To change Singapore's Integrated Resorts (Marina Bay Sands and Resort World Sentosa) brand identity of casinos to that of a world class entertainment hub of Asia.

By

ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

1INTRODUCTION1

1.1Background Information1

1.2Problems Concerning Casinos at The Integrated Resorts2

1.3Opportunities2

1.4Integrated Resorts in Singapore3

1.4.1Current Impact4

1.4.2Outlook5

1.4.3Future Impact5

2ORIENTATION7

2.1How My MBA Studies Helped Develop This Project?7

2.2. Changing Perception7

3DATA COLLECTION AND ANALYSIS9

3.1. Focus for the Study9

3.2. Research9

3.3. Research Objectives9

3.4. Research Limitations10

3.5. Research Methodology10

3.6. Qualitative Research10

3.7. Quantitative Research11

3.8. Comparison of Qualitative and Quantitative Methods11

3.9. Method11

3.10. Objective11

3.11. Sample12

3.12. Process12

3.13. Data Collection12

3.14. Data Analysis12

3.15. Outcome12

3. 16. Justification of Selected Method12

3.17. Primary Data13

3.18. The Survey Questionnaire13

3.19. Secondary Data14

3.20. Significant Importance of Secondary Research14

3.21. Expected Outcome15

4KEY FINDINGS17

4.1Section A17

4.2Section B20

4.3Section C21

4.4Section D24

4.5Section E29

4.6Section F32

5KEY IMPLICATIONS34

5.1Marketing Communications Strategy34

5.2Brand Identity and Change at the IRs.36

5.3Changing the Brand Identity through An Educational Campaign36

6CONCLUSION38

6.1Future Impact39

7REFERENCES40

8APPENDIX44

8.1Questionnaire44

INTRODUCTION

Background Information

When the idea of a casino was first raised in 2004, the government was not favorable towards it not because of morality or religious belief but rather over the change in the ethos and tone of our society that a casino brings. However, with the fast changing economic climate and due to the uncertain sentiments in the manufacturing sector and the need to plan and execute strategies to create economic opportunities and jobs for the people of Singapore and to attract foreign talent, the government decided in 2005, to develop two Integrated Resorts at Marina South and Sentosa. (An integrated resort (IR) is the term used by the Singapore government for a casino-based resort.) Today, the IRs boasts itself with world-class amenities such as hotels, restaurants, shopping, convention centers and ...