Attractions Management: Asian Civilisations Museum
Classification
The target markets of this
museum I've identified based on my observation and research are primarily the students, then secondarily, the tourists. Why I would
say so is because ACM have lots of exhibits regarding the history of various
parts of Asia, ranging from West Asia to Southeast Asia. Thus, students will be
interested in these as the museum exhibits may help them in their studies of
history. Furthermore, they have an email address on the website that is
specifically for School Visits. In addition, their mission statement is to
explore and present the cultures of Asia, and to create awareness and
appreciation of the cultures of Singaporeans and their links to Southeast Asia
and the world. Moreover, Singaporean Students have free admission to ACM.
Therefore, I conclude that they are targeting more on Singaporean Students.
The age group of the targeted audience is between 4 years old to 35 years old. Students from all educational levels have special programmes that are created by ACM catered to them. Furthermore, they also have programmes for educators who want to organize visits for their students. Thus, you would be likely to see either tourists or students at the museum, take your time to look around and do interact with the staffs there, they are really friendly and helpful.
The stage of Family Life Cycle of the target market is in between Family with young children and Family with adolescents, Stage 5 and 6. The people lies in between here are between ages of 1 year old to 25 years old. They want something that can provide them with excitement and education, thus, they will go to museums, exhibitions, events, etc. In addition, these people are from our age group, so you can socialize and make friends with them, after all, you all have the same interests!
The people lies in the Stage 5 and Stage 6 of the family life cycle are young adults. This group want to see and experience something new, unique and entertaining, they will also want a low-cost event and museums to be more sociable in the sense that their friends would attend. Thus, ACM is set out to cater to their needs, for instance, they have the hands-on gallery at level 3, they also have interactive screen at the start of each gallery. In addition, the museum is free to Singaporeans. Furthermore, learning about different cultures and religions is considered entertaining and unique to young adults like me. Therefore, the museum is targeting more on Young Adults.
I'm sure that you must be wondering that museum should be targeting more on elderly rather than young students. Yes, that's true, museum is less thrilling and is more relaxing which is most suitable for elderly to go. However, this museum is very educational, thus, I would say that this museum is targeted more towards the students rather than the elderly. Furthermore, I went there during a Saturday and I see more families with young children rather than elderly couples.
The age group of the targeted audience is between 4 years old to 35 years old. Students from all educational levels have special programmes that are created by ACM catered to them. Furthermore, they also have programmes for educators who want to organize visits for their students. Thus, you would be likely to see either tourists or students at the museum, take your time to look around and do interact with the staffs there, they are really friendly and helpful.
The stage of Family Life Cycle of the target market is in between Family with young children and Family with adolescents, Stage 5 and 6. The people lies in between here are between ages of 1 year old to 25 years old. They want something that can provide them with excitement and education, thus, they will go to museums, exhibitions, events, etc. In addition, these people are from our age group, so you can socialize and make friends with them, after all, you all have the same interests!
The people lies in the Stage 5 and Stage 6 of the family life cycle are young adults. This group want to see and experience something new, unique and entertaining, they will also want a low-cost event and museums to be more sociable in the sense that their friends would attend. Thus, ACM is set out to cater to their needs, for instance, they have the hands-on gallery at level 3, they also have interactive screen at the start of each gallery. In addition, the museum is free to Singaporeans. Furthermore, learning about different cultures and religions is considered entertaining and unique to young adults like me. Therefore, the museum is targeting more on Young Adults.
I'm sure that you must be wondering that museum should be targeting more on elderly rather than young students. Yes, that's true, museum is less thrilling and is more relaxing which is most suitable for elderly to go. However, this museum is very educational, thus, I would say that this museum is targeted more towards the students rather than the elderly. Furthermore, I went there during a Saturday and I see more families with young children rather than elderly couples.
Why should you go?
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| Pyramid Stupa |
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| Pyramid Stupa |
They have a special exhibit
right now, which started on the 14th of December 2012 until 18th
of August 2013. This exhibit is called “Exploring The Cosmos: The Stupa as a
Buddhist Symbol.” This exhibition features 29 works from the ACM’s collection,
covering a period from the 3rd to the 19th century, as
well as a hanging mobile stupa by the internationally renowned Thai artist
Jakkai Siributr which is designed to a shape of a pyramid.
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| A view of the side of ACM across the Singapore River |
Another motivating factor is that "ACM is the first museum in the region to present a broad yet integrated perspective of Pan-Asian cultures and civilisations. This museum is one of the National Museums of Singapore under the National Heritage Board, where they seek to expose the rich cultures that built up Singapore’s Multi-Ethnic society. This museum was built in the building called Empress Place Building. This building was designed by colonial engineer JFA McNair in the mid 1860’s", thus, you can go there to view the museum in a historical building, which will be a great experience for you!
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| Seating Buddha in the Buddhist Section |
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| Malay Instruments found at level 3 |
I went to the Buddhism section, they exhibited lots of collections which really helps in my knowledge of my own religion. Furthermore, I do not only get exposed to information about my religion, I also get exposed to the different religions, for instance, Islam and Hindu.
The atmosphere in the Museum
is also another reason why you should go for this attraction. I can say that it
is peaceful and really quiet with little noise. Most of the time, the noise are
often from the exhibits itself or the tour guide bringing the people around.
The ambience is really nice and quiet which I would say that it is a good place
to read and observe the museum exhibits alone.
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| Boat Quay near midnight |
Although the museum is not free, at a cost of $5, but I would recommend this museum out of Changi Chapel Museum. Mainly because for a low price of $5, you get to understand the different cultures found in Singapore and also get exposed to the different religions, Islam, Hindu and Buddhism. Thus, I would say that $5 for this enormous amount of information is really a value-for-money.
Last but not least, the museum is highly accessible, located by the Singapore River, the nearest MRT station is Raffles Place. Furthermore, there are lots of pubs and bars opposite the museum at Boat Quay where you can enjoy a cup or so by the Singapore River and enjoy the scenic view of Singapore in the night. There are also lots of food stalls, for instance, IndoChine and Timbre which are just beside ACM. Seafood restaurants opposite of ACM, located at Boat Quay, by the Singapore River too.
Why ACM and not other attractions?
The staff involved in producing and delivering the product is part of the product itself.
You must be wondering why am I recommending this musuem, and why not other attractions? Well, firstly, ACM charge a low price of $5 for tourists, and there are volunteers who will bring you around ACM, describing the collections of ACM and are there to guide you around in ACM, answering your questions and clearing your doubts. The timing of the guided tours can be found online. Do try to make it in time for the guided tours, so that you can be fully exposed to and benefit from everything in the museum!
However, having volunteers to help out in the guided tours, there will be implications, such as service variability. For example, when the staffs are having a bad day, they will serve the customers badly, and the customers’ experience in a service industry is determined by the service deliverer. Thus, the customers, being treated badly, will have a bad impression of ACM. Which I'm sure, you coming from a distant country to Singapore visiting this attraction, you would want to benefit from this attraction and have a great experience in there. So, if you really want help, I can go to the ACM with you and explain to you exhibits too.
The core product of ACM is
the ambience, where visitors can get to read the museum exhibits description
and enjoy the display of the museum collections in peace and quietness.
In addition, the core product is intangible, thus, it is dependent on the service provider, which will be staffs, other visitors who visit the museum, and lastly, the display of collections. When other visitors who are noisy, have young children who keep running around and playing, screaming, they will ruin the experience of yours, thus, they have security guards in each gallery to maintain the crowds and clearing their doubts, showing them directions.
In addition, the core product is intangible, thus, it is dependent on the service provider, which will be staffs, other visitors who visit the museum, and lastly, the display of collections. When other visitors who are noisy, have young children who keep running around and playing, screaming, they will ruin the experience of yours, thus, they have security guards in each gallery to maintain the crowds and clearing their doubts, showing them directions.
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| Calligraphy |
Another benefit is that ACM provide the visitor with the knowledge of the various cultures found in Singapore and allows them to be more exposed to it.
Comparing Changi Chapel
& Museum (CCM) with Asian Civilisations Museum (ACM), CCM does not have
guided tours by the volunteers for free.
Furthermore, when the
collections being displayed are blurry or that the descriptions are not clear,
your learning experience will be affected as you won’t receive the full and
clear explanation of the collection.
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| Description of the Seated Buddha |
Does the museum meet the visitors' needs?
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| Hilltribe Jewellery |
Referring from TripAdvisor,
I learnt that ACM’s description is "Trace the cultural roots of the island's diverse population through the museum's interactive displays. Virtual hosts greet you at each of the themed exhibits, which focus on the peoples of Southeast Asia, West Asia, South Asia and China. There is a steady rotation of special exhibitions and a fantastic museum shop. Exhibit highlights of this diverse cultural museum include a ninth-century Buddha and a Chinese snuff box." Based on this description, I can
strongly say that this museum has met the needs of the visitors fully, as they
have many galleries covering Asia cultures intensively with lots of information
in it. In addition, this museum has a level 3 which holds 2 galleries which
provide visitors with hands-on experience.
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| Hilltribe Jewellery Description |
I also went to all of the galleries and I would say that spending 2 hours in it is not enough, I would really recommend half a day in it, where you can slowly take your own sweet time to see and understand the different cultures because I find them really interesting and I think you will like it too. The museum's layout is really clear and not confusing, so you won't get lost in it. In addition, at the start of every galleries, there is a interactive screen located at the entrance of the gallery that will tell you more about the gallery itself.
They also have lots of different exhibitions that rotate every now and then. Currently, they are having this exhibition which covers Buddhism, which is my religion and I find it interesting because after my visit to the museum, I found out that I'm missing a lot from my religion, and I should find out more about Buddhism as it is really mind-blowing and the history of Buddhism is really rich.
ACM having many different exhibitions every now and then will keep the visitors coming, thus, won't get to the decline stage soon, as they always have different type of exhibitions, where I can say that they are constantly on the stagnant and rejuvenation stage. Therefore, the museum has more and more visitors as the years pass by.
Moreover, this museum is successful in marketing and promoting itself as it is one of the best museum in Asia, based on the comments on reviews website and word-of-mouth. The artefacts are also well-preserved and the Asian tourists will be brought closer to their roots when they read and understand more about their own cultures.
Economic Impact of Singapore
Based on statistics online,
I found out that from 2004 to 2006, Asian Civilisations Museum was the one that
attracted the most visitors among all of the museums under the National Museums
of Singapore under the National Heritage Board. From statistics, I see that ACM
has attracted lots of visitors into Singapore, as the visitorship to ACM was
813,100 in the year 2011. Furthermore, ACM’s flagship at Empress Place opened
on 2 March 2003. From 2004 to 2011, it has attracted 4,855,800 visitors. Based on this, I can safely say and conclude
that ACM have a positive impact on Singapore’s tourism and increase the tourism
receipts of Singapore.
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| Pagodas and Plates from China |
It also increases the
revenue for the government as this huge inflow of tourists will not only visit
ACM, they will also visit other places like Gardens By The Bay, Marina Bay
Sands, Fullerton Hotel and many more. They will also spend money on goods and
services in Singapore. Thus, creating revenues for the government and the
retail owners. Furthermore, visitor expenditure has multiplier effect within
local and regional economy, which generate even more money for the government.
With ACM, it also create
jobs for Singaporeans, as such as positions for front-line service crew to
serve the visitors and security guards to direct the visitors and maintain law
and order within the museum. Although museums are expensive to maintain, the
government spend money to maintain the museum mainly because it is a historical
building and tearing it down is very wasted.
ACM also impact Singapore socio-culturally. This museum covers a lot on cultures and religions which make Singaporeans more open-minded and be more sensitive as they will understand and know what are the do's and dont's of a particular religion, for instance, Muslims cannot eat pork and food that are non-halal. This museum raised awareness among Singaporeans and tourists about the diverse cultures in Singapore, thus, making Singapore a better place to live in where each and everyone of us accommodate to one another beliefs and habits.
ACM also impact Singapore socio-culturally. This museum covers a lot on cultures and religions which make Singaporeans more open-minded and be more sensitive as they will understand and know what are the do's and dont's of a particular religion, for instance, Muslims cannot eat pork and food that are non-halal. This museum raised awareness among Singaporeans and tourists about the diverse cultures in Singapore, thus, making Singapore a better place to live in where each and everyone of us accommodate to one another beliefs and habits.
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| Thousand-hands buddha |
In conclusion to everything
that I've said, I hope that you enjoy your trip to ACM as I went there and I
really enjoyed myself. Although the website recommended 2-3 hours in the
museum, I would strongly recommend half a day there, because the artefacts are
really nice and informative, and spending 2-3 hours there is not doing justice
to the exhibitions.
Pardon me if you only see mostly Buddhism photos, because I see that you're a buddhist too, so I thought that you will be interested in buddhism structures.
Last but not least, I hope you enjoy yourself in ACM and have a great day in Singapore! Hope you enjoy your trip to Singapore and of course, ring me up when you feel bored and need a tour around Singapore! See you!
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| Myself, trying out the hat from the Malay gallery at Level 3 of ACM |
References
Ministry
of Information, Communications and The Arts, (n.d.) Singapore cultural statistics
2012. Retrieved May 20 2013 from website: http://www.nac.gov.sg/docs/resources/singapore-cultural-statistics-2012.pdf
Asian civilisations museum. (n.d.). Retrieved May 20
2013 from website: http://www.tripadvisor.com/Attraction_Review-g294265-d310896-Reviews-Asian_Civilisations_Museum-Singapore.html
Asian civilisations museum. (n.d). Retrieved May 20 2013 from
website: http://www.acm.org.sg/home/home.asp
Familiy life cycle. (n.d.). Retrieved May 20
2013 from website: http://psychology.wikia.com/wiki/Family_life_cycle
Temasek Polytechnic. (2011).
Attractions Management Lecture 1: Attractions Management in Perspective.
Singapore: Temasek Polytechnic Leisure and Resort Management Division.
Temasek
Polytechnic. (2011). Attractions Management Lecture 2: Attractions as Service
Products. Singapore: Temasek Polytechnic Leisure and Resort Management Division.
Temasek
Polytechnic. (2011). Attractions Management Lecture 3: Attractions Demand &
Market Segmentation. Singapore: Temasek Polytechnic Leisure and Resort
Management Division.
Emma, S.
(25, September 2012). The survey: What young adults want in museums.
Retrieved May 22 2013 from http://australianmuseum.net.au/blogpost/Museullaneous/The-Survey
