a) How would you classify the attraction according to visitors target market?
Singapore Zoo is definitely a family friendly environment that targets the millennial and also animal lover which falls under Generation X and Generation Y. This clearly shows when I had my visit to the Zoo with my family earlier this month. A number of Singaporeans could be seen in the zoo and also other visitors from different parts of the world mainly, from Malaysia, Indonesia, China, India to even Japan.
As Singapore Zoo entice most of the younger generations, without a doubt these targeted groups definitely would bring their parents along. Therefore, as you can see one of the strategy to pump in more visitors to Singapore Zoo, is to catch the attention of the younger generation – children. Reason being is because they are the ones that will affect one’s buying decision process. To conclude that, by using demographic segmentation families with younger children is probably their main target for Singapore Zoo.
However, not only they are targeting families with young children, but also couples and teenagers who love animals. As an example, using psychographic segmentation – personality, some of the Singapore Zoo’s visitors adore the nature and also the wildlife hence their personality traits certainly influence their decision made. In addition to psychographic segmentation, these visitors are mostly from the mid – high range income people, as the entrance fee is quite high for a zoo attraction. Nonetheless, the trip is definitely value for money!
The parking lot is like a walking distance to the Zoo; hence most of the families that are staying visitors – both local and overseas, could be seen taking car as their transportation to the Zoo. Coaches however, are usually the mode of transportation for tour groups. Most Singaporeans on the other hand, had already familiarize with Singapore’s transportation certainly opted for public transportation – by taking Bus 138, Bus 927 or Bus 926.
The peak time for Singapore Zoo, are Saturdays, Sundays and also school holidays as this period they are most likely be able to enjoy their quality time together with their families, and to put off their work aside.
b) What are the motivating factors that will interest your friend to visit the recommended attraction?
The whole ambience of Singapore Zoo is amazing and breath-taking as it is decorated perfectly to suit the theme of nature and animals. Interesting sculptures and designs could be seen at the Singapore Zoo. One of the things that caught my attention was the signboard, as it was creatively designed with the animal’s head crafted beside the name of it.
 |
| Signboard in Singapore Zoo |
Moreover, there are over 2,800 animals and more than 300 species inhabiting the tropical rainforest, thus you would be able to snap pictures of different animals or even together with the animals. What is more fascinating is that, you could also take a picture with them up close and personal, as Singapore Zoo adopts the open concept layout in displaying their animals. Furthermore, since you are an animal lover and love to know more about animals, I believe that is also a good opportunity for you to visit Singapore Zoo as some interesting facts about the animals will be shown at the animal exhibit itself. “Edu-tainment” therefore played its role in Singapore Zoo. New experience will also be created as you will be able to enjoy animal feeding sessions with different animals for example the giraffe or elephants. Different shows will also be performed at different timings to keep you occupied.
Besides that, t-shirts, hats and soft-toys will be sold at the souvenir shops if you want to keep some Singapore Zoo memories.
 |
Souvenir Shop
|
Core Products
You could learn and educate yourself through the activities and shows that were put up and at the same time having a fun and memorable day in Singapore Zoo.
Tangible Products
 |
| Giraffe Feeding Session |
Singapore Zoo has an open concept layout, whereby some of the animals are able to roam around freely for example, the Fragile Forest. Bat, lemurs and sloth are there roaming around the area and you are given a chance to snap a photo with them without the cage barriers.
Other tangible products include animal feeding session with the kangaroo, elephant, giraffe and many more. Not only that, Singapore Zoo also offers pony ride and also a vintage colonial horse-drawn carriage as one of their activities. Also, as I said earlier, interactive games and also interesting facts about the animal are displayed at the animal exhibit.
 |
| Hard & Soft Copy of Photos |
Another tangible product that were there, were the brilliant shows that was put up by the animals and also the zoo-keepers, for example, ‘The Elephant at Work and Play’ and ‘Animal Friends Show. These shows are not only meant for entertainment purposes but also have a strong message behind it, the ‘Rainforest Fights Back’ for example, is about saving the animal homes.
Other than that, for memory keeping, you could also buy photos of you that was captured in the Singapore Zoo together animals at the photo booth- it is available in both hard and soft copy.
Augmented Products
Augmented products include, push-cart selling snacks and water, scattered at a strategic place for the guest to dehydrate themselves or to replenish their energy after a long walk. Some eateries could also be found in Singapore Zoo, for example KFC and Ah Meng restaurant if you feel hungry.
Other augmented products are the retail stores that are located both entrance and the Rainforest Kidzworld and also, not forgetting the carpark that was located just infront of the Singapore Zoo.
 |
| Rental Services |
Singapore Zoo, also caters to the elderly as they would be able to rent wheelchairs if they are going to have difficulties to walk for a long distance. In addition to that, tram rides are there, if you are tired of walking. Strollers and wagons for children are also available for rent if the families need one. If you wish to keep some valuable things, you could also rent lockers.
Nearby taxi stand and bus stop are also there for an easy accessible to Zoo.
What benefits (tangible and intangible do you think your friend will enjoy when she visits the attraction?
If you were to go to Singapore Zoo, you would be able to learn new stuffs about the animals and gaining a whole new experience. Moreover, there are few official Singapore Zoo’s photographer that will capture your beautiful moments with the animals, thus as a tangible product, you would be able to purchase those photos at the photo booth that is located at the entrance of the Zoo. Souvenirs could also be bought at the shop besides the photo booth area; hence you would be able to keep these things as memories when you return back to your country.
c) Describe the unique nature of the attraction as a service product in the context of your selected attraction. What are the challenges does this pose for the attraction?
The unique nature as I said again is definitely the open concept layout of the animals display.
1. In this context the staffs are highly involve in producing and delivering the product. For example, for the animal show, if the staffs are moody and show no enthusiasm, the visitors will also feel the same way too. In the end, visitors will not enjoy the show that was put up. Thus, this shows that staffs play a big role to ensure the happiness of the visitors.
 |
| Elephant at Work and Play Show |
2. On the other hand, the visitors also play an important role in the production process. For example, if the customers expect a high expectation for the zoo but, however if Singapore Zoo fails to meet their expectations; it definitely ruins the visitor experience in the zoo. Another example is that, when visitors are unwilling to participate in the activities and shows that were put up, the visitors will surely feel bored in the zoo.
3. The service product is not standardise as Singapore Zoo is a non-sheltered environment, thus if its rain it will definitely upset some of the visitor, as they are not able to enjoy their time there, and have to stop for awhile and resume when the rain stops. Some of the shows will also be cancelled due to this.
4. The product definitely cannot be stored. This is because, once there are left over tickets, it cannot be sold the next day, thus the lost that they had cannot be change or restore ever again.
5. One would be able to get an exchange of item in the souvenir shop, if the item is spoilt. However, the experience that the visitors had in the zoo, is unable to refund if the expectations does not met. Thus, the seller must get it right for the first time.
6. If Singapore Zoo, were to kept the same design for few years, and have no intention to upgrade or renovate its environment, visitors will get bored and hence that will decline the number of visitors to the Zoo. Moreover, the layout of the zoo must also be strategically designed to ensure that it is able to facilitate the human traffic flow.
d) Share with your friend why do you think the attraction has been highly ranked on TripAdvisor. Eg. How has it met the needs of visitors? Has it been successful in promoting itself?
One of the reasons why the attraction has been highly ranked on TripAdvisor, is probably due to the open concept layout of the animals. Instead of placing the animals in a cage, some of the animals are actually able to roam around freely. This is one of the factors that actually differentiate Singapore Zoo and most of the other zoos in the world. The size of the zoo is also manageable for them to walk around as it is not too big or small for visitors. To add on to that, Singapore Zoo has also been creatively designed to blend in well to the natural landscape.
In addition, according to some of the reviews from the TripAdvisor, most parents with young children enjoyed themselves there, as shows that were put up were amazingly performed and the staffs were well-trained and knowledgeable. Not only that the parents letting their children to have fun, but it is also an educational trip for them. Moreover, there are whole lots of varieties of activities for their children to keep them occupied, for example, the rainforest challenge, wild animal carousel and also the wet play. Thus, once their child is happy it absolutely pleased their parents too.
 |
| Games for visitors to play |
Well-maintained facilities and environment are also another factor that caused Singapore Zoo to be highly ranked in the Trip Advisor. A clean environment is sure to enhance the visitors experience when they are there. Also, by providing extra services such as renting of wheelchairs for the elderly or disabled visitors, is a good way to satisfy families if they were to bring their grandparents along with them. Not only that wagons and strollers are available for their children too.
The Singapore Zoo
definitely has been successful in promoting itself; this is because from my
observation, most of the visitors there are from different countries. For
example, there is a group of students from Beijing, China that came here for
‘Edu-tainment’ purpose. But however, I believe that it could also be improve on
its local advertising, for example, putting more Singapore Zoo’s advertisement
in television or even promote it in radio. Giving tickets to the zoo as a prize
in local radio competitions will also entice more Singaporeans to come to
Singapore Zoo. This way, Singapore Zoo’s visitors will increased in both local
and overseas visitors.
 |
Students from Beijing, China
|
e) Comment on the impact the attraction has on Singapore.
Economic Impact
Singapore Zoo attracts about 1.6 million visitors each year; this includes both locals and tourists. As you can see, it definitely generates revenue for Singapore Zoo, thus enables them to maintain the facilities and also the welfare of the animals. Moreover, with the profit that they have, they would be able to create more exciting activities and entertainment for the visitors.
Secondly, with the unique concept that they are adopting, it is sure to entice visitors from different parts of the world, this leads to drawing significant foreign currencies into Singapore. Moreover, visitors’ expenditure has multiplier effect within the local economy as these visitors will also spent their money on the food and beverage outlet and the retail stores. Taxes paid by the employees, sales taxes paid on items bought and entrance fees will also create income for the government.
Building a new attraction in Singapore also means opening up vacancy for jobs, hence it will certainly benefit the local citizens as they are more jobs opportunity for them to venture.
Environmental Impact
The building of the
Singapore Zoo has a positive environmental impact. This is because, the
attractions actually retain its nature feel, but also saving homes for those
animals. Therefore, it definitely will not disappoint any animal lovers in Singapore
or even any parts of the world as the main objective is keeping a safe place
for animals.
Socio-Cultural Impact
Singapore Zoo is easily
accessible by the visitors; they can choose to take public transport, coach,
taxi or car. This actually benefits both locals and outsiders, as there are
different means of transportation that they can take. Moreover, this attraction
will also able to bond the families together with the activities and shows that
were provided. In addition to that, having a common place for people with the
same interest definitely brings people together, regardless race or religion.
a) How would you classify the attraction according to visitors target market?
Singapore Zoo is definitely a family friendly environment that targets the millennial and also animal lover which falls under Generation X and Generation Y. This clearly shows when I had my visit to the Zoo with my family earlier this month. A number of Singaporeans could be seen in the zoo and also other visitors from different parts of the world mainly, from Malaysia, Indonesia, China, India to even Japan.
As Singapore Zoo entice most of the younger generations, without a doubt these targeted groups definitely would bring their parents along. Therefore, as you can see one of the strategy to pump in more visitors to Singapore Zoo, is to catch the attention of the younger generation – children. Reason being is because they are the ones that will affect one’s buying decision process. To conclude that, by using demographic segmentation families with younger children is probably their main target for Singapore Zoo.
However, not only they are targeting families with young children, but also couples and teenagers who love animals. As an example, using psychographic segmentation – personality, some of the Singapore Zoo’s visitors adore the nature and also the wildlife hence their personality traits certainly influence their decision made. In addition to psychographic segmentation, these visitors are mostly from the mid – high range income people, as the entrance fee is quite high for a zoo attraction. Nonetheless, the trip is definitely value for money!
The parking lot is like a walking distance to the Zoo; hence most of the families that are staying visitors – both local and overseas, could be seen taking car as their transportation to the Zoo. Coaches however, are usually the mode of transportation for tour groups. Most Singaporeans on the other hand, had already familiarize with Singapore’s transportation certainly opted for public transportation – by taking Bus 138, Bus 927 or Bus 926.
The peak time for Singapore Zoo, are Saturdays, Sundays and also school holidays as this period they are most likely be able to enjoy their quality time together with their families, and to put off their work aside.
b) What are the motivating factors that will interest your friend to visit the recommended attraction?
The whole ambience of Singapore Zoo is amazing and breath-taking as it is decorated perfectly to suit the theme of nature and animals. Interesting sculptures and designs could be seen at the Singapore Zoo. One of the things that caught my attention was the signboard, as it was creatively designed with the animal’s head crafted beside the name of it.
|
| Signboard in Singapore Zoo |
Moreover, there are over 2,800 animals and more than 300 species inhabiting the tropical rainforest, thus you would be able to snap pictures of different animals or even together with the animals. What is more fascinating is that, you could also take a picture with them up close and personal, as Singapore Zoo adopts the open concept layout in displaying their animals. Furthermore, since you are an animal lover and love to know more about animals, I believe that is also a good opportunity for you to visit Singapore Zoo as some interesting facts about the animals will be shown at the animal exhibit itself. “Edu-tainment” therefore played its role in Singapore Zoo. New experience will also be created as you will be able to enjoy animal feeding sessions with different animals for example the giraffe or elephants. Different shows will also be performed at different timings to keep you occupied.
Besides that, t-shirts, hats and soft-toys will be sold at the souvenir shops if you want to keep some Singapore Zoo memories.
|
Souvenir Shop
|
Core Products
You could learn and educate yourself through the activities and shows that were put up and at the same time having a fun and memorable day in Singapore Zoo.
Tangible Products
|
| Giraffe Feeding Session |
Singapore Zoo has an open concept layout, whereby some of the animals are able to roam around freely for example, the Fragile Forest. Bat, lemurs and sloth are there roaming around the area and you are given a chance to snap a photo with them without the cage barriers.
Other tangible products include animal feeding session with the kangaroo, elephant, giraffe and many more. Not only that, Singapore Zoo also offers pony ride and also a vintage colonial horse-drawn carriage as one of their activities. Also, as I said earlier, interactive games and also interesting facts about the animal are displayed at the animal exhibit.
|
| Hard & Soft Copy of Photos |
Another tangible product that were there, were the brilliant shows that was put up by the animals and also the zoo-keepers, for example, ‘The Elephant at Work and Play’ and ‘Animal Friends Show. These shows are not only meant for entertainment purposes but also have a strong message behind it, the ‘Rainforest Fights Back’ for example, is about saving the animal homes.
Other than that, for memory keeping, you could also buy photos of you that was captured in the Singapore Zoo together animals at the photo booth- it is available in both hard and soft copy.
Augmented Products
Augmented products include, push-cart selling snacks and water, scattered at a strategic place for the guest to dehydrate themselves or to replenish their energy after a long walk. Some eateries could also be found in Singapore Zoo, for example KFC and Ah Meng restaurant if you feel hungry.
Other augmented products are the retail stores that are located both entrance and the Rainforest Kidzworld and also, not forgetting the carpark that was located just infront of the Singapore Zoo.
|
| Rental Services |
Singapore Zoo, also caters to the elderly as they would be able to rent wheelchairs if they are going to have difficulties to walk for a long distance. In addition to that, tram rides are there, if you are tired of walking. Strollers and wagons for children are also available for rent if the families need one. If you wish to keep some valuable things, you could also rent lockers.
Nearby taxi stand and bus stop are also there for an easy accessible to Zoo.
What benefits (tangible and intangible do you think your friend will enjoy when she visits the attraction?
If you were to go to Singapore Zoo, you would be able to learn new stuffs about the animals and gaining a whole new experience. Moreover, there are few official Singapore Zoo’s photographer that will capture your beautiful moments with the animals, thus as a tangible product, you would be able to purchase those photos at the photo booth that is located at the entrance of the Zoo. Souvenirs could also be bought at the shop besides the photo booth area; hence you would be able to keep these things as memories when you return back to your country.
c) Describe the unique nature of the attraction as a service product in the context of your selected attraction. What are the challenges does this pose for the attraction?
The unique nature as I said again is definitely the open concept layout of the animals display.
1. In this context the staffs are highly involve in producing and delivering the product. For example, for the animal show, if the staffs are moody and show no enthusiasm, the visitors will also feel the same way too. In the end, visitors will not enjoy the show that was put up. Thus, this shows that staffs play a big role to ensure the happiness of the visitors.
|
| Elephant at Work and Play Show |
2. On the other hand, the visitors also play an important role in the production process. For example, if the customers expect a high expectation for the zoo but, however if Singapore Zoo fails to meet their expectations; it definitely ruins the visitor experience in the zoo. Another example is that, when visitors are unwilling to participate in the activities and shows that were put up, the visitors will surely feel bored in the zoo.
3. The service product is not standardise as Singapore Zoo is a non-sheltered environment, thus if its rain it will definitely upset some of the visitor, as they are not able to enjoy their time there, and have to stop for awhile and resume when the rain stops. Some of the shows will also be cancelled due to this.
4. The product definitely cannot be stored. This is because, once there are left over tickets, it cannot be sold the next day, thus the lost that they had cannot be change or restore ever again.
5. One would be able to get an exchange of item in the souvenir shop, if the item is spoilt. However, the experience that the visitors had in the zoo, is unable to refund if the expectations does not met. Thus, the seller must get it right for the first time.
6. If Singapore Zoo, were to kept the same design for few years, and have no intention to upgrade or renovate its environment, visitors will get bored and hence that will decline the number of visitors to the Zoo. Moreover, the layout of the zoo must also be strategically designed to ensure that it is able to facilitate the human traffic flow.
d) Share with your friend why do you think the attraction has been highly ranked on TripAdvisor. Eg. How has it met the needs of visitors? Has it been successful in promoting itself?
One of the reasons why the attraction has been highly ranked on TripAdvisor, is probably due to the open concept layout of the animals. Instead of placing the animals in a cage, some of the animals are actually able to roam around freely. This is one of the factors that actually differentiate Singapore Zoo and most of the other zoos in the world. The size of the zoo is also manageable for them to walk around as it is not too big or small for visitors. To add on to that, Singapore Zoo has also been creatively designed to blend in well to the natural landscape.
In addition, according to some of the reviews from the TripAdvisor, most parents with young children enjoyed themselves there, as shows that were put up were amazingly performed and the staffs were well-trained and knowledgeable. Not only that the parents letting their children to have fun, but it is also an educational trip for them. Moreover, there are whole lots of varieties of activities for their children to keep them occupied, for example, the rainforest challenge, wild animal carousel and also the wet play. Thus, once their child is happy it absolutely pleased their parents too.
|
| Games for visitors to play |
Well-maintained facilities and environment are also another factor that caused Singapore Zoo to be highly ranked in the Trip Advisor. A clean environment is sure to enhance the visitors experience when they are there. Also, by providing extra services such as renting of wheelchairs for the elderly or disabled visitors, is a good way to satisfy families if they were to bring their grandparents along with them. Not only that wagons and strollers are available for their children too.
The Singapore Zoo
definitely has been successful in promoting itself; this is because from my
observation, most of the visitors there are from different countries. For
example, there is a group of students from Beijing, China that came here for
‘Edu-tainment’ purpose. But however, I believe that it could also be improve on
its local advertising, for example, putting more Singapore Zoo’s advertisement
in television or even promote it in radio. Giving tickets to the zoo as a prize
in local radio competitions will also entice more Singaporeans to come to
Singapore Zoo. This way, Singapore Zoo’s visitors will increased in both local
and overseas visitors.
|
Students from Beijing, China
|
e) Comment on the impact the attraction has on Singapore.
Economic Impact
Singapore Zoo attracts about 1.6 million visitors each year; this includes both locals and tourists. As you can see, it definitely generates revenue for Singapore Zoo, thus enables them to maintain the facilities and also the welfare of the animals. Moreover, with the profit that they have, they would be able to create more exciting activities and entertainment for the visitors.
Secondly, with the unique concept that they are adopting, it is sure to entice visitors from different parts of the world, this leads to drawing significant foreign currencies into Singapore. Moreover, visitors’ expenditure has multiplier effect within the local economy as these visitors will also spent their money on the food and beverage outlet and the retail stores. Taxes paid by the employees, sales taxes paid on items bought and entrance fees will also create income for the government.
Building a new attraction in Singapore also means opening up vacancy for jobs, hence it will certainly benefit the local citizens as they are more jobs opportunity for them to venture.
Environmental Impact
The building of the
Singapore Zoo has a positive environmental impact. This is because, the
attractions actually retain its nature feel, but also saving homes for those
animals. Therefore, it definitely will not disappoint any animal lovers in Singapore
or even any parts of the world as the main objective is keeping a safe place
for animals.
Socio-Cultural Impact
Singapore Zoo is easily
accessible by the visitors; they can choose to take public transport, coach,
taxi or car. This actually benefits both locals and outsiders, as there are
different means of transportation that they can take. Moreover, this attraction
will also able to bond the families together with the activities and shows that
were provided. In addition to that, having a common place for people with the
same interest definitely brings people together, regardless race or religion.
