Resource title

Familiarity and Uniqueness - Branding Singapore as a Revitalized Destination

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Resource description

Destination branding attempts to frame the place in a unique manner, so that itwill stand out in the global tourism market. The assertion of uniqueness hasbecome an institutionalized global practice for celebrating destination identity.The emphasis on uniqueness in the destination brand however overshadowsanother important but complementary strategy: the accreditation approach.This paper gives attention to the accreditation strategy while presenting theSingapore case.By looking at the newly inaugurated Formula One car races in Singaporeand the soon-to-be-opened integrated resorts, this paper argues that theSingaporean authorities are actually making Singapore less unique and moresimilar to other places. This strategy is advantageous because these newattractions will draw the attention of the global masses and they will alsoaccredit Singapore as vibrant, glamourous and trendy. So, this paper showswhy – despite the attempt to be different – destination authorities are learningfrom each other and pursuing similar attractions for their destinations.

Resource author

Can-Seng Ooi

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Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/7952

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