*Final Test Trial

Practice Questions

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Singapore has hosted the US$7 million (S$9.3 million) tennis tournament, which features the world's top 10 singles players and doubles teams, since 2014. This year's event is from Oct 21-28.

According to a statement from the organizer, the Singapore Tourism Board (STB) and national sports agency Sport Singapore, the latter two parties, "We are focused on delivering a spectacular grand finale for our fans and partners this October".

The one week WTA Finals in Singapore is a mega-tourism event and a great opportunity to host business events. Business and MICE event organisers feel that WTA Finals complemented their programme and hence organise their events during WTA Finals period so that their delegates were able to participate in both their event and also WTA Finals.

Open Ended

Explain ONE (1) Positive and ONE (1) Negative impact of the WTA Finals in Singapore from each of the following perspectives:

a. Economic [4 marks]

b. Environmental [4 marks]

c. Socio-cultural [4 marks]

Inflation. The significant tourism receipts generated by WTA Finals and tourism could lead to inflation. With the increase in demand for goods and services, prices will also increase. This will lead to inflation and consequently the cost of living for the residents in Singapore.

​Negative

Multiplier Effect. WTA Finals will help generate income for Singapore’s economy. Business opportunities for participating companies (e.g. stand builders, catering, etc.) and job creation to cope with service requirements of WTA Finals. More staff getting paid...

Positive

Economic Impact

Cause Cultural Clashes. WTA Finals disrupts the daily operations and lives of businesses and people living and working in the stadium area, due to road closures. Small and medium enterprises will have their businesses affected.

Negative

Promotes Cultural Understanding. More tourists come from different countries to attend WTA in Singapore, leads to more cross-cultural understanding...

Positive

Socio-Cultural Impact

Organising the event will lead to Environmental Damage and Pollution . Many participants and spectators will be taking flights and taking land transport to attend this event, leading to increased carbon footprint.

Negative

Create Environmental Awareness. The event can be used as a tool to increase environmental awareness amongst participants, fans and spectators. There could be exhibition panels to show how WTA attempts to reduce environmental impacts by going green during the event.

Positive

Environment Impact

Open Ended

Besides hosting events like WTA Finals, describe THREE (3) factors that make Singapore a good MICE destination. [6 marks]

Factors for Choosing Event Destination

Events like WTA and other MICE events will choose Singapore as the destination because:

1) Accessibility....... many international flights to Singapore...

2) Safety & Security....... low crime rate, stable government...

3) Infrastructure.... excellent selection of expo & meeting venues, hotels...

Open Ended

Describe TWO (2) push and TWO (2) pull factors of a tourist visiting Singapore to attend the WTA Finals. [4 marks]

- WTA Finals in Singapore is a pull factor as race fans would be attracted to come to Singapore to watch the matches.

- Tourist can take the opportunity to explore MBS and Jewel at Changi Airport while in Singapore.

Pull

- Lack of world class sporting event in the visitor’s resident country. Hence, the visitor had to travel to Singapore to catch the matches.

- Holiday season in home country. Visitor may have time during this holiday season, making the trip possible.

Push

Factors that motivates visitors

Open Ended

Describe the role of the following tourism stakeholders AND explain how they can help to enhance the experience of visitors attending the WTA Finals in Singapore.

a. Singapore Tourism Board [4 marks]

b. Attractions [4 marks]

Attendees to the WTA Finals would probably visit some attractions in Singapore as well. Attractions may want to develop special packages for event attendees...

​Attractions

STB could increase marketing efforts in the key markets to create greater awareness of the WTA Finals. It could also engage other stakeholders such as hotels, transport companies and F&B outlets to enhance the visitor experience...

​STB

Tourism Stakeholders

Open Ended

Suggest TWO (2) technologies that WTA can adopt to fulfil their promise of a spectacular grand finale. [4 marks]

Technology Trends

• WTA can develop a mobile app to facilitate participants. The mobile app can help participants navigate...

• WTA can employ the use of augmented reality (AR) and or virtual reality (VR). AR/VR can be used to entertain spectators, providing an immersive virtual tennis game experience...

Open Ended

Based on the 7Ps of marketing mix, describe "People" and "Process" AND explain how these 2Ps can be used to market the WTA Finals event in Singapore. [6 marks]

Process refers to the activities designed to deliver the desired services to the guests. WTA Finals can review and streamline their operations to shorten queue time to improve visitor experience. They should also provide standard operating procedure to staff handling different functions.

​Process

People refers to those who work in an organization and how their attributes, work, ethic and disposition affect the service delivery. WTA should employ staff and part timers who are out-going and energetic since this is a sporting event. The Organizer can further provide training for the staff...

​People

7Ps of Marketing