Case Study

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Individual written component
Case study
JURONG BIRD PARK

Table of content

1.0INTRODUCTION1
2.0DESCRIPTION OF TOUR1
3.0TARGET MARKET SEGMENT2
4.0MOTIVATION2
5.0EXPECTATION3
6.0INTERPRETATION3
6.1Principles of interpretation3
6.2Evaluation of the tour guide4
7.0SATISFACTION5
8.0RISK ANALYSIS OF THE TOUR6
9.0CONCLUSION AND SUMMARY6
10.0BIBLIOGRAPHY7

1.0INTRODUCTION

The purpose of the report is research the concept and theories about the visitor behavior. This report is related to the concept of target market segment, motivation, and expectation, interpretation, satisfaction and risk analysis. Our group chooses JURONG BIRD PARK to do the case study. The reasons why our group chooses this attractions are we want to study more knowledge about the bird and there are some recreation activities in the bird park, we can enjoy it and study knowledge. The purpose of the report is to evaluate the tour guide professional knowledge, services of the attraction and research whether there have risk factors.

2.0DESCRIPTION OF TOUR

We have four members in our group. Our tour is as educational tour. We choose Jurong Bird Park (refer to appendices A) to visit because we interested about the bird and we want to learn more knowledge about birds and do the case study. We can study and play in the bird park. Before we go there, we hired eternal tour guide from travel agent because it does not provide tour guide in the bird park. The tour guide is named Wanling. (refer to appendices C) She is a Singaporean. Then we go to buy the ticket. (refer to appendices B). The tour guide can lead us to visit the bird park and teach us knowledge about the bird. The tour guide is going with us for 2 hours.

3.0TARGET MARKET SEGMENT

The bird park is focus on different tourist such as the family tourist, the educational tourist and foreign tourist and. As for us, we are educational tourist, we go to Bird Park because we want to know more knowledge about the bird and do the case study; for family, parents take their children to play in the bird park, and some people are interesting the bird, so they would will to go there to play.

4.0MOTIVATION

In1943, Maslow proposed the theory on hierarchy of needs based on deficiency and growth needs. He set up the human need in ascending order of physiological needs like water and food in life; safety needs which is the need for security; the need for belongingness such as love, friendship; ego need which is the need for recognition and esteem; and the final need for self-actualization which is the need for self fulfillment and to make use of the most unique abilities. (Ifedili & Ifedili, 2012) (refer to appendices H)

We go to Bird Park because of our self-actualization need; we never go to the bird park, we want to visit the bird park, we interest about the bird and want to learn more knowledge about the bird. We also can play with bird; we can feed the food for bird like parrot. This is interesting; we can study more knowledge about and enjoy the travel.

5.0EXPECTATION

Expectation have been produced in response to the assessment they may shape the individual's view of his or her travel experience as attention is now crystallized and features perhaps not previously considered. (Pearce, 2005) Expectiation is what we want to see the palce or things. Before we go to the bird park, we hope the tour guide is friendly and have interactive with us; there are some beautiful views in the bird park and the service provider is good.

6.0INTERPRETATION

6.1Principles of interpretation
Interpretation is important for tourist management; it can promote the understanding, positive impression, admiration. For example, it can teach visitor protect the historical relic, it also can teach more knowledge for visitor and change their attitude and behavior. (Rabotic, 2010)Interpretation is directly or...
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