Tourism roles and economic value of Singapore Biennale 2008The various tourism roles and economic value of Biennale 2008 are as follow: Event as Attractions, Event as Animators, Event as Image Makers and Event as catalyst.
Event as AttractionsSingapore Biennale 2008 can be partly counted as a tourist attraction because of its location. Their various venues are famous Singapore tourist attractions, hence this event will gain more expose to the tourists. This is evident from the fact that we saw various tourists visiting the Biennale 2008 too. Pictures are attached in Appendix H.
Biennale is also able to attract quality tourists as people who are interested in arts event are naturally more culturally inspired.
It is also able to spread demand if tourists are very satisfied after the experience. Customer satisfaction will lead to positive word of mouth recommendations and hence they will spread the word about it back in their country. More foreigners would then know about Biennale and hence it will be able to draw more crowds.
If Biennale 2008 were to be successfully portrayed as a tourist destination, it can also increase tourist spending and their length of stay. Tourists might be interested in the Biennale t-shirt, tote bag and guide and hence these will be able to increase tourism receipts. These items naturally attract tourists as they can bring back to their country as souvenirs.
Lastly, Biennale is also able to increase tourist length of stay as 1 day is not sufficient for them to visit all the Biennale venues. Although the various Biennale venues are located near each other, it takes time for tourists to digest the information of the exhibition and it would be boring just visiting the arts exhibitions for the entire day. Tourists could break the venues up into different days and hence they will be extending their stay in Singapore.
Event as AnimatorsBiennale 2008 is able to attract first visits by their marketing efforts as explained in the Promotions Mix. In the past, people who visit art exhibitions would have interest in this area. However, Biennale is now trying to target more market segments like youths through their blog and Facebook account. The Biennale Race is also a special event created by Biennale 2008 to attract youths making their first visit to the Biennale.
Biennale 2008 is also made interesting and appealing to visitors by providing guided tours. Guided tours are available in English, Mandarin and Japanese to help tourists to interpret the whole arts exhibition.
Repeat visitors should be made up of those who had attended Biennale 2006. As stated above, Biennale 2006 was such a success and that is also the reason why Biennale 2008 is back. Hence, if Biennale 2008 were to be a great success too, it will be able to encourage repeat visitors to the next Biennale.
Biennale 2008 is also able to encourage repeat visits to both Singapore and the Singapore Flyer. As Biennale 2008 is held in Singapore, tourists might develop a liking towards our country and hence will most likely visit us again. Also, the package including Singapore Flyer and a Biennale ticket is able to expose tourists to our new hip attraction in town- Singapore Flyer. If tourists were to enjoy their Singapore Flyer experience, they would definitely visit Singapore Flyer again on their next visit to Singapore.
Event as Image MakersSingapore Biennale definitely possesses the ability of shaping tourists image of Singapore. Tourism 2015 aims Singapore to be a Leading Convention & Exhibition City in Asia, Asian leisure destination by providing an enriching experience that is Uniquely Singapore and Services Centre of Asia. Biennale 2008 is able to enhance Singapore being a leisure destination as cultural tourists would be attracted. Formally, Singapore has been portrayed as a Medical, Business and Education Hub. Biennale 2008 is a good chance to change the perception of Singapore. Singapore can also be a good destination to experience cultural and heritage.
Event as CatalystsOne of the venues of Biennale 2008 is held at the City Hall which will be converted into a world class national art gallery by 2013. (Refer to Appendix I for City Hall history) Biennale 2008 might not be the main catalyst of this major conversion; however, the conversion of City Hall can provide visitors a better venue for Biennale in the future.
Also, a Downtown Line is under construction which will be ready by 2016. It will provide a strategic transport link to serve workers, residents and visitors in the exciting Marina Bay area and upcoming developments such as the Marina Bay Sands. Biennale 2008 is able to attract more human traffic to the Marina Bay area and this is one of the events that helped to contribute to the vibrant Marina Bay. Hence the huge human traffic might be a catalyst to construct the Downtown Line, although the Integrated Resort might be the main catalyst.
