Part 3/5: Tourism Roles & Economic Value

-Animator

The factor animator means to encourage first and repeat visits. One good example of encouraging people to visit the fiesta again is the lucky draw I mentioned. The 2^nd day’s prize was more attractive than the 1^st day’s prize and hence there may be people who would visit the fiesta again to enter in the lucky draw. As for first visit to the fiesta, a good example would be the advertisements placed in various mediums such as Channel News Asia. People are aware of the event and would want to check it out. As for first visits to the other events that are also part of the festival, the organisers had set the first event, the Korean Flavour Fiesta that is, to be free admission so that people are informed of the upcoming events and would want to visit those too. It is all part of the way they promote the events and how they synchronised and organised it all.

-Catalyst

The Korean Flavour Fiesta was held at ViVo City Sky Park and was a whole day event. Since it was a free and easy event, people were walking in and out of the Sky Park and this helped stimulate businesses in ViVo City especially shops on Level 3 (same level as the Sky Park). Guests may also decide to enter Sentosa after the fiesta as the Sky train leading to Sentosa was just a few steps away from the fiesta. With the business stimulation, there will be more spending by visitors.

-Image Maker

With such festivals held in Singapore, it helps to further animate the island so that there are more places to visit and enjoy on weekends and free times along with friends and family. Also, with the different cultural events held in Singapore such as the Korea Festival 2008, it further enhances Singapore’s image of being a multi racial society and helps promote racial harmony amongst the different racial communities residing in Singapore.

-Tourist Attraction

The Korean Flavour Fiesta is counted as quite a small scaled event hence I doubt that it will attract any tourist to visit Singapore just for this fiesta. However, one possible event under the Korea Festival 2008 that may attract tourists into Singapore just for the event would be the Korean Pop Night. Korean fans of the singers and bands would visit Singapore just so to catch their favourite artist live performance. This would in turn bring in more tourists into Singapore and increase the number of dollars spent in Singapore.

-Place Marketing

With the success of the festival, people who visit Singapore for the event such as the Koreans themselves (who may be the staffs or part of the organising team) and other foreigners, will go back to their country and spread a good word about Singapore being an ideal place to hold such festivals and hence more positive images of Singapore is created. This may result in the long run, an increase in investors or visitors to Singapore and help improve quality of life here on the island. This factor will definitely help to increase the economic values of Singapore.