| Summary: | The Singapore government has announced the construction of Universal Studios in Sentosa as part of the upcoming Intergrated Resorts (IR) in December 2006. This is to boost Singapore’s tourism in hope of attracting more tourists to Singapore. This explorative study thus attempts to look at Singapore’s potential market for Universal Studios Singapore and the critical success factors for a theme park. This is important as the tourism sector accounts for 5% of Singapore’s economy; given the current recession, the IR is expected to be the silver lining that will create thousands of jobs for the people as well as contribute to economic growth. Hence we hope our report will provide additional insight for Universal Studios Singapore for them to build a successful theme park here. We will be looking at how other established theme parks have succeeded and as well as key characteristics of Singapore’s tourists. From there we have compiled a list of best practices for a successful theme park, and applied it for Universal Studios Singapore. Together with all the information we have collected, we have come up with a marketing proposal for Universal Studios Singapore in the concluding chapter. We hope our report will be useful to Universal Studios for building their first ever theme park in South East Asia successfully.
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