Tourism Case Study: Universal Studios
The main objectives of writing the report are to do a case study on how the universal studio is able to attract the local and tourist into investing into the place. The report would cover why universal studio is able to do so and their unique features attracting the both tourist and local into investing it. How they are better than their competitors (escape theme park) or how are they in a way inferior to their competitor using the swot analysis. How is there a raise in the tourism in Singapore due to the universal studio.
Understanding how universal studio is being established and their importance in bringing revenue to Singapore market and helping in the raise of tourism.
The report would be based on my first hand observation in how the universal studio works and came to it success on my first hand observation, making a visit to the universal studio trip myself and feel in the perspective of the tourist and local why is the place worth going and investing in by going there. Approaching my friends who had been there for their reviews regarding universal studio and how do they feel about the place for a better understanding other than my own bias view or doing a survey on how they people feel about universal studio. Interview my friend who is working there to have a clearer picture of universal studio and what they does their daily routines contains of maintaining the flow of the people every day.
What is a universal studio?
Universal studio is a theme park built to raise tourism in Singapore. The theme park is located at Sentosa within Resort World Sentosa. Genting group was the one bidding to build a second integrated resort in Singapore. On 19 April 2007, the start of building the Resort World Sentosa ( RWS ) was commence. After few years of construction and the park was then opened to public at 18 March 2010 recently. The universal studio brings about lots of wonderful attractions bringing 24 movies – themed rides and attractions experiencing new rides and shows based on blockbuster hits. It is both locally and tourist enticing place for Singapore to build upon.
History of Universal studio
Genting group was the investor that came to bid successfully upon building integrated resorts in Singapore located at Sentosa. Commence of building the RWS and universal studio starts on 19 April 2007. The park was finally opened on 18 March 2010 upon three years of construction. The park was opened for sneak preview during the Chinese New Year period to promote and let the people know about the place and great place to spend for the special occasion.
Sneak preview week started on 14 to 21 February 2010 from 5pm to 9pm every night. The park was opened for sightseeing purposes as none of the rides is operational which serves the purposes of promoting and tempt the people to see how great and wonderful the place was to be spread around anticipating the official open of universal studio and invest upon the place. Visitors have to pay 10 dollars only to goes in the visit the long awaited universal studio. Also, team members are allowed to bring their families to visit the park before the public are allowed to do so.
After the official opening, some of the attractions would be opening later at a different timing due to unfinished construction and safety of the people. The largest roller coaster has been hailed due to the safety and problems they encountered when the ride is opened.
Achievements of universal studio
Universal studio has brought about some attractions and rides which is available in other countries and brought it back to Singapore for the locals. Local people are able to enjoy the attraction which can be found in other countries locally. Each ticket would cost about 62 dollars for weekdays and 72 dollars for weekend for adult pass. With such a costly ticket it will certainly bring more income for Singapore. The place consists of 30 restaurants inclusive of food push carts and 20 unique retail stores located all over the park. 7 zones of movie themed world and 22 attractions have been designed.
Not only are they able to access the Universal studio, they are able to venture into the sentosa island which also serves the purpose for tourist attraction. It has brought the best movie – themed attractions packed within the seven zones to life. Attracting locally and tourist into the dazzled place packed with fantasy for and both children and adults where they have been wishing for.
It has brought about entertainment to people and turning moments to lasting memories of people who visited there. There would be themed hotels available to cater the needs of people and their choice of preference. It has successfully brought Singapore a unique theme park which is the only one found in Singapore.
Aims of Universal Studio
It has successfully brought Singapore a unique theme park attracting lots of tourist and locals to visit it. Their aims for market are to bring tourism and economical of Singapore to a greater heights. It is to maintain quality service and entertainment to those who visited it for lasting memories. Hoping they would be back to visit the place again on their next trip back to Singapore.
What is so unique about Universal studio?
The unique points about universal studio is the 7 zones of movie themed world which has brought movies characters alive giving visitors memorable visit and trip making to money paid worthwhile.
The 7 zones of themed world consist of The Lost World, Far Far Away, Madagascar, Ancient Egypt, Sci – Fi City, Hollywood and New York. All these places are built upon the movies themed and blockbuster hits. The place constructed is based on the movies featuring characters appearances, shopping and dining areas bringing the movie to life.
Firstly, The Lost World is divided into two areas Jurassic Park and Waterworld. Featuring both two movie blockbuster hits which are popular among the people. The Lost World helps people to get to know more about dinosaurs and seeing the movies coming alive before their eyes. There are rides featuring the perspective of dinosaurs and how it is like to be surrounded with dinosaurs. Rides which consist of the bird eye view of the place, and some thrilling river raft ride ensuring us to be soaking wet at the of the ride. Waterworld is a water based attractions where we can get to see stunts, amazing explosion live in the water show.
Far Far Away land is a movie themed place inspired by dreamwork animations mainly featuring Shrek and the rich fairy tales life. Knowing the characters that living within the fairy tale walls coming to life. Shrek house was being build and there is Shrek 4D featuring a short and realistic movie where we can actually feel the action right from the seat in their short fairy tale adventure. Junior roller coaster is available to for riding too.
Madagascar is also one of the dreamwork animation inspired theme zones where it features the dense tropical filled with wonderful characters of Madagascar in the movies. There is a merry go round where we can ride it to be feel like surrounding the Madagascar character and once again be like a child. Unfortunately not all the rides is opened there which will bring people to goes back next time when it is opened so as not to miss any wonderful attractions there.
Ancient Egypt is a place featuring ancient pyramids and archaeologist site appearing in movies like the mummy similar to it. Roller coaster is the most exciting rides in the universal studio aside from the huge roller coaster which is not functioning till further notice. It allows us to feel the fire and actually knowing more of ancient pyramids.
Sci – Fi City is a place featuring the modern place of people where future place would look like base on our high technology nowadays. It is also where the two major roller coasters situated at. It is just basically for sightseeing purposes since most of the attractions are closed due to safety issues.
Hollywood is a themed place which features the Hollywood boulevard where dynamic architecture, palm trees and walk of the fame. It features shows like where universal monsters in a rock and roll musical performances bring joy to visitors. It is also the place where most of the shopping can be done. Many iconic Hollywood boulevard.
New York is a place where the sidewalks and classic landmarks are being featured. There are facade set of movie scenes for real time movie productions. Where there are attractions that showed us how the movie is being produced and how tedious the actual filming would be bringing a spectacular effect for the movie screen.
Thus, all the 7 zones and attractions made up of universal studio make it uniquely special and the only theme park found in Singapore.
Difficulties faced
Due to the technical problems, some might feel that the park is not up to expectations. The major rides are not operational till further notice might be turning some visitors down into visiting the place for the time being. Not all attractions are opened which states coming soon. Thus, some might want to wait for awhile when everything is working to make the trip and money worthwhile instead, paying 5 dollars for after hours to go in for some sightseeing. Furthermore, the ticket might not be available on the spot as there is limited admission visitors need to book in advance through internet. Some might not want to go about the fuss booking the ticket and stuffs.
Strategies ( SWOT )
SWOT Analysis
Strengths
USS is located in the City State of Singapore – easily accessible and at the crossroad of major air traffic flow that can direct a huge potential market to the Studio.
It has a very strong appeal to visitors and tourists, as Universal Studio is already a well-known Branding internationally.
The individual attractions, shows and rides within USS are really world-class and offer unparalleled fun and enjoyment to the visitor
USS is an important component within a newly-developed Integrated Resort in the Leisure Island of Sentosa, that include casino, conventions and meetings, hotel and F&B. Each area can draw on each other to generate more business and increases revenue which could eventually contribute to Singapore’s growing economy.
Weaknesses
USS needs to keep improving and creating new attractions, rides, performances etc to bring repeat visitors back and sustain visitorship numbers.
USS is highly dependent on tourists’ visitors to sustain its daily visitors.
The admission charge is relatively high and will be a major set-back to visitors.
Visitor numbers are currently high every day, so there is a need for advanced bookings of up to a week to ensure getting admission tickets for a preferred visit date. However last-minute plan to visit USS may result to tickets being sold out and thus people wanting to go would be disappointed.
USS requires high operating and maintenance costs and will take many years for the investor to recover its total investment.
Opportunities
1. The regional market potential is huge for USS. Strong economic growth in the region will lead to better spending. This will result to more tourists arrivals at Singapore, and USS.
2. The Singapore Tourism Board has set high target for tourism visitorship targeting to hit 15 million visitors by 2015. USS is thus able to capture a huge amount of this number as it is a major tourist destination for these visitors to visit.
Threats
Economic downturns and recession when it happens, will negatively affect USS in a big way, since traveling and spending will drop due to such poor economic condition.
New players and neighbouring countries will try to copy the success of the Integrated Resort concept and develop their casinos, theme-parks, hotels. All these will present a threat to USS as visitors are drawn away from it.
Competitor ( Escape theme park )
Escape theme park is an outdoor park located at Downtown East, Pasir Ris. It is not a theme park where fairy tales came alive like universal studio. But a normal park consisting of families and thrills rides catering for all ages. But the park is only available on Saturday, Sunday, primary and secondary and public holidays unlike Universal studio which opens daily. It is catered more for locals as the going to the place is a bit troublesome due to have to change bus going down there. Many tourists might not know how to get there. But universal studio is much simpler due to the monorail services. Also, the operation days falls on weekends and public holidays which make lesser tourist visiting it as they are not able to go in the theme park during weekdays as weekends might be packed and there might be a lot of queues for the rides.
Surveys results
Due to the rejection of my email to conduct my interview for universal studio, i decided to conduct a survey on universal studio to ask them about their views to have non – bias and a clearer perception of the theme park. Knowing how it actually attract the people there and why universal studio is able to bring a greater heights in both tourism and economically. There are a total of 6 questions being asked where.
Firstly, do you think that it is worth the money going to Universal studio? The objective of this question asked is to see the result if how many people think that a costly admission ticket of universal studio is worth taking a trip down to. Thus, if many agree with it, it means to say that universal studio has successfully captured the attention of people thinking of going there and the admission ticket is valued for money, and worth the price for going there to visit.
Through the survey, i have concluded that a majority of the people do feel that it is worth the money going down to the Universal Studio Singapore. Whereas on the other hand, some find that it may not be worth it.
Secondly, if money is not a factor would you visit universal studio for once? The objective of the question is to assume if the admission ticket is affordable for everyone, are they willing to spend their time visiting the place for at least once.
The survey result obtained is most people would certainly go to the place if money is not an issue to them.
Thirdly, what do you think of the service of universal studio? The objective of the question is to ask about the service they provided is it was satisfying to bring a good reputation to the tourist and locals to make them visit the place again.
Majority of the people voted for average. Which means that the service provided have rooms for improvements thus, bringing greater income for Singapore.
Fourthly, for those who had visited universal studio what is your comment about? The objective of the question is to ask those people who had visited there to talk about their view of it and impression of Universal studio have left for them.
Some of the people had great reviews about universal studio and said that they would visit the place again. Due to their great ambience and atmosphere it had created, it is worth the trip down the place. There is several different themes all found n one place.
But some said that it was not really up to standards, as not all rides are operational. Thus, it became a disappointment to them as they are not able to ride all when the admission ticket is costly. Thus, they should have the responsible to ensure all rides are operational before opening.
There is also a comparison between Singapore universal studio and other countries. Singapore one was small as compared to others hence little rides s available. But the effort is still there for making the only several themed theme park found in Singapore.
Fifth, for those who did not go Universal studio before what are your views about the place? The objectives of asking the question is asking about what impression does Universal studio brings them. To test if they would ever wanted to visit it.
Most of them have said that the impression that the universal studio brought was expensive and glamorous. It is a fun and exciting place to go but definitely a price to pay. It is a place where cartoons and fairytale came alive, a different theme park found in Singapore. It seems to be made a tourist attraction and point. But the price is still a bit high and has to consider as there might be crowds whereby one could not be able to finish all the rides in one day as the park stops operating at 7. But more choose to go there once after it is fully operational to make the money paid worthwhile.
Lastly, how would rate universal studio? The objective of the question is to ask if after all Universal Studio is worth the money and time to go.
A lot had chosen that it is average and it depends if they want to go a not due to money factor and facilities of the park. Coming up next is up to expectations and worth going. Thus, most people are likely to go if the facilities are all open bring a greater income for Singapore and tourism rate. Full facilities are more appealing to people than current facilities. This means that there might be more people and income after the facilities are fully open.
This survey had served its purpose of surveying the response they thought of universal studio. With the survey results being positive, it means that Singapore is success in building universal studio. Thus, with a positive response it means that people are attracted to it investing in the place which serves the purpose of tourist attraction point and contributing to economy sector of Singapore is a great success.
Conclusion
Based on my first hand observation of the universal studio, USS has been successful in appealing to the general public as well as tourists. It has been contributing a significant amount of revenue towards Singapore’s economy through the tourism sector since its first launch. It basically appeals to a wide market segment and thus that is one of the reasons for its success. I personally find that through such world-renowned tourists’ attractions, Singapore’s economy will be impacted in a positive way for many years to come.
