Familiarity and Uniqueness: Branding Singapore as a Revitalized Destination

Can-Seng Ooi

    Research output: Working paperResearch

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    Abstract

    Destination branding attempts to frame the place in a unique manner, so that it will stand out in the global tourism market. The assertion of uniqueness has become an institutionalized global practice for celebrating destination identity. The emphasis on uniqueness in the destination brand however overshadows another important but complementary strategy: the accreditation approach. This paper gives attention to the accreditation strategy while presenting the Singapore case. By looking at the newly inaugurated Formula One car races in Singapore and the soon-to-be-opened integrated resorts, this paper argues that the Singaporean authorities are actually making Singapore less unique and more similar to other places. This strategy is advantageous because these new attractions will draw the attention of the global masses and they will also accredit Singapore as vibrant, glamourous and trendy. So, this paper shows why – despite the attempt to be different – destination authorities are learning from each other and pursuing similar attractions for their destinations.
    Original languageEnglish
    Place of PublicationFrederiksberg
    Publisherimagine.. CBS
    Number of pages18
    Publication statusPublished - 2010
    SeriesCreative Encounters Working Paper
    Number47

    Keywords

    • Accreditation approach
    • Car races
    • Casinos
    • Integrated resorts
    • Brand Singapore

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