Singapore Flyer

induction Our groups choice of attractiveness is the capital of capital of Singapore invoice (FIG. 1). Endorsed by the Singapore Tourism wag (STB) and opened on 25th April 2008, the card stands at 165m in height and was built at a cost of S$240 million. It is ranked 19 out of 276 attractions in Singapore on TripAdvisor and is unmatched of the attractions that give birth up the See Singapore Pass. A General Assessment of the Singapore flierWith reference to butlers Tourism Area Cycle of Evolution theory (1980), the broadsheet is likely to be at the development stage (third stage) as it has established itself as a well-known paid touring car attraction with sharp planning and strategies designed to attract touring cars. Visitor arrivals in 2010 were 30% higher than in 2009, mostly due to the Flyers $10 million master plan that included the launch of the Singapore Food Trail and the Journey of Dreams interactive gallery1. However, it has also faced much criticism for its per ceived omit of genuineness and dilution of local culture.For example, the Singapore Food Trail (FIG. 2) drive out be considered a form of constructed genuineness2 it has a themed interior design and setting from the past as well as doctorshift stalls on the roadside, all of which brings back the nostalgic feel and charm of Singapore in the 1960s. This shows how the Flyer has sought to go along up with The Tourist who demands authenticity and associated feelings of nostalgia for the natural past (GE2218 Lecture 5, 2013) There are multiple reasons to rationalize why this attraction was opened.Firstly, the Flyer is one of a few vantage points that offer both locals and tourists a 360o panoramic view of the cityscape. Secondly, it was to be a revenue-generating attraction for the government as 50% of visitors were expected to be tourists with S$94 million in tourism receipts generated in its opening year. Third, as the Flyer is similarly styled to the London Eye (London being a n Alpha++ city3), opening it could be viewed as a semipolitical and economic gesture to the rest of the sphere that not only is Singapore a leading world city, it is also an attractive place for foreign investment.According to Ms Patsy Ong4, the opening of Singapore Flyer heralds a new age for tourism in Singapore the unique and exhilarating top-of-the-world experience makes Singapore Flyer a must-see and compelling visitor destination in Asia. Fourth, the Flyer provides Singapore with an iconic landmark that can be recognized internationally, much so when set amidst a necklace of attractions such as the iconic Marina verbalize Sands Integrated Resort next door.The Flyer serves those who proclivity to take in Singapores cityscape from an aerial view as well as those who want to eat and shop before or after taking the attraction. It tries to cater to a range of age groups, socio-economic back grounds and nationalities. Examples include having savant discounts on certain days, family packages, infrastructure that support wheelchair users, multiple restaurants and shops as well as a recreated rain forest garden (FIG. 3) that provides visitors with a lush tropical feel.However, despite trying to stay inclusive by cater to the master(prenominal)stream crowd, mevery still feel the Flyer tickets are too expensive5 it is thereof highly likely that deal from lower-income groups are priced out and excluded6. The Flyer attracts a range of visitors although the majority of people there were tourists7. According to one of the staff at XD Experiential Ride, visitors to the Flyer comprise largely of tourist families and couples. Couples normally visit at night magical spell the weekends see mostly families.Generally, the complex was observed to be largely empty on a weekday afternoon (FIG. 4). Times of day as well as weather has a ample influence on when people visit most visitors prefer to view the cityscape at night while bad weather limits maximum enjoymen t of the ride. Numerous people such as retail and F&B staff, maintenance staff and security staff work at the Flyer with majority of them knobbed in the security department. SWOT Analysis Chart The SWOT analysis chart (FIG. 5) will be used to evaluate theStrengths,Weaknesses,Opportunities andThreats involved in the Singapore Flyer.Identification of the Flyers SWOTs are essential as they inform later steps in achieving its ultimate objective to attract more tourists and to increase tourist revenues. Strengths The Singapore Flyer claims the title as the worlds largest observation wheel it is a adorn of spectacle8 by virtue of its sheer size and distinction and is also visually effective and stimulating. Its air-conditioned capsules make it suitable for tourists who are unaccustomed to Singapores tropical heat.Through branding, the Flyer sets itself apart as a world-class lifestyle destination of choice for visitors, offering the best views and fabulous dining9 all at bottom the analogous complex (FIG. 6). Joint promotions with retail shops located within the complex are also carried out (FIG. 7). The Flyer is highly accessible by public transport, a necessity as it is likely to be the main mode of transport for tourists. The attraction is directly coupled to Promenade MRT station while free dame buses operate every half hour to and from City Hall MRT station.Coach bays for tour buses are also gettable (FIG. 8). The Flyer also gains on its good Chi or fengshui with its Signature Auspicious Trail that promises to take on the right Chi or the cohesive flow of position energy that guarantees prosperity, good fortune and longevity. 10 This makes it more attractive to the Asian tourist market where many remain auspicious and who believe in pile up good fengshui. In addition, the Flyer actively markets itself to a global audience through link-ups with tour agencies, Singapore Airlines, and schools. WeaknessesThe Flyer lacks originality with some viewing it as a copycat version of the London Eye. Staged authenticity (Edensor, 2009) is evident in the Flyers offerings of bite-sized and packaged Singaporean facets an appropriated artificial Food Trail and rain forest Discovery that reduce and dilute the authenticity of Singapores culture and identity to an engineered landscape11 that may not go down well with locals. Locally however, there has been little or no national ken about the attraction as little publicity and hype is generated apart from special occasions.Many locals also give the mindset that the Flyer is a tourist attraction, hence they subconsciously exclude themselves from participating in this activity. Opportunities With reference to the consumer/social factor, the Flyer should capitalize on Singapores growing popularity as a tourist destination for visitors from all over the world. This growing popularity could very well be a run of our perceived Orientalism/exoticism12 (Morgan et al, 2012245) where tourists view Si ngapore as the Exotic East13 (Jandt, 2004404).Moreover, we appeal directly to the tourist who wish to explore South-East Asia but are turned off by many of the other less-developed S. E. A countries in this way, Singapore could act as the gateway to these other countries. Through their transit here, it is highly likely that tourists would want to explore Singapore as well, and hence the Flyer could capitalize on this aspect by market itself vigorously as a must-see destination for these global tourists.Economically, opportunities for the Flyer will increase as there is currently huge potential for our MICE sector to grow even more, particularly with the opening of the MBS expression Centre located right beside the Singapore Flyer. As Chandran Nair, general manager of Singex puts it, MICE has a untroubled multiplier effect for the economy. You see major trade shows coming into the countries, and you see hotels, stand contractors, freight forwarders and shops benefit. 14 This is directly linked to tourism because as the number of MICE conventions held increase, visitor arrivals numbers will definitely grow together in tandem.As visitors to Singapore increase, they are likely to go sight-seeing and with the Flyer in such close proximity to the MBS conventionalism Centre, it is hence extremely convenient for visitors to make their way there, thereby boosting visitor arrivals and revenue for the Flyer. Opportunities further turn as the everyday tourist experiences a rise in income and quality of life due to strong domestic growth in their home countries. The Flyer could provide associated services that appeal to these people, thereby capturing a portion of the wealth they are prepared to spend15.As reported by ICAEW16, Singapores tourism fabrication is predicted to benefit from strong domestic growth in countries in the region like Indonesia, where newly exuberant Indonesians are more able to travel abroad and who are prepared to spend top horse in their d estination countries. Threats A nemesis could be the increasing number of similar attractions around the world. As countries compete for the tourist dollar, it is vital to note if the Flyer has a competitive edge over any of these other attractions.Not only does the Flyer have to fight with similar existing attractions (e. g. Ferris Wheel in Taipei17 and the Menara rule in Kuala Lumpur18), many similar new attractions have also been planned such as the proposed Dubai Eye, The saucily York Wheel and the Eye on Malaysia. Another threat is the possibility of being overshadowed by newer buildings that offer the resembling panoramic view of Singapore such as the Marina Bay Sands SkyPark, Sky on 57 and 1-Altitude. Another related point is that as tourists spend an average of just 3. days in Singapore19, they capacity choose to visit the more popular and well-known attractions like Sentosa, Singapore Zoo and the Orchard channel shop district while giving the Flyer a miss. Additionall y, the Flyer is extremely vulnerable to wayward weather conditions (e. g. thunderstorms) in which it has no control over. In 2010, lightning struck the Flyer and caused a malfunction in the air-conditioning system the attraction had to be closed for two days before it was certified safe to re-open.This shows how attractions that capitalize on offering large scenic views are extremely vulnerable to weather conditions, and further illustrates how tourist attractions are constantly evolving as they seek to adapt to different circumstances every day. Conclusion As the aforementioned analysis has demonstrated, the Singapore Flyer is a tourist site that has ample strengths and opportunities that can be tapped on and further enhanced for the generation of revenue. These however, have to be carefully negotiated with the opportunity costs that may be incurred.One should be cautious therefore that capital maximisation through the presentation of bite-sized touristy images is in fact an inau thentic re-appropriation of the Singapore culture. Such a phenomena, in the name of profit maximisation, threatens authenticity, where models of a real are without origin or reality a hyperreal that sees the precession of simulacra(http//www. stanford. edu/class/history34q/readings/Baudrillard/Baudrillard_Simulacra. html), and an eventual threat to our identity as Singaporeans as we know it.As consultants for the Singaporean tourism company in pursuit for profits, we therefore identify the strengths and opportunities of the Singapore Flyer. However, we also seek to highlight the weaknesses and threats that may impinge on the very authenticity and character of the Singaporean culture and identity. Appendix FIG. 1 Singapore Flyer signage pic FIG. 2 Recreated tropical rain forest pic FIG. 3 Singapore Food Trail pic (Obtained from http//www. singaporeflyer. com/wp-content/header-images/food-trail. jpg) FIG. 4 Flyer on a weekday afternoon pic FIG. 5 SWOT Chart LOCATION TYPE OF FACT OR OF FACTOR Favourable Unfavourable Internal Strengths Weaknesses Offerings Offers spectacular view of cityscape Lacks originality Air-conditioned capsules Reduces and dilutes Singapores cultural authenticity Easily accessible Combines F&B, shopping and sightseeing all in one complex Marketing Excellent branding strategies Little/no local awareness of promotional activities External Opportunities Threats Consumer/social Gateway to rest of Southeast Asia Tourists bypass Flyer for more popular attractions Vulnerable to weather conditions Economic Rise of the well-heeled global tourist increase number of similar existing/new attractions Huge growth potential in the MICE sector globally Overshadowed by other buildings that offer the same view FIG. 6 Play, Shop & Dine all in one complex pic FIG. 7 Joint promotion held with Nankai, a retail shop located within the Flyer complex pic FIG. 8 Coach bays picpic 1 http//www. asiaone. com/News/AsiaOne%2B News/Singapore/Story/A1Story20110407-272181. html 2 An authenticity project onto toured objects by tourists or tourist producers in terms of their imagery, expectations, preferences, beliefs and powers (Wang, 1999352) 3 http//en. wikipedia. org/wiki/Global_city 4 Managing director of Adval Brand Group Pte Ltd, the exclusive sales, marketing and ticket distribution agent of the Flyer 5 S$21 for a child S$33 for an adult (Singapore Flyer, 2013) 6 Supported by our curriculum vitae results where majority of survey respondents regarded themselves as belonging to the middle and upper-middle income strata. 7 Our survey results showed that visitors to the Flyer were mostly overseas tourists who hailed from places like India, England, New Zealand, China and Korea. 8