Background of Technical Report

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Digital directories in shopping malls have been helping visitors in terms of directions to their desired shops, dining place, ATM machines and other amenities. At the same time, it displays the floor plans so that visitors can have a visual representation of the mall. However, there are visitors who are struggling with navigating around the malls even after using the digital directories. This may cause visitors to spend unnecessary time using the digital directories which in turn decreasing their duration spent shopping.

According to Singapore Tourism Board (2016), the tourist receipts spent on shopping had the largest growth as compared to other sectors such as accommodation and food and beverage. Shopping sector had tremendous growth of 51% in the year 2016 as compared to 2015 (Singapore Tourism Board, 2016). This showed that more tourists are willing to spent more in shopping malls. Therefore, malls should look for ways to increase their respective average duration spent in shopping mall per visitor. To meet this goal, the mall should provide a reliable navigation system so that visitors are able to have a pleasant experience in the mall. 


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