Music Toursim in Singapore

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FIELD RESEARCH PROJECT

MASTER OF GLOBAL BUSINESS (MGB)

Music Tourism in Singapore

Submitted By:Namha Malhotra MGB12CMM081 Neha Ahuja MGB12CMM084

Mentor :Ms. Irina Pismennaya

S P JAIN SCHOOL OF GLOBAL MANAGEMENT SINGAPORE

Field Research Project
On

Factors affecting Music Tourism
Submitted in partial fulfilment of the requirement of Masters in Global Business (MGB) Marketing Management Specialization

SEMESTER 1 PERIOD OF STUDY – NOV’12 to Apr’13

Submitted by: Neha Ahuja (MGB12CMM084) Namha Malhotra (MGB12CMM081)

Mentored by: Ms. Irina Pismennaya

Acknowledgement
 

We would like to take this opportunity to express our gratitude and appreciation to the people who made it possible for the successful completion of this research project. We would like to thank our mentor Professor Irina Pismennaya for her support and help. Without her valuable insights, guidance and encouragement, this project could not have been even materialized. We would like to extend our special thanks to Professor Veena Jadhav, for setting the guidelines early on and giving us directions to start and progress the report. Lastly, we would like to thank all the interviewees’, spread across Singapore, for taking out their time to share views and perceptive for this project.

Yours Sincerely: Namha Malhotra MGB12CMM081 Neha Ahuja MGB12CMM084

S P JAIN SCHOOL OF GLOBAL MANAGEMENT SINGAPORE

Declaration
 
 
We hereby declare that the matter included in this FRP report entitled “Music Tourism in Singapore”, is the result of study and interviews carried out by us. We further declare that this is our original work and has not been published anywhere before. This Project Work has been carried out for the sole purpose of submission in partial fulfilment of Semester one of Master of Global Business (MGB) at S P Jain School of Global Management, Singapore. The above is true to the best of our knowledge and understanding. We have read, understood and signed the code of Ethics.

Copyright
 Assignment
 
 
FOR THE GOOD AND VALUABLE CONSIDERATION, receipt of which is hereby acknowledged, the Project team (“Assignor”), hereby irrevocably transfers and assigns to S P Jain School of Global Management (“Assignee”), located at Dubai, Singapore, Sydney, its successors and assigns, in perpetuity, all right (whether now known or hereinafter invented), title, and interest, throughout the world, including any copyrights and renewals or extensions thereto, in Brand Engagement in the Luxury Industry IN WITNESS THEREOF, Assignor has duly executed this agreement. Date: Project Team: Namha Malhotra MGB12CMM081 Neha Ahuja MGB12CMM084 Project Mentor: Name: Signature: Prof. Irina Pismennaya

Executive
 Summary
 
This research project aims to study the various factors that affect success of music tourism in Singapore. It will emphasize on events, particularly music concerts and festivals as a tool to attract and promote Singapore tourism. The promotion of tourism depends on the success of the music event, which is determined by the number of people that attend the event. The study has classified its target audience into foreign students and tourists in order to understand the mind-set of different audiences attending the event. The study was conducted through a series of structured questionnaires and surveys. The main objective of the survey was to identify important factors influencing the succes of music tourism in Singapore. The study also tried to find out the gap between what factors lead to the satisafaction of music touris and the perception of music events in Singapore. It also aims at finding out the impact of music tourism on the local tourism of Singapore. The findings of the survey as well as secondary research have revealed that the most important factor considered before attending a particular event are the core components including artist, destination, venue and brand image of organizer and sponsor....
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