River Safari

My Pre-visit Research Findings

River Safari is an attraction that is established as an excursion destination for public access for education, entertainment as well as interest purposes. This attraction has the aim to create awareness and opportunity to learn about the freshwater habitat conservation as the freshwater species and environment health is dependent on the water flow. They are the first and only river-themed wildlife park built in Asia with the world's largest collections of freshwater animals. In the 28 February 2014, Prime Minister Lee Hsien Loong officiated the grand opening of the River Safari and even before this, the park has been welcoming millions of visitors from all over the world who are interested in freshwater habitats since April 2013. River Safari ensures that at the end of the day the visitors will leave with fun and pleasurable experience as well as a good knowledge about the freshwater inhabitants. This attraction has a great impact to the economic as it draws in visitors around the world where the visitor expenditure has multiplier effect within Singapore and helps to create more job opportunity.

The design of the River Safari is to profile iconic rivers freshwater habitats such as the Amazon River, Mekong River and River Nile. Visitors can get to learn more about the animals and freshwater conservation through the interactive and digital educational interpretive along the freshwater aquariums, walk-through exhibits and boat ride to explore the river to learn about the wildlife and flora of river habitats. On top of that, the park includes special experiences that the visitors can participate in such as the Amazon River Quest and River Safari Cruise where visitors can take the boat to enjoy the breeze while exploring the fauna, bird and flora. Also, there is River Trails, Meet the American Beavers and Panda Rise and Shine, where the visitors can get to have close interactions with the animals. There is also an event Zoo-rassic Park which will be held this year 2016, where the participants the dinosaurs with a phone application in the Singapore Zoo and River Safari. 

In addition, some of the tangible products will be their dining restaurant "Mama Panda Kitchen" and the "River Safari Tea House" as Singapore weather is so humid, it is crucial to have drinks and food that can help satisfy the visitor's needs. Shops like "House of Kai Kai and Jia Jia" and the "River Safari Shop" are also situated in the River Safari selling merchandise such as t-shirts, plush toys etc. so that they can bring home a tangible memory. 

The price of the ticket is generally acceptable and they have membership prices, birthday special as well. The admission tickets which includes River Safari Cruise are priced at S$30 (adult), S$20 (child between 3-12 years), S$14 (local or permanent resident senior citizens aged 60 and above) and child below 3 years old are free. If the visitors are interested in the Amazon River Quest boat ride, it will be at an additional S$5(adult and senior citizen) and S$3(child). Visitors will get a 10% discount if they buy the tickets online and local residents are entitled to a 25% online discount by providing their NRIC number. For the benefits of the birthday guest, they are entitled to a free admission 7 days from the birthday when entering with a paying guest and are eligible for a 10% off retail and food & beverages. However, this free ticket is only valid on-site purchase only.

In order to engage potential visitors, River Safari advertises themselves through taxi wraps, bus shelters and subway posters where many people will often pass by. In addition, they have 3D animal structures which allow the public to interact with the advertisement and leaves a memory of the advertisement as shown below. 

They also have their own website which gives us all the information from prices of the tickets to the programs of the attractions. Videos and pictures of the fauna and the freshwater species are also provided on the website to give the potential visitors a sneak peeks of what is in the River Safari and perhaps attract them to visit the place. Wild Reserves Singapore (WRS) has a blog that updates people on their animals and freshwater species wellbeing. For example, the rare giant panda, Jia Jia and Kai Kai which is very well known as they are part of the collaboration between WRS and China Wildlife, WRS kept us update on the panda breeding season. On top of that potential visitors are able to buy their tickets online along with discounts for online purchase.

My Field Trip Experience

I am not really an animal lover, but overall River Safari is considered enjoyable. However half way through I am already worn out due to the walking and humid weather. It is very thoughtful of River Safari to place many benches along the way to allow the visitors to have a rest. A few years ago I visited the park and there were lots of people but it is not that crowded anymore. The animals are cute and fascinating but the boat rides was a little bit of a disappointment.

The park is very well presented with nicely decorated themes in each different rivers makes me feel that I am ready to enjoy the whole river trail and the music enhanced the atmosphere and my mood as I walk around the park. Every different river has a different theme to show us how does the river origin are like. For example the picture below, the Yangtze River is about China's freshwater resources hence the area is decorated in more Chinese theme to indicate that they are showcasing the China's river. On top of that their Mama Panda Kitchen restaurant is also very nicely themed with panda chairs and even selling bun in panda design.

The information boards are put up at the different section to explain and educate the visitors about the freshwater species and freshwater habitat. The boards are well decorated to attract the visitors to read them.

Working in River Safari requires one to be outgoing and friendly. Although I don't see a lot of them around the park but in some areas like the Giant Panda Forest before entering the staff will explain to us the rules in the Giant Panda Forest. On top of that, they also have this green screen where we take photos with effects.

As the visitors are mostly families, the children are usually the one more engaged and excited throughout the park. Perhaps the parents are busy taking care of their child and the weather might cause them not to be as excited as their child. But overall all of them seem to be enjoying. Especially the freshwater species, the males are the one more interested in the fishes I can see many men are taking pictures and videos of them.

On top of that visitors are also allowed to touch the freshwater species at the Mary River such as the sea star, horseshoe crabs and sea cucumbers. There is also a staff there explaining to us about the freshwater species.

As we know that kids like to touch things that they see and are reachable. Hence at the Yangtze River, they have information boards that can entertain the children and at the same time educating them by showing pictures because they are still young, visual are more effective to share the information with them.

 

The Giant Panda Forest is the most exciting part of the park because that area is air conditioned, and when we enter we will be more refreshed because we are out under the hot weather for so long. Inside the forest, there is the red panda and giant panda. As you can see from the photo below, we are very close to the red panda and watching it walking around we just can't stop thinking that it is pretty cute. And the Giant panda is so adorable which catches all the visitors' heart. Many of them just stood by the railing and just watch them moving around and eating.

 At the Amazon Flooded Forest, the aquarium is so big which contains many majestic animal species. The Manatee inside is huge and is probably bigger than my size. And if we continue walk we can see the open area of the tank. I was very excited when I see the staff feeding the animals and the Manatee swimming to the surface and eating the vegetable. 

The most disappointing part would be the Amazon River Quest and River Safari Cruise. The Amazon River Ride was fun but the ride is moving at quite a fast speed, we only get a chance to see the animal for a while. On top of that, we are not able to see many animals as some are probably hiding behind the trees. Also, I was expecting to see a Jaguar, but I see none. But if you are lucky you will see some just sitting there.

The River Safari Cruise was the biggest disappointment. The boat ride was kind of boring because it is just moving along the water and looking at trees but at least I get to see giraffe from the zoo. Half way through the ride it began to rain and that is when I start feeling tired and not really interested anymore.

Motivators of Demand of the River Safari Visitors

There are many motivator factors that make people want to visit River Safari. But the factors vary from person to person as different people have a different perception. One of the most general factors would be visiting a place that they have never visit before such as the tourist. They come to Singapore to visit River Safari as it is the first and only river-themed wildlife park in Asia and also the Giant Panda which is brought from the China. Some would visit the park for their Mama Panda Kitchen restaurant to try out the panda bun and other food. Some could visit to buy souvenirs.

The variety of freshwater species and habitat could also be a motivator factors to the visitors who loves fish and/or the freshwater habitat. When a fish lover travels they probably would want to visit attractions that they like or are related to. Some visitors may also visit to escape from routine and to be pampered for a limited time. It could be after a major exam or projects; they come to the part and pamper themselves for studying hard for the past period of time. 

Lastly, families may bring their children to the park for education purposes. This also enhance their family bonding and children can learn more about the aquatic animals as well as the freshwater habitats. From my experience in the park, there was one child asking their parents: "Why the panda is eating so much?". By observing different animal's behaviour the children can also get to have a real-life experience.

Challenges Facing River Safari

One of the challenges will be wet weather. After taking the cruise ride, I saw a group of people drenched from head to toe after taking the Amazon Quest River boat ride because the ride is not sheltered. Some visitors may not like it because they may be going somewhere else after River Safari. And now they are drenched they will have to travel back to their place to change. If it is tourist they will waste a few hours of time just to go back and change their clothes. They might leave with an unhappy memory and may spread this to others. 

Other challenges will be the competitor which is the SEA Aquarium at Resort World Sentosa (RWS). RWS are so well established that many tourists come to Singapore just for the attractions inside RWS such as the Universal Studio Singapore, SEA Aquarium, Adventure Cove and much more. On top of that Within RWS, there are several hotels which make it very convenient for the tourist to move around. In addition, there is a shopping mall next to it where they can eat and shop in the mall which is a walkable distance from RWS. 

The third challenges will be how River Safari can improve themselves? They cannot possibly keep bringing in new fishes. And many visitors will visit River Safari just once because the things inside will remain the same. There are many other attractions out there, it will be very difficult for River Safari to change just to adapt to the new trends which change very frequently.

References

Wildlife Reserves Singapore (2009, February 11). Wildlife Reserves Singapore Builds River Safari, Asia's First River-Themed Animal Attraction. Retrieved November 24, 2016, from https://wrscomsg.wordpress.com/2009/02/11/wildlife-reserves-singapore-builds-river-safari-asia%E2%80%99s-first-river-themed-animal-attraction/ 

Wildlife Reserves Singapore (n.d.). About The Parks. Retrieved November 24, 2016, from http://www.wrs.com.sg/parks-info-about-parks.html

Wildlife Reserves Singapore (2014, February 28). River Safari Celebrates Official Grand Opening. Retrieved November 24, 2016, from https://wrscomsg.wordpress.com/2014/02/28/river-safari-celebrates-official-grand-opening/

Wildlife Reserves Singapore (n.d.). Meet the American Beavers. Retrieved November 24, 2016, from http://www.riversafari.com.sg/special-experiences/american-beavers.html#ad-image-0

Wildlife Reserves Singapore Group (n.d.). Zoo-rassic Park. Retrieved November 24, 2016, from http://www.zoo.com.sg/zoorassic-park/?_ga=1.2203184.1801605728.1479188342

R. M. (2014, January 13). LOOK The River Safari comes to the city. Retrieved November 24, 2016, from http://www.marketing-interactive.com/look-river-safari-comes-city/

J. Y. (2016, May 26). Panda Sperm Science. Retrieved November 24, 2016, from http://blog.wrs.com.sg/panda-sperm-science/