The majority of tourism markets are traditionally oriented from Western hemisphere. With Asia’s phenomenal economic growth global shifts are expected. While the world has always been predominantly influenced by Western concepts, Asia finds itself in a stage of confusion with increased possibilities for alternative, nearby market segments and Eurocentric concepts of tourism. Singapore decides to involve global residents to assist the tourism board with discovering emerging opportunities and trends. Tourism markets’ characteristics need to be researched thoroughly to ensure a successful, modified strategy.
Asia’s economic growth has been phenomenal in recent years. ‘Since 2005, real gross domestic product growth in the Association of Southeast Asian Nations has been 6% per annum, while growth rates in China and India have ranged from around 8 to 11% per annum’ (MSJ, 2008). These extraordinary growth figures make it inevitable for the world to experience a shift in global politics, economics and the overall known norms and values. Both Platenkamp and Ateljevic (guest)lecturers at NHTV (2009) indicate that until present times most scholars and global concepts are originated from Eurocentric perspective. Walton (2009) claims that yesterday’s publications in tourism studies very quickly become historical sources in their own right, especially when they deploy current perspectives upon problems and opportunities. That indicates that capturing the on-going process of tourism pattern modification is a tricky case where constant research is needed.
Consequently, the tourism sector is likely to experience alternative consumption patterns and destination strategies. Asian countries have been investing large amounts of money in their tourism infrastructure which has intensified trade, investment and accelerated tourism within the region and worldwide. Next to that numerous other trends trigger the Asian markets to travel. Thus a worldwide alteration in tourism demand can be noticed and continuously expected; decreasing the dominant role of Western originated tourism.
‘With growth come challenges’ (MSJ, 2008). To reflect upon Asia’s challenges the Asia Business Conference was hosted. During the conference it was recognized that business development requires an unique approach with region-specific awareness, market understanding and creative ideas. Ms. Aw Kah Peng, is Chief Executive of the Singapore Tourism Board (STB) and states that: “Singapore has undergone a rapid transformation in the last few years as a destination. While the current environment may be challenging, we are upbeat about the long term prospects for growth in tourism. This is why we are developing Tourism Compass 2020 – to identify and capitalize on emerging opportunities afforded by new travel trends, so that we can further tourism’s contribution as a key driver of Singapore’s economy” (Asia Travel Tips, 2009).
The STB’s vision is to become Asia’s leading MICE city, leisure destination, and service center. In compliance to the strategy, Singapore’s landscape has undergone striking changes in tourism products like Integrated Resorts, the Gardens by the Bay project and the International Cruise Terminal (Asia Travel Tips, 2009). ‘The Resorts World at Sentosa is especially built to tap emerging and regional markets like China, India, Indonesia, Malaysia and Thailand’ claims Ms. Shirly Chen, Vice president of Resort Sales (Travel Daily News, 2008).
On the website of STB’s Tourism Compass 2020 it is recognized that with global shifts and megatrends a challenge lies ahead in understanding the tourists’ desires and how these trends can impact tourism in Singapore. At the blog which was opened 12th of October 2009, people are asked worldwide to give their opinion on how STB can adjust its marketing strategy to suit Asian tourism demand (Tourism Compass 2020,2009). As Go and van ‘t Klooster claim, ‘the success of any destination management initiative is placed in context by a basis of understanding what different tourist profiles expect, how they each perceive the destination and how the destination meets those expectations’ (Buhalis, 2006).
It appears that with changing tourism consumption patterns destinations have to re-evaluate their knowledge of markets as the traditional approach to target Western tourists was based on their characteristics, norms and values. But now, a new understanding needs to be gained when targeting Asian markets, whereas alternative approaches can be more viable. Still, Eurocentric concepts of sustainability and stakeholder involvement can form a means to the solution and we find ourselves in a globalizing world inducing perspectives.
Reference list
Asia Travel Tips, Article: Singapore Tourism Board developing a new tourism roadmap, published 13/10/2009. Retrieved from http://www.asiatraveltips.com/news09/1310-SingaporeTourism.shtml on 16-10-2009.
Ateljevic, I. guestlecture 13-10-2009 on Insider-outsider dialectic: A cultural analysis of tourism entrepreneurship in Murter, Croatia, NHTV University of Applied Sciences .
Buhalis, D., Costa, C. (2006) Tourism management Dynamics, Article by Go, F. and Van ‘t Klooster, E., Managing globalization. Elsevier Butterworth Heineman, Oxford.
Platenkamp, V. lecture 07-10-2009 on Postcolonialism, NHTV University of Applied Sciences.
The Monroe Street Journal (MSJ), Article: Upcoming Asia Business Growth: Challenges to Asia’s growth, published 28/01/2008. Retrieved from http://media.www.themsj.com/media/storage/paper207/news/2008/01/28/InsideRoss/Upcoming.Asia.Business.Conference.Challenges.To.Asias.Growth-3172465.shtml on 16-10-2009.
Tourism Compass 2020, retrieved from http://www.tourismcompass2020.com/about.php on 16-10-2009.
Travel Daily News, Article: Singapore’s upcoming integrated resort eyes booming Asian markets, published 17/09/2008. Retrieved from http://www.traveldailynews.com/pages/show_page/27101-Singapore%E2%80%99s-upcoming-integrated-resort-eyes-booming-Asian-markets on 16-10-2009.
Walton, J. K. (2009) Progress in tourism management, prospects in tourism: evolution, state of play and future developments. Annals of tourism management, Vol. 30, issue 6, December 2009.
Hello Jorinda,
Very interesting article. I found the subject you chose very proper as it concerns one of the destinations we will visit during the second phase of our Master’s programme and also because it is related to Destination Strategies.
in a concise sentence, very simple, what was the tourism of Singapore based on and where do they expect it to be now that they are changing strategies?
If during your research you came up with enough info to be able to answer this question, please do it as I do not have much knowledge about Singapore’s tourism.
Thank you,
Julio
Hi, Jorinda
Your article is interesting. I would say the current economy crisis has also affected tourism industry. The company I work for serve the clients in 100% foreigners from outside of China, mainly from the States and Europe, from which many of them are expats in China.
As the significant cloud from the crisis to family’s travel buget, my company intends to serve domestic clients within China as well for a new revenue sourcing. However, this transitioning or transformation requires us a lot understanding to domestic clients, namely native Chinese mainlanders. The next step would be design products that meet their expectations. Furthermore, this affects the company’s marketing strategy on how to maximum promote our products appealing domestic clients, including advert channel and copywriting as well as online marketing.