publication . Preprint . 2011

Singapore F1 Grand Prix: A case study on incentivized marketing to drive tourism tapping into consumer behavior

Muthu, Bharati; Kumarasamy, Chandaralingam;
Open Access
  • Published: 01 Dec 2011
Abstract
Asian Financial crisis and now impending US recession bring to call the importance of consolidating tourism development and marketing. This case study offers insights into market dynamics leveraging the Singapore Grand Prix. A qualitative research method has been used to investigate the why and how of decision making, not just the what, where, and when. Review of literature and time series data analysis has been complemented with non-participant observation and interpretive techniques focusing on the past four years of active engagement with Singapore F1 Grand Prix. Innovative programs, structured government led policies and affiliation/accreditation to world cl...
Subjects
free text keywords: SGP, marketing, Grand Prix, consumerism, incentive, jel:O53, jel:Q56, jel:F14, jel:L83
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