BX3194 Destination Management And Planning

BX3194 Destination Management And Planning

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BX3194 Destination Management And Planning

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BX3194 Destination Management And Planning

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Course Code: BX3194
University: James Cook University

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Country: Australia

Create Tea festival event concept which located in Bayfront Event Space in Singapore, target market is Chinese tourists.

This festival concept aims to discuss the perfect method of arranging tea event in the city of Singapore. This event mainly focusses on the Chinese tourists of this country as this event will include the presentation of variety of tea around the world especially the traditional Singapore Tea and China tea. The venue of this event has been decided to be in the Bayfront Event Space. This is one of the chief tourist attractions of Singapore. The reason of deciding this place is due to its location near MerLion statue which is the symbol of Singapore. In addition to this, the event place is easily accessible because the tourists can travel by MRT, Bus and Taxi.
The target market of this event is the Chinese tourists as they capture the most valuable tourist amount. More than 2.7 million tourists from China visit Singapore from January to October 2017 (Liang, 2018). This the reason why the time table of this tea festival has been decided on October. This event will be continuing for 5 consecutive Days starting from 21 October to 25 October 2018. The reason of involving the Chinese tourists in this event is to increase its authenticity. They will be able to judge the quality of tea as China is also a tea producing and exporting country (Van & White, 2018). Thus, the brand will gain popularity among the friend and families of these Chinese tourists. Moreover, the brand will get the chance to enter the market of China and get the opportunity to serve the biggest market of the world (Sohn, Yuan & Jai, 2014).
This event will be lasting for 5 days and take place in the October month as the number of tourists at this time is much higher in Singapore than any other time of the year. Moreover, the business meetings and summits also take pale in Singapore this time. Therefore, October will be the best time for arranging this event. Beside the online promotion method, the event will also use promotion process of using a QR code at every store, so that the Chinese tourist do not find these stores inaccessible or face problem of language or understanding. These codes will give every type of information about the product. These visitors will be able to download a virtual map of the event on their mobile. To attract more customers a mini concert will be arranged in this event in which the eminent Chinse singers and actors will visit ad entertain the visitors. Thus, the people will be able to spend a longtime in this place and gain a high-quality experience about tea promoted in this event (Alterman, 2014). Through this particular event, the visitor will witness the proper amalgamation of the local art and the Chinese art and artists. This is the way the event will fully capture the demand of the Chinese tea market through the preferences of the Chinse tourist visiting Singapore and build brand popularity among the target market of China.  
Alterman, R. (2014). Event concept coherence. Semantic Structures, Advances in Natural Language Processing, 57-87.
Liang, L. (2018). China tourists top traveller list for Singapore. Retrieved from https://www.straitstimes.com/asia/china-tourists-top-traveller-list-for-spore
Sohn, E., Yuan, J., & Jai, T. M. (2014). From a tea event to a host destination: Linking motivation, image, satisfaction and loyalty. International Journal of Tourism Sciences, 14(3), 1-23.
Van der Wagen, L., & White, L. (2018). Event management: For tourism, cultural, business and sporting events. Cengage AU.

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