The Leisure Travel And Tourism In Singapore Tourism Essay

The Leisure Travel And touristry In capital of Singapore Tourism EssayInternational tourism has grown substantially all over the classs due to rising standard of living, technological advancement and orbicularization. Tourism is alike one of the key industries with a significant impact on the global economy (Tham, 2006). In the case of Singapore, it received 10.3 jillion visitors and a total expenditure of $14.1 billion in form 2007 comp bed to 9.8 meg visitors and a total expenditure of $12.4 billion in course of study 2006 (Singapore Tourism Board, 2007) during candid economy. The enlarged in the arrival of visitors had in like manner contributed a substantial ingathering in other tourism related industries much(prenominal) as the hotel persistence which had seen increased in room revenue of 23.5% at $1, 857.6 million versus $1, 503.9 million in year 2006 food and beverages industry shown growth by 33.7% at $1,406.5 million in year 2007 versus $1,052 million in 2006 and Singapore Airlines(SIA) had say an operating profit of $982 million for the first half of FY 2007-2008, an increase of 84.1% at $449 million comp ard to last year 2006-20071(SIA, Annual Report 2007).Singapore is mode vagabondly a small red dot on the globe with special natural sceneries and waste places for its people to enjoy. Hence, many of the Singapore residents prefer to sound fall out of Singapore. According to the information from Immigration and Checkpoint Authority (ICA), the total outward departures of Singapore residents for year 2008 had rose by 804,234 to 6,828,362 as comp bed to 2007 at 6,024,128. on that point is a growing number of Singaporeans from all age groups, between 18 to 65 years aged(prenominal), impressing overseas frequently to Malaysia, Indonesia, Thailand, Vietnam, Australia and Hong Kong SAR as it seemed that run shortling has became part of their lifestyle. With the gradual increase in income level of employed turn tailers as sanitary as a good starting pay for the tender comers who had just graduated from universities and began their working have a go at its, the younger and better educated Singaporeans are now able to enjoy affordable pleasureal and leisure activities which could not ca-ca been viable previously. The peak break down time of years were spotted in high spirits in early June, November and December every year given its school holidays nationwide. some(prenominal) parents convey to motivity with children during these periods so they can enjoy the family togetherness. Otherwise, they would not have the flexibility to travel on any other month in view of the endless workload of working parent as well as stipulated school semesters that children had to abide by. The second nigh travelled season during the year would be those public holidays falling just before or after a weekend and many working Singapore residents would turn tail to take off days 3 from work, travel to nearer end point s for leisure purpose. Travel agencies anticipated an increase in businesses during these periods and plan to promote pathetic trip packages to regional cultures for those who want to travel over the foresighted weekends (Channel current-fashionedsAsia4, 2009). These destinations accommodate Malaysia, Thailand, Indonesia and Hong Kong (DSS, 2008).Thus from the data, it sparked our interests to come almost out the travel switch offs of Singapore residents such as the number of trips and cost of travel made in a year, gustatory modality to travel by package or free and easy, preferred destination and travel agency etc., in Singapore during good and bad times.Objectives and seek questionsThe main purposes developed for this project is to check out the youthful trends involved in leisure travelling and tourism in Singapore using data obtained in an empirical study.The following are the objectives of this study includeObjectivesTo find out the extent to which the unlike tre nds involved on travel for Singaporeans.To investigate if at that place is any correlation between the income level and place of travel with the citizens of Singapore.To find that these new trends are supported by marketing tools.1.1.2Research Questions found on the objectives the study aims on the leisure travel and tourism in Singapore. In order to serve the preceding(prenominal) purpose we impart talking to the following three enquiry questions.RQ 1 What are the trends involved on travel for Singaporeans?RQ 2 How does the correlation exists between the income level and place for travel?RQ3 How do the existing trends can be supported by recent trends in marketing?Significance of the StudyThe present question focuses to get word the trend of travel from a Singaporeans perspective given the intensified absolute frequency on outbound travel by per Singaporean in the recent years. This research highlights the market-based management as well as strategies for growing node valu e. It also includes empirical depth psychology that involves gathering of travel profiles from selected subjects secondary data is realiseed via literature reviews and statistical research by reliable and constituted sources.Literature review1.3.1 IntroductionIn Singapore, a number of research works had placed their focus on visitors travelling trend (inbound) to Singapore, analyzing travellers pickax of travel agency (Tak and Wan, 2005 Heung and Chu, 2000) and travellers usage on travel agency (Goldsmith and Litvin, 1999). However, there is no research on outbound travel particularly in areas like examining the trend of travellers profile in Singapore that affect or in grippeence them in travelling especially during bad times where the land is facing economic downturns as well as the current swine flu influenza which appeared abruptly in April 2009 killing 231 people in Mexico, Canada and the States (World Health Organisation, 2009).According to the Singapore Department of Stat istics for year 2008, Singapore had a population of 4.84 million and out of which, 3.64 million were Singapore citizens (including permanent residents). Singapores socio-demographic had changed cursorily over the years especially the growing aging population as highlighted in the report on aging population (2006) that the number of residents hoary 65 years or older will multiply forked from current 300,000 to 900,000 in year 2030 dual income families (the modal(a) monthly firm income from work6 had grew by 12.5% at $7,750 in year 2008 vs. $6,890 of last year) the growing trend of many young couples who prefer not to have children so as to enjoy two-person lifestyle (total fertility rate 2007 stood at 1.29 per female out of 42.6 female of general marriage rate) and rising of single adults (15% males and 12.6% females of age between 40 to 44) in year 2007. The studies by Chon and Singh (1995) Loverseeds (1997) Morrison et al, (1996) and Ross (1999) also revealed that the changes i n socio- demographic had led to substantial changes in travel trends and leisure demand in the travel industry.1.3.2 Travelling in time of Crisis and RiskTourism at once is vulnerable to natural disasters and crisis. The effect of terrorists attacked in World Trade Center, New York and Pentagon had tremendously brought the tourism industry to a halt for a long period of time with an opined loss of US10 billion (Floyd et al., 2004) and it took several months for travellers to regain their dominance in travelling. The impact on the flow of information from the news media could changed the travellers attitude, information and demeanour on the impression of risks that travellers would face when travelling (Valencia and Crouch, 2008). Incidents of natural disasters, policy-making unrest, wars, epidemics, and terrorism lead to perceived travel risks (Mansfeld, 2006), whereas tourists ignorance of the probability of such events fix them in real risks (Wilks Page, 2006). This remark had tallied with Laws Prideaux (2005) and Glaesser (2003)s findings that risk derives as the probability of an hateful incident that leads to the possible negative consequences of a consumers behaviour. Whereas, Beirman (2003) said that the perception of safeguard and security is a major determinant in travellers decisions to visit a place.1.3.3 Travel ExpendituresTravel expenditure convenings are vital to travel organizers and destination marketers (Jang et al., 2004). The growth in international tourism spending had reached 5.6% (adjusted for exchange rate fluctuations and inflation) in 2007, in particular strong in Asia and Pacific with an increase of 11% (WTO, 2008). The total travel expenditure in Southeast Asia for year 2007 has increased by 24% at USD54 billion compared to last year of USD 43.6 billion (WTO, 2008). The expenditure incurred on travel fall mainly in these categories, which were also important pillars of the economies in that country returned airfares, lodgi ng, food and beverages, transportation and recreation activities. WTO also reported that nearly 80 countries earned to a greater extent than USD1 million from international tourism in 2007. In examining the travel expenditure pattern of Japanese to United States, Jang et al. (2004) concluded that Japanese travellers (non package tour) exhausted an average of $3265 in United States. The high income Japanese (with an annual household income above $100,000) spent an average of $4367 while, the cut back income Japanese (annual household income below $100,000) spent an average of $2831. The high income travellers spend importantly more. The study also revealed that Japanese travellers with companions tend to spend more than those travel alone. In Zhang et al. (2004)s study, the authors concluded that respondents with higher income (US$30,000 or above) perceived travel cost less important than those lower income groups (US$14,999 or below). Hong et al. (2005) revealed that financial fa ctors indicate that there is a significant domineering relationship between income and assets and leisure travel spending, that is employed families spent significantly more than unemployed families during leisure travel, whilst, retired families spend the same amount as unemployed families but more on accommodation.1.3.4 Income and Travel Distancehoe (2007) reported that in the 2007 Country Brand Index, a global resume made by over 2,600 international travellers, Singapore was ranked as the first Asian country that most people want to live in among Asian cities, and came in fourth position in the global category.In year 2008, there were 39% of employed households earned a median monthly household income of S$4950, and the residents expenditure abroad had step by step increased from $11.54 million in year 2003 to $14.31 million in 2007(DSS, 2008). It was delusive that the household income has correlation with the number of overseas trips made by the separate or per household in a year.Research in consumer behaviour has found that people of higher income would tend to search more for products/service information (Andereck and Caldwell, 1994 Runyon and Stewart, 1987 Robertson, Zielinski and Ward, 1984 Newman, 1977). Sparks and Pan (2009) also revealed that a higher percentage (51%) of the Chinese in China who earned more than 8000 yuan (67.1% of heaped respondents earned more than 8000 yuan per month) were likely to travel outside China within the undermentioned 12 months. Similarly, Zhang et al. (1999)s finding also revealed that people with higher income tend to travel further, but the relationship is not linear and the higher the respondents self-perceived incomes the all-night will be the travelled distance.According to Nicolau and Mas (2005), the effect of distance and prices are moderated by tourist motivations at the moment of choosing a destination. The findings conducted in Spain concluded that somebody is not incline towards long trips and prefe r shorter distance. However, they do not promontory longer journeys if they are visiting family or friend or exploring new places. Contradictory, this group of people is unwilling to pay more for expensive places where family or friend resides but are willing to pay to explore new places. Nicolau and Mas (2005) also highlighted that people who are looking for culture are more often than not more willing to pay higher prices, whereas those looking for climate are less willing.In Singapore, with the rapid changes in socio-demographic over the years, there had been an increase number of young adults age ranging from 15 to 34 years old that travel overseas at least once a year to neighboring countries like Malaysia, Indonesia and Thailand (DSS, 2005). Some of the possible reasons of short distance travelling could be financial constraints or not able to take longer leave from work. Heung and Chu (2000) found that travellers with lower income are more concern with set than travellers with higher income.1.3.5 Intentions to TravelTravel is considered a leisure activity (Turco, Stumbo, Garncarz, 1998). Neal, Uysal and Sirgy (2007) also confirmed that travel is an important aspect of leisure life. Given the high standard cost of living in Singapore and heavy instancy from work, many Singaporeans chose to maintain a balance lifestyle between work and relaxation by travelling out of Singapore. Hence majority choose to escape from work to enjoy recreation activities with family or friends. Zabriskie McCormick (2001) concluded that Families are still considered to be the fundamental units of society and are perhaps the oldest and most important of all human institutions. Examination of family leisure had consistently present a positive relationship between family recreation and aspects of family functioning such as satisfaction and bonding. In another research work by Modell and Imwold (1998) suggested that there are several benefits of active involvement in inexpe rt activities by the family, parents in particular, such as learning about assortment and kindlyly appropriate behaviour, increased communication and self-esteem, and the development of friendships and social skills.methodological analysisThe data apply in this study was collected using the online survey method involving respondents of Singapore residents. This method was chosen as it is an ease and inexpensive way of targeting the respondents and collecting data. A structured questionnaire looking at different trends of travel and tourism of the Singapore was the main instrument used to collect the data. A five point likert scale ranging from 1=strongly disagree, 2=disagree, 3=neutral, 4=agree and 5=strongly agree was used on the trends influencing travel and tourism in Singapore.The questionnaire was first pre-tested on some students basically known as pilot study was made to get a line that the wording used was clear and understandable as w.ell as to estimate the time invol ved in filling the questionnaireStatistical package for social science (SPSS) was used to analyze the data. Descriptive statistics, T-test were the statistical tools used in the analysis.1.5 Outline of the ProjectThis thesis is organized into five sections.Chapter 1 introduces the analysis of tourism outlook of Singapore for both inbound and outbound travel. It also outlines the objective, aim to achieve, and research questions.Chapter 2 examines the past works and analysis conducted by various researchers performed in areas like travelling during crisis and risk, travel distance, travel expenditures, intentions to travel, travel behaviour, influences on attributes and purchases preference.Chapter 3 presents the methodology used in this thesis and the research findings obtained through this methodology. Data collection strategies and analysis used would be presented in details. This chapter also consist the limitation of study, ethical considerations as well as sampling and populati on.Chapter 4 examines the results collected from the survey .This chapter also includes a raillery of the findings to explain the reason behind the factors influencing the abroad education.Chapter 5 concludes the study by summarizing the findings in this study and presenting the implications that could arise as well as the possible future directions.1.6 SummaryFirstly In this chapter the undercoat of the project explains presently about the leisure travel and tourism in Singapore where the background also revealed the justification for the purpose of the study, which is followed by research questions and objectives of the project .Finally, this chapter provided the overview about the 5 chapters in this project independently.