This is my major assignment presentaion of TR6212 class.

1. TR6212: Niche Tourism: Contemporary Issues, Trends and Cases. Major Assignment: By… Graduate School of BusinessAssumption UniversityMaster of Business Administration in Tourism Management

3. On 16 September 1963, the Federation of Malaysia was born and the Airline became known as Malaysian Airways Limited.

4. In May 1966, it became Malaysia-Singapore Airlines.

5. In 1972, Malaysia-Singapore Airlines split up to become two entities - Singapore Airlines and Malaysian Airline System. (source: SIA History from http://www.singaporeair.com)

7. In 1990s: It revolutionized inflight communications and entertainment. (the KrisFone - the first global sky telephone service - and KrisWorldofferings)

8. In 1998: It was also first to involve a comprehensive panel of world-renowned chefs, the International Culinary Panel, in developing inflight meals. (source: SIA History from http://www.singaporeair.com)

12. In 2005, for example, SIA was voted 'best airlines company' by Conde Nest Traveler and 'world's best international airline' for the tenth consecutive year by Travel+Leisure magazine.

14. Why are they so successful? “A class beyond first” Singapore Airlines

15. Why are they so successful?

16. The Experience

17. Building Experiences with Five Senses

18. Sensory Utilization [source: Vinjamuri (2008). Strategic experiential branding. Retrieved from http://www.slideshare.net/aquigley76/uni-training-singapore-07-08-v3.] Credit: Millward Brown

21. In April 2001, the shoes were replaced by Pierre Balmain-designed safety shoes .

22. It has Visual Impacted.

27. The patented aroma has become a unique and very distinct trademark of Singapore Airlines.

29. 5 Senses : Tasting

32. References Anon1. (2007, October 16). Singapore airlinesA380 cabin interior [Video file]. Retrieved from http://www.youtube.com/watch?v=Y5KUXcq4cYo. Anon2. (2007). Sensory branding [PowerPoint slides]. Retrieved from http://www.slideshare.net/manojksamy/sensory-branding. Nigam, S. (2010, November 11). Airlines go on a crowdsourcing binge – co – creating their brands with travelers. Message posted to http://simpliflying.com/2010/airlines-go-on-a-crowdsourcing-binge-co- creating-their-brands-with-travelers/. Singapore Airlines. (n.d.). SIA History. Retrieved from http://www.singaporeair.com/saa/en_UK/content/company_info/siastory/history.jsp?v=312899761&. Singh, K., Pandey, L., Chaudhary, M. Kr., & Batham, M. (2007). Singapore airlines -flying high [PowerPoint slides]. Retrieved from http://www.slideshare.net/lalitpandey/singapore- airlinesflying-high-presentation. Vinjamuri, D. (2008). Strategic experiential branding [PowerPoint slides]. Retrieved from http://www.slideshare.net/aquigley76/uni-training-singapore-07-08-v3. Wirtz, J., & Johnston, R. (2003). Singapore Airlines: What it takes to sustain service excellence – A senior management perspective. Managing Service Quality, 13(1), 10-19.