Premium Essay

Tourism Marketing

In: Business and Management

Submitted By blatentlie
Words 3047
Pages 13
|Tour3003 |
|Final Report |
|Tourism Marketing |
|11/2/2012 |

| |

Executive Summary

This report examines the marketing strategy of the tourism destination of Singapore. The group has set its sight on the segment of Seoul Young Adults, South Korea who are interested in Food and Culture. Through a thorough research on the marketing mix elements, it was found that although Singapore is a slightly more expansive destination as compared to its neighbouring competitors, it has much to offer. Being a developed country, Singapore has more packages on its attractions. Furthermore, collaborations with travel services companies help to increase these packages.

Further research reveals that as a destination brand, Singapore constantly seeks to improve its offerings and reach to a wider market through technology like its YourSingapore website. Through this website, Singapore differentiates itself by promoting and highlighting its features. Additionally, with a good brand personality, the destination would be able to earn good brand equity with continuous visitation. However, Singapore being an island lacks natural resources. This has been countered by having deep cultural roots and built resources.

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