The effectiveness of food tourism in Singapore.

• Main Authors: Chew, Woon Lue., Lee, Chee Meng., Chiew, Louisa Yi Jun.
• Other Authors: Joan C Henderson
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Advertising::Advertising method; DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51328
• Institution: Nanyang Technological University

This is a study on how Singapore’s branding of itself using the appeal of food affects tourists’ perceptions of the country. Through the effects on tourist’s perceptions, we will also explore how important a factor food is in motivating tourists to visit Singapore, as well as evaluate their overall satisfaction at the end. Due to the rise in destination marketing and food tourism, it will be interesting to identify how these two concepts affect perceptions, motivations and satisfaction of tourists. A case study approach is done through a review of past literature and material and through a survey conducted on 100 tourists in Singapore. The survey results are then analyzed to answer the objectives of this study. Among major motivations, food is not found to be an important motivation factor but one of the motivation factors. Additionally, it is found that tourists are not very aware of advertising efforts by the Singapore Tourism Board (STB). Tourists are also generally satisfied with their experience in Singapore.