Marketing

The global coronavirus outbreak has seriously impacted the tourism and hospitality industries in Singapore. Many tourist attraction sites are affected by the lack of visitors. Popular tourist sites are:

1. Night Safari

2. Universal Studios Singapore (USS)

3. Singapore Flyer

4. Mandai Zoo

Question 1 (a) Select one (1) of the four sites listed above and analyse its pricing strategies from the perspective of:

1. Price segmentation

2. Price fences

3. Psychological value drivers (66 marks)

(b) Given the ongoing pandemic, propose two (2) new pricing strategies that will encourage local tourism to these attractions. (34 marks)