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1. Orchard road is an important destination for shopping and contributes largely to Singapore's tourism receipts.

2. The cleaner and less noisy the environment at orchard road, the better the shopping experience
Away
Cleanliness and noise levels
When asked about cleanliness and noise levels, 9/10 of tourists felt that Orchard Road was very clean but noisy from the heavy traffic of people and vehicles. Additionally, they did not think that these factors affected the shopping experience.
Our Hypotheses
Conclusion on Hypothesis 2
Conclusion on hypothesis 1
Tourism in Orchard Rd
Tourists account for almost half of the 379 shoppers in Wheelock at that time
(based on the surveys done by 3 shopkeepers)
19/20 tourists were in Singapore on holiday and were in Orchard road for shopping. Only 1/20 of tourists we surveyed were here for business.
Length of the tourists' stays ranged from 10 days to 1 month with two exceptions of less than a week.
HOME
Tourists surveyed were generally very pleased with the built environment of orchard road. Despite what our group felt were relatively unpleasant surroundings, the tourists still found it very attractive and appealing. While we felt there could have been less litter, the tourists again found the level acceptable.
Accessibility
The feedback on accessibility was largely positive, with 9/10 of the surveyed tourists lauding the MRT for its efficiency.
3 tourists also mentioned that the abundance of road signs located at most turns and junctions helped them get from one road to another without much effort.
1/5 of the interviewed tourists also agreed that the fact that these shops were all concentrated in one area of Singapore made it convenient for them to do all their shopping as they did not need to travel much.
The reason that we thought environment would affect shopping experience was the fact that mood affects tourists' willingness to buy. This was evident as tourists we surveyed said mood would affect if they were going to buy more goods or not. However, 9/10 of the tourists we surveyed felt that a noisy and dirty environment would not affect their mood and how much they shop. Surprising.

Local shoppers make up the other half of shoppers observed at orchard road, according to shopkeepers. Less locals were observed during the field trip as it was a working day and hence, most locals would have been working.
Locals also include shopkeepers who were surveyed to find out if hypothesis 1 was true.
Tourists' impact on local economy

Locals were asked if they felt that Tourists played a big role in the growth of Singapore's economy and all said yes, adding that it was very positive for our goods and service sector, which in turn leads to a growth in the economy.

Shopkeepers
Shopkeepers were asked why they chose to set up shops here (independent owners/franchises) and they credited it to the high human traffic count. Shopkeepers and cashiers were asked if tourists contributed more in terms of buying more and spending more than locals and they said yes. They also commented that a slim majority of visitors to the shops were in fact tourists, more so than the locals.
Effect of weather conditions on business
When asked if weather conditions such as heavy rain or haze affected business, 2/3 of shopkeepers reported that visitor count remains high even if it is raining heavily. Haze, however, causes visitor numbers to drop as people are wary of coming out into the open and exposing themselves to the bad air.
Based on the surveys we have conducted, we can conclude that our hypothesis of orchard road being an important tourism destination is true. Shopkeepers have confirmed that tourists contribute much to our economy by visiting in large numbers, approximately 52% of visitors are tourists compared to 48% who are local visitors. 2/3 of interviewed shopkeepers also said tourists spend more than locals
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From the data we have collected for the bipolar environment quality assessment, we have given Orchard Road a score of 13/27. Although our group personally thinks that the noise and cleanliness level of Orchard Road affects the tourists' mood to spend, the surveys have shown otherwise as 9/10 of the tourists do not believe it affects their shopping. Hence, the noise and cleanliness level of Orchard Road does not affect the tourists' mood to spend, proving hypothesis 2 wrong.

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1. Orchard road is an important destination for shopping and contributes largely to Singapore's tourism receipts. 2. The cleaner and less noisy the environment at orchard road, the better the shopping experienceAwayCleanliness and noise levelsWhen asked about cleanliness and noise levels, 9/10 of tourists felt that Orchard Road was very clean but noisy from the heavy traffic of people and vehicles.

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Hypotheses
1. Orchard Road's built environment is clean and green and attracts tourists to shop.
2. Female tourists tend to spend more money than males on non-food products.
3. Tourists in Singapore tend to travel by taxi to Orchard Road.
Hypothesis 1:
Out of 20 people interviewed, everybody agreed that Orchard Road is very clean
Hypothesis 2:
Hypothesis 2:
From this, we can see that the female of a couple spends more than the male by a large margin, and therefore hypothesis 2 is proven true.

Additionally, for the couples where the females spend more, the average expenditure per day is around $300-$500, but when the male spends more, the average expenditure is slightly lower at $150-250

Surprisingly, out of everybody interviewed, only 30% of people spent more on food than products and the gender had no observable significant impact on this.
HOWEVER, the clean and green environment is NOT the factor that attracts tourists to Orchard Road.

Rather, all tourists have stated that they are drawn towards the shops and food.

Therefore, while the cleanliness is certainly up to standard, it is not the main pulling factor of Orchard Road.
Hypothesis 3:
Therefore, we can conclude that tourists tend to travel to Orchard Road by taxi.

The second most popular form of transport is walking as there are many hotels around Orchard Road that are very convenient and close to it.
General Environmental Perception Survey of Orchard Road: +8
The environment was very clean, so we gave a +2 for no litter, maintenance of buildings, and the pleasant surroundings.

However, there was a very low pedestrian count when we were conducting our survey. This could be due to us being at an older part of Orchard Road.
Land Use Around Orchard Road:
There are cafes, a cinema and a MRT station in our area that cater to both tourists and local people.

Additionally, the building that houses the cinema is also a department store. (Isetan)

As there is only one souvenir shop in the area and a cinema, we can conclude that this area is catered more to locals.
Bipolar Environment Quality Assessment Along a Stretch of Orchard Road
To add on to the General Environmental Perception Survey,

Orchard Road also has very varied and interesting design and layout of buildings and it is also very convenient to get to shops because there are underpasses connecting to almost all the shopping centers.
Due to this convenience, Orchard Road also gives the impression that it is friendly and welcoming.

However, due to the lower than average pedestrian count, our stretch of Orchard Road does not appear to be as vibrant and active.
Bipolar Environment Quality Assessment Along a Stretch of Orchard Road
Reflection:
Our group feels that Orchard Road is an attractive place, although it caters more to locals than tourists.

The area, while it is well-maintained, does show it's age when looking at the lower than average pedestrian counts.

In conclusion, this was a very well-planned trip with a very good and organised package that guided us along our learning journey, allowing us to organise our data easily.

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General Environmental Perception Survey of Orchard

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Hypotheses 1. Orchard Road's built environment is clean and green and attracts tourists to shop.2. Female tourists tend to spend more money than males on non-food products.3. Tourists in Singapore tend to travel by taxi to Orchard Road.

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Example of student's hypothesis and questionnaire