Tourist perceptions on Singapore in comparison with other south-east Asian countries

Abstract

The objective of this study is to find out tourists perceptions of Singapore as compared to other South East Asian countries/regions. This is to enable the investigation of prospective areas of growth and development for the Singapore tourism industry, as well as to better reposition Singapore as a differentiated tourist destination. The impetus of this report arises as there is an increasing need for market research in the area of tourists' perceptions. This basically helps to identify tourists' wants and hence fulfil them. Furthermore, the tourism industry is the third most important industry to Singapore and its success directly impacts the country. This study chose an approximate quota of travellers from the top five tourist generating countries/regions. The total sample size was 330. Data was collected through questionnaires administered through personal interviews at the Changi International Airport. Results from the questionnaires were used to plot a perceptual map, to compute the attributes of the six countries/regions, namely Hong Kong, Indonesia, Malaysia, Philippines, Singapore and Thailand, and to find out the overall attitude towards each countries/regions. Analysis of the results found that Singapore and Hong Kong were perceived to be similar, in terms of being urbanised cities with predominant Chinese populations, thereby making the latter Singapore's closest competitor. On the other hand, Malaysia and Indonesia were grouped closer together as both were viewed primarily as Muslim countries. Thailand and Philippines were perceived as distinct countries with their own unique cultures. In order to fulfil the objectives of the study, it is recommended that Singapore concentrate on promoting the cultural fabric and ecotourism, penetrate the business and convention market and strengthen its position as a shopper's paradise.