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Marketing Mix

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Submitted By terence1234
Words 2501
Pages 11
Table of Contents I. Introduction…………………………………………..Pg 2

II. Diary………………………………………………….Pg 3 - 5

1. Day 1 – 31st October 2012………………………..Pg 3 & 4 2. Day 2 – 1st November 2012………………………Pg 4 & 5

III. Evaluation of Sentosa’s tourism products………….Pg 6 & 7

1. Transportation System……………………………Pg 6

2. Accommodations…………………………………..Pg 7

IV. Research experience…………………………………..Pg 8

V. Conclusion…………………………………………….Pg 9

VI. Refrences………………………………………………Pg 10

I. INTRODUCTION
Sentosa offers a wide scoop of entertainment and caters to the needs of all sorts of people. This holiday resort island can be reached by air, land or sea. The attraction that I felt was fun and interesting was the 3D cineblast and 4D magix. Sentosa 3D Cineblast presents a thrilling 4-dimensional motion-simulated ride. It also combines the virtual ‘roller coaster’ rides with high-definition wide-screen projection. As for the 4D Magix, it presents an interactive movie experience with 4-dimensional digital effects. This multi-million Sentosa 4D Magix Theatre is the first in Southeast Asia. Using a state-of-the-art digital projection system, movies come to life right off the big screen. Subsequently, these attractions were located in the vicinity of our place of stay. These are the reasons as to why we chose these two attractions to compare between with for our assignment.
In this assignment, we are required to come out with a questionnaire to collect selective data between the attractions we chose. Our data achieved was from different analysis. We split the interviewees according to their nationality, age group, means of transport, how they know about the attraction, ticket pricing and the number of attractions they’ve visited before coming for the 3D Cineblast or 4D Magix.

II. DIARY

1. Day 1 – 31st October 2012 It was 8am in the morning and I reluctantly dragged myself out of bed. After a simple home-made breakfast, I made my way to Harbourfront station. While waiting for my group members to arrive, I waited at the Food Republic beside the Sentosa express monorail at Vivo. As soon as the rest arrived, we paid $3 each for the monorail ride and alighted at Imbiah station. Upon arrival, we took the tram that was located right in front of Imbiah station. It was a one stop ride to our hostel, costa sands resort. We choose Costa sands not only because it was in a great central spot but also was just at the vicinity of our chosen attractions. The downpour was the only obstacle we faced. When we finally arrived at Costa sands, we were still unable to start on our work as the rain has not subsided. Therefore, we spend our time in the mini arcade at the basement of Costa sands for shelter. We met Mr. Arthur at Costa Sands swimming pool around 1.55pm for some discussion on our schedule. It only took about 10 minutes and we headed straight to our destination. As we are not very familiar with the place initially, we consulted the front desk staff at the information counter for advice. She was very friendly and told us the fastest way to get to our destination. We followed the route given by taking the blue line bus to the 3D Cineblast and 4D Magix. It was just one stop away, very convenient indeed. When we arrived at the attractions, we divided ourselves into 2 groups. I was with Devina and Gunardi at 4D Magix whereas Lincoln and Enny were at 3D Cineblast. There were not a lot of visitors and I believed it was because of the rain. The people whom we interviewed were very friendly and many of them are willing to do the questionnaires with us. There was just a handful of people who were not very keen. Ultimately, I was very happy with the interaction process. We also interviewed the staffs and asked them about the crowd at different time of the day. We were told that during weekdays, the amount of people that came to the attractions are not much. We still managed to get 20 questionnaires from each attraction. To know more about the attraction itself, our group decided to try out the attractions ourselves. The 3D Desperado and the 4D magix was really good. We stopped our questionnaires at about 4.30pm when the weather got worst and we called it a day. We had an early dinner at Chinatown coffee shop which was just at the entrance of our hotel and then headed back to our room for a good night’s rest. All of us were really worn out. I can’t wait for tomorrow morning to continue on our survey. I’m sure a whole new experience awaits.. Sweet dreams! 2. Day 2 – 1st November 2012 To start off, I could barely sleep last night because of the hard bed we slept on and also because of the little disappointment on the weather yesterday that causes delay in our schedule. However, I still felt very excited to start our new day at Sentosa, as the blue skies indicated a brilliant weather. We set the alarm on 8am and after my group woke up and got ourselves prepared, we sat down in our tiny room for our breakfast which we had yesterday. It was nice and amazing that we could sit down together, in the midst of our breakfast, to plan on what we would be doing later on. After our breakfast, it was nearly 10am and with the questionnaire and map on hand, we were off! As we had familiarized with the route that can reach our destination, we undoubtedly took the blue line bus and it took us about 15 minutes to reach. We spent about 5 minutes checking the show timings and also for us to settle down. At 10.20am, people start to come out from the theatre, to my surprise, the amount of people today far exceeded yesterday’s. Here comes our group spirit! We approach them immediately and successfully collected 12 questionnaires within 5 minutes. Once our questionnaires were over, we were already getting hungry. We decided to head back to our hotel for a much needed rest and we had cup noodles for lunch. We started to divide the questionnaires for our graph and the tasks that needed to be done by each of us. We were very satisfied with our result today, so we decided to relax at Siloso beach. We were having fun by canoeing, swimming, catching small fishes and chatting. After a full day of adventures, we headed back to our hotel, took a bath and discussed on our night plan. We pampered ourselves by heading to “Just Asia” for our dinner. They had a large variety of food that we can’t decide what to order. We asked the waiter to recommend and we finally settled down. It was delicious and the price was reasonable. We enjoyed it so much that our stomach almost burst for eating too much. Tonight is the last night of our stay in Sentosa. After the dinner, we brought some alcohols from the 7-11 store and invited some of the classmates that live in the same hotel to come over our room for party! We played some card games and chatted through the night. When everybody became lethargic, we called it a night and everybody headed back to their own rooms. My group mate fell asleep right away, but I just had to get it all down on my notebook while my head was still swimming with the day’s events. It was a wonderful and memorable trip that I would never forget. Good night!

III. EVALUATION OF SENTOSA’S TOURISM PRODUCTS

1. Transportation Systems
A transportation system can be defined as the combination of elements and their interactions, which produce the demand for travel within a given area and the supply of transportation services to satisfy this demand. This definition is general and flexible enough to be applied to different contexts. The specific structure of the system is defined by the problem itself for whose solution it is employed. (Cascetta, 2001)
The likely impact of new transport technologies on the operation of the tourism industry can be measured against a set of criteria that includes safety, speed, range, price, comfort and carrying capacity. Of these, range, safety, speed, comfort and capacity relate to the incorporation of new technologies into the design of the transport vehicle regardless of mode. (Cascetta, 2009)
Sentosa’s transportation system has a mixture of elements. It consists of the Singapore cable car, Sentosa express – monorail, SIA hop on trolley and Sentosa’s shuttle services. With the variety of transports provided, it helps visitors conveniently going from one place to another. I’m certain that in the weekends where the crowd is more, the rate of transport would go up too. For our 3 days stay in Sentosa, there were times where it rained heavily. Thus due to the bad weather, the transport services provided in Sentosa were fully utilized.
With the new transport technologies at Sentosa, not only will it conveniently help visitors go from one place to another more conveniently, it is also safer. When it rains, they could easily hop on to Sentosa’s shuttle service and abstain from getting drenched, losing their balance while running in the rain or worse still, and falling sick. Fortunately, the prices allocated for the shuttle service are sponsored by Sentosa. For the monorail and cable car, they are payable at $3.50 and $27 respectively.

2. Accommodation
In the past, the need was for the simplest form of overnight accommodation, as the term ‘bed and breakfast’ implies. However, within the last 50 years, consumers have demanded more and more sophisticated accommodation and services. More travel, and tourist holidays overseas, has increased the expectation of hotel, hostel and even hospital users. Accommodation consisting of little other than the bed itself has been augmented by washing facilities, from washstands, to hand basins, to bathrooms; by comfort facilities, from bedside tables to armchairs to suites; and by entertainment facilities, from radio to television to in-house video. (Jones, 2002)
All parts of the hotel industry in particular are striving to improve their amenities and invest in better products and services. Increasingly they have to respond to the demands of their markets, which seek choice and quality as well as affordable prices. These developments in accommodation have been triggered by the needs of the customer. The person or family on holiday needs a home from home, with furnishings and service that enhance comfort and indulgence. The business person or conference delegate needs an office away from home, with all the administrative and technological communication resources that enhance efficiency and purpose. Everyone expects high quality and value for money.(Jones, 2002)
Accommodation is a place for someone to stay, live, or work in. There are altogether 14 different Hotels in Sentosa. For example, one of the higher ends hotels Shangri-La Rasa Sentosa Resort. This hotel in Sentosa Island provides facilities such as swimming pool, phytomer Spa, sea-sports centre for sailing and windsurfing and so on. Accommodation arrangements is fascinating as it could get private balconies, voice mail, international direct dial telephones, room services, tea and coffee facilities, television with cable connections and many more. These facilities would require one to spend quite a huge amount as this resort is a five star hotel at the western tip of Siloso beach. It consists of 459 rooms and suites.
The resort I stayed is Costa Sands Resort and is pretty affordable. The tourists can enjoy a wonderful stay at Sentosa with a reasonable price. The chalets are air conditioned and have its own personal toilet. Their Malay village huts are truly enigmatic. Moreover, it also provides some of the five star hotel facilities like swimming pool, cafe barbecue pits and video games machines. IV. Research Experience
There are definitely problems faced, but we have also learnt many things. The very first problem would be the bad weather. We were hoping for a beautiful weather so that there will be more visitors patronizing the attractions and in return, being able to finish up on our work smoothly. When it started to rain, the number of visitors would be lesser, causing us not being able to finish it on the same day. Next, it was about the asking of questionnaire. Initially, all of us were very shy. It took us awhile before building up courage to start approaching our first visitor. There was also a language barrier in communicating with some foreigners. Some tourists who can’t speak proper English, it was very hard trying to communicate with them.
These problems faced were eventually paid off with what we have learnt. We learnt how to create questionnaires and how to approach people we don’t know. Now I dare say we are more experienced in communicating with strangers. Another point would be facing rejections but still continue with our questionnaires is also a very important lesson learnt.
What I felt that was most memorable is the part where we were all exhausted and to get ourselves back into the mood, we actually went to try the attractions out ourselves. We tried the Desperados and 3D Log Ride. We had a lot of fun and after play time, we were all motivated to carry on doing our work.

V. Conclusion
To conclude, the objective of this fieldwork is to find out the inflow of the tourist and popularity to two different attractions which is the 3D Cineblast and 4D magix.. The purpose of this fieldwork is to learn the methods of collecting data and doing research. Based on our observation and research, Desperados 3D and 4D Magix attraction did not show many differences. It is because they are located near to each other and most of tourists bought package tickets so that they watched both 3D and 4D. We are able to tell this because in the survey, about 80% of the tourists said that they wanted to watch both shows. After analyzing our collected data, they are then made and presented into different forms of graphs and charts. This fieldwork experience had made me more confident and also allows me to know how to communicate and cooperate with my group better.

(Word Count 1,447)

VI. References
Banister, D. (2002) Transport Planning. 2nd ed. London: Spon Press.
Black, W. (2003) Transportation: A Geographical Analysis. New York: Guilford.
Briggs, K. (1972) Introducing Transportation Networks, London: University of London Press Ltd.
Cascetta, E. (2001). Transportation Systems Engineering: Theory and Methods. Norwell: Kluwer Academics
Cascetta, E. (2009). Transportation Systems Analysis: Models and Applications. Italy: Springe
Jones, P. (2002). Introduction to Hospitality Operations: An Indispensable Guide to the Industry. London: Jennifer Pegg
Matthew Brown., 1997, Sentosa 3D CineBlast, viewed 3rd November 2012
<http://www.sentosa.com.sg/en/attractions/imbiah-lookout/sentosa-cineblast/>.
Vivian Fong, 2007, Sentosa 4D Magix, viewed 4th November 2012
<http://www.sentosa.com.sg/en/attractions/imbiah-lookout/sentosa-4d-magix/>.

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