1718t1is428T10 Proposal

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PROPOSAL

PROPOSAL

POSTER

APPLICATION

RESEARCH PAPER

Problem and Motivation

Tourism has always been a sector of large importance to Singapore's economy. Based on the 2016 Marketing Report by Singapore Tourism Board (STB), STB has plans to grow Singapore’s tourism industry. One of the key questions whilst analyzing their market portfolio was how they could determine the growth potential for our current and potential markets.

Through this visualisation, we would be looking into the market share that Singapore is able to capture in its Top 15 visitor arrival countries. Specifically, as Indonesia, China and India rank as the top three countries that are contributing to Singapore's booming tourism sector, we seek to delve deeper in order to discover the actual populations within these visitor countries, so as to determine whether there is still potential in the form of market share that STB could capture.

This project provides an interactive visualisation to better analyse STB's strategy: should resources be allocated to investments in these markets to continue to drive demand? Or should STB start looking at how it can diversify its market portfolio beyond Asia?

Objectives

This project aims to provide insights into the following:

1. Countries that are sending the most tourists to Singapore
2. Proportion of tourists coming to Singapore against the total outbound residents of the country
3. Comparison of their expenditure and income patterns
4. Breakdown of tourists' expenditure by sector

Background Survey of Related Works

Visualizations	Explaination
Data source: http://bbvatourism.vizzuality.com/?nationality=US#tourism	This visualisation enables the viewer to find out the countries that the tourists are coming from. This, combined with the thickness of the line to represent the relative number of tourists compared to the other countries will enable us to have a quick and clear overview. Additionally, the team will look into customising this current chart, to allow for a more detailed view of each countries' actual proportion of tourists that are coming into Singapore compared to the other countries being visited.
Data source: https://www.stb.gov.sg/statistics-and-market-insights	This visualisation comprises of two charts in one - a time-series line chart, and a bar chart, which compares the international visitor arrival with the year on year change. Despite the limitations with this visualisation (seemingly confusing), the team feels that it is necessary to give a broad overview of the overall trend in relation to the total number of visitors. Additionally, it would be good to subsequently break this down to enable zooming into a certain country's monthly changes.
Data source: https://www.stb.gov.sg/statistics-and-market-insights/Documents/STB%20Q1%202016%20Tourism%20Sector%20Performance%20Report.pdf	The bar chart allow user to compare data between the countries. Next to each bar, we will indicate whether the number of visitors increases or decreases from the previous year, and how much different is the percentage. This chart is to let our user get a rough gauge of the number of visitors to Singapore.
Data source: https://www.stb.gov.sg/statistics-and-market-insights/Documents/STB%20Q1%202016%20Tourism%20Sector%20Performance%20Report.pdf	The used of stacked horizontal bar charts is an effective way of demonstrating the distribution of tourists by country. The columns allow us to show the net change in visitors to Singapore, on whether it's increased or decreased with respect to the changes in population. This chart allows users to understand the proportion of overseas visitors to Singapore in contrast to other destinations they have traveled to.

Tools / Libraries

• Microsoft Excel
• D3.js
• Chart.js
• HighCharts.js
• JQuery
• Github
• Tableau
• Bower

Architectural Diagram

The architecture diagram depicts the design implementation of the web-based data visualisation application:

Datasets

We have chosen the following datasets to do data discovery:

Dataset	Rationale
Singapore Tourism Board Master Plan	To understand STB's strategy for tourism - a key focus area of Singapore economy
CEIC Outgoing Tourist Data	Study the outgoing pattern of residents from a given country Obtain the proportion of these outgoing residents as incoming tourists to Singapore
STB Tourist Expenditure Data	Study the spending pattern of Singapore tourists Drilldown into different aspects

Technical Challenges

Key Technical Challenges	Proposed Solution
Data Unavailability	Countries may disclose their inbound tourism data sets but not their outbound tourism data due to their political nature in data confidentiality, for example China. (Source: Contemporary Perspectives on China Tourism)
Unfamiliarity in D3.js	Initial hands-on experience during D3.js workshop. Independent learning on D3.js. Peer learning and sharing
Data Cleaning & Transformation Proposed Solution	Having a systematic process while working together in order to maximise efficiency e.g. taking turns to clean, transform and perform checks on the data to ensure accuracy
Integrating Relevant Data from Multiple Sources Proposed Solution	Working together to decide on what data to extract or eliminate
Determining the Most Effective Ways in Visualising the Data	Proposed solution: Gain exposure to various forms of data visualisations - revisit course materials, assess existing libraries to gain inspirations

Roles & Milestones

• Project Timeline

• Gantt Chart

References

• D3.js: https://d3js.org/
• Singapore Inbound Tourism Data: https://www.stb.gov.sg/statistics-and-market-insights/Pages/statistics-Visitor-Arrivals.aspx
• Singapore Tourism Board Marketing Strategy Report 2016: https://www.stb.gov.sg/news-and-publications/publications/Documents/Marketing_Strategy-Of_Stories_Fans_and_Channels.pdf
• CEIC Database: https://www.ceicdata.com/en

Comments

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