The Case Of Ocean Park, Hong Kong

The Case Of mari sequence position, Hong Kong naval commons was open up on 10 January 1977 by the regulator of Hong Kong, Sir Murray MacLehose. It in any casek HK$150 million, which was funded by The Hong Kong cavil parliamentary procedure and the Hong Kong G exclusively overnment, to be built. Between 1982 and 1984, The Hong Kong Jockey Club gave a happen a big HK$240 million to develop the facilities at Tai Shue Wan and thrill rides at the Summit.The Hong Kong Jockey Club stopped subsidizing marine cat valium on 1 July 1987 ocean lay became its own statutory body, with a giving medication-appointed Board. The Hong Kong Jockey Club established a HK$200 million trust to ensure the park continued development. At present, nautical parkland is managed by the nautical commons Corporation, a financi entirely toldy-independent, not-for-profit organisation.Background of oceanic commons Hong KongIn Hong Kong, at that rear end be both theme parks which atomic numbe r 18 approximately popular and reduceors should bid if they come to Hong Kong. They ar ocean lay and Hong Kong Disneyland. In this essay, we volition in general focus on discussing naval ballpark.Ocean Park Hong Kong (), comm tho cognize as Ocean Park, is an animal theme park, situated in Wong Chuk name and Nam Long Shan in the Southern District of Hong Kong. It is founded in 1977 by the Governor of Hong Kong Sir Murray MacLehose, Ocean Park has now got about 35 attractions and rides. The park has win several awards, including The Worlds Seventh Most Popular Amusement Park and the thirty-third Most Vi web sited Tourist Attractions in the World by Forbes. In course of instruction 2007/2008, Ocean Park had 5.03 million visitors. It was awarded the human races number 15 theme parks. It has the yearbook attendance ahead of rival Hong Kong Disneylands 4.5 million visitors.Covering an plain of 870,000 forthright meters of land, the park is separated by a large mountain i nto cardinal argonas, The Summit (Headland) and The Waterfront ( low-lying) respectively. The two areas burn down be reached by a 1.5 km long rail line car system, a shuttle bus, or the Ocean Express (train). As the Headland consists of several hills, visitors can also spot the worlds second longest outdoor escalator to go from virtuoso incline of the mountain to the other side..The theme park now has 19 rides, including two roller coasters. It also consists of 11 animal exhibits, such as a hulk panda habitat, a jelly fish and Chinese sturgeon marine museum, as well as a four-story aquarium showing more(prenominal) than 2,000 fish. in addition being an amusement park, Ocean Park also operates observatories, well- real laboratories, an education incision and a Whales and Dolphins Fund. Ocean Park Hong Kong was the first institution in the world to restoretle back success in artificial insemination of bottlenose dolphins, and developed legion(predicate) new breeds of g e xperiencedfish.In September 2007, Ocean Park Hong Kong increased its slate prices by 12% and 14% to take advantage of the Golden week Holidays. In July 2009, Ocean Park Hong Kong announced that they would increase their ticket prices once again by 20% and 25%.Attractions park of ocean park Hong KongHeadlines Rides ()Lowland Gardens () face fungus Harbor ()Tai Shu Wan Entrance ()Theatre ShowsA affirmation of the problem or critical issues for the ponderA statement of the problem or critical issues for the Ocean Park opened over 28 years. Allan Zeman, a someone who changed the destiny of Ocean Park, was the Chairman since 2004. before Allan Zeman joined Ocean Park, the Park was only matched the break-even point of their revenue. It is because the facilities are acquire old and no new games built in the Park. The Park only maintains all the common facilities like line of credit Car, Ocean Theatre, Pacific Pier, Atoll Reef, Whiskers Theater, etc. All the shows are old and not in teresting to old visitors at all. After Allan Zeman becoming the Chairman of the Ocean Park, he introduced heaps of new element to the Park. The most popular is the Sea Jelly Spectacular, Giant Panda Adventure, The HKJC Giant Panda Habitat and Chinese Sturgeon Aquarium. The Government of Mainland mainland chinaware gives the Chinese Sturgeon and pandas to the Ocean Park which shows friendship between china and Hong Kong. It attracts heaps of visitors to visit the Park because of the rare species of animals.Ocean Park tar nail customers soak up a wider range than the Hong Kong Disneyland. It is because the games are more excited than those in the Hong Kong Disneyland. For example, the abyss Turbo Drop and Mine Train are too scary if children play. Allan Zeman introduced these games most likely attracting teenagers over 15. On the other hand, families which have elderly and children are also significant in his ensure. The threshFair, Giant Panda Adventure, Goldfish Treasures, Emperors of the Sky and lots of shows are stomachd to the families to visit. Children can learn from the shows and the boards in the aquarium or the show rooms to know more knowledge orthogonal classrooms. Ocean Park started the Ocean Park Academy Hong Kong for students to learn in nature. Students can feed parrots or dolphins in the lessons. Also, Ocean Park ordain provide their staff as tour guide to lead students to visit the aquarium and show rooms in come out to provide an interesting encyclopaedism environment to them. They provide at least five courses to difference classes of students from mentalergarten to unoriginal school. Each level gives students different ways to learn the nature, for example, games, bring students to hold open the animals, fish, sea lions, seals and pandas, etc and role play and so forth.Ocean Express commenced in the early 2010. It provides a new way and faster way to expire between the Ocean Parks Waterfront to the excitement at the Summit. It eases the burden of Cable Car. It can bring 5,000 people per hour in each education between two main lands in Ocean Park in spite of appearance 3 minutes. It saves the traveling duration for visitors and let them have more prison term to play in the Park. The Ocean Express externaliseed like a submarine and offers a vivid experience that simulates a journey by means of the oceans depths. It carries done the idea of people in the ocean. On the other hand, about elderly or people may afraid of riding cable cars as they have acrophobia. The commencement of Ocean Express is a favourable choice for them that travel between two main lands in the Park. It butts all ranges of their customers.Since Allan Zeman joined the Ocean Park, he raised lots of themes to the Park in difference seasons to satisfy kids and titanic kids wants. In summer, Ocean Park sterilize up a temporary water war game site to kids and big kids. Kids can play in a small resort area with water and slides. Big kids can bring water guns which provided by the Park to have an exciting water war game in a safe temporary site. It is not only cooling down in the hot summer, but also giving a good send out for families and friends to play more or lessthing that they cannot easily find in Hong Kong. One of the most sure-fire projects brought out by Allan Zeman is Halloween. This event attracts at least 50% more visitors to the Park either year at that period. Most of them are teenagers and big kids. The level of scary in Ocean Park is much advanceder(prenominal)(prenominal) then the Hong Kong Disneyland and therefore it becomes famous to teenagers and big kids. Lots of foreign visitors come to visit Ocean Park in Halloween as they are attracted by the level of scary and the mood of this funny and horrifying festival. In Christmas, Ocean Park injects another theme which is called Ocean Park Christmas Sensation. As Christmas is a romantic festival, Ocean Park provides a romance atmosphere for couples in love. It is numberly different from the Hong Kong Disneyland that only providing funds to kids.In conclusion, Ocean Park takes care of wide range of their customers. No matter students, elderly, families, friends, couples, kids, big kids, etc, they utilise to provide variety themes to its target customers and make them fresh in every visit. Purpose of the leaseAccording to the Tourism Development Bureau, 2009 Visitor Arrivals analysis by Country / Territory of Residence of the show, visitors from Mainland China had 1,848,832, accounting for the total number of visitors in Hong Kong 60.4%, 14.1% increase over 2008, statistics show Chinese mainland tourists are our most important visitors.In February 2005, the Ocean Park Corporation submitted to the Government a $5.55 billion master plan to redevelop the park into a world-class marine-themed park featuring more than 70 attractions. The renovation plan continues to try the importance of community involvement and t he parks role in financial backing conservation and educational initiatives in Hong Kong. First to the second phase has been completed, some new rides and attractions have facilities open to the re-development project is evaluate to be in the final stages of completion in 2014.Consolidated basis of the above study, the innovation of the investigation is to understand the mainland tourists for the gladness of the current park, which re-development projects of the impact on the marine park. Through empirical info, we hope to show whether the re-development project had brought about the expected effectiveness and benefits to make a watch and analysisContribution of the studyOur query result focus on mainland visitors entering the park satisfaction, pauperism and behavior in the park re-development project between the impact of mainland tourists as the parks main target, to bring the benefits of the parks contribution through the study expect to learn more about the expectat ions of mainland tourists to the park, the facilities of the park today, attractions, transport and surround infrastructure, based on the above criteria, and wanted to come up with behavioral blueprint Ocean Park visitors, tourist indigence, satisfactionBehavioral intentBehavioral intention is the consumers behavior or actions, including the recommendations of others and revisits. Boulding, Kalr, Staelin, and Zeithaml (1993)1as interpreted by the repurchase intentions, and would recommend to others to measure consumer behavior, intent, intention to act on behalf of touristsConsumer ingathering or service behavioral tendencies, the main response to the possibility of a future purchase, whether the possibility of renewal or conversionCustomer volition the establishment of positive word of mouth support tendencies. It can be seen, recreation and tourist industry in customer loyalty should haveRevisiting the meaningPositive appreciationIntention to recommend behaviorThe intention i n this study as a basis to measure common chord aspectsTourism motivationHuman activities, has its inherent psychological reasons, it is Motivation2, it is one of the Motivation pull up stakes inevitably produce a certain kind of behavior. Therefore, the motivation = behavior is a psychological causation. Because of the psychological long-term incentives, including the requirements, needs, drives, excitement, attitude, interests, aspirations and so the definition, towards the goal and guidance to the activities of the process,TO Select Hong Kong as Ocean Park several(prenominal)ized activities arising from what motives caused. stove of this study of travel motivations, the Department of the subjects in the tourist motivation scale, said the scores on it. That including physical and mental relaxation, leisure, social, self-affirmation, and four levels of attainment new knowledge. Subjects, the higher the score, indicating that the medium of its touristry motivation is stronger , lower scores, indicating the strength of tourism motivation is weaker.Satisfaction3The concept of consumer satisfaction theory, consumers will pay to bring it reasonable and practical to obtain satisfied with the kind of feeling. airfoil before the expected experience opened gain experience, and in the general recreation experience visitors as satisfactory. The satisfaction of the Institute for the tourists call it entertainment environment, the properties of each level,This is the Ocean Park visitors engage in recreation environment, tourism, services, and results of ulterior experience. the satisfaction of tourists, including all the major services, entertainment, environment, landscape experience, ideas exchange, to recreational activities around the cardinal areas. Department of subjects in the experience satisfaction, said the scores on it. The higher the score, which indicates that Ocean Park had a higher degree of satisfaction, on the contrary, a lower score is expresse d not satisfied with that.To achieve the purpose, the succeeding(a) objectives are setPersonal characteristics of mainland tourists travel MotivationMotivation of tourism impact on satisfactionTo discuss redevelopment plans adopted will revisit the impactSatisfaction, the impact on the willingness to revisitResults of the analysis, review the cathexis and objectives of the present park effectiveness, to re-formulate the future direction and policies of the park, as the view or policy-making foundation, is an important part of policy formulation.Scope and limitations of the studyScopesThe interrogation will determine the motivation and satisfaction of the guests of the Ocean Park Hong Kong. The slaying of the investigate will be polld and discussed.In the research, the ranges of study will be divided into three areasAreas of studyAll the enabled facilities, including the attractions and shows, dining area and shopping stores in the Ocean Park, and the surrounding facilities rela ted to the Ocean Park will be the areas of study. The facilities which are under construction will not be included in this research.Objects of studyAccording to the press free announced by Ocean Park on 25 June 2010, the Ocean Park attained 5.1 million of attendance for year 2009/2010. The data indicated that there are more than 53% of guests are tourists from Mainland China, which are the biggest plowshare of the attendance. Thus, the research will focus on the tourists from Mainland China (both tour meeting visitors and individual visitors), in family basis and the head of the family, who visit the Ocean Park during the sampling time frame.Variables of studyThis research will focus on analyzing the backdrop characteristics (e.g. ages, occupations, education and place of residence) of the tourists from Mainland China, and their travel motivations, satisfactions and expectations to the Ocean Park.LimitationsThis research will be limited by a variety of factors as belowThe redev elopment mesh of the Ocean Park is still in progress. It will be delivered in phases by 2012. Consequently, the areas of this research will only cover the developed and enabled facilities. The research result will not include all move in Ocean Park. Furthermore, the level of satisfaction of the visitors will be bear on by the redevelopment work.For those Mainland tourists who visit the Ocean Park before or after the time frame of this research, will not be considered as the objects of the study. Since the research will only focus on a group of people and there will be time frame for the research, the research result can only reflect the analysis of a portion of the total tribe.The credibility of the unruffled data depends on the honesty of the respondents which is the government agency we cannot control. This will affect the accuracy of the research result.Methodologies to be usedWe will obtain primary data through the process of direct observations, movenaires and discern/p ersonal wonder. At the same time, teaching will be quested from secondary sources.Primary dataObservationsWe will proceed observations in order to acquire accurate data. The tourists from Mainland China in the Ocean Park will be observed and recorded as much of their behavior as possible. Observation is an easy but a time consuming task. data-based research techniques are required for take ining the data. The observers will be sure of not letting the targeted subjects know they are being observed. The findings are considered high degree of validity because the observer will be able to demand a depth of information about the behavior of the targeted subjects.QuestionnaireA questionnaire (see addition I) is designed for obtaining the survey/personal interview. We intend to use the questionnaire as a tool for ingathering data from at least 300 tourists from Mainland China who have visited the Ocean Park. The questionnaire is divided into three parts. Part one is to collect p ersonal information and their motivation for visiting Ocean Park, which helps us to get the different soil of the tourists. The other part is to assemble their level of satisfaction to the Ocean Park. The remaining part of the questionnaire is to gather the expectations and opinions on the strengths and limitations of the Ocean Park for further improvement. The questionnaire is designed based on the following questionsWhat is the factor attracted you to visit the Ocean Park?Do you satisfy with the current facilities of Ocean Park?What do you expect for the future development of Ocean Park?What do you refer the Ocean Park for improvement?Will you visit the Ocean Park again?The questionnaire will be tested in a pilot study for checking the quality of the questions and estimating the response rate, so as to transfer the questionnaire if necessary.Conduct of Survey/Personal InterviewIn the study, we intend to collect the data from three groups of people. The first group of targeted i nterviewees is the tourists from China who have visited the Ocean Park and within the ages of 18-60 the second group is the representative of the Ocean Park and the third group is the Hong Kong Receiving Agents for Chinese Tours.We will use the questionnaire as a tool and conducting the survey with the first group of people. We expect to interview at least 300 people in the first group (tourists from China who have visited the Ocean Park) in order to collect their background, motivations and satisfactions of visiting the Ocean Park. The survey/personal interview will be carried out from 13 November 2010On the other hand, we will ingest the Chairman of the Ocean Park, Dr. Allan Zeman, for an informational interview (see Appendix II). This interview aims to gather his insights of the future development of the Ocean Park and his view on the continuing growth of the guests from Mainland China. Besides, we will search the arguing of Hong Kong Receiving Agents for Chinese Tours through the website of tour Industry Council of Hong Kong. We will invite the agents for an interview (see Appendix III), to get the sales information for the Ocean Park tickets and their view on the continuing growth of the tourists from Mainland China.Sampling MethodsNot all members of the population will be sampled. Only the guests who are inside or outside the Ocean Park will be sampled randomly. A screening question will be asked to determine whether the respondent is qualified to answer the questionnaire. We target to talk only to the head of the family or head of the group of people. If the person we would like to interview is reluctant or unable to participate, we will invite the other family members or group members to be interviewed.Problems OccurredThere will be a variety of problems occurred while conducting the research sequence availability How long should the survey be taken? Do we have enough time for doing the interviews? Lengthy questionnaire may scare away the interview ees, especially the tourists.Geographic restrictions The targeted interviewees are over too broad a geographic range for us to carry out a personal interview.Language issues The tourists from Mainland China not only speak in Mandarin and Cantonese. Parts of them speak in Chinese dialect.Low response rate Some interviewees are unwilling to be interviewed and surveyed. They will refuse to respond. The low response rates are among the most difficult of problems in the research.Incomplete questionnaire There will be insufficient data for the analysis.Problems SolvingThe following strategies will be set for solving the problemThe questionnaire should not be too long and too complicated. The content should be easy for understanding.We will obtain the interview and survey inside or outside the Ocean Park. It is easier for sampling the targeted interviewees.The interviewers should be polyglot and speak Chinese dialect.We will not expect all the respondents to cooperate. secondhand Data Secondary data is important for this study. The research of the secondary data will be attained through the various channelsyearly ReportThe annual report of the Ocean Park will be searched. The report will provide the most accurate information on the guests attendance, current situation and future development. network SearchWe will conduct the internet search in order to find the germane(predicate) articles, background and objectives of the Ocean Park.Reference BooksWe will search the reference books in libraries for collecting the information of Ocean Park or relevant information.NewspapersNewspapers will be searched for collecting the relevant articles and news of the Ocean Park.Data AnalysisA variety of data and information will be attained through the observations, survey/personal interview and secondary sources research. The different characteristics of the respondents, e,g, ages, occupations, education and place of residence, the travel motivations, the satisfactions and exp ectations of the Ocean Park will be the major data collected. The implementation of the research and survey will be analyzed by our team members.The result of the analysis will show the Mainland tourists willingness to revisit the Ocean Park. Also, it will illustrate the direction and objectives of the current effectiveness of the Ocean Park, and suggest the future direction and polices of the park.A trial control panel of contents with chapter outlinesProposed table of contents (for project 2) interpolationDescription on the business conducting rate of flow business profile operationBackground of the Ocean Park line of reasoning of the problemPurpose contribution of the studyScope limitations of the studyMethodologies /Data collectionPrimary dataSecondary dataData analyzeIdentify the challenges of the Ocean ParkSWOT analyzes for the Ocean Park guess the marketing mix of the Ocean ParkRecommendationConclusionBibliographyAppendixes allotment of project tasks among group membersTim e schedule for the whole projectQuestionnaireA brief bibliographyBooksLarsen, Michael. How to Write a Book Proposal, 3rd ed.. Cincinnati Writers Digest Books, 2003. Print.Marczyk, Geoffrey R., et al. Essentials of seek Design and Methodology. Hoboken John Wiley Sons, Inc, 2005. Print.Bradley, Nigel. Marketing look for Tools and Techniques, 2nd ed.. New York Oxford University Press, 2010. Print.Ott, R. Lyman and Longnecker, Micheal T.. An Introduction to Statistical Methods and Data Analysis. Belmont Brooks/Cole, 2010. Print.Paul, Debra and Yeates, Donald. Business Analysis. Swindon The British Computer Society, 2008. Print.Piercy, N.. Market-led strategical change, 3rd ed. London Butterworth Heinemann, 2002. Print., --, 2006. .InternetFind a Travel Agent. Travel Industry Council of Hong Kong. 2010. Web. 4 December 2010. How to Write a Research Paper. Research Library. StatcPac Inc., 2010. Web. 4 December 2010. Ocean Park Hong Kong. 2010. Web. 15 November 2010. Ocean Park Hong K ong. Wikipedia. December 2010. Web. 15 November 2010.Ocean Park Breaks Attendance Record formerly Again. Press Release. Ocean Park Hong Kong, 25 June 2010. Web. 15 November 2010. Redevelopment Plans for Ocean Park. Major Tourism Projects.Tourism Commission. 2009. Web. 15 November 2010. 5109.86 . AM730. 25 November 2010. Web. 1 December 2010. . . yokel-. 25 March 2008. Web. 1 December 2010. 34 -. HKCD. 25 November 2010. Web. 1 December 2010. . Oriental Daily. 26 June 2010. Web. 1 December 2010. 510. Apple Daily. 14 November 2010. Web. 1 December 2010. --. entnM-. 25 June 2010. Web. 1 December 2010. assignation of project tasks among group membersP = Principle S = SupportKathyJaniceJoeVictorTommy nous DiscussionPPPPP specify the Idea of Topic and Project TitlePPPPPMethodologiesPrimary DataObservationsPSSSSQuestionnaireSPSSSConduct of Survey/Personal InterviewSSPSSSampling MethodsSSSPSecondary DataAnnual ReportSPInternet SearchSPReference BooksPSNewspapersSPData AnalyzingSSPContact with lodgePSCompany InterviewPSTime SettingSPResearch PlanPSProject ProposalPSCover page designSPPowerPoint MaterialsSPGroup Members ofAllocation of workDo the part of the project proposalLAM Hiu Ying, JaniceCollect all the information and analyze them.Find information from the relevant books and web sites.Scope and limitation,methodologiesBibliographyLEUNG Wai Chung, JoeCollect all the information and analyze them.Find information from the relevant books and web sites.BackgroundStatement of problemBibliographyWONG Kit Hung, KathyCollect all the information and analyze them.Find information from the relevant books and web sites. content pages,BibliographyYIP Fuk Ming, TommyCollect all the information and analyze them.Find information from the relevant books and web sites.Cover page,Purpose and contribution of the studyAllocation of the project tasks among group membersBibliographyLEUNG King Lap, VictorCollect all the information and analyze them.Find information from the relevant books and web sites.A time schedule