Programming instructions in BLUE Hello, my name is ________, an interviewer from TNS. We are a market research company and we are conducting a research study on travel experiences in Singapore. We would like to invite you to participate. Please be assured that we are not trying to sell you anything in this interview. The interview will last for about 30 minutes. Would you like to participate? We would like to assure you that TNS is bound by international market-research industry codes of conduct. This is an anonymous survey and your personal details will not be revealed to any third party. Ask all S1a. Are you here on a holiday in Singapore? (SA, do not read out) Ask all S1b. Thinking about your past travels, have you ever travelled to other countries which are at least three to four hours’ flight away from your country of residence for vacation? (SA, do not read out) Ask all S2. May I know who is the decision maker or joint decision maker for your current trip to Singapore (i.e. deciding on the destination and planning the itinerary)? (MA, do not read out) Ask all S3. Your age on your last birthday is …? (SA, read out, show card) Ask all S4. For sampling reasons, we need to speak to certain people. May I know whether you work in the following industries? (MA, read out, show card) Ask all S5. Which city are you currently residing in, for at least one year? (SA, do not read out) Ask all S6. What is your nationality? (SA, do not read out) Termination point check: Only CONTINUE if: Chinese : S5=Code 1-4 AND S6=Code 1 Indian : S5=Code 5-9 AND S6=Code 2 Australia : S5=Code 10-13 AND S6=Code 3 Indonesia : S5=Code 14-15 AND S6=Code 4 Otherwise, Terminate Ask all S7. In the past 2 years, how often have you traveled overseas for leisure, including the current trip? (SA, read out) Interviewer please read out “This has to be by air and exclude Mainland China, Hong Kong and Macau” if the respondent is from China (S5=Code 1-4) Interviewer please read out “This has to be by air and exclude domestic trips” if the respondent is from India, Australia and Indonesia (S5=Code 5-15) Ask all S8. What countries have you ever traveled to for leisure or vacation in the past 5 years? (MA, do not read out) Ask all S9. I’m going to read out some statements. Please tell me to what extent do you agree or disagree with the statements. “1” represents “Strongly agree”, “2” represents “Agree”, “3” represents “Disagree”, “4” represents “Strongly disagree”. (SA per row, read out, show card) Ask all S10. In general, what is your preferred mode of travel arrangement for leisure trips? (SA, read out, show card) Ask all S11. Thinking about your current trip to Singapore, what was your mode of travel arrangement? (SA, read out, show card) Ask all S12. In the past 2 years, how many times have you visited Singapore for leisure, including the current trip? (SA, do not read out) Ask all S13. How many days do you plan to stay in Singapore for your current trip? (SA, do not read out) Ask all S14. How many days have you stayed in Singapore so far? (SA, read out) Ask all S15. Which of the following statements best describe how you had spent your time in Singapore for your current trip thus far? (SA, read out, show card, rotate attribute) Ask all Q16. Who are you travelling with in Singapore? (MA, do not read out) Ask for China, India, Australia S17a. What is your annual household income before tax deduction? (SA, read out, show card) For China Ask all S19. Which of the following statement best describes how you feel about going on a holiday or vacation? Please select up to two statements that describe how you feel about going on a holiday. (Up to 2 answers, read out, show card, ROTATE ON SHOWCARD) In this section, I would like to understand more about your experiences in Singapore. Ask all Q1. Looking at what you have seen and done in Singapore, can you share with me the 5 BEST or MOST ENJOYABLE EXPERIENCES you’ve had in Singapore? It can be any memorable experiences, places, or activities you have done in Singapore during this trip or on trips done in the past 2 years, which you would definitely recommend to your friends and relatives back home as “must-try” when they visit Singapore. Please describe your 5 best or most enjoyable experiences in details, starting with your best experience. (Open-ended) Interviewer to probe every experience in as much details as possible, asking each of the following probes. Ask 1- 15 for each experience in turn, before going to the next experience. Can you share the experience in detail with me? Where did you encounter this? Who were you with? When was it? The last trip or the current trip? What do you like about it? What was it in particular about this experience that pleasantly surprised you, or made the experience different and unexpectedly enjoyable? How is that special or important to you? How did it make you feel, at that time? Is this the first time you encountered this in Singapore? Why did you choose to experience it? Would this be one of the main reasons for you to visit Singapore (on the trip when you had this experience)? Other similar experiences in other countries? Which one do you prefer? Why the other experience? Why the Singapore experience? Interviewer note: Exclude the following experiences: Experience which is very personal/ of personal occasion (such as my husband surprised me with XXX) Experience that is related to service level (such as the service staff greeted me warming) If “Sentosa” is mentioned, please ask for specific experience, e.g. Universal Studio, Underwater World, Marine Life Park, Luge etc…) Q1a - 1st best experience Q1b – 2nd best experience Q1c – 3rd best experience Q1d – 4th best experience Q1e – 5th best experience In the following section, I would like to understand more about what other experiences you had in Singapore. Ask all Q2. Are you aware or have heard of the following? (MA, read out, show card) Ask if Q2 NOT=Code 99 Q3. Among those that you are aware of, which of them have you visited / tried during this trip thus far, or during any of your previous trips? (MA, read out, show card) Ask if Q2 NOT=Code 99 Ask for each experience that the respondent is aware of but have not visited (Q2 code is selected but Q3 code are not selected) Q4. Among those that you have not visited yet, do you plan to visit / try them during this trip? (SA per row, read out, show card) Q5 ASK Q5 FOR EXPERIENCES VISITED IN Q3, BUT NOT MENTIONED AS ONE OF THE TOP 3 BEST EXPERIENCE IN Q1 ASK FOR UP TO 2 EXPERIENCES. ROTATE EXPERIENCE IF MORE THAN 2 VISITED THAT ARE NOT IN TOP 3 BEST EXPERIENCE. FOR EXPERIENCE IN SHADED BOX, ASK ONLY ONE EXPERIENCE IF MORE THAN ONE SELECTED IN Q3 NOTE SPECIFIC PROBES APPLY FOR EACH COUNTRY / EXPERIENCE If the respondent mentioned experiences related to service level and amenities, please note down BUT continue ask for any other experiences that are not related to service level or amenities. EXPERIENCE SELECTION INSTRUCTIONS China, Indonesia, Australia - If any experience selected in Group 1, ask. - If more than 1 experience selected in Group 1, randomly ask for 2 experiences in Group 1 only - If no experience selected in Group 1, randomly ask for up to 2 experiences in Group 2 India - Randomize all China Ask if Q2 NOT=Code 99 Ask by experiences that the respondent did not plan to visit (Q4=Code 2) Q12. You mentioned that you did not plan to visit / do / try the following during your current trip, may I know why is that so? What makes you select other experiences over this one? (Open-ended) If the respondent mentioned that he/ she does not have enough time to visit during this trip, please probe the reasons for choosing other experiences over this one. Ask if Q2 NOT=Code 99 Ask by experiences that the respondent plan to visit (Q4=Code 1) Q13. You mentioned that you plan to visit / do / try the following during your current trip, may I know what makes you select them? What have you heard about it which attracted you to want to visit? (Open-ended) Ask all D1. What is your marital status? (SA, read out, show card) Ask if D1=Code 3 D2. How many children aged 19 years old and below do you have? (SA, do not read out) Ask if D2=Code 2-7 D3. How old is/ are your children aged 19 years old and below, starting from the eldest to the youngest? (SA per column, do not read out) Ask all D4. Interviewer to record respondent’s gender: (SA) The survey has been completed. Thank you very much for participating in the survey. I wish you have a pleasant trip in Singapore! RESPONDENT DETAILS Respondent’s name: Interviewer’s name: Respondent ID: (Supervisor to assign) Interviewer ID: Respondent’s current accommodation: Date of interview: Telephone number: Time start: Email address: Time end: Checked by: Intercept place: Interview location: INTRODUCTION Agree to participate 1 – Thank respondent and continue Refuse to participate 2 – Thank respondent and terminate SCREENING Yes 1 Continue No 2 Terminate Yes 1 Continue No 2 Terminate Myself 1 Continue if code 1 is selected, otherwise ask for referral Parents/Parents-in-laws 2 Continue if code 1 is selected, otherwise ask for referral Spouse 3 Continue if code 1 is selected, otherwise ask for referral Children aged 19 and below 4 Continue if code 1 is selected, otherwise ask for referral Children aged above 19 5 Continue if code 1 is selected, otherwise ask for referral Siblings 6 Continue if code 1 is selected, otherwise ask for referral Relatives 7 Continue if code 1 is selected, otherwise ask for referral Partner/ Boyfriend/ Girlfriend 8 Continue if code 1 is selected, otherwise ask for referral Friends 9 Continue if code 1 is selected, otherwise ask for referral Business Associates/ Colleagues 10 Continue if code 1 is selected, otherwise ask for referral Others 11 Continue if code 1 is selected, otherwise ask for referral Below 18 years old 1 Terminate 18-24 years old 2 Continue 25-34 years old 3 Continue 35-44 years old 4 Continue 45-54 years old 5 Continue 55 years old and above 6 Continue Refused [Do not read out] 99 Terminate Advertising/ PR 1 Terminate Market research 2 Terminate Mass media such as TV station, press, radio station etc 3 Terminate Tour operator/ Travel agent/ Tour guide 4 Terminate Airline 5 Terminate Hotel/ Accommodation providers 6 Terminate Sightseeing/ Attraction providers 7 Terminate National Tourism Organizations 8 Terminate Other Tourism related industry 9 Terminate Banking/ Finance/ Insurance/ Real Estate/ Business Services 10 Continue Import/ export/ wholesale/ retail 11 Continue Manufacturing 12 Continue Construction 13 Continue None of the above [Single Answer] 14 Continue China Continue Beijing 1 Continue Shanghai 2 Continue Guangzhou 3 Continue Other cities – China (Please specify:______________) 4 Continue India Continue Mumbia 5 Continue Delhi 6 Continue Bangalore 7 Continue Chennai 8 Continue Other cities – India (Please specify:______________) 9 Continue Australia Continue Sydney 10 Continue Melbourne 11 Continue Perth 12 Continue Other cities – Australia (Please specify:____________) 13 Continue Indonesia Continue Jakarta 14 Continue Other cities - Indoneisa (Please specify:___________) 15 Continue Others 99 Terminate Chinese 1 Continue Indian 2 Continue Australian 3 Continue Indonesian 4 Continue Others 5 Terminate Less than once a year 1 Terminate for Indonesian S5=Code 14-15 AND S6=Code 4 Once a year 2 Continue Two times a year 3 Continue Three times a year 4 Continue Four times a year 5 Continue Five times a year 6 Continue Six times a year or more 7 Continue North Asia Continue Japan 1 Continue China [Do not ask for China] 2 Continue Hong Kong SAR 3 Continue South Korea 4 Continue Taiwan 5 Continue Other countries in North Asia 6 Continue South Asia Continue India [Do not ask for India] 7 Continue Sri Lanka 8 Continue Maldives 9 Continue Mauritius 10 Continue Other countries in South Asia 11 Continue West Asia Continue United Arab Emirates (UAE) 12 Continue Saudi Arabia 13 Continue Other countries in West Asia 14 Continue Southeast Asia Continue Thailand 15 Continue Malaysia 16 Continue Indonesia [Do not ask for Indonesia] 17 Continue Philippines 18 Continue Vietnam 19 Continue Other countries in Southeast Asia 20 Continue North America Continue USA 21 Continue Canada 22 Continue Other countries in North America 23 Continue South America Continue Argentina 24 Continue Brazil 25 Continue Other countries in South America 26 Continue Europe Continue Germany 27 Continue France 28 Continue Italy 29 Continue UK 30 Continue Switzerland 31 Continue Other countries in Europe 32 Continue Oceania Continue Australia [Do not ask for Australia] 33 Continue New Zealand 34 Continue Other countries in Oceania 35 Continue Africa Continue Egypt 36 Continue South Africa 37 Continue Other countries in Africa 38 Continue Others Continue I have only been to Singapore [Single answer] 39 Terminate Rotate attributes Strongly agree Agree Disagree Strongly Disagree Condition 1 I cannot do without taking a holiday. 1 2 3 4 Code 1 or 2 Continue if fulfil 3 out of 4 statements 2 I normally do not take a holiday unless prompted to 1 2 3 4 Code 3 or 4 Continue if fulfil 3 out of 4 statements 3 I rather spend my money on other things instead of going on a holiday. 1 2 3 4 Code 3 or 4 Continue if fulfil 3 out of 4 statements 4 I really enjoy getting involved in my holiday planning 1 2 3 4 Code 1 or 2 Continue if fulfil 3 out of 4 statements Group Packaged Tour ( Travel agent plans and books my air ticket, accommodation and itinerary) 1 Terminate Free and Easy ( Travel agent books my air ticket, accommodation and/or optional tours, but I plan my itinerary) 2 Continue Free and Independent Travel ( I plan and book air ticket, accommodation and itinerary entirely on my own ) 3 Continue Group Packaged Tour ( Travel agent plans and books my air ticket, accommodation and itinerary) 1 Terminate Free and Easy ( Travel agent books my air ticket, accommodation and/or optional tours, but I plan my itinerary) 2 Continue Free and Independent Travel ( I plan and book air ticket, accommodation and itinerary entirely on my own ) 3 Continue 1/ this is my first trip to Singapore 1 Continue 2 2 Continue 3 3 Continue 4 4 Continue 5 5 Continue 6 6 Continue 7 7 Continue 8 8 Continue 9 9 Continue 10 10 Continue More than 10 11 Continue 24 hours 1 Terminate 2 days 2 Continue 3 days 3 Continue 4 days 4 Continue 5 days 5 Continue 6 days 6 Continue 7 days 7 Continue 8-10 days 8 Continue 11-14 days 9 Continue 15-29 days 10 Continue 30 days and over 11 Continue Less than 24 hours 1 Terminate if S14= 1 or 2 AND S12 = 1 1 full day 2 Terminate if S14= 1 or 2 AND S12 = 1 2 days 3 Continue 3 days 4 Continue 4 days 5 Continue 5 days 6 Continue 6 days 7 Continue 7 days 8 Continue 8-10 days 9 Continue 11-14 days 10 Continue 15-29 days 11 Continue 30 days and over 12 Continue I spent most of my time exploring Singapore e.g. sightseeing, shopping 1 Continue I spent most of my time at the casinos 2 Terminate I spent most of my time attending personal occasions e.g. wedding 3 Terminate I spent most of my time visiting friends and relatives 4 Terminate I spent most of my time at the hotel or resort 5 Terminate Alone 1 Continue Parents/Parents-in-laws 2 Continue Spouse 3 Continue Children aged 19 and below 4 Continue Children aged above 19 5 Continue Siblings 6 Continue Relatives 7 Continue Partner/ Boyfriend/ Girlfriend 8 Continue Friends 9 Continue Business Associates/ Colleagues 10 Continue Others 11 Continue Below RMB 100,000 1 Terminate RMB 100,000 – RMB 199,999 2 Terminate RMB 200,000 – RMB 299,999 3 Continue RMB 300,000 – RMB 399,999 4 Continue RMB 400,000 – RMB 499,999 5 Continue RMB 500,000 – RMB 599,999 6 Continue RMB 600,000 and above 7 Continue Refused [Do not read out] 99 Terminate 1 2 When I travel, I like to blend in and do what the locals do. I often go without a fixed itinerary – the best parts of the holiday are always the ones that I didn’t plan. I travel to challenge myself and discover new cultures and experiences. 1 1 Continue Life’s stressful. I need to get away every now and then to chill out and recharge. I need to escape to a place where I can just relax and get away from the stresses of my daily routine. 2 2 Continue When I travel it does not matter where we go or what we do as long as I do it together with my loved ones (partner / family / friends). These shared experiences will allow us to forge closer ties and reconnect again. 3 3 Continue I feel guilty for not spending as much time with my family So even though I’m busy, I will make time for a family holiday. I prefer familiar destinations and will plan ahead so that there will be no surprises and everyone can be guaranteed a great time together. In fact, sometimes I don't mind returning to a destination I've visited before because I am sure to have an enjoyable holiday there. 4 4 Continue I have my list of must-visit places and I don’t want to miss out on places that others are raving about. I want to be treated special on holiday and sometimes I will splurge and do something indulgent. 5 5 Continue None (DO NOT READ / SHOW) 6 MAIN QUESTIONNAIRE BEST EXPERIENCES IN SINGAPORE 1a.1. Can you share the experience in detail with me? 1a.2. Where did you encounter this? (if a wide place is mentioned e.g. Sentosa, ask for specific location / place in Sentosa) 1a.3 Who were you with? 1a.4. When was it? The last trip or the current trip? 1a.5. What do you like about it? 1a.6. What was it in particular about this experience that pleasantly surprised you or made the experience different and unexpectedly enjoyable? (probe for specific emotional reasons e.g opportunities to bond with family, good place to relax and unwind, chance to learn something new, chance to challenge myself etc) 1a.7. How is that special or important to you? 1a.8. How does it make you feel, at that time? (probe for specific emotional reasons if not mentioned in earlier questions e.g happy because I could spend time with my children, more cultured because I now understand the local culture) Ask only for repeat visitors (S12 not Code 1) 1a.9. Is this the first time you had this experience this on all your trips to Singapore? Yes - 1 No - 2 1a.10. Why did you choose to experience it? 1a.11. Would this be one of the main reasons for you to visit Singapore then? Yes - 1 No - 2 1a.12. It is very common that people will think of other places they have visited when they travel and then make comparison. Can you tell me what similar experiences that you may have encountered in other countries or destinations did this experience remind you of? (do not read out) Can’t think of any – code 99 1a.13. Ask if Code 99 is not selected for Q1a.12 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? . 1a.14. Ask if Q1a.13=Code 2 Why did you prefer the other experience you have encountered? What makes you like the other experience more? What is missing in Singapore’s offering? How could it improve such that you can [insert emotional mentioned in Q1a.5/6/7/8]? 1a.15. Ask if Q1a.13=Code 1 Why did you prefer this particular Singapore’s experience over the similar one you mentioned? What is different about the experience you had in Singapore? 1b.1. What would be your next most enjoyable experience in Singapore? Can you share the experience in detail with me? No other enjoyable experience (DO NOT READ) - 999 1b.2. Where did you encounter this? (if a wide place is mentioned e.g. Sentosa, ask for specific location / place in Sentosa) 1b.3 Who were you with? 1b.4. When was it? The last trip or the current trip? 1b.5. What do you like about it? 1b.6. What was it in particular about this experience that pleasantly surprised you or made the experience different and unexpectedly enjoyable? (probe for specific emotional reasons e.g opportunities to bond with family, good place to relax and unwind, chance to learn something new, chance to challenge myself etc) 1b.7. How is that special or important to you? 1b.8. How does it make you feel, at that time? (probe for specific emotional reasons if not mentioned in earlier questions e.g happy because I could spend time with my children, more cultured because I now understand the local culture) Ask only for repeat visitors (S12 not Code 1) 1b.9. Is this the first time you had this experience this on all your trips to Singapore? Yes - 1 No - 2 1b.10. Why did you choose to experience it? 1b.11. Would this be one of the main reasons for you to visit Singapore then? Yes - 1 No - 2 1b.12. It is very common that people will think of other places they have visited when they travel and then make comparison. Can you tell me what similar experiences that you may have encountered in other countries or destinations did this experience remind you of? (do not read out) Can’t think of any – code 99 1b.13. Ask if Code 99 is not selected for Q1b.12 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? . 1b.14. Ask if Q1b.13=Code 2 Why did you prefer the other experience you have encountered? What makes you like the other experience more? What is missing in Singapore’s offering? How could it improve such that you can [insert emotional mentioned in Q1b.5/6/7/8]? 1b.15. Ask if Q1b.13=Code 1 Why did you prefer this particular Singapore’s experience over the similar one you mentioned? What is different about the experience you had in Singapore? 1c.1. What would be your next most enjoyable experience in Singapore? Can you share the experience in detail with me? No other enjoyable experience (DO NOT READ) - 999 1c.2. Where did you encounter this? (if a wide place is mentioned e.g. Sentosa, ask for specific location / place in Sentosa) 1c.3 Who were you with? 1c.4. When was it? The last trip or the current trip? 1c.5. What do you like about it? 1c.6. What was it in particular about this experience that pleasantly surprised you or made the experience different and unexpectedly enjoyable? (probe for specific emotional reasons e.g opportunities to bond with family, good place to relax and unwind, chance to learn something new, chance to challenge myself etc) 1c.7. How is that special or important to you? 1c.8. How does it make you feel, at that time? (probe for specific emotional reasons if not mentioned in earlier questions e.g happy because I could spend time with my children, more cultured because I now understand the local culture) Ask only for repeat visitors (S12 not Code 1) 1c.9. Is this the first time you had this experience this on all your trips to Singapore? Yes - 1 No - 2 1c.10. Why did you choose to experience it? 1c.11. Would this be one of the main reasons for you to visit Singapore then? Yes - 1 No - 2 1c.12. It is very common that people will think of other places they have visited when they travel and then make comparison. Can you tell me what similar experiences that you may have encountered in other countries or destinations did this experience remind you of? (do not read out) Can’t think of any – code 99 1c.13. Ask if Code 99 is not selected for Q1c.12 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? . 1c.14. Ask if Q1c.13=Code 2 Why did you prefer the other experience you have encountered? What makes you like the other experience more? What is missing in Singapore’s offering? How could it improve such that you can [insert emotional mentioned in Q1c.5/6/7/8]? 1c.15. Ask if Q1c.13=Code 1 Why did you prefer this particular Singapore’s experience over the similar one you mentioned? What is different about the experience you had in Singapore? 1d. What would be your next most enjoyable experience in Singapore? What : No other enjoyable experience (DO NOT READ) - 999 1e. What would be your next most enjoyable experience in Singapore? No other enjoyable experience (DO NOT READ) - 999 MAIN QUESTIONNAIRE OTHER EXPERINCES China Q2 – Aware of Q3 – Have visited/ consumed Q4 – Plan to visit Q4 – Plan to visit Yes No Group 1 Gardens by the Bay 1 1 1 2 Group 1 Peranakan Culture 2 2 1 2 Group 1 Haji Lane 3 3 1 2 Group 1 Ann Siang Hill 4 4 1 2 Group 1 Dempsey Hill 5 5 1 2 Group 1 Universal Studios Singapore 6 6 1 2 Group 1 Sands SkyPark 7 7 1 2 Group 1 Sentosa Beaches 8 8 1 2 Group 1 Luge, Sentosa (exclude skyride) 9 9 1 2 Group 1 Wave House Sentosa 10 10 1 2 Group 1 Megazip Adventure Park, Sentosa 11 11 1 2 Group 1 iFly Singapore 12 12 1 2 Group 2 Singapore Zoo 13 13 1 2 Group 2 Night Safari 14 14 1 2 Group 2 Jurong Bird Park 15 15 1 2 Group 2 Kaya Toast 16 16 1 2 Group 2 Bak Kut Teh 17 17 1 2 Group 2 Hainanese Chicken Rice 18 18 1 2 Group 2 Chili Crab 19 19 1 2 Group 2 Singapore Flyer 20 20 1 2 None of the above 99 99 1. Gardens by the Bay 5a. How would you describe the experience of visiting Gardens by the Bay? 5b. Did you enjoy the experience? Yes - 1 No - 2 5c. What did you enjoy / NOT enjoy about this experience? 5d. Is this an experience you would recommend to others to try? Yes - 1 No - 2 If YES in 5d 5e. What would you share about Gardens by the Bay with your friends and family to encourage them? If NO in 5d 5f. Why would you NOT recommend Gardens by the Bay? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Gardens by the Bay in Singapore? Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Gardens by the Bay remind you of? (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer Gardens by the Bay over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? 2. Peranakan Culture 2. Peranakan Culture 2. Peranakan Culture 2. Peranakan Culture 5a. How did you find out about Peranakan culture? 5a. How did you find out about Peranakan culture? 5a. How did you find out about Peranakan culture? 5a. How did you find out about Peranakan culture? 5b. What did you do or eat that was related to Peranakan culture? Where did you go? 5b. What did you do or eat that was related to Peranakan culture? Where did you go? 5b. What did you do or eat that was related to Peranakan culture? Where did you go? 5b. What did you do or eat that was related to Peranakan culture? Where did you go? 5c. What else would you like to do to find out more about Peranakan culture? 5c. What else would you like to do to find out more about Peranakan culture? 5c. What else would you like to do to find out more about Peranakan culture? 5c. What else would you like to do to find out more about Peranakan culture? 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5e. Is this an experience you would recommend to others to try? 5e. Is this an experience you would recommend to others to try? 5e. Is this an experience you would recommend to others to try? 5e. Is this an experience you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5e 5f. What would you share about Peranakan culture with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend Peranakan culture? If YES in 5e 5f. What would you share about Peranakan culture with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend Peranakan culture? If YES in 5e 5f. What would you share about Peranakan culture with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend Peranakan culture? If YES in 5e 5f. What would you share about Peranakan culture with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend Peranakan culture? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are experiencing Peranakan culture in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are experiencing Peranakan culture in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are experiencing Peranakan culture in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are experiencing Peranakan culture in Singapore? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Peranakan culture remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Peranakan culture remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Peranakan culture remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Peranakan culture remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer experiencing Peranakan culture over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience ? If SINGAPORE in Q8 9. Why did you prefer experiencing Peranakan culture over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience ? If SINGAPORE in Q8 9. Why did you prefer experiencing Peranakan culture over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience ? If SINGAPORE in Q8 9. Why did you prefer experiencing Peranakan culture over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience ? 3-5. Haji Lane / Ann Siang Hill / Dempsey – choose one only : ______________________________ 3-5. Haji Lane / Ann Siang Hill / Dempsey – choose one only : ______________________________ 3-5. Haji Lane / Ann Siang Hill / Dempsey – choose one only : ______________________________ 3-5. Haji Lane / Ann Siang Hill / Dempsey – choose one only : ______________________________ 3-5. Haji Lane / Ann Siang Hill / Dempsey – choose one only : ______________________________ 3-5. Haji Lane / Ann Siang Hill / Dempsey – choose one only : ______________________________ 3-5. Haji Lane / Ann Siang Hill / Dempsey – choose one only : ______________________________ 3-5. Haji Lane / Ann Siang Hill / Dempsey – choose one only : ______________________________ 5a. How would you describe the experience of going to [insert location]? 5a. How would you describe the experience of going to [insert location]? 5b. What were you hoping to find or to discover by going to these places? 5b. What were you hoping to find or to discover by going to these places? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5e. Is this an experience you would recommend to others to try? 5e. Is this an experience you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5e 5f. What would you share about [insert location] with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend [insert location]? If YES in 5e 5f. What would you share about [insert location] with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend [insert location]? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting [location] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting [location] in Singapore? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [location] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [location] remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer [location] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [location] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? 6. Universal Studios Singapore 6. Universal Studios Singapore 6. Universal Studios Singapore 6. Universal Studios Singapore 6. Universal Studios Singapore 6. Universal Studios Singapore 6. Universal Studios Singapore 6. Universal Studios Singapore 5a. How would you describe the experience of going to Universal Studios Singapore? 5b. How would Universal Studios Singapore compare to Universal Studios in other countries? Do not know / Not visited - 99 Do not know / Not visited - 99 Do not know / Not visited - 99 Do not know / Not visited - 99 Do not know / Not visited - 99 Do not know / Not visited - 99 Do not know / Not visited - 99 5c. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5d. What did you enjoy / NOT enjoy about this experience? 5e. Is this an experience you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5e 5f. What would you share about Universal Studios Singapore with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend Universal Studios Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Universal Studios Singapore? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Universal Studios Singapore remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer Universal Studios Singapore over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? 7. Sands Skypark 7. Sands Skypark 7. Sands Skypark 7. Sands Skypark 7. Sands Skypark 7. Sands Skypark 7. Sands Skypark 7. Sands Skypark 5a. How would you describe the experience of visiting Sands Skypark? 5b. Did you enjoy any food or drinks while at the Sands Skypark? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5c. If NO, would you have liked to? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5d. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5e. What did you enjoy / NOT enjoy about this experience? 5f Is this an experience you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5f 5g. What would you share about Sands Skypark with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend Sands Skypark? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Sands Skypark Singapore? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Sands Skypark remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer Sands Skypark over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? 8. Sentosa Beaches 8. Sentosa Beaches 8. Sentosa Beaches 8. Sentosa Beaches 8. Sentosa Beaches 8. Sentosa Beaches 8. Sentosa Beaches 8. Sentosa Beaches 5a. How would you describe the experience of visiting the beaches on Sentosa? 5a. How would you describe the experience of visiting the beaches on Sentosa? 5a. How would you describe the experience of visiting the beaches on Sentosa? 5a. How would you describe the experience of visiting the beaches on Sentosa? 5a. How would you describe the experience of visiting the beaches on Sentosa? 5a. How would you describe the experience of visiting the beaches on Sentosa? 5b. What do they like about visiting the beach while on holiday in Singapore? 5b. What do they like about visiting the beach while on holiday in Singapore? 5b. What do they like about visiting the beach while on holiday in Singapore? 5b. What do they like about visiting the beach while on holiday in Singapore? 5b. What do they like about visiting the beach while on holiday in Singapore? 5b. What do they like about visiting the beach while on holiday in Singapore? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5e 5f. What would you share about Sentosa beaches with your friends and family to encourage them? If NO in 5e 5f. Why would you NOT recommend Sentosa beaches? If YES in 5e 5f. What would you share about Sentosa beaches with your friends and family to encourage them? If NO in 5e 5f. Why would you NOT recommend Sentosa beaches? If YES in 5e 5f. What would you share about Sentosa beaches with your friends and family to encourage them? If NO in 5e 5f. Why would you NOT recommend Sentosa beaches? If YES in 5e 5f. What would you share about Sentosa beaches with your friends and family to encourage them? If NO in 5e 5f. Why would you NOT recommend Sentosa beaches? If YES in 5e 5f. What would you share about Sentosa beaches with your friends and family to encourage them? If NO in 5e 5f. Why would you NOT recommend Sentosa beaches? If YES in 5e 5f. What would you share about Sentosa beaches with your friends and family to encourage them? If NO in 5e 5f. Why would you NOT recommend Sentosa beaches? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Sentosa beaches in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Sentosa beaches in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Sentosa beaches in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Sentosa beaches in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Sentosa beaches in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Sentosa beaches in Singapore? Yes - 1 No - 2 Yes - 1 No - 2 7. Have you visited or are you planning to visit other nearby beach destinations outside of Singapore as part of your vacation plan? 7. Have you visited or are you planning to visit other nearby beach destinations outside of Singapore as part of your vacation plan? 7. Have you visited or are you planning to visit other nearby beach destinations outside of Singapore as part of your vacation plan? 7. Have you visited or are you planning to visit other nearby beach destinations outside of Singapore as part of your vacation plan? 7. Have you visited or are you planning to visit other nearby beach destinations outside of Singapore as part of your vacation plan? 7. Have you visited or are you planning to visit other nearby beach destinations outside of Singapore as part of your vacation plan? Yes - 1 No - 2 Yes - 1 No - 2 8. Why would you like to visit those beach destinations on top of your stay in Singapore? 8. Why would you like to visit those beach destinations on top of your stay in Singapore? 8. Why would you like to visit those beach destinations on top of your stay in Singapore? 8. Why would you like to visit those beach destinations on top of your stay in Singapore? 8. Why would you like to visit those beach destinations on top of your stay in Singapore? 8. Why would you like to visit those beach destinations on top of your stay in Singapore? 9. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Sentosa beaches remind you of? 9. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Sentosa beaches remind you of? 9. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Sentosa beaches remind you of? 9. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Sentosa beaches remind you of? 9. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Sentosa beaches remind you of? 9. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Sentosa beaches remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 10. Ask if Code 99 is not selected for Q9 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 10. Ask if Code 99 is not selected for Q9 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 10. Ask if Code 99 is not selected for Q9 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 10. Ask if Code 99 is not selected for Q9 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 10. Ask if Code 99 is not selected for Q9 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 10. Ask if Code 99 is not selected for Q9 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q10 11. Why did you prefer Sentosa beaches over the similar one you’ve mentioned? If OTHER in Q10 12. Why did you prefer the other experience? If SINGAPORE in Q10 11. Why did you prefer Sentosa beaches over the similar one you’ve mentioned? If OTHER in Q10 12. Why did you prefer the other experience? If SINGAPORE in Q10 11. Why did you prefer Sentosa beaches over the similar one you’ve mentioned? If OTHER in Q10 12. Why did you prefer the other experience? If SINGAPORE in Q10 11. Why did you prefer Sentosa beaches over the similar one you’ve mentioned? If OTHER in Q10 12. Why did you prefer the other experience? If SINGAPORE in Q10 11. Why did you prefer Sentosa beaches over the similar one you’ve mentioned? If OTHER in Q10 12. Why did you prefer the other experience? If SINGAPORE in Q10 11. Why did you prefer Sentosa beaches over the similar one you’ve mentioned? If OTHER in Q10 12. Why did you prefer the other experience? 9-12 Skyline / Wave House / Megazip Adventure Park / iFly – choose one only : ______________________________ 9-12 Skyline / Wave House / Megazip Adventure Park / iFly – choose one only : ______________________________ 9-12 Skyline / Wave House / Megazip Adventure Park / iFly – choose one only : ______________________________ 9-12 Skyline / Wave House / Megazip Adventure Park / iFly – choose one only : ______________________________ 9-12 Skyline / Wave House / Megazip Adventure Park / iFly – choose one only : ______________________________ 9-12 Skyline / Wave House / Megazip Adventure Park / iFly – choose one only : ______________________________ 9-12 Skyline / Wave House / Megazip Adventure Park / iFly – choose one only : ______________________________ 9-12 Skyline / Wave House / Megazip Adventure Park / iFly – choose one only : ______________________________ 5a. How would you describe the experience of trying [insert activity]? 5a. How would you describe the experience of trying [insert activity]? 5a. How would you describe the experience of trying [insert activity]? 5a. How would you describe the experience of trying [insert activity]? 5a. How would you describe the experience of trying [insert activity]? 5b. Why did you choose to do this activity? 5b. Why did you choose to do this activity? 5b. Why did you choose to do this activity? 5b. Why did you choose to do this activity? 5b. Why did you choose to do this activity? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? 5c. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5d. What did you enjoy / NOT enjoy about this experience? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? 5e Is this an experience you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5e 5f. What would you share about [activity] with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend [activity]? If YES in 5e 5f. What would you share about [activity] with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend [activity]? If YES in 5e 5f. What would you share about [activity] with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend [activity]? If YES in 5e 5f. What would you share about [activity] with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend [activity]? If YES in 5e 5f. What would you share about [activity] with your friends and family to encourage them? If NO in 5e 5g. Why would you NOT recommend [activity]? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are trying [activity] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are trying [activity] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are trying [activity] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are trying [activity] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are trying [activity] in Singapore? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [activity] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [activity] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [activity] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [activity] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [activity] remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer [activity] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [activity] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [activity] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [activity] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [activity] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? 13-15. Zoo / Night Safari / Bird Park – choose one only : ___________________________________ 13-15. Zoo / Night Safari / Bird Park – choose one only : ___________________________________ 13-15. Zoo / Night Safari / Bird Park – choose one only : ___________________________________ 13-15. Zoo / Night Safari / Bird Park – choose one only : ___________________________________ 13-15. Zoo / Night Safari / Bird Park – choose one only : ___________________________________ 13-15. Zoo / Night Safari / Bird Park – choose one only : ___________________________________ 13-15. Zoo / Night Safari / Bird Park – choose one only : ___________________________________ 13-15. Zoo / Night Safari / Bird Park – choose one only : ___________________________________ 5a. How would you describe the experience of visiting the [insert attraction]? 5a. How would you describe the experience of visiting the [insert attraction]? 5a. How would you describe the experience of visiting the [insert attraction]? 5a. How would you describe the experience of visiting the [insert attraction]? 5b. Are you aware of any guided programs or tours within [insert attraction]? 5b. Are you aware of any guided programs or tours within [insert attraction]? 5b. Are you aware of any guided programs or tours within [insert attraction]? 5b. Are you aware of any guided programs or tours within [insert attraction]? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5c. If Yes, did you sign up for it? 5c. If Yes, did you sign up for it? 5c. If Yes, did you sign up for it? 5c. If Yes, did you sign up for it? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5e. What did you enjoy / NOT enjoy about this experience? 5e. What did you enjoy / NOT enjoy about this experience? 5e. What did you enjoy / NOT enjoy about this experience? 5e. What did you enjoy / NOT enjoy about this experience? 5f Is this an experience you would recommend to others to try? 5f Is this an experience you would recommend to others to try? 5f Is this an experience you would recommend to others to try? 5f Is this an experience you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5f 5g. What would you share about [attraction] with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend [attraction]? If YES in 5f 5g. What would you share about [attraction] with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend [attraction]? If YES in 5f 5g. What would you share about [attraction] with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend [attraction]? If YES in 5f 5g. What would you share about [attraction] with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend [attraction]? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting [attraction] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting [attraction] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting [attraction] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting [attraction] in Singapore? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [attraction] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [attraction] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [attraction] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [attraction] remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer [attraction] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [attraction] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [attraction] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [attraction] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? 16-19. Kaya / Bak Kut Teh / Chicken Rice / Chili Crab – choose one only : ____________________ 16-19. Kaya / Bak Kut Teh / Chicken Rice / Chili Crab – choose one only : ____________________ 16-19. Kaya / Bak Kut Teh / Chicken Rice / Chili Crab – choose one only : ____________________ 16-19. Kaya / Bak Kut Teh / Chicken Rice / Chili Crab – choose one only : ____________________ 16-19. Kaya / Bak Kut Teh / Chicken Rice / Chili Crab – choose one only : ____________________ 16-19. Kaya / Bak Kut Teh / Chicken Rice / Chili Crab – choose one only : ____________________ 16-19. Kaya / Bak Kut Teh / Chicken Rice / Chili Crab – choose one only : ____________________ 16-19. Kaya / Bak Kut Teh / Chicken Rice / Chili Crab – choose one only : ____________________ 5a. How would you describe the experience of trying [insert food]? 5a. How would you describe the experience of trying [insert food]? 5a. How would you describe the experience of trying [insert food]? 5b. Why did you choose to do try [insert food]? 5b. Why did you choose to do try [insert food]? 5b. Why did you choose to do try [insert food]? 5c. Are there any other food that you think are must try in Singapore? 5c. Are there any other food that you think are must try in Singapore? 5c. Are there any other food that you think are must try in Singapore? 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5e. What did you enjoy / NOT enjoy about this experience? 5e. What did you enjoy / NOT enjoy about this experience? 5e. What did you enjoy / NOT enjoy about this experience? 5f. Is this a dish you would recommend to others to try? 5f. Is this a dish you would recommend to others to try? 5f. Is this a dish you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5f 5g. What would you share about [food] with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend [food]? If YES in 5f 5g. What would you share about [food] with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend [food]? If YES in 5f 5g. What would you share about [food] with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend [food]? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are trying [food] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are trying [food] in Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are trying [food] in Singapore? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [food] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [food] remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did [food] remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer [food] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [food] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer [food] over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? 20. Singapore Flyer 20. Singapore Flyer 20. Singapore Flyer 20. Singapore Flyer 20. Singapore Flyer 20. Singapore Flyer 20. Singapore Flyer 20. Singapore Flyer 5a. How would you describe the experience of visiting Singapore Flyer? 5a. How would you describe the experience of visiting Singapore Flyer? 5b. Did you enjoy any food or drinks while on the Singapore Flyer? 5b. Did you enjoy any food or drinks while on the Singapore Flyer? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5c. If NO, would you have liked to? 5c. If NO, would you have liked to? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5d. Did you enjoy the experience? 5d. Did you enjoy the experience? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 5e. What did you enjoy / NOT enjoy about this experience? 5e. What did you enjoy / NOT enjoy about this experience? 5f. Is this an experience you would recommend to others to try? 5f. Is this an experience you would recommend to others to try? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 If YES in 5f 5g. What would you share about Singapore Flyer with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend Singapore Flyer? If YES in 5f 5g. What would you share about Singapore Flyer with your friends and family to encourage them? If NO in 5f 5h. Why would you NOT recommend Singapore Flyer? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Singapore Flyer Singapore? Ask if they are repeat visitors (S12 NOT code 1) 6. Is this the first time you are visiting Singapore Flyer Singapore? Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 Yes - 1 No - 2 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Singapore Flyer remind you of? 7. Can you tell me what similar experiences that you may have encountered in other countries or destinations did Singapore Flyer remind you of? (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 (do not read out) Can’t think of any – code 99 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? 8. Ask if Code 99 is not selected for Q7 Which one do you prefer; the Singapore experience or the similar experience that you have thought of? Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 Singapore Experience - 1 Other experience - 2 If SINGAPORE in Q8 9. Why did you prefer Singapore Flyer over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? If SINGAPORE in Q8 9. Why did you prefer Singapore Flyer over the similar one you’ve mentioned? If OTHER in Q8 10. Why did you prefer the other experience? China Q12. Why they didn’t plan to visit (OE) Q13. Why they plan to visit (OE) Gardens by the Bay Peranakan Culture Haji Lane Ann Siang Hill Dempsey Hill China Q12. Why they didn’t plan to visit (OE) Q13. Why they plan to visit (OE) Universal Studios Singapore Sands SkyPark Sentosa Beaches Luge, Sentosa (Exclude skyride) These adventure rides? ‘ These adventure rides? Wave House Sentosa These adventure rides? ‘ These adventure rides? Megazip Adventure Park, Sentosa These adventure rides? ‘ These adventure rides? iFly Singapore These adventure rides? ‘ These adventure rides? China Q12. Why they didn’t plan to visit (OE) Q13. Why they plan to visit (OE) Singapore Zoo Night Safari Jurong Bird Park Kaya Toast These local food? These local food? Bak Kut Teh These local food? These local food? Hainanese Chicken Rice These local food? These local food? Chili Crab These local food? These local food? Singapore Flyer DEMOGRAPHICS Single 1 Continue Married without children 2 Continue Married with children 3 Continue Divorced/Separated/Widowed 4 Continue Refused [Do not read out] 99 Continue None 1 Continue 1 2 Continue 2 3 Continue 3 4 Continue 4 5 Continue 5 6 Continue More than 5 7 Continue 1st child 2nd child 3rd child 4th child 5th child 6th child 0-5 years 01 01 01 01 01 01 6-10 years 02 02 02 02 02 02 11-15 years 03 03 03 03 03 03 16-19 years 04 04 04 04 04 04 Male 1 Continue Female 2 Continue