Music Toursim in Singapore

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

References: LEPNARD H. HOYLE, “Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions”-[1]-12-18-cited ; 29th December 2012 CORNWELL, T, B, "Sponsorship-Linked Marketing Development," Sport Marketing Quarterly 4, 4 (1995): 13-24 ; 29th December 2012 PHAM, M, "The Evaluation of Sponsorship Effectiveness: A Model and Some Methodological Considerations," Gestion 7, 4 (1991): 47-65 ; 29th December 2012 SNEATH, J. Z., R. Z. FINNEY, and A. G. CLOSE. "An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes." fournat of Advertising Research 45, 4 (2005): 373-81 ; 29th December 2012 Strategic Brand Management: Building, Meaing ,and Managing Brand Equity, 2nd ed. Upper Saddle River, NJ: Pearson Education, Prentice Hail, 2003; 29th December 2012 MAJIKETTIVG NEWS. "Event Marketing." Marketing Neivs 40, 5 (2006): 1&-19 ; 29th December 2012 RiGDON, E. E. "Structural Equation Modelling." In Modern Methods for Business Research, G. A. Marcoulides, ed. Mahwah, NJ: Lawrence Erlbaum Associates, 1998; 29th December 2012 RossiTEH, J. R., and L. PERCY. Advertising Communications and Promotion Management. New York: McGraw-Hill, 1987 ; 29th December 2012 CHURCHILL, GILBERT A. "A Paradigm for Developing Better Measures of Marketing Constructs." Joiirml of Marketing Resairch 16,1 (1979): 64r-73 ; 29th December 2012 CLARKE, SHARON G., and JOHN T. HAWORTH. "Flow Experience in the Daily Lives of Sixth- Form CoHege Students." British journal of Psychology 85, 4 (1994): 51123 ; 29th December 2012 CORNWELL, T. BETTINA, CLINTON S. WEEKS, and DONALD P. ROY. "Sponsorship-Linked Marketing: Opening the Black Box." journal of Advertising 34, 2 (2005) ; 29th December 2012 FRED L. BOOKSTEIN. "TWO Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory." }ournai of Marketing Research 19, 4 (1982): 440-52; 29th December 2012 KELLER, KEVIN L. "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity." journal of Marketing 57, 1 (1993): 1-22; 29th December 2012 KINNEY, LANCE, and STEPHEN R. MCDANIEL. "Strategic Implications of AttitudeTowardthe- Ad in Leveraging Event Sponsorships." Journal of Sport Management 10, 3 (1996): 250-61; 29th December 2012 MATHWICK, CHARLA, and EDWARD RIGDON. "Play, Flow, and the Online Search Experience." journal of Consumer Research 31, 2 (2004): 324-32; 29th December 2012 Getz, D. (2005). Event management and event tourism (pp. 1-386). Cognizant Communication Corporation. Watt, D. C. (1998). Event management in leisure and tourism. Addison Wesley Longman Ltd. Gruschke, B. (1998, October). Integrated event management: Event correlation using dependency graphs. In Proceedings of the 9th IFIP/IEEE International Workshop on Distributed Systems: Operations & Management (DSOM 98) (pp. 130-141). Shone, A., & Parry, B. (2004). Successful event management: A practical handbook. Cengage Learning Business Press. Carlsen, J., Getz, D., & Soutar, G. (2000). Event evaluation research. Event Management, 6(4), 247-257. Jago, L., Chalip, L., Brown, G., Mules, T., & Ali, S. (2003). Building events into destination branding: insights from experts. Event management, 8(1), 3-14. Gable, G. G., & Raman, K. S. (1992). Government initiatives for IT adoption in small businesses: experiences of the Singapore Small Enterprise Computerization Program. International Information Systems, 1(1), 68-93. Gibson, C., & Conell, J. (2005). Music and tourism: on the road again (Vol. 19). Channel View Books. Chang, T. C., & Yeoh, B. S. (1999). “New Asia–Singapore”: communicating local cultures through global tourism. Geoforum, 30(2), 101-115. Asta Beloviene, Remigijus Kinderis, Phil Williamson, Tilcho Ivanov, Carmen Anton Ortin ; Event Management Handbook, from http://eventi.vfu.bg/files/Event_management_handbook.pdf ; 20th December 2012 Abram, S., Waldren, J., & Macleod, D. V. (1997). Tourists and tourism: identifying with people and places. Berg Publisher Ltd. Bowen, H. E., & Daniels, M. J. (2005). Does the music matter? Motivations for attending a music festival. Event Management, 9(3), 155-164. Pizam, A., & Mansfeld, Y. (1999). Consumer behavior in travel and tourism. Routledge. Hudson, S. (1999). Consumer behavior related to tourism. Consumer behavior in travel and tourism, 7-32. Frey, B. S. (2000). The economics of music festivals. Journal of Cultural Economics, 18(1), 29-39. Rowley, J., & Williams, C. (2008). The impact of brand sponsorship of music festivals. Marketing Intelligence & Planning, 26(7), 781-792. Leenders, M. A. (2010). The relative importance of the brand of music festivals: a customer equity perspective. Journal of Strategic Marketing, 18(4), 291-301. Campbell, R. B. (2011). A Sense of place: Examining music-based tourism and its implications in destination venue placement.