| Abstract: | The Singapore Tourism Board has created an ambitious service quality programme, the Singapore Gold Circle (SGC), for the local tourism industry. To date, the Board has made the programme available to the retail, travel agent and tour operator, and spa sectors. This study looks at the SGC to determine, from a travel consumer perspective and with a focus on the travel agency sector, the value and effectiveness of the programme. In addition to the value of the findings to the local tourism community, if successful, such a programme may serve as a blueprint for other national tourism organisations or regional associations seeking to raise the quality of their product. Copyright © 2002 John Wiley & Sons, Ltd. |
