1718t1is428T10 Research Paper
Abstract
Tourism has always been a sector of large importance to Singapore’s economy. The Singapore Tourism Board (STB) has outlined a strategy to grow Singapore’s tourism industry through identifying growth potential for current and future markets. This research project attempts to enhance current efforts by aiding policymakers with recognizing visitor patterns. Using an exploratory visualization tool, this project provides such policymakers with an added capability of visually discovering noteworthy patterns in their visitor data. This improves the formulation of visitor market segmentation strategies and engenders better understanding of the relationship between visitor numbers, proportion of visitors to Singapore against the total outgoing populace, and their spending pattern. To achieve this, extensive data exploration, planning, prototyping, storyboarding and development of the visualization is done. Key components of the visualization include a geomap, bar and line graphs, and radar chart. A key insight that STB can derive through the exploratory visualization tool is how the proportion of visitors to Singapore affects their expenditure pattern, allowing for better analysis of visitor profiles for market segmentation efforts.
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