Sheffield Business School BSc (Honours) Tourism Management Title: A study of visitors’ perception of Ma Wan Park’s Noah Ark Name: Cheung Ka Po Student No 91204617 Month Year April 2010 I Sheffield Hallam University Sheffield Business School Title: A study of visitors’ perception of Ma Wan Park’s Noah Ark FULL NAME: Cheung Ka Po STUDENT No : 91204617 Supervisor: Dr. Vincent Heung In partial fulfilment of the requirements for the degree of Bachelor of Science in Tourism Management. Month Year April 2010 II Acknowledgment I would like to thank all of teachers, classmates, friends and Noah Ark’s staffs who have helped and supported me to finish the dissertation. First of all, I am really grateful to Dr. Vincent Heung for all that he had done. He gives me many professional guidance to my study. I am deeply appreciative of his help. Also, I would like to thank my high diploma teacher Mrs. Lam who gives me some valuable comments to my dissertation at the starting point. III Abstract The dissertation presents a study on visitors’ perception of Ma Wan Park’s Noah Ark. The objective of the dissertation is to identify the visitor’s expectation of Ma Wan Park and raise visitor’s awareness on the environment protection issue. It will forces on the push and pull factor and the satisfaction level from the visitors. Also, it will find out the target market and expectation of the visitors to sustain the park operation. The major use of literature is about perception, satisfaction and destination image to help the direction of this current research. The dissertation uses the Quantitative research which is face-to-face to do the simply interview and questionnaire. The questionnaires are designed based on the literature theory. A survey collect about 150 people in the difference ago group. The questionnaires focus on visitors’ difference factors to analyze their expectation and perception. Independent sample t-tests and one-way ANOVA analysis methods indicated a number of statistically significant differences of value components across demographic. Several comments and theoretical implications are discussed, with suggestions for future direction. IV Contents Acknowledgment ........................................................................................................... I Abstract ........................................................................................................................ IV Contents ........................................................................................................................ V List of Table .............................................................................................................. VIII Chapter 1 Introduction ................................................................................................... 1 1.1 Background ...................................................................................................... 1 1.2 Problem Statement ........................................................................................... 4 1.3 Objective of the dissertation ............................................................................ 5 1.4 Significant of study .......................................................................................... 5 CHAPTER 2 LITERATURE REVIEW......................................................................... 6 2.1 The Definition of perception ............................................................................ 6 2.2 The elements of perception .............................................................................. 8 2.2.1 Psychological motives .......................................................................... 8 2.2.2 Basic and Secondary human motives ................................................... 8 2.2.3 Consumption Values Theory ................................................................. 9 2.3 Application of perception ............................................................................... 12 2.3.1 Push and Pull Theory .......................................................................... 12 2.3.2 Maslow’s Hierarchy of needs .............................................................. 13 V 2.3.3 Hospitality Promotion ......................................................................... 13 2.4 Definition of satisfaction................................................................................ 15 2.5 Revisit intention ............................................................................................. 17 2.6 The Definition of Theme Park ....................................................................... 18 2.7 Destination Attractiveness ............................................................................. 19 2.7.1 Conceptualization of Destination Attractiveness ................................ 19 2.7.2 Major Noah’s Ark facilities ................................................................. 23 2.8 Definition of Ecotourism ............................................................................... 25 CHAPTER 3 METHODOLOGY ........................................................................... 27 3.1 Research Design............................................................................................. 27 3.2 Questionnaire Design ..................................................................................... 28 3.3 Pilot test ......................................................................................................... 30 3.4 Data Collection .............................................................................................. 30 3.5 Data analysis .................................................................................................. 31 CHAPTER 4 RESULTS ......................................................................................... 33 4.1 Results design ................................................................................................ 33 4.2 Demographic Description of Respondents .................................................... 34 4.3 The visiting profile ......................................................................................... 37 4.4 The push and pull factor of visitors to Ma Wan Park. ................................... 38 VI 4.5 Visitors’ Satisfaction of Ma Wan Park and Noah Ark .................................... 42 4.6 Gender comparisons for all factors in Ma Wan Park and Noah Ark .............. 46 4.7 Revisit comparisons for satisfactions factors in Ma Wan Park and Noah Ark .............................................................................................................................. 49 4.8 One-way ANOVA results of push factors towards different aged group ....... 51 4.9 One-way ANOVA results of education factors towards different education level ...................................................................................................................... 54 CHAPTER 5 CONLUSIONS AND RECOMMENDATIONS .............................. 57 5.1 Conclusion of the results ................................................................................ 57 5.2 Recommendations .......................................................................................... 59 5.3 Limitation of the study ................................................................................... 61 5.4 Future Direction ............................................................................................. 61 Reference ..................................................................................................................... 63 Appendix 1 ................................................................................................................... 72 Appendix 2 ................................................................................................................... 74 Appendix 3 ................................................................................................................... 76 VII List of Table Table 1 Sample Demographic Characteristics ............................................................. 36 Table 2 Sample visiting profile .................................................................................... 38 Table 3 Reasons for visiting Ma Wan Park and Noah Ark .......................................... 42 Table 4 Satisfaction for visiting Ma Wan Park and Noah Ark ..................................... 45 Table 5 Gender comparisons for all factors in Ma Wan Park and Noah Ark ............... 48 Table 6 Revisit comparisons for satisfactions factors .................................................. 50 In Ma Wan Park and Noah Ark .................................................................................... 50 Table 7 One-way ANOVA results of push factors towards different aged group ........ 53 Table 8 One-way ANOVA results of education factors towards differnet education level..............................................................................................................................56 VIII Sheffield Hallam University BSc (Hons) Tourism Management 09/10 Chapter 1 Introduction 1.1 Background The Ma Wan Park Nature Garden opened on July 1, 2007. This is a new tourist attraction and education centre combines nature, learning, arts and love. Nature Garden gives priority to the outdoor interactive education programs. In the Ma Wan Park, there is the world’s only full-size replica of Noah’s Ark which was completed at the end of last year. The Ark is meant