Introduction
Tourism has become one of the most important global industries today. To maintain global power, Singapore has to get involve and give value to tourism in the country. Singapore can be considered a small country if you determine it from the amount of land the country has, but if you measure from its economy, it is one of the most growing counties in the world. This statement is pointed out by Hooi Hooi Leana, Sio Hing Chongb and Chee-Wooi Hooyc (2014) who say that ;
“ Tourism is a fast-growing industry in Singapore. Despite the small contribution to the country’s overall GDP, hovering around 8 percent, Singapore’s tourism industry lingers as a noteworthy showcase not only for trade and economic powerhouse but also as a hub for entertainment, media, and culture in Southeast Asia. In 2005, the Singapore Tourism Board heralded its target to ensure tourism played the role as a key economic pillar by tripling tourism receipts to S$30 billion and doubling visitor arrivals to 17 million in 2015. Besides, the “Uniquely Singapore” campaign that launched in March 2004, aimed to show the world the blend of the best of Singapore as the modern world of warm, enriching and unforgettable tourist destination had won a gold award conferred by the Pacific Asia Travel Association. In 2009, the contribution of the tourism industry on economic growth has recorded 7.3 percent and created 5.8 percent out of total employment opportunities. An increasing trend showing 4.1 percent of the total economy from the tourism industry in 2004 has escalated to 7.3 percent in 2009.”