Hey Mandy,
It’s a pity your trip to Singapore is such a short one. Since you’ll only be able to visit one attraction during your short stay here, I would highly recommend the Singapore Flyer from the list of recommended attractions that you checked on TripAdvisor.
Why the Singapore Flyer? Well… since you have limited time, at least with the Singapore Flyer, you’ll be able to drink in the beauty of the enchanting skyline of Singapore from the #1 landmark. The Singapore Flyer is also an iconic feature of Singapore, in my opinion, getting to be more famous than the Singapore Merlion.
As the wheel turns, you’ll be treated to a visual 360 degrees feast of iconic and historical landmarks and views from the Marina Bay to the Singapore River, Raffles Place, Merlion Park, Empress Place and the Padang. There is no other place in Singapore that offers these breath-taking, magnificent day and glittering night views.
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Food Trail!!! |
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Journey of Dreams Interactive Gallery |
The Singapore Flyer offers a lot more than “just being in the air”. There are other attractions within the iconic landmark like the Singapore Food Trail which offers a wide selection of local fare or hawker delights. This is a MUST try! You must sample all the different Singapore local food as this is where you’ll get the most authentic hawker food.
The more than 600-seat food place has themed interior design and setting from the past, as well as some makeshift stalls along the roadside to enhance the dining experience. Canopies lining the area will provide comfort and shield for outdoor diners, who can reminisce the good old days while tucking into famous local fares and familiar food of the past, such ice balls, Kachang Puteh and many more, including Rong Chen Bah Kut Teh, Boon Tat Street Barbeque Seafood, Katong Keah Kee Fried Oysters and Alhambra Satay Club.
Yes, the entire ‘foodcourt’ is built to replicate the scenic food streets of the 60s when hawker food was the rage of all Singaporeans. You can relive the nostalgia and charm of Singapore in the 1960s.
And if you are a seafood lover, the Seafood Paradise @ Flyer, a popular restaurant among locals, serves up signature local dishes such as chilli crab, cereal prawns and drunken prawns. These innovative and authentic local culinary creations are created by our local chefs and you won’t be able to try them anywhere else in the world.
In addition to food which, by the way, is a great Singaporean past time, you can also enjoy many other activities such as the Flight Experience, Fish Therapy, XD Theatre, Sky, Land & Sea Adventure like the Duck & HiPPO Tours, Ultimate Drive and Journey of Dreams Interactive Gallery.
Recently I have made a trip to the Singapore flyer to collect all their marketing materials and prepared a research report based on your questions, so that you will be well informed when you visit the Singapore Flyer.
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| Map of The Singapore Flyer |
Classification of attraction by visitor market
As you are interested in the classification of the attractions according to the visitor market, I have classified them by age, gender and stages in the family life cycle. Firstly, the visitors are of all ages. Singapore Flyer is the perfect attraction for family outings and great for bonding too.
Secondly, visitors are of both genders. There are families with extended families, married couples as well as honeymooners and “lovebirds”. All are attracted to the Singapore Flyer for its romantic settings and breath-taking views. Hence this is also why it is such a popular location for wedding photo shoots, family shoots etc.
Lastly, stages in the family life cycle ranges from baby to the silver age. There are wheelchair-friendly facilities like ramps, lifts, handicapped toilets and parking lots. They are all conveniently located for visitors with special needs or the elderly.
The Singapore Flyer is made up of see-through “cabins” which are creatively named “capsules”. Each capsule in the Singapore Flyer can accommodate up to 5 wheelchairs in addition to 15 other adults/visitors. To ensure smooth and easy boarding for the wheelchair-bound, the speed of wheel rotations are adjustable.
Motivating Factors
Moving on, I am confident the Singapore Flyer is a perfect and suitable attraction that will capture your imagination in as little as 30 minutes! Considered as one of our main tourist attraction, the Singapore Flyer is also one of the world’s largest giant observation wheel, and it gives a 360 panoramic view of Singapore.
For the limited time that you are spending in Singapore, you will be able to kill two birds with one stone and that is you will not only visit a famous landmark, you will also be able to get the full view of Singapore, albeit a birds-eye view and see Singapore in a different perspective. You will be fascinated with our breath-taking skyline that has graced the covers of many of our promotional brochures of Singapore.
While in the capsule, you will be able to see the distinct line between land and sea of our little island. You will be able to appreciate how tiny Singapore actually is and yet so dynamic. You will also be able to compare Singapore with our populous neighbours like Malaysia and Indonesia, which you will also have the pleasure of viewing.
From the ground, the Singapore Flyer is also very accessible and convenient as the nearest MRT is called the “Promenade Station” (CC4 on Circle Line) It is just within a 5-minute walking distance to the Singapore Flyer. There is also a multi-storey cark park nearby with free parking from 12pm to 2pm on weekdays – ideal for those who would like to pop by for lunch at the Food Trail.
The reason why I chose this attraction over the others is because other attractions need more time to go round and limited in the sense that you only experience one place in Singapore.
In terms of core, tangible and augmented product:
The Singapore flyer will give you an unforgettable magical experience. It boasts of services like a dining experience in mid-air while enjoying the romantic ambience. Did you know that the Singapore is not only the world’s largest Giant Observation Wheel, but also the world’s first full butler sky dining?
In addition to the view, the gastronomy delights are equally fantastic. You can indulge in the premium sky dining experience which now comes with exclusive gueridon service, a new 4-course menu, wine pairing options, personalized butler service, magnificent skyline views and all in the comfort and privacy of a spacious capsule.
Other augmented services and products include the souvenir shop and the service counter.
A few tangible benefits you’ll most probably enjoy would beautiful view from both up on the Singapore Flyer and the Rainforest Discovery. On the other hand, some intangible benefits would be the romantic ambience and relaxing atmosphere of the Singapore Flyer and the Rainforest Discovery.
Unique nature of the attraction as a service product
The attraction of the Singapore Flyer is one of its kind. This is because the staff is also involved in producing and responsible for delivering the said product such as giving crucial safety instructions with a smile on their faces. The staff is friendly and clear in their response to questions, which means they are well trained and efficient in their job. One of the difficulties faced might be the attitude of the staff, for example if the staff is having a bad day, this will affect her behaviour and the way the visitor perceives the attraction. Visitors are directly exposed to the strength and weaknesses of the staff in the service line. Hence, the staff plays an important role.
As the customers themselves are involved in the production process, during the course of construction of the Singapore Flyer, the public was asked for their opinions and feedbacks on how they would like the Flyer to be as a Singapore attraction. They wanted to know if the attraction would appeal to the locals and tourists. However, the challenge would be in collating their feedbacks. The Customer’s use of the product will reflect their own attitudes, expectations and experiences, along with customizing the product to some degree.
Moving on, the service product is not standardised. They are open to continuous opinions on how to improve the Flyer and its facilities as a world class attraction. This can be done through reviews on websites such as TripAdvisor. The challenge would most definitely be getting people to post reviews.
Singapore Flyer also offers special discounts and promotions during certain periods of the year such Christmas or National Day. Monthly promotions also exist if there are any special events going on in the month. Downside to it would be perishability as it can’t be stored.
One thing that is tangible and you definitely cannot take with you is the breath-taking view. Because of that, the Singapore Flyer may not be a significant part of their memory.
Lastly, the Singapore Flyer provides taxi stands, drop off points, clean washrooms and accessibility to public transport. During peak hours it may be harder to get there due to congestion in traffic and the surge of passengers on public transports that are near to the Singapore Flyer.
Overall, the challenges posed to the attraction would most probably be in the case of mechanism breakdown. Passengers may be stuck in the capsule in mid-flight and would not be able to get off.
How has the attraction been successful in promoting itself?
Based on the list of recommended attractions you’ve checked on TripAdvisor, Singapore Flyer is listed at number #20 this is fairly a high rank and this perhaps due to the its positive reviews left on the website by past visitors.
What makes the attraction successful in terms of facilities would be the Flyer gift shop, Journey of dreams interactive gallery as there are many interactive facilities such as multimedia showcase of Singapore’s story that would increase the interest of visitors.
Compared to its competitors, The Singapore Flyer is the best vantage point of Singapore to see and feel the vibrancy of the beautiful and colourful city. Besides enjoying the 30-mintue ride on the 165-metre tall Singapore Flyer, there is also an exciting mix of specialty and lifestyle concept shops at the three-story Retail Terminal. In addition, it has a “Rainforest” right beneath the Singapore Flyer for nature lover which provides respite for city dwellers.
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Rainforest Discovery |
The Singapore flyer has been pretty successful with promoting itself by having many brochures, kids’ package, solemnisation package and also being part of tour packages. They also have events and promotions such as monthly promotions, family fest, senior citizen and student promotion. These promotions are made know to public through their official websites and also banners. Furthermore, visitors are very important; they will be able to promote the Singapore Flyer as well through word-of-mouth.
Impacts
The Singapore flyer has impacted Singapore politically, economically, socio-culturally and environmentally.
Socio-cultural:
Firstly, for the social-cultural impact, Singapore is now seen as a world class city, it is beginning to increase its popularity as a tourism destination. Each capsule can hold 30 passengers and they might have people of different ethnic races in it, which may lead to interaction between different races. It may also be viewed by tourists as one of the Key landmark attractions of Singapore, along with the Merlion and the Marina Bay Sands Resort.
The Singapore Flyer will be seen as a nice tourist destination to visit, and will be made known to others through the word-of-mouth. Visitors will also remember their time at the Singapore Flyer by bringing home a souvenir available at the Singapore Flyer gift shop.
Economical:
Secondly for economic impact, the Singapore Flyer is able to generate a significant amount of revenue in terms of tourism. This includes an increase in income for government due to taxes paid by employees; sales taxes paid on items bought and entrance charges.
Furthermore, visitor expenditure has multiplier effect within local and regional economy. There is also an increase in job opportunities directly as well as indirectly. This in turn will bring about goodwill and publicity for Singapore and branding for the country.
However, on the downside, Opportunity cost forgone such as using the land for other infrastructures.
Environmental:
Lastly, the environmental impact is the noise and air pollution the Singapore Flyer caused during the days when it was being built. There is also a tremendous usage of electricity, lots of CO2 emission because of the car parks. Thus, the Rainforest Discovery plants may be affected.
I hope my research has been greatly helpful for your stay here in Singapore, do come back for the other attractions available in Singapore as I will guarantee you an unforgettable experience!
References:
Brochures (Singapore Flyer Experience)
TripAdvisor:
Singapore Flyer Website:
http://www.singaporeflyer.com/promotions/
