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Macro - Social Forces (Culture)
As mentioned in the article, an Indian tourist likes visiting Singapore as  “Singapore is very safe, and the people are very safe"

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Micro - Company
This is the only factor that a firm has real control over. In this article, InterContinental has modified their SOP in order to cater to the Chinese travellers. For example, "InterContinental Singapore, for instance, teaches staff Chinese etiquette like presenting a name card with two hands."

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Macro - Cultural Forces
The marketing environmental force for SG Tourism is cultural forces. Different agencies, airlines, STB and changi airport are all working together to create a new link to different cities and  places.
"We adopt a ‘wholeof-Singapore approach’; STB, Enterprise Singapore, tour agencies and airlines typically join our overseas missions to explore new links... It is not always just an aviation story. When we link to a new province or city, we are committed to making that link work"

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Macro - Political Forces
This is likely to have an impact on Singapore's tourism as when Singapore is politically stable, visitors will feel safe to travel to Singapore. This will increase the number of visitors to Singapore. According to Dr. Taheb Khan, who first arrived in 2002, and now he brings 6 family members with him to Singapore, he feels that Singapore is very safe. As he feels that Singapore is safe, he could bring his family over.

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Macro -  Market Trends
As mentioned in the article, China is the largest source of tourist arrival following by Indonesia. Chinese tourist enjoys shopping and sightseeing and since China's the biggest contribute in terms of tourist arrivals, by building more facilities that allows tourists to shop and sightsee allow Singapore to market as a better tourist destination. ,.

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Micro - Customer Demand

The reason for tourism to be growing is because customers are interested in Singapore. Even if the relationship between the countries are good, if there is no demand from the customer, tourism rate will not grow.

According to the article, most tourists from India and China buy Perfume and cosmetics, Liquor and Tobacco, and luxury products from Changi Airport.  The article also mentioned that " About seven in 10 travellers from India and China are holidaymakers who are typically attracted to the sights and sounds of Singapore, according to STB." The article also says that Indian tourists are booking fly-cruise packages in Singapore as Singapore is a regional hub and port.

This shows that if there is no demand from tourists wanting to buy luxury products from Singapore or appreciate the sound and sight of Singapore or the cruise package it offers, there is likely a change that Indian and Chinese tourists will not be growing in Singapore.

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Micro - Company
This is a factor than a firm has to control over to adjust according to the needs of the tourist. For example, Regent Hotel has seen an increase in the number of tourist from India. As a result, they prepared special menus for these guests as they have special dietary requirements. This shows that the tourism industry is adapting to the needs and wants of the tourist.

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Marco - Political Forces

As stated in the article to China cities had increase to almost 360 flights to 34 China cities as compared to the past which only operates 281 flight per week and is only to 27 China cities. The India market that used to have 207 flights a week to 12 cities now operate even more flight and to more cities.

So with the increasing amount of flights to the different cities of China and India, it is the work that the government between these countries agree on. Works includes
STB, Enterprise Singapore, tour agencies and airlines that would join the overseas missions to explore new links in these countries.
When the government find air links in these countries, they work very closely with each other to organize and promote marketing.

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Macro - Social forces
The article tells us the different types of travelers who visit Singapore and what they look for when they come here. For instance, it tells us that Chinese and Indian travelers commonly purchase luxury items and liquor and tobacco when they are here.

This tells us the demographics of the different travelers who visit Singapore. Other factors that they spend on will be shopping, food and beverage, attractions and entertainment and so on. By knowing the different demographics, we are able to understand their needs and wants and provide/amend it accordingly.

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Macro - Cultural Forces

Cultural forces affect SG tourism as the cultural environment affects society’s perceptions, preferences & behaviour. For Singapore’s tourism to increase, marketers have to monitor national & global cultural trends because they influence consumer-buying patterns. As seen in the article, ‘Norwegian’s vessels also offer vegetarian and non-vegetarian Indian menus.’, ‘InterContinental Singapore, are also adapting their products and services to lure Chinese and Indian travellers.’

This is to cater to the customers’ needs & wants, creating value for customers and thus having a positive impact on SG tourism.

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Marco - Economic Forces

As shown by the facts and figures by the article, what the china people mainly bought at Changi Airport are 1) Perfume and Cosmetics 2) Liquor and Tobacco 3) Luxury Products 4) Watches and so on which sums up to 30% of the total of tourism receipts. not only that, it has crossed 3.27 million visitors just from China for the first time in Singapore history. however this can change with Global economic dealings, such as currency exchange rates dropping or rising and also the current world travel trends and development. this might then possibly cost harm to SG Tourism.

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Macro- Social Forces
Social forces refers to involvement of attitudes and shared beliefs of the population. In this case, it will leave an impact on SG Tourism as it can be seen that there is an increase in visitor-ship with China and India being the biggest market. To elaborate, InterContinental Singapore has made itself a 'China-ready' establishment in which their service providers are taught on Chinese etiquette and how to speak the language. By doing so, it will improve their service quality by catering to more of their guests, increasing service quality and excellence.

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Micro - Company
The company works together to provide customer value and satisfaction to provide customer value and satisfaction. As tourists are more into shopping, sightseeing and cruising. This meant that there are certain level of customers contact. The experience created will impact SG tourism, if it is interpreted that the service is bad in Singapore, by the word of mouth, potential tourists may drop out from visiting Singapore

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Macro-Demographic Forces
Based on the article on more indians cruising to and from Singapore, it is stated that a few of the indians who were interviewed were in their 60s or 70s. This means that they are from the generation of baby boomers. With demographic force present, it changes over time and thus, companies must adapt to keep up with them. One example is a Regent Singapore spokesperson has seen an increase in hotel guests from India and thus, they need to adjust and update their menu to cater to the guest's strict dietary requirement.

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Micro - Company
This is the factor that any firm has complete control over. According to the article,  it was observed by a Regent Singapore spokesperson, "The hotel has seen an annual increase of 1 per cent to 2 per cent for guests from India" Since many Indian guests have strict dietary requirements, the hotel introduced new menus to cater to those needs. When the needs of guests are met, it will lead to an increase in satisfaction levels and hence have a positive impact on Singapore tourism.

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Micro-Customer Demand

As the years progressed there has been an increase in tourist arrivals which has ultimately increase the income of the country and relationships between countries.

In the article it is recorded that majority coming from China and India tend to buy cosmetics, perfume, tobacco, liquor as well as other product from the airport. In the article it was mentioned that many of the tourist from China and India about every seven out of ten are holiday makers who are attracted to the visuals and environment.

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Macro - Cultural Forces.
A culture incorporates the set of values, ideas and attitudes that are learned and shared among the members of a group.
In this case, cultural forces definitely will have an impact on Singapore's tourism because it is because of certain preferences, whereby people would choose to come to Singapore.
There is an increased number of Indian tourists in Singapore as the
island is a regional hub and port.
Also, some Indian tourists have special dietary requirements, hence, an example given would be Regent Hotel, having special menus to cater their needs.
This shows that it is obvious Singapore does its best to remain consistent and have many reasons as to being filled with diversity. Allowing many more tourists to be interested in coming to Singapore.

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Macro-Political Forces

The actions of a company are affected by laws or regulations that concern political parties. Decision making should also take into account of political developments. In this article, the company would like to expand their regional links and strengthen the Singapore hub. Changi Airport Group believes that China would help to achieve its goal of generating more travellers. However, this is affected by the government agreements, which decides the number of flights Singapore carriers can operate to China.

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Macro-Demographic Forces
This is known as the study of human population based on certain factors such as age, gender, race etc. As for the travellers from India, Singapore is luring them by catering to their needs such as understanding their dietary restrictions and providing them vegetarian food and selling items that will be useful for the Indian visitors that visit Singapore. This shows that Singapore value their visitors.

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Macro - Demographic
As mentioned in he article, with the Singapore-India market growing from flights to 16 cities instead of 12, Singapore has accommodated Indians by planning different cruise routes as "Indians like to go to several places at a time" quoted from A Royal Caribbean spokesman. Hotels now see annual increases hence they now have menus that cater to the strict dietary requirements that the Indian guests have.

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Macro - Cultural Forces
More Indian passengers are cruising from Singapore by using the fly-cruise itinerary. Marketers expects the trend to continue as sales has has increased to nearly twenty percent. Other industries are are adapting to Indian passengers who are the third largest groups of visitors to Singapore. From the article we can infer that the cultural environment have affected their perception in travelling and Indian tourists will be more keen in travelling by sea.

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Micro- Company

This is the only factor in the environment that a firm has real control over. In the first article,  Norwegian Cruise Line Holdings has seen an increasing number of indian tourists thus they decided to cater more towards the indians by including more menus. An example would be " To cater to their needs and taste buds, Norwegian’s vessels also offer vegetarian and non-vegetarian Indian menus, she said. "

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Macro - Economic Forces
Economic trends can be affected by changes in income or the global economy. Global economic dealings have a large impact on travel and tourism across the world.
According to the article, there is a growth in the cruise market evidenced from the increase of 25 percent jump from 2016. There is also an increase from Indian tourist booking fly-cruise packages in Singapore. From Singapore, the tourists are also able to obtain different cruise packages that visit different country as well.