Can stopovers be induced to revisit transit hubs as stayovers? A new perspective on the relationship between air transportation and tourism

This research examines the potential of transit hubs and affiliated airlines to stimulate future stayover visits by stopover passengers, thereby securing new market opportunities for the host destination and a new relationship between the transportation and tourism sectors. Data were obtained from 694 stopovers who transited with Singapore Airlines through Singapore Changi International Airport but had no prior stayover visit. ‘High influence’, ‘low influence’ and ‘selected influence’ clusters indicated how nine selected services and facilities differentially stimulated their interest to revisit Singapore. Especially influential are generic services such as the Singapore Girl service style, and specific facilities such as the airport Butterfly Garden. These therefore no longer situate as simple facilities that only provide utilitarian transport services for passengers; occupying the blurred boundaries between the transit and destination regions, they frame Singapore's hub airport and national carrier as a type of ‘quasi-destination’. Appropriate strategic considerations are recommended to maximise their conversion potential.