The focus for this project, however, is more on Singapore as a tourist destination in the world and how to sustain Singapore's tourism. This was done, firstly, through learning the basics of marketing, retailing and tourism in general, followed by different stages of how to develop and market Singapore as a tourist destination in the world. Lastly, this led on to how Singapore can be sustained as a tourist destination.

Basics learnt right from the start were applied and used to come up with different strategies to market Singapore. Initially, the 25 of us involved in this project split up into groups to come up with different strategies, presenting them in the form of presentations and reports. Finally, as a combined effort, all our ideas were put together as one single report and submitted to Singapore Tourism Board.


B. Results
1. Group presentations on:
- Singapore's marketing efforts in the last 10 years
- Marketing Singapore as a Must Visit Tousit Destination in the World
- Sustaining Singapore's popularity as a tourist destination beyond 2015

2. Group Reports
- Part I: Marketing Singapore as a Must Visit Tousit Destination in the World
- Part II: Sustaining Singapore's popularity as a tourist destination beyond 2015

3. Combined Report
- Submission to Singapore Tourism Board

C. Reflection

Three content knowledge/skills that we have learnt
1. We learnt about the elements of Marketing Mix and Branding
- 4Ps of Marketing Mix: product, price, promotion, place
- Application of Marketing Mix to Branding
- Brand Strategy Doctrine Process (Brand assessment --> Brand Promise --> Brand Blueprint --> Brand Culturalisation --> Brand Advantage> Brand Loyalty)

2. Retail Management and Tourism Retailing.
- Different forms of retailing
- Shopper behaviours and mindsets
- Marketing Singapore as a global brand

3. We also learnt about Destination Development and Sustainable Tourism
- Past Singapore Marketing efforts
- Developing and marketing Singapore as a tourist destination
- Destination and Attractions
- Different stages of a developing tourist destination (exploration, involvement, development, consolidation, stagnation and decline)
- MICE (Meetings, Incentives, Conventions, Exhibitions)





Two interesting aspects about our learning

1. Visit to Tourism Academy at Sentosa
2. Learning in a Polytechnic environment

One take-away for life

1. Group Dynamics
- Teamwork
- Presentation etiquette
- Presentation Skills
- Analytical Skills
- SWOT
- PEST

Gallery

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