Historical development of Haw Par villa
Haw Par Villa (HPV) was originally built in 1937 and it’s known for the statues depicting scene from Chinese folklore. It was built by businessman Aw Boon Haw, famous for the tiger balm brand of topical ointment, for his brother Aw Boon Par. It was built within the Boon Haw’s private villa which is at the fourth tier of the villa and the garden that are located at the first three tier of the villa was opened to the public as an advertisement for it tiger balm products. The exhibits in the garden was designed according to scenes taken from legends and myths with syncretic elements of Buddhism, Taoism, Chinese history and mythology. (Irene Lim 2004)
However in 1985s, the ground was acquired by the government and the Aw family then donated the statues in the garden to the nation on the condition that the park need to name under haw par and the family memorials will be retained in the garden ground. (Irene Lim 2004)
In 1988 Singapore Tourism board (STB) took over and started to revamped HPV into a theme park and was closed for renovation until 1990. HPV was reopened as Haw Par Dragon world with the new element added in such as boat ride through the courts of heal exhibit and admission fees were needed. (Irene Lim 2004) However, after the renovation it’s did not meet the expectation of the visitor and high entrance fees was needed therefore it affected the number of visitors. In 2001 HPV was eventually closed and the entrance fees were removed but the interest of the public to visit the HPV had already decline. (‘Haw Par Villa’, 2011)
Subtitle B
Haw Par Villa’s past roles of attraction in Singapore tourism landscape
The role of Haw Par Villa (HPV) in Singapore tourism landscape in the past will be creating a unique attractions in Singapore as there are not a lot of establish attraction in Singapore during that point of time. Therefore, Singapore government think that there a need of creating and promoting HPV as a unique attraction and use it to attraction more tourist to visit Singapore and increase tourist spending.
Subtitle C
Haw Par Villa’s product life cycle
Haw Paw Villa (HPV) was at the introduction stage of product life cycle when they first revamped in to Haw Par Dragon world after Singapore Tourism Board (STB) took over and leased it to the international theme park and develop HPV into a theme park in 1988. After the company revamped HPV it was promoted as one of the tourism attraction in Singapore. Product sales are mostly contributed by the admission fees and Food and beverage that are selling in the park.
However, HPV slowly fall into the decline stage of the product life cycle due to they started to charge entrance fees and also it did not meet visitor expectation after revamping. Therefore, it’s continue to decline till 2001 the admission fees was being removed due to bad business. HPV did not close down after that as the government is funding it.
Subtitle D- Haw Par Villa’s Market segment analysis
The motivations of visitor in the past to visit Haw Par Villa (HPV) was because it is free leisure spot in Singapore with educational purpose for them and their children. HPV also provide visitor a place for them to learn and appreciate the Chinese history, mythology and folklore. (Phua and Miller, 2014)
According to Phua and Miller (2014) one of the reason that HPV become less appealing to the visitor now will be due to mythological had become outdated and the younger generation are not interested in attraction like this. In the generation, attraction that are more technologically sophisticated can attract more visitor rather than free admission fees.
On top of that I also feel that as the technology are improving day by day we could search all the information online so there no need to visit any attractions just to learn about the Chinese cultural or mythological.
Subtitle E- Haw Par Villa’s future development plans
In 2015, STB announced that Travel Company journeys was appointed to manage HPV on a three year contract started from 1 August. The company plan preserve the authenticity of HPV and they will introduce tours that are revolve around themes of culture and religion, stories of family and bond of brother hood and also let the admission fees remain to be free. Other activity and facilities will be arrange to improve the park such as community and art programmes that include qigong or tai chi classes and it will be led by community Centre groups and also include potential retail and food and beverages (F&B) space will also be added into HPV. Such as According to journey’s’ executive director Jeya Ayadurai ‘There’s going to be fine dining, restaurants that will draw people in with music’ On top of that he also stated that they will be collaborating with primary and secondary school next year for kids to visit and discover the beautiful sculptures and share the value and history behind them (Gasthoori Manickam, 2015)
Journeys also plan to redeveloped the current Hua Song museum with the Rise Asia museum but they will retained the current structure and add in new exhibit focusing on exhibit that are from the colonial era, the post-war revival and the rise of Asian economies and it. (‘New Operator bring buzz back to HPV’, 2015) According to CNA/kk/xq (2015), the new museum will be ready in about three years’ time.
Part A2: Proposed attraction
Subtitle A
Proposed attraction concept
The concept that I am proposing to revamp Haw Par Villa (HPV) site will be turning the current HPV into a Modern Indoor Heritage Centre but it will still be focusing on conserving the strong values and beliefs of Chinese culture and also the uniqueness of HPV but it will be presented through the original sculpture but with the help of the modern technology to enhance the experience of the visitors. The heritage Centre will also include an exhibition on the history of how HPV had transform from the start till now.
Subtitle B
Four key design objectives
The first key design objective will be user friendliness as from my point of view user friendly is an important factors to allow the visitors to enjoy themselves while they are in an attractions.
Design the facilities in a user friendly ways can also help to reduce manpower as when the visitors can visit the heritage centre themselves without needed people to bring them around. Therefore, the heritage centre should include free wifi service and mobile application for the visitor to use
QR code
and increase efficient to avoid overcrowding.
For example, we could provide a self-explanatory kiosk like a headphone or iPad for the visitor to understand more about the sculpture or history.
when we are visiting in the attraction it will be the key factor for the attraction to be successful. Therefore, the key design objective will be having an Heritage Centre that are easily being understanding by all visitor.
And talking about user friendly the first thing it will come to our mind now will be technology as if technology are well used it will benefit through different are. Such as saving manpower in explaining or directing the visitors
Accordingly to the top seven tourism trends 2016 people want to travel in a smart ways. Wearable tech is ushering in a new era of travel and tourism, apps that
– people are more tech savvy now so we need to improve accordingly to what people are looking for.
Application is needed
Second key design objectives will be the economy of operation as we know that layout of the attraction is an imporatnct area to consider. Therefore, we could have design such as information and __ next to each other so we can reduce manpower
Safe and security
Welcome visitor with special needs
All weather operation
Subtitle C- Type of products offer.
The type of product is break down into three level which is core product, tangible products and augmented products. In this case the core product of the newly revamped HPV will offer
Example atmosphere, excitement
Tangible product
Ranges of exhibition in the heritage centre
Augmented
Example ancillary services catering
Subtitle D-Three key macro environment factors to consider
1) Sociocultural
One of the key Marco environment factors to consider will be the sociocultural as HPV is place that showcase mostly exhibit that are related to the Chinese culture and there are also exhibit that are from different country. For example, the sumo wrestler, Thai dancer and a replica of the statue of liberty. Therefore, there a need to consider are they suitable to be place together and explanation are needed to explain why all this exhibit are being place together as for now they are place together because it representing the culture of the world in the international corner but there no explanation as we do not know what other people think about putting all this tgt.
Need to change
2) Economic
The second factor of the Marco environment we need to consider will be the economic as we know
EXTERNAL
3) Technological
Third factors that is needed to consider will be the technological as everyone
The convince of checking online could be a key factor of people don’t visit the attraction as they can check online
Advanced technology are needed in order to attract people to visit
Subtitle E- Critical success factors
The organization and its resources ‘ experience management, strong financial
The product ‘ good location (next to mrt unique idea and interesting theme, value for money
The market
The management of the attraction
Subtitle F- Key stakeholders to be consulted for the new development
Government
Investor
Developer