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Bsc (Honours) Hospitality Business Management Sheffield Business School BSc (Honours) Hospitality Business Management Title: Marketing Strategy of Theme Park: Improving the Ocean Park Case Name: Wong Ting Wai Emily Student No: 91206516 (SHU) 107013407 (SHAPE) Month Year: April 2011 Sheffield Hallam University Sheffield Business School Title: Marketing Strategy of Theme Park: Improving the Ocean Park Case FULL NAME: Wong Ting Wai Emily STUDENT No: 91206516 (SHU) 107013407 (SHAPE) Supervisor: Professor Ray Pine In partial fulfilment of the requirements for the degree of Bachelor of Science in Hospitality Business Management. Month Year: April 2011 Executive Summary The tourism in Hong Kong is one of the major drivers of the economy and the pursuance to deliver the quality service and entertainment gives the additional opportunity for the country. However, due to the various economic constraints and uncertainties, the Ocean Park should establish a strong marketing strategy wherein they can continue to promote the tourism and the product life in the Hong Kong. Ocean Park, the original theme park in Hong Kong, is facing keen competition recently since another theme park-Hong Kong Disneyland has developed in Hong Kong in 2005. Hence, Ocean Park must aim to develop the appropriate marketing strategy in other to gain competitive advantage. The aim of this study is to improve the marketing strategy in Ocean Park and to gain competitive advantage. To achieve this aim, there are three objectives. First, it should investigate the marketing strategies of Ocean Park. Second, it must study the attributes importance and perceived performance of Ocean Park for evaluation of the Park‟s image and likelihood of revisit. Last, effective strategies can be recommended to Ocean Park based on the findings of this study to gain competitive advantage. To achieve the aim and objectives, both secondary research and primary research are used. Secondary research is used to investigate Ocean Park‟s existing marketing strategy. Primary research is to find out attributes importance and perceived performance of Ocean Park for evaluation of the park‟s image and likelihood of revisit. Importance-performance analysis (IP analysis) is adapted. According to the findings of the questionnaire, there are five issues about Ocean Park‟s performance that is not perceived well by visitors. The issues including “Fantasy environment”, “Live entertainment/shows”, “Passes include all charge plus 2 way ticket of transport and 1 meal inside the park”, “Admission passes selling on Internet” and “Admission passes selling in convenience shops”. However, these factors are important in visitors‟ i mind as they choose a theme park. Therefore, Ocean Park should focus on them in order to gain the competitive advantage. They should devise different marketing strategies to satisfy different needs of visitors. In addition, overall satisfaction level of Ocean Park‟s visitors is high and the image of Ocean Park is positive according to the findings. Moreover, word of mouth is one of the promotion methods. The satisfied visitors can recommend their friends to visit Ocean Park. Therefore, satisfied visitors are more willing to revisit Ocean Park. The information in this study can help to realize the strengths and weaknesses of Ocean Park and devise the competitive strategies that improve and sustain the performance. ii Table of Content Executive Summary ........................................................................................................ i Table of Content ........................................................................................................... iii List of Figures ............................................................................................................... vi List of Tables ................................................................................................................ vii List of Appendices ..................................................................................................... viii Acknowledgements ....................................................................................................... ix 1 Introduction ............................................................................................................ 1 1.1 Background ............................................................................................ 1 1.2 Hong Kong Ocean Park ......................................................................... 2 1.3 Outlines of the project ............................................................................ 3 2 Purpose of the study ............................................................................................... 4 3 Literature Review................................................................................................... 5 3.1 Visitor attractions and Theme Park ........................................................ 5 3.1.1 Definition of the visitor attractions ................................................ 5 3.1.2 Definition of the theme park .......................................................... 5 3.1.3 The role of the visitor attractions and theme park ......................... 6 3.1.4 Challenges facing theme parks ...................................................... 7 3.1.5 The importance of theme parks‟ image .......................................... 7 3.2 Marketing strategy ................................................................................. 8 3.2.1 Targeting ........................................................................................ 9 3.2.2 Positioning ..................................................................................... 9 3.2.3 Marketing Mix ............................................................................. 10 3.2.3.1 Product .................................................................................. 11 3.2.3.2 Price ...................................................................................... 12 3.2.3.3 Promotion.............................................................................. 13 iii 3.2.3.4 Place ...................................................................................... 14 4 Methodology ........................................................................................................ 15 4.1 Secondary Research ............................................................................. 15 4.2 Primary Research ................................................................................. 15 4.2.1 The research framework .............................................................. 16 4.2.2 The survey instrument.................................................................. 16 4.2.3 Pilot Test ...................................................................................... 17 4.2.4 Sample design .............................................................................. 17 4.2.5 Data analysis ................................................................................ 18 4.2.6 Data coding and data entry .......................................................... 18 4.2.7 Statistical Analysis ....................................................................... 18 4.2.7.1 Frequency Analysis ............................................................... 18 4.2.7.2 Importance-Performance Analysis ........................................ 18 4.2.8 Limitations ................................................................................... 19 5 Findings and Analysis .......................................................................................... 20 5.1 Secondary research findings ................................................................ 20 5.1.1 Targeting of Ocean Park .............................................................. 20 5.1.2 Positioning of Ocean Park ........................................................... 20 5.1.3 Marketing mix strategy of Ocean Park ........................................ 21 5.1.3.1 Product .................................................................................. 21 5.1.3.2 Price ...................................................................................... 21 5.1.3.3 Promotion.............................................................................. 22 5.1.3.4 Place ...................................................................................... 22 5.2 Primary research findings and analysis................................................ 22 5.2.1 Demographic profile of the respondents ...................................... 23 5.2.2 Perceived importance and performance of Ocean Park ............... 24 iv 5.2.2.1 Importance-Performance Grid .............................................. 24 5.2.2.2 Most effective marketing tool ............................................... 28 5.2.2.3 Overall satisfaction, revisit intention and to recommend Ocean Park to others ............................................................................ 29 6 Conclusion ........................................................................................................... 31 7 Recommendations ................................................................................................ 34 8 References ............................................................................................................ 36 9 Appendices ........................................................................................................... 41 v List of Figures Figure 5.1 IPA Gird ..................................................................................................
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