Singapore’s Integrated Resorts: An After-Pandemic Marketing Strategy Attractiveness and Innovations to Attract More Indonesian Visitors
Abstract
Integrated Resorts in Singapore is one of the most popular and iconic destinations for Indonesia travellers and also takes a role as one of the key contributors to the tourism economy. But looking at the current financial report, both Marina Bay Sands and Resorts World Sentosa have not gained a significant growth in their revenue yet where now it worsened by the pandemic situation. This paper is the first academic research of its kind based on the approach of in-depth interview with Indonesia high income travellers for providing the shifting approach to apply the Business of Integrated Experiences. There will be three innovation areas to focus on: Things to Maintain, Things to Leverage, and Things to Develop. The Business of Integrated Experiences approach is an innovative approach that focuses on creating a holistic experience for customers by integrating various elements of the resort. This approach aims to provide customers with a unique and memorable experience that will encourage them to return and recommend the resort to others. The research aims to explore how integrated resorts can apply this approach to enhance their offerings and attract more customers in a post-pandemic world.
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Department of Statistics Singapore (2023). International Visitor Arrivals By Inbound Tourism Markets.
Evans, N, Stonehouse, G & Campbell, D. (2012). Strategic management for travel and tourism. Burlington: Taylor & Francis.
Hung, J.-Y., Yang, W.-G., & Lee, S.-S. (2012). Integrated Resort Industry Development: Experience of Macao and Singapore.
Lee, K. W. (2015). From Casino to Integrated Resorts: Nationalist Modernity and The Art of Blending.
Lee, D. C. H. (2016). Integrated Resorts: Singapore’s Answer to Destination Competitiveness?
Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396. https://doi.org/10.1037/h0054346
Parliamentary Debate on IR Decision Excerpts from PM's Round-Up Speech 22 April 2005
Porter, Michael (1990). The Diamond Model. In The Competitive Advantage of Nations.
Singapore Tourism Board (2022). Tourism Performance in 2022.
Singapore Tourism Board (2023). Visitor Profile Statistics.
Genting Singapore (2022). 2022 Annual Report. Retrieved from: https://gentingsingaporeplc.
gcs-web.com/static-files/39886c21-6263-4fd8-9381-f79f4887cabd
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Las Vegas Sands (2021). 2021 Annual Report. Retrieved from: https://s28.q4cdn.com/
640198178/files/doc_financials/2022/ar/LVS-2021-Annual-Report.pdf
Las Vegas Sands (2020). 2020 Annual Report. Retrieved from: https://s28.q4cdn.com/
640198178/files/doc_financials/2022/ar/LVS-2020-Annual-Report.pdf
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640198178/files/doc_financials/2022/ar/LVS-2019-Annual-Report.pdf
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MHA. (2022, October). Integrated Resorts to Invest S$9 Billion in New World-Class Attractions and Experiences. Retrieved from https://www.mha.gov.sg/mediaroom/
press-releases/integrated-resorts-to-invest-s9-billion-in-new-world-class-attractions-and-experiences/
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Roman Pichler. (n.d.). Stakeholder Engagement Analysis: The Power/Interest Grid. Retrieved from https://www.romanpichler.com/blog/stakeholder-engagement-analysis-
power-interest-grid/#:~:text=A%20common%20stakeholder%20analysis%20technique,their%20power%20and%20their%20interest
Mind Tools. (n.d.). Cause and Effect Analysis (Fishbone Diagrams). Retrieved from https://www.mindtools.com/pages/article/newTMC_03.htm#:~:text=Professor%20Kaoru%20Ishikawa%20created%20Cause,possible%20causes%20of%20a%20problem
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Published
2023-06-01
How to Cite
KAMILIA, Zalva Abigail; ANGGORO, Yudo; MUSSRY, Jacob Silas.
Singapore’s Integrated Resorts: An After-Pandemic Marketing Strategy Attractiveness and Innovations to Attract More Indonesian Visitors.
Asian Journal of Research in Business and Management, [S.l.], v. 5, n. 2, p. 14-27, june 2023.
Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/22258>. Date accessed: 02 oct. 2023.
Section
Articles
