The Singapore Rediscover voucher (SRV) scheme, introduced in August 2020, aims to boost domestic tourism by offering each Singapore citizen S$100 worth of vouchers, which can be used for local hotel stays, attractions tickets, and tours. Although the validity period was extended for six months (from June 30, 2021 to Dec 31, 2021), the redemption rate was less than 50% . As of Dec 1, 2021, out of the 2.96 million Singaporeans eligible for the SRV, only 1.4 million had used their vouchers at least once.
Research the SRV and answer the 3 questions below with concrete examples.

1. Based on your understanding of “service”, discuss why SRV redemption rate was not satisfying.

2. Apply the concept of “service attributes” to propose how STB could have improved the marketing of SRV?

3. Apply the concept of “net value” to analyze how to increase the local consumers’ willingness to patronize local services (such as hotels, attractions, tours, etc.)

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