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Temasek Polytechnic Hospitality & Tourism
Project Details
1) Brief description of the project
During the Temasek Junior College – Temasek Polytechnic Collaboration Programme, we took up lessons in the Marketing and Hospitality course at the Business School in Temasek Polytechnic. During our time there, we were given insights into the Singapore tourism industry and the methodologies deployed to market Singapore as a tourist destination. We were also given exercises to practice the tactics we have learned on case studies such as promoting Sentosa as a choice destination.
With the opening of Integrated Resorts starting 2010, one of which is on Sentosa Island, the programme has provided us an opportunity to learn more about this growing industry and how it has and can continue to contribute positively to the country’s economy.
2) Results
With indispensable guidance and knowledge gained from our external mentors, we produced 2 reports which are to be sent to the Singapore Tourism Board for review. Primary points in the reports are innovative strategies to market singapore as a world renowned must-visit destination and the development of sentosa into a destination of choice by 2010.Examples comprise of the expansion of new rides and attractions as well as the areas of improvement in the service sector and so forth. Additionally, to produce the reports, we had to do some background research which, in addition to intensive internet resourcing, includes hands on practical work such as crafting a 2-page survey in relation to Singapore as a destination of choice; gathering feedback from tourists and thereby analyzing it to facilitate and anchor our reports.
3) Content/Knowledge Skills Learnt
1. We learnt about the fundamentals of Marketing, various aspects of Marketing, and these help us understand how the market works in real-life. These include
- 5 core concepts of marketing:
- 4Ps to Marketing Mix: Product (identify a product which will bring benefit to targeted groups of consumers), Price (finding out the monetary sacrifice that consumers are willing to make for the given product), Place (method of distribution of the product), Promotion (how to promote the product to the public)
- 4 main types of target marketing strategies used by markers to sell their products: differentiated marketing, undifferentiated marketing, concentrated marketing and micro-marketing.
2. We studied Retail Management & Retail Tourism, how retailing plays an important role in the tourism industry and learnt about the current trends and opportunities in retail sector. There are different forms of retailing (like clustered retailing centres, high-rise retailing malls, retailing markets etc). Retailing can also be categorized in planned retailing and unplanned retailing. In addition, we learnt how customer service can affect a customer’s retailing experience. As such, good customer service is important to enhance a tourist’s experience, so as to ensure that he returns to the destination a second time.
3. We learnt to study, analyze and evaluate the marketing efforts which have been made to develop Singapore as a tourist destination. With that, we learnt to apply what we were taught of in class about retailing and sustainable tourism, to generate useful ideas to marketing Singapore as a must-visit tourist destination in the world, as well as, developing Sentosa into a choice of destination in 2010.
Two Interesting Aspects of Learning
The first interesting aspect that I learned about this attachment is the passion that all the lecturers and tutors shared about the tourism industry. They kept emphasizing on how being friendly and approachable towards tourists were the fundamental qualities that every individual in the hospitality scene in Singapore had to possess. They taught us that we are to have that conviction to go the extra mile in order to provide a satisfactory and pleasant experience for tourists to enjoy during their stay in Singapore. They carried immense pride for the tourism industry in Singapore and this could be felt through their teachings. Their brimming passion for this sector in Singapore was evidently present.
Another interesting aspect of this course was the importance of having creativity and innovation. In order to continue attracting tourists to come to Singapore there had to be a lot of changes and new ideas that had to be implemented to achieve this. And not only is their visit to Singapore a key aspect, the duration of their stay here was also vital. The continual flux of new and fresh ideas was interesting. As Singapore is competing with neighboring countries for tourists to arrive to our local shores, there were many new things introduced to our tourism sector, such as the upcoming Universal Studios in Sentosa and the Singapore Flyer that has been constructed especially for tourists. And one interesting phenomenon that could be observed was how Singapore was able to maintain a record high of 10 million visitors annually for the past few years and this is testament to the success of our tourism industry in Singapore.
One take-away for life from the entire attachment is the entirely new experience of studying in a Polytechnic institution.
| Organisation: | Temasek Polytechnic (Business School: Hospitality and Tourism Sector) |
| Mentor: | Ms Germaine Wang, Ms Sue Lou |
| Members: | Chiew Zhi Xin Dawn Koh Justina Leong Pearly Koh Ryan Seah Teo Chin Hwee Vivian Foo |
| Project Title: | Part 1: Marketing Singapore as a Must-Visit Tourism Destination in the World Part 2: Developing Sentosa into a Destination of Choice in 2010 |
1) Brief description of the project
During the Temasek Junior College – Temasek Polytechnic Collaboration Programme, we took up lessons in the Marketing and Hospitality course at the Business School in Temasek Polytechnic. During our time there, we were given insights into the Singapore tourism industry and the methodologies deployed to market Singapore as a tourist destination. We were also given exercises to practice the tactics we have learned on case studies such as promoting Sentosa as a choice destination.
With the opening of Integrated Resorts starting 2010, one of which is on Sentosa Island, the programme has provided us an opportunity to learn more about this growing industry and how it has and can continue to contribute positively to the country’s economy.
2) Results
With indispensable guidance and knowledge gained from our external mentors, we produced 2 reports which are to be sent to the Singapore Tourism Board for review. Primary points in the reports are innovative strategies to market singapore as a world renowned must-visit destination and the development of sentosa into a destination of choice by 2010.Examples comprise of the expansion of new rides and attractions as well as the areas of improvement in the service sector and so forth. Additionally, to produce the reports, we had to do some background research which, in addition to intensive internet resourcing, includes hands on practical work such as crafting a 2-page survey in relation to Singapore as a destination of choice; gathering feedback from tourists and thereby analyzing it to facilitate and anchor our reports.
3) Content/Knowledge Skills Learnt
1. We learnt about the fundamentals of Marketing, various aspects of Marketing, and these help us understand how the market works in real-life. These include
- 5 core concepts of marketing:
- identifying wants, needs and demands
- generating ideas of productions that benefit consumers (eg. services, experience, tangible products)
- satisfying consumers’ needs, wants and demands
- adding value to consumer products
- the market
- 4Ps to Marketing Mix: Product (identify a product which will bring benefit to targeted groups of consumers), Price (finding out the monetary sacrifice that consumers are willing to make for the given product), Place (method of distribution of the product), Promotion (how to promote the product to the public)
- 4 main types of target marketing strategies used by markers to sell their products: differentiated marketing, undifferentiated marketing, concentrated marketing and micro-marketing.
2. We studied Retail Management & Retail Tourism, how retailing plays an important role in the tourism industry and learnt about the current trends and opportunities in retail sector. There are different forms of retailing (like clustered retailing centres, high-rise retailing malls, retailing markets etc). Retailing can also be categorized in planned retailing and unplanned retailing. In addition, we learnt how customer service can affect a customer’s retailing experience. As such, good customer service is important to enhance a tourist’s experience, so as to ensure that he returns to the destination a second time.
3. We learnt to study, analyze and evaluate the marketing efforts which have been made to develop Singapore as a tourist destination. With that, we learnt to apply what we were taught of in class about retailing and sustainable tourism, to generate useful ideas to marketing Singapore as a must-visit tourist destination in the world, as well as, developing Sentosa into a choice of destination in 2010.
Two Interesting Aspects of Learning
The first interesting aspect that I learned about this attachment is the passion that all the lecturers and tutors shared about the tourism industry. They kept emphasizing on how being friendly and approachable towards tourists were the fundamental qualities that every individual in the hospitality scene in Singapore had to possess. They taught us that we are to have that conviction to go the extra mile in order to provide a satisfactory and pleasant experience for tourists to enjoy during their stay in Singapore. They carried immense pride for the tourism industry in Singapore and this could be felt through their teachings. Their brimming passion for this sector in Singapore was evidently present.
Another interesting aspect of this course was the importance of having creativity and innovation. In order to continue attracting tourists to come to Singapore there had to be a lot of changes and new ideas that had to be implemented to achieve this. And not only is their visit to Singapore a key aspect, the duration of their stay here was also vital. The continual flux of new and fresh ideas was interesting. As Singapore is competing with neighboring countries for tourists to arrive to our local shores, there were many new things introduced to our tourism sector, such as the upcoming Universal Studios in Sentosa and the Singapore Flyer that has been constructed especially for tourists. And one interesting phenomenon that could be observed was how Singapore was able to maintain a record high of 10 million visitors annually for the past few years and this is testament to the success of our tourism industry in Singapore.
One take-away for life from the entire attachment is the entirely new experience of studying in a Polytechnic institution.
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