a) How will you classify the attraction according to the visitor market?

 

Hello there Amber! I heard that you are coming to Singapore for the holidays! I am so excited and looking forward for your arrival. I have already picked out an attraction that you should visit and I strongly recommend that you should visit the Singapore Zoo. I have prepared a blog entry, consisting of questions that will help you get to know more about the Singapore Zoo. I visited the Singapore Zoo on the 13^th of May 2013 and I really enjoyed myself. I really loved seeing the animals especially seeing the animal shows too.
 

 

a)    How will you classify the attraction according to the visitor market?

 When I went to visit the Singapore Zoo, I observed and noticed that many of the visitors were locals and tourists.

 The key characteristics of the visitor market includes the age range, day visitors and staying visitors, place of residence, stages in the family life cycle, means of transportation, when the visitors visit and visitor’s personality and lifestyles.

 

Locals

For the local visitors, their age range varies from children aged 3 to 12 years old, teenagers aged 13 to 18 years old, adults aged 21 to 40 and to the elderly who are in their seventies and eighties. The visitors are mostly day visitors as the Zoo opening hours are from 8.30am to 6.00pm. The locals come from different parts of Singapore as they are willing to travel to visit the Zoo. The stages in the family life cycle are mostly families which are middle aged adults with young children and empty nesters. The local visitors travel to Singapore Zoo by cars, buses, Mass Rapid Transit (MRT) and taxi cabs. Most of the local visitors visit the Singapore Zoo during the weekends as most of the adults and children are free from work and school. Through my observation the visitor’s personalities and lifestyles are mostly adventurous, animal lovers and nature lovers.

 

Tourists

For the tourists who visited the Singapore Zoo, their age range also varies from children aged 3 to 12 years old to the elderly who are in their seventies and eighties. The tourists are also mostly day visitors at the Singapore Zoo. I have interviewed the staffs and some the visitors, majority of the tourists that visited the Zoo are from China, India, Australia, Indonesia and the minority of the tourists comes from other parts of the world. The stages in family life cycle are also families and empty nesters. They usually travel with their tour groups in tour buses. Most of the tourists also visit the Zoo during the weekends for it is when most of them are free.

b) What are the motivating factors that will interest you to visit the Singapore Zoo?

b)    What are the motivating factors that will interest you to visit the Singapore Zoo?

 

The motivating factors of the Singapore Zoo are firstly, the variety of animals. There are more than 2,800 animals representing over 300 species of mammals, birds and reptiles.

Secondly, the Singapore Zoo is also well-known for its walk-through exhibits that bring animals and visitors together in one space for incredibly intimate encounters. There are activities that allow visitors to do that like the animal shows and feeding sessions. For example, the children could have a splashing fun time, ride ponies, play and learn about the animals at the Rainforest Kidzworld.

Lastly, the Singapore Zoo is the first zoo in the world to host the programme called Jungle Breakfast with Wildlife. Not only will you be treated to a scrumptious international buffet experience, but you’ll also be having it in the company of our family of free-ranging orang utans which features the charismatic apes and orang utan’s habitat.

 

What does the Singapore Zoo offer to you, in terms of core product, tangible product and augmented product?

Core product

The core product of the Singapore Zoo would be education and excitement. It is a Learning Zoo where customers experience and understanding the animals at a deeper level through well designed and interactive educational displays. Customers would learn, appreciate and respect the animals, with whom we share our planet.

Tangible Product

The tangible products are the friendly staff service, facilities such as restrooms and outdoor water basins, feeding sessions, the animals, safety such as the emergency exits and on-site attractions such as the animal exhibits.

 

 

Augmented Product

The augmented products are the souvenir shops, weather and opening hours. The transportation services such as carparks, shuttle bus services and the guided tour tram rides in the Zoo. Guides such as the brochures, maps and signboards. Service for visitors with needs such as wheelchairs, strollers and wagons. Food and beverage outlets such as the KFC restaurant, Ah Meng Kopi, Ah Meng Restaurant and Ben & Jerry’s scoop shop.

 

 

 

 

What benefits (tangible and intangible) you will enjoy when you visit the Singapore Zoo?

Tangible

Brochures, maps, guided tour trams rides, interaction with the animals and the souvenir shops.

 

Intangible

The experience with animals and the friendly staff service at the Singapore Zoo.

c) The unique nature of the Singapore Zoo as a service product.

c)    The unique nature of the Singapore Zoo as a service product.

 

1.    The staffs involved in producing and delivering the product are part of the product itself.

The staff played an important role in the service and delivery of the product. As the staff’s attitude, behavior and appearance affects how the products are perceived by the customers. The staff’s first impression counts as the customers are directly exposed to the strengths and weaknesses of the staffs at the Singapore Zoo. When I went to the Singapore Zoo, my first impression of the staffs there was good, as they were all very polite, friendly and helpful when I asked around for directions in the Zoo. They were all dressed very neatly and they welcomed each visitor with big smiles on their faces.

 

2.    The customers themselves are involved in the production process.

The product reflects on the customers’ own attitudes, expectations and experiences. The visitors were all very enthusiastic and excited when they saw the different types of animals featured in the Singapore Zoo, especially when the visitors attended the animal shows and feeding sessions. The Singapore Zoo was very spacious although there were a lot of people there but there wasn’t a need to push or shove people around to walk around and see the animals. I would say that the visitors were very satisfied and they had a pleasant experience at the Zoo. Thus, this would make the customers want to go back and visit the Zoo again. 

3.    The service product is not standardized.

The product is changing all the time reflecting the relationship between the service, the deliverer, the customer and the resources on which the product is based. As each customer has their own perceptions, preferences and interests and the staff has to adapt and deal with the different situations they are facing in order to satisfy the customers. An example would be the weather, as the weather is unpredictable. When it rains, it would disrupt the animal shows and feeding sessions so the staffs would have to cancel some of the shows and inform the visitors. Thus, the service product in Singapore Zoo is not standardized.

4.    The product is perishable, cannot be stored.

The Singapore Zoo encourages visitors to book their tickets online so that they do not have to queue up and wait to buy their entry tickets to the Zoo. The Zoo also offers discount rates when you buy the tickets online during their promotional periods. There are packages available so that customers could also visit other attractions in the same day such as the River Safari, Jurong Bird Park and Night Safari. Since the child rates for the Singapore Zoo are much cheaper, this would encourage families with young children to go to the Singapore Zoo. Thus, it is more convenient for families to book their entry tickets online to avoid wasting time and having to entertain their children when queuing.

 

5.    There is no tangible product to carry home.

The visitors are unable to bring home any tangible products, except for the souvenirs and merchandise sold at the Singapore Zoo. The visitors could bring back the memories and experience at the Zoo which is affected by the customer services, good impression of the staffs and attraction. The customer’s feedback, testimony, word of mouth could affect the Zoo’s business because if the visitors are not satisfied with the service in the Zoo, there would be bad reviews and this will affect other visitors because they might not want to visit the Zoo. Therefore the services and staff’s performance is important as it affects the customer’s experience and satisfaction at the Singapore Zoo.

6.    The surroundings of the service delivery process are a feature of the service.

The Singapore Zoo has been known for having among the most beautiful wildlife park settings in the world, where animals roam freely in open and naturalistic habitats. The environment of the Singapore Zoo is quite spacious and large enough to contain many visitors. Even though it was crowded and packed, there wasn’t a need to squeeze and push one another while walking around the Zoo. The surroundings and scenery totally suits the whole atmosphere of the Zoo as it had a jungle feel, as if we were walking in a jungle filled with animals. It is much different from the city life that we face in our daily lives but the Zoo was surrounded with nature and animals. Sometimes it is good to just take a break from the busy city life and just relax and go outdoors to enjoy the fresh air. Therefore, the surroundings and environment plays an important role in giving off a good atmosphere of the Singapore Zoo.

 

What are the challenges faced by Singapore Zoo?

The challenge faced by the Singapore Zoo is the weather. Whenever it rains the staffs would have to cancel most of the animal shows and feeding sessions. Since the Zoo is mostly outdoors, visitors would have to carry umbrellas and walk around to see the animals. Thus, causing inconvenience to the visitors and there would be a loss in making revenue.

d) Why do you think the attraction has been highly ranked on Tripadvisor?

 

d)    Why do you think the attraction has been highly ranked on Tripadvisor?

 

The Singapore Zoo has been highly ranked on the Tripadvisor because it has met the basic needs of the visitors there, such as being able to fulfill the physiological needs and safety needs of the visitors.

 

The Singapore Zoo is able to fulfill the physiological needs of the visitors by satisfying their hunger, as there are many food and beverage outlets at the Zoo. For example, the Singapore Zoo provides many food varieties at the Ah Meng Kopi, Ah Meng Restaurant, KFC Restaurant and Ben & Jerry’s scoop shop.

 

Also the Singapore Zoo is able to fulfill the safety needs of the visitors there. For example, the Singapore Zoo’s terms and conditions are to ensure safety of the visitors. Such as refrain from sharing food with the animals unless the staffs allow them to because the animals are on well-balanced diets. Also, not to bring any dangerous or flammable items in the Zoo as it might cause destruction to the Zoo.

 

            What does the attraction offer that is unique?

The Singapore Zoo is also well-known for its walk-through exhibits that bring animals and visitors together in one space for incredibly intimate encounters. There are activities available at the Singapore Zoo’s animal shows like the Elephants at Work and Play Show and Splash Safari Show have long been popular with families and the daily token feeding sessions.

 

Also, for the early risers, the Singapore Zoo is the first zoo in the world to host the programme called Jungle Breakfast with Wildlife. Not only will you be treated to a scrumptious international buffet experience, but you’ll also be having it in the company of our family of free-ranging orang utans which features the charismatic apes and orang utan’s habitat.

What makes the attraction better than the competition?

There are a few competitors there at the Singapore Zoo, such as the Jurong Bird Park, River Safari and Night Safari. Here’s a comparison table to show the difference between the attractions.

Parks:	Jurong Bird Park	River Safari	Night Safari	Singapore Zoo
Price:	$20 – Adult $13 – Child	$25 – Adult $16 – Child	$35 – Adult $23 – Child	$22 – Adult $14 – Child
Opening Hours:	8.30am – 6.00pm	9.00am – 6.00pm	7.30pm – 12.00am	8.30am – 6pm
Uniqueness:	Birds	River, Marine animals & Pandas.	Nocturnal animals	Mixture of mammals, birds, reptiles and wildlife animals

 

 

 

 

 

 

Has it been successful in promoting itself?

Singapore Zoo has been very successful in promoting itself through television advertisements, newspapers, magazines and the internet. There are daily online promotional sales and discounts for Zoo tickets offered to customers. Also, most of the reviews in the Tripadvisor are positive which can boost the profile of the Singapore Zoo through word of mouth.

e) Impacts that Singapore Zoo has on Singapore

e)    Impacts that Singapore Zoo has on Singapore

Economic Impact

The Singapore Zoo has boosted the economy in Singapore and it is ranked one of the top attractions in Singapore on the Tripadvisor, so this would draw foreigners to the attraction. For tourists who visited and stayed in the Zoo from the opening till the closing time would tend to be hungry and thirsty so the Food and Beverage outlets would help to boost the revenue of the Zoo and generate more tourism receipts. Also, the Singapore Zoo’s website says that every year there would be 1.6million visitors visiting the Zoo. The opening of the Zoo has created jobs for locals in Singapore too. Thus, there would be income for the government through sales taxes paid in the F&B outlets, entrance fees and taxes paid be the employees.

Environmental Impact

The Singapore Zoo helps the visitors to be educated and be aware of the wildlife conservation and preservation of biodiversity. By visiting the Zoo, the visitors would be able to learn, appreciate and respect the animals which we have shared our planet with. Also, aware that there are animals out there that need to be preserved as year after year there are endangered animals which are going to be extinct. Visitors could also help raise awareness and help to save the animals from extinction. This would have a positive impact towards Singapore and raise the profile of our country showing others from different countries that we are responsible citizens taking care of our environment and the animals.

Political Impact

The Singapore Zoo is a prominent landmark in Singapore famous for its parks. This would help raise the profile of Singapore and also a must visit tourism destination for the tourists. The River Safari and Night Safari are also very successful in promoting themselves. Thus, this would help raise the image of Singapore and show to the world that Singapore is not only known as a hustling and bustling city but also known for its greenery, parks and environment.

The Singapore Zoo has got to be one of the must go places when you visit Singapore! I can’t wait for your arrival and am excited to bring you to visit the Singapore Zoo.

References

References:

Singapore Zoo Park Experience. (n.d). Singapore Zoo. Retrieved 20 May, 2013 from http://www.zoo.com.sg/visitor-info/park-experience.html

Singapore Zoo Reviews. (n.d). Tripadvisor. Retrieved 20 May, 2013 from http://www.tripadvisor.com.sg/Attraction_Review-g294265-d324542-Reviews-Singapore_Zoo-Singapore.html

Singapore Zoo Admission. (n.d). Singapore Zoo. Retrieved 20 May, 2013 from http://www.zoo.com.sg/visitor-info/singapore-zoo-tickets.html

Jurong Bird Park Admission and River Safari Admission. (n.d). Jurong Bird Park. Retrieved 20 May, 2013 from http://eticketing.birdpark.com.sg:82/JBPBooking.aspx

Night Safari Admission. (n.d). Night Safari. Retrieved 20 May, 2013 from http://eticketing.nightsafari.com.sg:83/SafariBooking.aspx

Parks Terms and Conditions. (n.d). Wildlife Reserves Singapore. Retrieved 20 May, 2013 from http://www.wrs.com.sg/parks-info-terms.html

Parks Visit Tips. (n.d). Singapore Zoo. Retrieved from 20 May, 2013 from http://www.zoo.com.sg/visitor-info/park-visit-tips.html

Temasek Polytechnic. (2013). Attractions Management Lecture 1: Attractions Management in Perspective. Singapore: Temasek Polytechnic Leisure & Resort Management Division.

Temasek Polytechnic. (2013). Attractions Management Lecture 2: Attractions as Service Products. Singapore: Temasek Polytechnic Leisure & Resort Management Division.

Temasek Polytechnic. (2013). Attractions Management Lecture 3: Attractions Demand & Market Segmentation. Singapore: Temasek Polytechnic Leisure & Resort Management Division.