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Chinese New Year Event Study

Background of the Chinese New Year Event Study

A Singapore government organisation which organises community festivals and events.

Research Objectives

The client would like to find out the total number of visitors who visited their 2024 Chinese New Year Event in Singapore, as well as the satisfaction towards the event and the programmes.

Approach

Traffic counting was conducted at 17 locations across the event area, spread over 10 days, with a mix of both weekdays and weekends.

A total of 883 respondents were also surveyed via street intercept in the event area to find out their satisfaction towards various aspects of the event. Of these respondents, 200 were short term visitors.

Findings of the Chinese New Year Event Study

From the results, we found that

  • The event is a significant and popular reason for respondents to visit the event area.
  • Short term visitors were less likely to revisit the event compared to respondents from other residency.
  • Respondents generally expressed satisfaction with the event and its diverse programmes.
  • Millennials and Short Term Visitors emerged as the demographic segments that have derived the most satisfaction from the event.

Application

We also provided recommendations to our client based on the feedback we received from the respondents. Some recommendations include:

  • Partner with popular travel apps and platforms to provide updates about CNY celebrations to help travellers discover and plan their visits around the celebrations.
  • Introduce diverse activities such as cultural workshops, interactive exhibits and live performances to showcase traditional and modern aspects of Chinese culture.
  • Incorporate entertaining and educational cultural shows to delve into the rich history and traditions of CNY for attendees to gain a deeper appreciation for the festival, thereby increasing satisfaction of visitors.

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