Theme park tourism in Hong Kong Essay Example

compare the strengths and specific characteristics of tourism in Hong Kong's amusement parks, specifically Ocean Park and Disneyland. This comparison will include examples such as the facilities, attractions, and transportation.

The importance of adjustment, selling scheme, direction accomplishments, and the function of HK Government and civilization should all be taken into account when considering the subject park. The main goal of my research is to evaluate the attraction of the subject park for both domestic and international tourists, as well as identify which age groups show particular interest in this form of tourism.

What are the factors that can draw more visitors to a theme park? Which attractions within the theme park can captivate them the most? What are their expectations, prospects, and opinions regarding Ocean Park? Additionally, what are their expectations and prospects for Hong Kong Disneyland? My main area of research is Ocean Park, and I will be conducting a comparison with HKDL.

In fact, the research on tourism in Hong Kong is not widely known and has been limited. Finding relevant literature and journals about tourism in Hong Kong's theme parks has been a challenge due to the lack of previous scholarly work on this topic.

Together, HKDL has not opened yet and obtaining firsthand resources is limited. Because of this, I will rely on government issues, statistical data, articles from amusement park magazines, and theme park surveys from other countries.

I will conduct field surveys, personal interviews, and on-site studies to gather firsthand information. Additionally, I will provide background information on the first theme park in HK, which is Ocean Park. The park's theme revolves around ocean characteristics, and it was established in the 1970s.

Ocean Park

is home to the largest Aquarium in Asia, which was initially sponsored by the Jockey Club, resulting in a seamlessly run operation.

During the 1980s and early 90s, Ocean Park experienced its heyday, but unfortunately, this period of success was short-lived. Specifically, by the year 1988,

The Jockey Club's withdrawal of sponsorship has led to a decline in annual visitor numbers. At the same time, Disneyland and the Hong Kong Government have partnered to create a third international theme park in Penny's Bay. Consequently, Ocean Park is currently dealing with challenges from both internal and external factors. This presents an ideal opportunity for Ocean Park to reassess its market value and develop strategies for long-term sustainability following the launch of Hong Kong Disneyland.

Disneyland, a widely recognized global brand, was established in Anaheim in the 1950s with the objective of creating an enchanting destination, a magical realm for adults and a secure adventureland for families. Disneyland possesses its own distinct and robust culture.

The text discusses the trade name and symbol of an upcoming project in HK. Both the HK Government and Disneyland anticipate that this project will bring significant benefits to HK. The literature review for my study focuses on Amusement Park Tourism in Hong Kong.

The text discusses various geographical aspects, such as tourism geography, economic geography, and urban geography. The focus of the research is on the development of Amusement Park Tourism in Hong Kong.

The main focus of my survey will be on Ocean Park, one of the major Amusement Parks in Hong Kong. I will compare Hong Kong Disneyland to Ocean Park in certain aspects, specifically discussing the opinions and expectations of both locals and tourists.

The significance of Amusement Park tourism in Hong Kong is increasing steadily.

Despite experiencing a substantial decline for a year, Hong Kong Disneyland is poised to emerge as a top destination in Hong Kong, captivating countless global tourists. Nevertheless, the lack of scholarly research undertaken in this field adds an intriguing aspect to it.

My research will briefly examine the features, strengths, and unique aspects of theme parks in Hong Kong. It will also explore the relationship between authorities and theme park cooperation. The main objective of my study is to analyze the appeal of theme park tourism for both locals and overseas tourists, as well as their expectations.

The park subject has garnered the sentiments and perspective of both the tourers and locals. Noteworthy experts such as Deborah Philips, Foucault, Dyer, Alan Fyall, and Brain Garrod have shared their insights.

Anna Leask, Peter E. Murphy, and Andrew Lainsbury are prominent scholars in the field of subject park tourism, specifically focusing on subject park management and Disneyland research.

In my research, I will use various secondhand resources such as newspapers, intelligence reports, docudramas, diaries, and books. However, I will also conduct interviews and surveys to gather firsthand information.

Initially, it is essential to have a clear understanding of what exactly constitutes a Theme Park. According to Deborah Philips, a Theme Park is an external area within a city that is situated in a identifiable geographical site, but does not reflect the local scenery or culture.

'For example, if you visit Tokyo Disneyland, you will only experience American culture and not Japanese culture. Foucalt also has a similar perspective on the theme park, describing it as a place that exists outside of all

other places yet can still be located.'

The article 'The Maps of Narrative in the Subject Park' discusses how Subject Park is a destination that attracts both individuals and groups seeking leisure and is especially popular during vacation periods. Each theme park has its own unique theme.

But typically they are spells of enchantment, amusement, and fascination. Take Ocean Park, for example, it aims to provide visitors with an opportunity to learn more about marine life.

The significance of preservation and relaxation is also emphasized at Disneyland, a place presented as imaginary to make us believe that everything else is real (Poster 1998:172). Additionally, it is also a place for having fun.

Disneyland offers the promise of allowing adults to relive their childhood through fairy tales and the magic atmosphere found within the park. Attractions are a key element of theme parks, as stated by Swarbrooke (2000:267), who affirms that "Visitor attractions are at the heart of the tourism industry."

Incentives are what make people interested in taking a trip. Therefore, if a theme park can offer appealing attractions to tourists, it becomes a crucial weapon in the competition for tourist business. The purpose of providing a new attraction is not only to meet the preferences of local visitors but also to cater to the taste of foreign tourists. There are four essential factors for a successful attraction.

Amusement, instruction, aesthetics, and escape are all reasons for indulging in them.

Most of the subject parks are designed as an image scape, according to Waltz Disney. He aims to create a separation between his fantasy world and the real world, providing a safe place for adventurous experiences. This is evident in my research.

The

focus of my inquiry is to explore how Ocean Park and Disneyland can encompass these four elements and discover the preferences of tourists and locals. A theme park is a specially dedicated space for amusement, where families and groups come together to experience a world that is defined as a place of leisure. Numerous studies have highlighted the significance of theme parks for families, particularly when both parents are employed, underscoring the influence of children in deciding whether or not to visit.

According to research conducted by Disneyland, theme parks have become a place of celebratory rituals for families and groups on special occasions. Disney aims to attract children and their parents to visit their theme park through targeted advertisements. However, there are numerous advertisements that are specifically geared towards children.

Through my observation, it is evident that adolescence and grownups are becoming increasingly important to theme parks due to their strong purchasing power. As a result, even Disneyland or Ocean Park are shifting their target consumers and aiming to offer more attractions to attract new potential visitors. However, this trend signifies the changing dynamics in the industry.

At the same time, it is crucial to entice visitors to revisit. Attracting returning business involves persuading potential guests that previous visits cannot compare to the vacation experiences offered at the enhanced and upgraded parks (Bradley M. Braun and Mark Soskin: 2003). Given the limited number of potential visitors, it is essential for theme parks to offer new attractions to lure past visitors back for another visit. In my research.

I am interested in understanding how Ocean Park can attract more young people and adults to visit. Additionally, I would like

to discover how Ocean Park entices tourists to revisit the park. Some scholars claim that there is no connection between awareness of admission price and the frequency of visits.

Although the admission fee is high, a theme park can still attract millions of people and generate income if it offers something innovative and thrilling, as proven by Disney World and Universal Studio in Florida. Therefore, I will use Ocean Park as an example to demonstrate the applicability of this theory in Hong Kong. Additionally, I will compare the admission fees of Ocean Park and Hong Kong Disneyland.

Advertisement is a crucial tool for attracting new and potential visitors to the theme park. This type of advertisement is not limited to local visitors but targets a global audience as well. The aim is to establish their own brand on an international level.

This means that similar clients can be attracted in different states, allowing for the possibility that even the high-cost Hong Kong Disneyland (HKDL) will follow suit next year. Numerous advertisements can be found in newspapers and magazines.

wireless, internet, telecasting - even a Disneyland Channel on Jade channel. Will a 'Disney Fever' occur in Hong Kong as well? However.

Before 1997, Ocean Park did not realize the significance of advertising. However, currently, its marketing strategy has undergone changes and now it is investing more in promotional activities to advance its business.

The attending scheme of HKDL and Ocean Park differs in terms of culture, symbol, and logo. Disneyland has effectively established a distinct and well-known culture and brand for its theme park. However, it is crucial to acknowledge that Disneyland was not designed solely as a destination for casual rides

or food purchases. Instead, its objective is to offer families an immersive adventure experience.

Mickey Mouse, Donald Duck, and Minnie are well-known characters that everyone recognizes, regardless of age.

What about Ocean Park? Is there any character there that is familiar to everyone? This shows that Brand Development is very important for the Theme Park. So in my research, I want to deeply analyze these three components in HKDL and Ocean Park and how they affect the business of the theme park. The income of the Theme Park cannot solely rely on the admission fee; it also has to expand its income sources, such as hotels.

The eating house and ware establishments are the main source of secondary income for the park. They account for a significant portion of expenditure by park visitors. Therefore, the park administration aims to promote increased spending within the park.

Disneyland, for instance, prohibits visitors from bringing their own food and instead provides a variety of products for purchase. These products are mainly available in the souvenir stores situated on Western Main Street.

Next to the main entrance, an attractive feature prompts visitors to buy more items and prolong their visit. Disneyland also provides lodging options for guests, enticing them to spend several days in the park.

However, what about Ocean Park? According to information from Ocean Park in 1999, its revenue heavily relied on the admission fee rather than any other source.

In the coming year, Ocean Park aims to enhance its competitiveness against HKDL by building a hotel. The park hopes that this will attract more visitors. Additionally, sponsorship serves as a significant source of income for Ocean Park.

By collaborating with a specific corporation, the

amusement park can not only receive sponsorship for developing its own new attractions, but also increase its visibility to the public. For example, Ocean is currently partnering with Kodak, who has provided significant sponsorship towards the creation of new attractions.

By being able to attract and accommodate more tourists, Ocean Park has the opportunity to increase its popularity. Additionally, Disneyland has the advantage of being able to collaborate with various partnerships, which enhances the overall customer experience. Therefore, both these theme parks possess unique advantages.

Within the park, there are various advertisements, such as those for Coca-Cola and Fuji, even in HKDL.

Ocean Park has also collaborated with Chow Tai Foo to launch a collection of Mickey jewelry. According to articles in Amusement Park magazine, it is evident that Ocean Park is undertaking various initiatives to attract both local residents and international tourists. This effort is particularly targeted towards the local population, as it is common for most people in Hong Kong to have visited Ocean Park at least once.

Therefore, if Ocean Park does not have a new attractive force in place, it will be difficult to entice local people to visit again. However, if they do develop a new attractive force, it will not only require a significant amount of time and resources, but also incur a substantial cost. Therefore,

During the past few years, Ocean Park has been organizing special events such as Halloween, Christmas, and Chinese New Year. These events have been successful in attracting a large number of local visitors.

Nevertheless, how about the abroad and mainland tourers? Are they also attracted by these events? In my research, I also want to analyze how such events

help Ocean Park overcome its troubles and compete with HK Disneyland in the future. A visitor-friendly policy is also crucial to attract visitors. For example, Disneyland wants to reduce the waiting time for visitors, so it implements the FASTPASS policy and also displays the waiting time clearly to the tourists.

All of us want to create a positive experience and lasting memories for the visitors, with the hope that they will return. Additionally, the single ticket price admission system is beneficial for the guests as well, as it enhances the enjoyment for the tourists.

Furthermore, HKDL is soon to open, despite there being four Disneylands already in existence worldwide.

Disneyland in Anaheim, California, Disneyland in Florida's Disney universe, Disneyland in Paris, and Tokyo Disneyland have all been successful tourist destinations. Now the question is, can Hong Kong Disneyland also attract tourists after its grand reopening next year?

According to Armstrong (1988), Human Resources Management (HRM) is a distinct and valuable management function. Storey (1995) also defines HRM as a unique approach to managing employment that aims to gain competitive advantage by strategically utilizing a dedicated and skilled workforce, incorporating various cultural, structural, and personnel techniques.

'Therefore, HRM is important for the development of Theme Park Tourism. Disneyland's HRM is highly famous. It has its own training school - Disney University - to train its workers and develop its own working culture, language, and values. In my research,

I would like to further examine the HRM of Ocean Park and compare it with Disneyland's management approach. The government and private sector always have a strong relationship. Public-Private Partnership (PPP) is increasingly prevalent worldwide, across various commercial sectors. Particularly in the theme park

industry, it is essential to not only develop the park itself but also establish numerous infrastructures.

In order to ensure the provision of essential services like transit, electricity, H2O supply, and others, it is necessary for an entity to seek the cooperation of the Government.

Disneyland has a longstanding history of collaboration with the Government. For instance, the land where Anaheim Disneyland is located was provided by the local authorities. Currently, Disneyland continues to maintain this partnership.

The Hong Kong authorities is heavily involved in the HKDL project, providing both infrastructure and funding. Despite being the largest stakeholder, the Hong Kong Government has no decision-making power in Disneyland.

There is a similar situation at Ocean Park where the government provides the land for the park in return.

Through the subject of park tourism, this also brings numerous benefits to Hong Kong, such as employment opportunities, boosting tourism, and promoting international recognition for Hong Kong.

However, can any of them be considered true? Can theme park tourism bring profit to Hong Kong or not? For instance, Hong Kong has invested millions in this project, but can it bring numerous benefits to HK? Additionally, apart from infrastructure and monetary investments, I am also interested in knowing if the Government has undertaken any other actions to encourage the development of theme parks in Hong Kong.

Together, I would like to inquire if there is any assistance that the government has provided to Ocean Park and how the government is helping Ocean Park overcome obstacles. The majority of articles, books, and journals provide me with a broad understanding of theme park management, as they define the concept of a theme park.

The text discusses the direction accomplishments,

selling scheme, and improvement of the topic park. In addition, it provides guidance on promoting the park and developing its employees. Additionally, it emphasizes the importance of creating a unique brand and culture.

Additionally, many books have also explained that most tourists have multiple expectations and perspectives about the theme park before actually visiting it. However, the question arises as to whether Ocean Park and HK Disneyland in Hong Kong can fulfill these various demands, expectations, and perspectives.

Which country does Ocean Park disappoint the most, both locals and tourists? What changes should Ocean Park make to improve its image and address the demands of both locals and tourists? However, there is a lack of surveys regarding the theme park in Hong Kong, leaving numerous unanswered questions. For example:

What are the desires of both local and overseas tourists in regards to the subject park? Additionally, how does the government support the development of theme park tourism and how can Ocean Park ensure its survival in light of the opening of HKDL? What differentiates the Hong Kong theme parks from others and how do they maintain their unique brands? Lastly, can theme parks be the main attraction and target for tourists? Therefore, I aim to gather information by conducting surveys and interviews.

I will gather information from the touristry board of Hong Kong, the official websites of HKDL and Ocean Park, and a one-year study of Ocean Park.

Methodology

For my research, I will employ quantitative methods to gather firsthand information about visitor preferences.

Outlook, perspectives, and sentiments of tourists and locals regarding the attraction of a theme park to both local and overseas tourists, specifically focusing on their willingness to visit

Disneyland in Hong Kong. The significance of quantitative methods lies in their use of statistical analysis to make generalizations about the study population with a certain level of confidence.

Quantitative methods rely on numerical evidence to support hypotheses, thereby offering various benefits. Firstly, the utilization of large sample sizes helps ensure they are more representative of the overall population.

Increasing the grade of assurance can be achieved through this. In the touristry industry, a significant amount of information needs to be presented quantitatively to allow managers to make informed decisions. Data can be easily summarized and analyzed using computers. However, this process might pose some challenges.

There are also drawbacks to using quantitative methods. Firstly, it is challenging to accurately represent individuals' unique life histories and experiences. Additionally, a large sample size is required for statistical analysis.

This is not only time consuming but also very expensive. Bias may be caused by poor questions or poor interviewers, which affects people's response. As I will use quantitative methods as one of my tools to collect firsthand resources, I have to calculate the sample size first. According to Moser.

Before setting up a sample size, one must consider how large of a sample is necessary. However, it is important to keep in mind that limited time and resources make it difficult to establish a very large sample size, as larger sample sizes require more resources.

In my research, the sample size is 300 and I anticipate a response rate of approximately 50%. As a result, I plan to distribute 600 to 700 questionnaires.

In my study, I estimate that 50% of the population consists of local occupants and 50% are tourists. However, the actual

total for the entire population is expected to fall between 30% and 70%. In order to conduct my research, I plan to conduct on-site interviews. One of the locations for these interviews will be the entrance of Ocean Park.

Therefore, I am able to obtain immediate feedback and emotions from visitors both before and after their experience at Ocean Park. However, conducting a survey about HK Disneyland is somewhat challenging for me as it has not yet opened in Hong Kong. Thus, I will conduct the study about HK Disneyland within the context of Ocean Park, as I believe respondents may also have an interest in Disneyland.

However, in order to prevent bias, I will also conduct research on Disneyland in various tourist spots. This will allow me to personally interact with the participants. Additionally, the interviewer may provide verbal explanations when needed.

The use of and their contents in the text below may be cited as follows:

With the use of , the interviewer is able to reduce misinterpretation by gauging if the respondent has comprehended the inquiries. Additionally, the use of can help avoid issues related to limited literacy and unanswered questions. Moreover, response rates tend to be high, with rates reaching up to 95%.

Working together can reduce the likelihood of obtaining irrelevant information. However, this approach may be biased because if I only conduct interviews in Ocean Park, most of the opinions will be positive and it will be difficult to collect negative sentiments. Additionally, conducting on-site interviews can be time-consuming and costly.

Additionally, I will use the Internet as a medium to create and distribute a questionnaire. Through ICQ and email, travel costs

will be reduced. This method also makes it easier to collect information from individuals residing in various locations.

However, the response rate of this method is quite low and it often leads to receiving useless or incorrect information. Lastly, I will conduct office-based interviews with one of the selling managers of HKDL to obtain first-hand information about HKDL from him.

There are multiple advantages to arranging interviews at the respondent's convenience. Firstly, it allows for longer interviews, which in turn can gather more in-depth information on various topics.

There are various methods for selecting samples, which enable a broader range of approaches to be utilized in questioning. These techniques have a high rate of response. Nonetheless, it is important for me to connect with the respondent and gather information about their behavior and sentiments. It should be noted that this information may be retrospective and potentially contain biased information from the respondent.

I will utilize a simple random sampling method, which is suitable for similar or homogeneous populations. Additionally, it is one of the simplest and most convenient study methods to implement.

It provides fair opportunities for everyone and reduces prejudice. However, it is also possible to receive irrelevant information. Therefore,

In order to conduct my study, I will use the cluster sampling method given my limitations of time and resources. Due to the large size of Hong Kong, it is not feasible for me to carry out the study across the entire country. Therefore, I will select specific interview points for my research.

They are Ocean Park entryway and inside the park in TST.

Peak and airdrome. Second Hand resources are important for my research, especially HKDL will be open

in the next year. But what is the difference between literature review and second-hand resources? The purpose of the literature review is to gain knowledge of the topic. However, the second resources of the data form part of the actual data collection.

The Ocean Park and HKDL have been collected for another intent in my research. I will analyze the features of both attractions and examine the types of attractions and accommodations available.

and transportation options available at Ocean Park and HKDL. I will gather information from their official websites, park maps, official statistics, and the Hong Kong tourism board. The most up-to-date news about the park will come from newspapers and amusement park magazines. I will also collect transit information from the City coach and minibus company, as well as the MTR website, which is planning to build an extended line to Ocean Park from Central. Since HKDL is not yet open, it is difficult for me to conduct a field investigation. Therefore, I will rely more on second-hand resources when discussing HKDL. I will gather information and data about HKDL from its official website, magazines, newspapers, and the Hong Kong tourism board.

In conclusion, the importance of theme park tourism in Hong Kong is expected to grow. It will become a major attraction for tourists from around the world. Currently, Ocean Park is the only large-scale theme park in Hong Kong, but next year HKDL will open. After HKDL's grand opening, it remains to be seen how Ocean Park will fare against this strong competitor. It may need to collaborate with HKDL to survive. Regardless of their decision, Ocean Park will face challenges when HKDL arrives

in Hong Kong next year. My research will primarily focus on investigating the facilities available at these parks.The research focuses on transit adjustment and attractive forces of both Ocean Park and HKDL, as well as the perceptions, sentiments, outlook, prospective and involvement of locals and tourists towards theme parks. Additionally, it examines the role of the Government in encouraging the development of theme park tourism.

The outline of the research is as follows:

- September: Define the subject of the final thesis
- September to November: Conduct a literature review
- November: Prepare the research proposal and fix the questionnaire
- Contact with HKDL
- December: Hand in the research proposal and present it
- January to February: Conduct on-site study, including personal interviews and field surveys in Ocean Park
- Analyze the collected information
- March: Prepare the final thesis and presentation

The bibliography includes the following sources:

1. Paul Brunt Market Research in Travel and Tourism Butterworth-Heinemann 1997
2. Anthony M. Graziano. Michael L. Raulin Research Methods Library of Congress Cataloging-in-Publication Data 1999
3. James Mak Tourism and the economy University of Hawaii International Press 2004
4. Rita Aero Walt Disney World For adults and families too!Fodor's Travel Publication INC. 1998
John Philip Jones International Advertising Realities and Myths Sage Publications LTD. 2000
Andrew Lainsbury Once upon an American Dream University Press of Kansas 2000
Alan Fyall, Brian Garrod, and Anna Leask Managing Visitor Attractions Butterworth Heinemann 2003
David Crouch Leisure/tourism Geographies Routledge Taylor and Francis Group 1999
Christopher M. Law Urban Tourism pulling visitors to big cities Mansell Publishing Limited 1993
Steve Mannheim Walt Disney and the Quest for Community Ashgate Publishing Limited 2002
Gary Oddou and Mark Mendenhall Cases in International Organizational Behavior Blackwell Publishers Ltd. 1998
Peter E. Murphy Quality Management in

Urban Tourism John Wiley and Sons Ltd. 1997
Harper and Lawson The Cultural Study of Work Rowman and Littlefield Publishers INC 2003
John.M. Findlay's book, "Magic Lands Western Cityscapes and American Culture After 1940" published by the University of California Press in 1992, explores the influence of theme parks and tourist attractions in shaping China's overseas marketing strategies, as discussed in Greg Richards' anonymously refereed paper in 2001. In a similar vein, Nick Johns and Szilvia Gyimothy examine the subject park as an emblematic representation of modern family life in their article published in the Journal of Vacation Selling in September 2002. Meanwhile, Raymond M. Weinstein's piece in the Journal of Popular Culture in the summer of 1992 reflects on the development of modern amusement parks, drawing comparisons between Disneyland and Coney Island. In the context of service quality and human resource patterns within theme parks, Jeffrey Hickman presents a case study in the International Journal of Contemporary Hospitality Management in 2003. Furthermore, Jane Gaboury explores operations at Wonderful World, as described in her article published in IIE Solutions in May 2002. The text concludes with an incomplete mention of an unknown author's work.