EVALUATE FACTORS AFFECTING MICE TOURISM IN SINGAPORE CITY SINGAPORE

VIET NAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION FINALTERM REPORT OF MICE MANAGEMENT EVALUATE FACTORS AFFECTING MICE TOURISM IN SINGAPORE CITY - SINGAPORE Mentor: Ph.D Nguyễn Đường Giang Group: 10 Subject: MICE Management Shift: Day: Saturday Students:  Lê Trần Gia Huy – 719H0984  Đặng Huỳnh Ngân – 719H0247  Hà Kỳ Anh – 718H1584  Dui Bội San – 719H1029  Huỳnh Thị Bích Duyên – 719H0965 HO CHI MINH CITY, JUNE 2022 0 TABLE OF MEMBER No Name ID Given Task Evaluate Lê Trần Gia Huy 719H0984     Đặng Huỳnh Ngân 719H0247  Chapter 1: 1.3  Chapter 3: 3.1, 3.2, 3.4 100% 100% Operate the whole report Chapter 1: 1.1, 1.2 Chapter 2: 2.2.2 Conclusion Signature 100% Hà Kỳ Anh 718H1584  Gratitude  Certify  Chapter 2: 2.1, 2.2.1 Dui Bội San 719H1029  Chapter 2: 2.2.3  Chapter 3: 3.3, 3.5 100% Huỳnh Thị Bích Duyên 719H0965  Abstract  Chapter 2: 2.2.3, 2.2.4 100% 0 GRATITUDE We would want to express my sincere and deepest gratitude to Ph.D Nguyễn Đường Giang– lecturer at Ton Duc Thang University for direct supervision and reminders in order to complete the evaluate factors affecting mice tourism in singapore city – singapore topic Our team would also like to thank my family and friends for their unwavering encouragement and support throughout the study and report-writing process Although we tried to learn and absorb the criticisms and recommendations of instructors, teachers, and friends, and review numerous domestic and foreign papers in the process of writing the report, the research content could not be avoided As a result, I eagerly await your feedback and recommendations for improving the report Ho Chi Minh city, June 20, 2022 Student Group 10 0 THIS REPORT HAS BEEN COMPLETED AT TON DUC THANG UNIVERSITY We certify that this is our personal research project, which is supervised by Ph.D Nguyễn Đường Giang The final report is genuine and have never been published before The authors gathered the data in the tables for analysis, comments, and review from many sources, which ar e explicitly noted in the reference section In addition, the thesis incorporates a variety of comments, assessments, and statistics from other authors, agencies, and organizations, all of which are accompanied by citations and source annotations We will assume full responsibility for the content of our thesis if there was any deception Ton Duc Thang University is unaffiliated with any copyright or copyright infringement that I may have committed during the implementation process (if any) Ho Chi Minh city, June 20, 2022 Student Group 10 0 TABLE OF CONTENTS Table of member Gratitude This report has been completed at Ton Duc Thang university Table of contents Table of figures Table of charts & tables Abstract 10 Chapter 1: MICE Tourism 10 1.1 What exactly is MICE Tourism: 10 1.1.1 The Definition: 10 1.1.2 Four pillars of MICE: 10 1.2 The importance of MICE in hospitality department: 13 1.3 Development of MICE Tourism in Singapore: 13 1.3.1 Overview of MICE Tourism in Singapore: .13 1.3.2 Top reasons to choose Singapore: 15 1.3.3 Before and after COVID-19: 15 Chapter 2: Analyze the development potential of MICE tourism in Singapore City 16 2.1 Stakeholders in Singapore city: .16 2.1.1 Singapore Exhibition & Convention Bureau (SECB): .16 2.1.2 Associations: .16 2.1.3 Corporate: 18 0 2.1.4 Professional Conference Organizers (PCO): 18 2.1.5 Incentive House: 18 2.1.6 Destination Management Companies (DMC): 19 2.1.7 Professional Exhibition Organizers (PEO): 19 2.1.8 Venues: 20 2.1.9 Other supporting organizetions: 21 2.2 Factors affect MICE Tourism development in Singapore city: .21 2.2.1 PESTLE Analysis: 21 2.2.2 SWOT Analysis: 26 2.2.3 Infrastructure: 31 2.2.4 Natural Landscape: 45 Chapter 3: Recommendation for MICE Tourism in Singapore city 52 3.1 Investing and developing tourism career opportunity commensurate with the potential and the system of facilities: 52 3.2 Create a suitable type of MICE tourism product for development: 53 3.3 Create a strategy to balance the ecological environment in parallel with tourism development: .53 3.4 Expand exploitation of other potential values: 56 3.4.1 Pricing policy: 56 3.4.2 Affiliate policy: 57 3.4.3 Distribution policy: 58 3.5 Create strategies to promote and develop MICE tourism in each period, consistent with the development of the market: 58 Chapter 4: Advantages and disadvantages 59 4.1 Advantages: 59 0 4.2 Disadvantages: 59 Chapter 5: Conclusion 59 Reference 60 0 TABLE OF FIGURES Figure International tourist arrivals and tourism receipts by country of destination (Asia and the Pacific) 14 Figure Crime rate against person in Singapore 25 Figure Example of Tourist Card 31 Figure Concept of Singapore's Transportation 32 Figure Electric train in Singapore 33 Figure Double-decker in Singapore 33 Figure Taxi in Singapore 34 Figure Citizens are using bicycle for healthy purpose 34 Figure Grand park City Hall 35 Figure 10 Chinatown 36 Figure 11 Mooncake - Special cake for mid-autumn festival 37 Figure 12 Pongal Harvest Celebration 38 Figure 13 Hari Raya Haji Fesstival Welcome Gate .38 Figure 14 Deepavali Festival/Diwali Welcome Gate 39 Figure 15 Marina Bay Sands Casino's Lobby 40 Figure 16 Far East Organization Children's Garden 41 Figure 17 G-Max Reverse Bungy Singapore .42 Figure 18 Xtreme Skate Park .42 Figure 19 Lau Pa Sat Market 43 Figure 20 Singapore River Cruise with Water B 43 Figure 21 Choices 44 Figure 22 7-Eleven .44 0 Figure 23 Cheers 44 Figure 24 Pulau Ubin Island 49 Figure 25 Sungei Serangoon 49 Figure 26 Lazarus Beach 50 Figure 27 Bukit Timah Nature Reserve 50 Figure 28 MacRitchie Reservoir 51 Figure 29 Concept of Hotel Improvement 54 Figure 30 Sustainability at Garden by the Bay 55 Figure 31 Process of making sustainable aviation fuel 56 Figure 32 Fuelling Sustainability 56 0 TABLE OF CHARTS & TABLES Table SWOT BOX .30 0 CHAPTER 3: RECOMMENDATION FOR MICE TOURISM IN SINGAPORE CITY 3.1 Investing and developing tourism career opportunity commensurate with the potential and the system of facilities: The human factor is extremely important in MICE tourism and has a large impact on tourists' emotions and decisions As a result, Singapore has focused on investing in education policy since its inception in order to capitalize on available human resources in the country while also attracting more human resources from international students to study and work in Singapore This decision has brought stability to human resource development and has elevated Singapore to the forefront of tourism and hospitality training in Southeast Asia Singapore has mobilized international capital by enacting policies to attract international students to study tourism, such as exempting international students from visa requirements and not requiring proof of finance or study expenses Moderate learning environment, modern learning environment, diverse training professions The Singapore government only invests in a few high-quality public schools and has an appropriate credit policy to attract training develop talent The government creates development conditions for the non-public sector, encourages connection and association with foreign countries, and invites international universities to establish branches The Singapore Tourism Industry places a high value on and regularly conducts training and career development for its employees Human resource training in tourism must shift to specialized training while also improving practical skills Encourage and facilitate the development of a dual training system that combines theoretical education in schools and practical training in businesses The demand for tourism training must closely follow the needs of the labor market as it shifts from mass training to specialized training, focusing on practical skills in tourism Furthermore, companies prioritize employee wellbeing by providing comfortable housing and medical insurance for international employees in order to improve the quality of their work All are aimed at the ultimate goal of 52 0 developing talented, high-quality human resources capable of meeting customer demands under any circumstances 3.2 Create a suitable type of MICE tourism product for development: For business meetings and reward travel, due to the strength of a rich culture and a system of diverse entertainment activities As a result, Singapore ensures that visitors are impressed with international standard meeting equipment and services SECB also set aside a special support fund for domestic and international businesses to choose Singapore as the location for a series of events over a three-year period For conferences, SECB classed based on a variety of characteristics in order to give specific incentives For example, for consortium meetings and Trade Conferences with many foreign delegates and high-level speakers, SECB will assist in getting one visitor to attend Providing one-of-a-kind meeting spaces, as well as streamline immigration and create welcoming messages for airports and the media For trade exhibitions, for trade shows, it should be classified into categories, namely New Exhibition and Reorganized Exhibition in Singapore For trade shows, it should be classified into categories, namely New Exhibition and Reorganized Exhibition in Singapore For the new exhibition, in addition to conference-like services, the organizers also receive incentives for validating and promoting the program logo and financial support policies for the plan aimed at significant international customers, foreign visitors, For exhibitions held in Singapore, they are divided into several categories in order of increasing size and importance, the largest being mega trade exhibitions Post - event options are also always interesting, upgraded and created to give visitors a different experience every time they come to Singapore 3.3 Create a strategy to balance the ecological environment in parallel with tourism development: Tourism contributes to the creation of new economic opportunities, the protection and understanding of cultural resources, the conservation of wildlife, and the repair of 53 0 natural landscapes On the other side, some of the negative consequences include economic leakage, environmental degradation, and overcrowding In Hotels:  Hotels should begin monitoring and decreasing their emissions in order to gain their long-term aim of net-zero emissions  Sustainable hotel concepts and experiences should be developed Following that, they plan to propagate this message and enhance awareness of hotels' sustainability initiatives, as well as promote sustainable consumption patterns among its guests Figure 29 Concept of Hotel Improvement In Attractions:  Spectrally selective glass panels reduce solar heating in the conservatories while providing optimum light to the plants  To lower the amount of energy required in the cooling process, the air in domes is dehumidified  Canopies with solar panels: collect and convert solar energy to electricity  Organizations work on trash management to encourage guests to recycle and live an environmentally friendly lifestyle 54 0 Figure 30 Sustainability at Garden by the Bay In Flight Companies:  Companies should emphasize inexpensive and clean energy, industrial innovation and infrastructure, climate action, land life, and relationships to achieve the goals  They can use fuel efficiency measures to cut gasoline use and diminish their carbon impact New fuel-efficient aircraft, enhanced navigational aviation technology, aircraft weight reduction, and other innovations are among them  Furthermore, they may investigate different alternatives to regular jet fuel, primarily Sustainable Aviation Fuel This will contribute to a reduction in carbon emissions into the atmosphere 55 0 Figure 31 Process of making sustainable aviation fuel Figure 32 Fuelling Sustainability 3.4 Expand exploitation of other potential values: 3.4.1 Pricing policy: Pricing policy is a key policy in the growth of MICE tourism in Singapore Price competition is becoming fiercer as governments pay more attention to the growth of MICE tourism and aspire to regard it as a significant economic component Singapore is a country with a strong economy Despite significant growth, people's living standards are comparable to those of European and American nations, but the tourism sector in general, 56 0 and MICE in particular, guarantees that every price point is met in order to attract tourists with very high incomes Divide the hotel's rooms into three categories: Deluxe, Superior, and Budget Air services range from first class (Singapore Airlines) to low-cost airlines (Tiger Airways) Aside from the upscale shopping centers in Orchard with world-famous brands, there are malls and stores in Chinatown and Little India offering reasonably priced items Most hotels must be fully equipped with event equipment and specialized venues for various conferences and exhibitions so that businesses and organizations may easily locate a suitable location for their events events ranging from routine business meetings to highlevel agendas The connections between the Department for Culture, Media, and Sport (DMCs), airlines, and hotels also assist Singapore in obtaining package vacations at low pricing The tourist business, in general, has suitable pricing modifications during the peak and low seasons 3.4.2 Affiliate policy: Package tourism is well developed in Singapore, due to the strong relationship between destination management firms, airlines, and hotel systems, particularly for MICE tourism particularly for MICE tourism DMCs frequently collaborate with clients to develop the program, which includes everything from welcoming visitors to attending events and post-event activities Package planning is vital since it not only increases convenience but also demonstrates the level of professionalism associated with this sort of travel Singapore has a special strength in programming, which is managed by Singapore Tourism Board (STB) and directly by SECB On New Year's Eve, significant entertainment events such as Singapore Great Sales Season (May to July), Chingay Parade (Asia's largest street festival with costumes, diverse arts of Asian ethnic groups are performed along the main streets of Orchard), and so on are interspersed STB created a thorough, promoted event on its website, particularly during the peak season from March to June, but also 57 0 contributed to providing clients with valuable time and location recommendations tourist attraction 3.4.3 Distribution policy: MICE travelers in Singapore frequently interact directly with event organizers or major conference facilities and hotels International hotel chains like Fortuna and Hilton each have their own worldwide distribution channels that cater to all of the demands of travelers Furthermore, SECB must continue to encourage domestic partners to open offices abroad and operate with new distribution channel functions in strategic areas, with the long-term objective of encouraging MICE tourism and sustainable growth in the nation 3.5 Create strategies to promote and develop MICE tourism in each period, consistent with the development of the market: Tourist behavior is one of the most critical issues that anyone engaging in the tourism industry must be concerned about We believe that essentially all tourism trends are influenced by visitor behavior As a result, they must update visitor behavior on a daily basis In other words, they must determine what tourists need and how to attract more visitors Singapore can attract more visitors than in the past if they provide promotions Tourist spending is now on the downturn, and travelers are seeking low-cost hotels, airlines, and other accommodations As a result, successful promotions with low costs can provide people planning to visit Singapore with a comfortable and delighted sense When customers are pleased with these promos, they may post a review on social media, which might serve as an advertisement to others With this evaluation, individuals who may never have visited Singapore before may decide to go Also, by modifying the severe housing regulations, Singapore may help the lodging business develop This plan will attract middle-income visitors to visit Singapore since it corresponds with people's propensity to reduce their spending Another possibility is to provide personalized tours People prefer to design their own vacation itinerary in order to have unique experiences When they deal with travel 58 0 agencies, they must adhere to the strategy devised by the agency This is not a bad thing because travel firms develop arrangements with unique destinations, but travelers still want to build their own plans that others cannot experience As a result, travel agents must provide free vacation plans so that customers may select specific locations People may go anywhere they choose to eat, visit, and stay using this trip plan CHAPTER 4: ADVANTAGES AND DISADVANTAGES 4.1 Advantages:  Counted the safeties country  Minimum crime (robbery, stabbing, riots, and protests)  Natural disaster harder hits Singapore cause of being surrounded by other countries 4.2 Disadvantages:  Lack of service experience (most high-end service)  Strict laws  High in tax CHAPTER 5: CONCLUSION After evaluating all of the factors impacting MICE travel in Singapore, we can see that, while Singapore is an undeniable tourist powerhouse, there are still issues and flaws that must be addressed The majority of Singapore's negative effects on MICE tourism are the consequence of external factors As a result, MICE tourism will suffer There are various aspects to consider when it comes to Singapore's benefits, including variety, technology, efficient strategies, safety, and popularity, and they always aim to make these things not just strong but also better Finally, Singapore has a large 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