Case Study:
The SARS (Severe Acute Respiratory Syndrome) epidemic which swept across East Asia devastated Singapore’s tourist trade and as well pushed its flagship airline in debt for the first time. "The tourism sector has been badly battered," said the Singapore Tourism Board (STB) Chairman, "and there is an urgent requires stepping up our recovery efforts as many jobs are at stake." Visitor numbers dropped by 74% during May, and current visitor numbers are still down as much as 20% compared to a year ago.
Total Travel Marketing (TTM) has been appointed to assist the Singapore Tourism Board in rebuilding the tourism market, increasing tourist numbers and promoting the country through the development of a strong ‘Singapore’ brand. Internationally, TTM works with tourist offices to invite international media to enhance the profile of the destination. It also aims to position the destination as a compelling place to visit for work, leisure, healthcare or education. It communicates this through the use of various media such as brochures, photography, and videos and distribution channels such as online activities, for ex Internet.
In Singapore TTM ensures that the destination communications message remains consistent to the visitor, and awareness of the Singapore brand continues to be reinforced. While the primary audience is the traveller, the brand awareness among Singaporeans and residents is also significant. This includes strategic outdoor advertising and communications platforms such as signs and display panels in immigration checkpoints, airports and districts with high tourist traffic.
The entire objective is to attain strong brand recognition among travellers, and to position Singapore as a premier travel destination around the world. Visitor satisfaction has a direct impact on repeat visits, positive word-of-mouth communications and revenue for Singapore in general, and the tourism sectors. As the competition for a share of the holiday and business traffic worldwide becomes more intense, the Singapore Tourism Board, in conjunction with TTM, needs to excel in delighting its customers in order to remain competitive.
You have recently been hired by TTM as a Marketing Consultant on the Singapore Tourism Board Account.
(a) The Singapore Tourism Board has limited knowledge of the significance of customer relationships. Describe how recent developments in online promotional techniques can aid the Singapore Tourism Board to build relationships with its customers.
(b) It is very significant that the Singapore Tourism Board knows who its customers are and understands their buying behaviour. describe to the Singapore Tourism Board why it needs to understand the purchasing behaviour of its target market.
(c) The concept of the marketing planning process is relatively new to the Singapore Tourism Board. Describe how analysis of the external environment (PEST factors) would aid the Singapore Tourism Board develop its marketing plan. Use exs to demonstrate your answer.
(d) The service provided by the Singapore Tourism Board before its customers embark on their holiday or business trip to Singapore is often neglected. describe the importance to the Singapore Tourism Board of the three additional components in extended marketing mix when communicating with customers. Use exs to demonstrate your answer.
(e) Discuss the benefits of branding for the Singapore Tourism Board when promoting Singapore.