The feasibility study of Tang dynasty concept

• Main Authors: Tan, Hui Ping, Teo, Annie, Wang, Hwee Hwee
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/59775
• Institution: Nanyang Technological University

Due to the intense competition in the theme park industry and the positioning of Singapore as an International Convention Hub, Tang Dynasty City has developed the Tang Dynasty Concept to differentiate itself from other theme parks and to increase the usage of the place from just leisure to business purposes. This concept involves the use of Tang Dynasty City for accommodation, for hosting conventions and for organising company functions. The purpose of our study was to look into the market potential and the attractiveness of the concept. The sample for our study was from the Jurong Industrial Estate. Telephone interviews as well as questionnaires were used for data collection. The analysis revealed that the companies were receptive towards the concept and the market potential looks promising. Finally, Tang Dynasty City must use the appropriate strategies to implement and market the Tang Dynasty Concept, and continually fine-tune it to make it a success.