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Indonesian Tourists' Perception Regarding Singapore's Tourism Binus Business Review, 11(3), November 2020, 197-207 P-ISSN: 2087-1228 DOI: 10.21512/bbr.v11i3.6423 E-ISSN: 2476-9053 Indonesian Tourists’ Perception regarding Singapore’s Tourism Television Commercial Mohamad Yusuf1*; Edward Giordan Santoso2 1Faculty of Cultural Science, Universitas Gadjah Mada Jln. Sosiohumaniora 1, Bulaksumur, Daerah Istimewa Yogyakarta 55281, Indonesia 2Independent Researcher [email protected]; [email protected] Received: 2nd May 2020/ Revised: 23rd June 2020/ Accepted: 1st July 2020 How to Cite: Yusuf, M., & Santoso, E. G. (2020). Indonesian Tourists’ Perception regarding Singapore’s Tourism Television Commercial. Binus Business Review, 11(3), 197-207. https://doi.org/10.21512/bbr.v11i3.6423 ABSTRACT The research aimed to highlight the impact of the television commercial (TVC) on Indonesians’ perceptions regarding tourism in Singapore and their behavioral intention to visit Singapore. The research had five variables: hospitality and comfort/security, infrastructures and superstructures, cultural and natural attractions, perceived values, and behavioral intention. It utilized a quantitative method. About 267 samples were collected using a random sampling method. Data analysis was drawn from the mean difference for each variable. The findings indicate that the TVC has positive impacts on the studied variables. The result implies that understanding tourists’ perceptions about Singapore as a travel destination will help the stakeholders to formulate appropriate marketing strategies and position it as a destination choice. However, further research needs to highlight how each variable influences tourists’ behavioral intention to revisit Singapore. Keywords: tourists’ perception, Singapore’s tourism, television commercial INTRODUCTION Leow, 2017). Previous brand campaigns are created only by STB. However, the new one is a partnership Tourism plays a crucial role in Singapore’s between STB and the Economic Development Board economy. In 2017, international visitor arrivals in (EDB). The idea is to have a unified brand that can Singapore were 17,8 million. It was three times greater be used across all campaigns to market Singapore to than the population of Singapore itself (Singapore tourists and businesses. To develop a new brand, STB Tourism Board, 2018a). In the same year, the tourism and EDB have surveyed around 4.500 respondents receipts in Singapore totaled S$26,8 billion (Singapore in Singapore and 10 other countries about what dollar) with 3,9% increase from the previous year. they perceive about Singapore. They have said that Singapore’s tourism campaign is perceived not only to respondents think passion and possibilities are the best attract tourists to visit but also to introduce Singapore reflections for Singapore’s spirit. Hence, the slogan to the world by showing its spectacular attractions for emphasizes a passionate Singapore that all people in further economic development. The ultimate goal of Singapore could make everything possible. tourism in Singapore is to fulfill Singapore’s aspiration With the release of this new campaign and to be a global center for economics, finance, and trade tagline, a new television commercial (TVC) is (Ho, Woon, & Ramdas, 2013). Thus, a new tourism also uploaded to the official YouTube channel of campaign is needed to attract tourists and foreign VisitSingapore. The TVC, entitled “Singapore— talents and investors. Where Passion is Made Possible,” has been watched After a year of planning in 2017, Singapore more than 2,9 million times at the time of this writing. Tourism Board (STB) unveils its new tourism campaign For comparison, the “Wonderful Indonesia: A Visual with the tagline of “Passion Made Possible” (Hui & Journey” video, released more than a year ago, has *Corresponding Author 197 received only 550.000 views, and “The Essence of of Indonesians visiting Singapore steadily increased. Malaysia by Yuna,” released more than four years Visitor arrivals posted a 13% increase in Compound ago, has had only 2,4 million views. Hence, the Annual Growth Rate (CAGR) from 2008 to 2012. “Singapore—Where Passion is Made Possible” video It is faster than Singapore’s average visitor arrivals released in late August 2017, is impressive enough to CAGR of 9% (Singapore Tourism Board, 2018b). This have more than 2,9 million views in less than half a situation was caused by three factors: the growth of the year. middle-class and affluent consumers, the expansion of “Singapore—Where Passion is Made Low-Cost Carriers, and the abolition of the exit tax. Possible” is a two-minute video depicting people in Given Singapore’s proximity to Indonesia, Singapore. The main difference between this TVC Indonesians see Singapore as a destination that and its predecessors is that this TVC features more addresses their need for a clean, safe, efficient, and storytelling from Singaporeans than just showing well-maintained escape with modern infrastructure tourists on vacation in Singapore. Instead of talking and spectacular architecture. Most Indonesians visit about the different things a tourist can do in Singapore, Singapore to spend their holiday, rest, and relax, while STB uses local personalities and shares stories about others visit friends and relatives. Besides, visiting their passion. The TVC explains stories of passion for Singapore is affordable. For someone residing in developing an even more positive affinity between the Jakarta or Medan, flying to Singapore is cheaper than target audience and Singapore. This TVC almost does going to Bali. Therefore, they visit Singapore more not depict any tourist at all. It shows the culture of the regularly (Huang, Hung, & Chen, 2018). However, the three main ethnicities in Singapore (Chinese, Malay, distance between Singapore and Indonesia has become and Indian). It also presents Singapore’s traditional a double-edged sword. In essence, with the rise of culture (old people playing mah-jong) and modern LCCs, Singapore has become more accessible and, culture (skateboarding and breakdancing). Some of to a certain degree, has lost its sense of exclusivity. Singapore’s recognizable icons are also showcased Despite the growing tourism in Singapore, Indonesian in this video, such as the Marina Bay Sands, Gardens tourism receipts are slowing down. About 7% decline by the Bay, and Sultan Mosque (Singapore Tourism in Indonesian tourism receipts was observed in 2017 Board, 2017a). (Singapore Tourism Board, 2018a). The pinnacle of this video is the Singaporeans An STB survey determines two reasons for who strive for their dreams. There are Subaraj the decline in Indonesian tourism receipts. First, the Rajathurai, a self-taught naturalist who is Indian decline in some countries is caused by fewer Business descent; Nabilah Razak Marican, a female Muay Travel and Meetings, Incentive Travel, Conventions, Thai fighter who is Malay descent; and Kyra Poh, a and Exhibitions (BTMICE). BTMICE tourism is female gold medalist of an indoor skydiver who is considered a vital tourism sector because it generates Chinese descent. According to the official behind- abundant tourism receipts, and BTMICE attracts more the-scenes video, “Passion Made Possible—The business travelers and investors who are willing to Inspiration Behind the Brand” TVC is inspired by spend more money. Singapore tries to improve the many Singaporeans who want to achieve their unusual BTMICE sector through campaigns that also target and unique passion. As commonly known, Singapore businessmen, like “Passion Made Possible.” Second, is infamous as a “boring” country whose people aspire Singapore has opened its doors and is perceived as a only to become a doctor, lawyer, engineer, and other less-exclusive destination for Indonesians. Indonesians professions that people deem “prestigious”. This prefer to travel to other less-traveled destinations, such campaign aims to convey to people that Singaporeans as Japan or South Korea (Singapore Tourism Board, can do great things that people may see as impossible 2018b). by following their passions and not following the The potential challenge that Singapore may mainstream trends. The behind-the-scenes video does face is how to remain relevant amidst the growing not promote tourism. Instead, it discusses passions and competitiveness from the nearby destinations. how Singaporeans can make their passions possible Therefore, they need to create more compelling (Singapore Tourism Board, 2017b). experiences to continue to attract Indonesian tourists Indonesia is an important tourism sector to visit Singapore. The uniqueness of using local for Singapore. Thus, the new TVC also targets passionate stories and personalities in TVCs may be Indonesians. In 2017, Singapore’s tourism sector the key to attract Indonesian tourists to visit Singapore. performance Q3 report showed Indonesia ranked Creating and developing a brand is one of second only to China in terms of international the core strategies to promote a tourist destination visitor arrivals and tourism receipts. The same report (Prayag, Hosany, Muskat, & Del Chiappa, 2017). showed that 2,1 million Indonesian tourists arrived Although a brand is associated with goods only, in Singapore and spent S$653 million in the third nowadays, a brand can also be available to the service quarter of 2017 alone. Indonesia was still Singapore’s industry and even destination branding (Marine-Roig biggest tourism market in previous years. Indonesians & Clavé, 2016). It has become an essential aspect of were outnumbered only
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