Ocean Park Brand Equity

To Consider the Brand Equity of Ocean Park Desk of Contents Title1 Acknowledgement4 Abstract5 Chapter 1 Introduction6 1. 1Industry Background7 1. 2Statement of issue8 1. 3Purpose of the study9 Chapter 2 Literature Assessment10 2. 1Loyalty Measures10 2. 1. 1Price Premium11 2. 2Preceived High quality/Loyalty Measures11 2. 3Association/Differentiation Measures12 2. 4Awareness Measures12 2. 5Market Conduct Measures13 2. 5. 1Market Share13 2. 5. 2Price and Distribution Indices13 Chapter three Methodology15 three. 1 Pattern Design15 three. 2 Questionnaire Design15 three. three Statistical Package deal for the Social Science (SPSS)16 three. three. 1Reverse Scoring17 . three. 2Cronbach’s Alpha Reliability Assessment17 three. three. 3Mean and Customary Deviation18 three. three. 4Crosstab Check19 three. four Focus Group19 three. 5 Information Assessment19 Chapter four Outcomes21 four. 1 Pattern and Decriptive Statistics21 four. 2 Cronbach’s Alpha Reliability Assessment21 four. three Imply and Customary Deviation22 four. four Crosstab Check23 four. 5 Loyalty24 four. 5. 1Price Premium24 four. 5. 2Cronbach’s Alpha Reliability Assessment24 four. 6 Preceived High quality/Management25 four. 6. 1Preceived High quality25 four. 6. 2Leadership25 four. 7 Affiliation/Differentiation26 four. 7. 1Preceived Worth26 four. 7. 2Personality27 four. 7. 3Organization27 four. 7. 4Differentiation28 four. eight Consciousness28 four. eight. Brand Consciousness28 four. 9 Focus Group29 four. 10 Market Conduct33 four. 10. 1. Market Share33 four. 10. 2Price Distribution Indices34 Chapter 5 Assessment36 5. 1 Imply Assessment36 5. 2 Crosstab Check Assessment36 5. 2. 1Loyalty37 5. 2. 2Preceived High quality/Management38 5. 2. 3Associations/Differentiation38 5. 2. 4Awareness39 5. 2. 5Market Conduct40 Chapter 6 Dialogue42 6. 1 Questionnaire Setting42 6. 2 Data Assortment42 6.

three SPSS – Information Entry and Output43 6. four Consequence Assessment44 Chapter 7 Conclusions and Suggestions45 7. 1 Conclusions45 7. 2 Suggestions46 7. 2. 1Questionnaire Setting46 7. 2. 2Information Assortment46 7. 2. SPSS – Information Entry and Output47 7. 2. 4Result Assessment47 7. 2. 4Methodologies47 Reference49 Appendixes52 ACKNOWLEDGMENT I’m genuinely tank to Mr. Nicholas Tam for supporting me on a regular basis and spending many hours on my ultimate 12 months undertaking. This was completely appreciated that he supplied and helpful advices and suggestions to me. In any other case, I might additionally prefer to thanks Mr. C. N. Lo as my second marker and provides me suggestion to enhance my undertaking. ABSTRACT Ocean Park Hong Kong is a home-grown treasure. It’s also one of the vital fashionable amusement parks on the earth, offering instructional, conservation and leisure.

Ocean Park Hong Kong has introduced pleasure to native and abroad guests all through her 30-year historical past. She lets everybody in Hong Kong has a particular and memorable experiences. In these 30 years, it skilled many impacts which are occurred by inside and outside of the group. In addition they recorded a deficit for a sure years. But it surely was carried out the revolutions frequently. Afterwards, the enterprise remains to be working. Just lately, some data indicated that the rating of the preferred amusement park of the world, which is the Ocean Park Hong Kong increased than Hong Kong Disneyland.

Lastly, via survey, focus group interview and types efficiency measures, to conclude that the model fairness of Ocean Park was higher. Higher management, higher high quality, builds up buyer loyalty. CHAPTER I – INTRODUCTION Ocean Park is likely one of the theme parks in Hong Kong. “Marine” is almost all theme of the park. It’s situated on the Southern District of Hong Kong, and it was opened on 10 January 1977. It was constructed at a land granted by the federal government, after which the funding of development is granted by the Hong Kong Jockey Membership (HKJC), and it additionally operated by HKJC.

In January 1979, Ocean Park launched a Killer Whale for the guests. It turns into a one of many promoting factors of the park. Within the inception stage, there may be not sufficient amusement rides for the general public. However, there was expanded their scale of the park, and elevated rather more amusement rides into the park. The working capital of Ocean Park was is dependent upon the income from tickets and donation from HKJC in earlier stage. It additionally has a major deficit for a very long time as a result of the value is about on the low aspect. In 1 July 1987, the “Ocean Park Ordinance” is constituted by the federal government.

HKJC will granted that they’re established the belief with $200M funding. On this time, Ocean Park turns into a non-profit making group and must self-finance. The park modified their enterprise to commercial-oriented, and growing its ticket value. Thus, the park enhanced its monetary situations to be constructive. In 1998, the park recorded deficit once more brought on by some elements, reminiscent of East Asian Monetary Disaster. Though it acquired 2 pandas from China, it nonetheless couldn’t improve the customer’s attraction of the park. The park additionally closed the water sights and the Center Kingdom.

After which, it launched extra amusement rises for guests particularly for the youngsters such because the Abyss Turbo Drop and the Mine Practice. In Fiscal Yr 2004/2005, there are greater than four million guests throughout a 12 months. That is renewing the file for the reason that park is opened. It’s precipitated that PRC authorities carried out the “Particular person Go to Scheme” beneath CEPA. Ocean Park revealed its redevelopment plan in 2005, which is able to upgrades the standard and availability of options on the park. That is response the impacts from the opening of Disneyland. Ocean Park can be held a groundbreaking ceremony for its redevelopment undertaking in November of 2006.

Based on the Attraction Attendance 2008 releases by Economics Analysis Associates (ERA) and Themed Leisure Affiliation (TEA) on 16 April, Ocean Park is the world’s quantity 15 theme park, Asia’s fifth theme park (Judith Rubin, 2009). (Appendix 1b) 1. Business Background The tourism trade is likely one of the 4 key industries within the Hong Kong economic system. There have been two kinds of tourism which had been inbound tourism and outbound. For inbound tourism, there have been 5 teams of sub-industries which included retail commerce, motels and boarding homes, Eating places, Cross-boundary passenger transport companies and others.

The worth added of tourism in 2006 and 2007 had been HK$45,300 Million and HK$52,300 Million. There was elevated round 14% from 2006 to 2007. And the employment on this trade in 2006 and 2007 was 176,300 and 193,800. There was elevated round greater than eight% from 2006 to 2007 (Census and Statistics Division, HKSAR, 2009). (Appendix 9) With the intention to Help the poor financial situation, Hong Kong authorities was supplied some supporting initiatives to the tourism trade reminiscent of “the Nearer Financial Partnership Association (CEPA)” and “Particular person Go to Scheme”. These initiatives each had been cooperated with PRC.

Ocean Park is likely one of the participators within the amusement park market. Its main competitor is Hong Kong Disneyland. Earlier than Disneyland concerned its enterprise in Hong Kong, Ocean Park was the one one participator on this market throughout the different amusement parks had been closed their enterprise reminiscent of Lai Chi Kok Amusement Park. However, the amusement park from neighbor nation also needs to be the most important opponents for Ocean Park reminiscent of Completely satisfied Valley from Shenzhen, PRC. As a well-known landmark of Hong Kong, Ocean Park was a profitable firm on this trade.

In accordance with the Attraction Attendance 2008, the 2008 attendance was equal to five. 03 Million. It was a number one model of the amusement park market (Judith Rubin, 2009) (Appendix 1b). In conclusion, Ocean Park ought to be capturing the chance derived from growing attendance and the supporting from authorities, and focus its competence for dealing with the menace generated by intensive competitors from the neighbor nation. 2. Assertion of concern In previous sure years, Ocean Park confronted impacts in numerous time frame, for instance, East Asian Monetary Disaster, SARS, and exterior setting.

For the monetary concern, Ocean Park was confronted the monetary misery on previous sure years particularly for the East Asian monetary disaster. Moreover, for the exterior environmental concern, Ocean Park also needs to be confronted to the brand new entrants of Hong Kong amusement park market that was Disneyland. Ocean Park was a home well-known model in Hong Kong. However, Disneyland was a global well-known model. The general measurement of group of Ocean Park ought to be smaller than Disneyland. three. Objective of the examine Suggest of this examine is to know buyer’s model fairness of Ocean Park.

A results of questionnaire survey is to establish the sources (Brand Equity Ten) of name fairness of Ocean Park. Base on the findings of the survey, suggest that the essential success issue of the theme park. CHAPTER II – LITERATURE REVIEW The Brand Equity Ten might be making use of on this examine, which is an efficient technique to judge model fairness. Ten units of measures grouped into 5 classes, are proven in Desk 1. The primary 4 classes are to measure buyer perceptions of the model. The 4 classes of name fairness are together with loyalty, perceived high quality, associations, and consciousness.

The final class is to gather data from the market primarily based data relatively than instantly from prospects (D. Aaker, 1996). 1. Loyalty Measures Since it’s now well known that it’s a lot less expensive and rather more worthwhile to maintain present prospects than to win new ones, buyer retention develop into an necessary purpose for many organizations. In precept it’s easy: you simply must maintain your present buyer (N. Hill, J. Alexander, 2006). The Hong Kong amusement park trade was created a monopoly loyalty throughout there was solely two participators out there, reminiscent of Ocean Park and Disneyland.

The loyalty of those two amusement parks could be generated by devotion of its prospects, as an illustration, the client could be sought some journey experiences at Ocean park throughout there was supplied many thrill rides. Moreover, if the client could be discovered some story of fairy tales, they’d go to Disneyland, it’s as a result of buyer could be met many well-known characters like Mickey Mouse. 1. Value Premium “A primary indicator of loyalty is the quantity a buyer can pay for the model as compared with one other model (or set of comparability manufacturers) providing comparable advantages”(D.

Aaker, 1996) For the admission charges of each Ocean Park and Disneyland, there was a big distinction between parks. For example, within the grownup’s basic admission charges, Ocean Park was HK$208, and Disneyland was HK$350. Subsequently, the value premium ought to be HK$142. 1. Perceived High quality/Management Measures “Perceived high quality is usually the important thing positioning dimension for company manufacturers (reminiscent of Toshiba or Ford) and different manufacturers that vary over product courses (reminiscent of Weight Watchers, Kraft, and retailer manufacturers reminiscent of Safeway Choose).

As a result of these manufacturers span product courses, they’re much less more likely to be pushed by practical advantages, and perceived high quality is more likely to play a bigger function. (D. Aaker, 2009) For Ocean Park, it supplied totally different amusement amenities to guests. Moreover, Disneyland supplied the story of fairy tales to guests. Guests may earn the totally different experiences throughout they’re visiting these two parks. They’d use the final expertise to judge the perceived high quality of the parks. “Main manufacturers are perceived to be related, distinctive and compelling.

They encourage buyer loyalty and allow organizations to cost value premiums. They improve bargaining energy with enterprise companions, make it simpler to rent and retain proficient workers and supply organizations with clear strategic route and platforms for future development. ”(B. VanAuken, 2007) Each Ocean Park and Disneyland had been carried out their companies at a novel and compelling methods. For instance, Ocean Park gives quite a lot of amusement amenities for guests; some amenities had been very distinctive in Hong Kong reminiscent of Big Panda Habitat.

However, Disneyland arranges many owned worldwide well-known characters that guests could take some photographs with them. 2. Associations/ Differentiation Measures “The important thing associations/differentiation part of name fairness often entails picture dimensions which are distinctive to a product class or to a model. The problem, then, is to generate basic measures that can work throughout product courses. ” (D. Aaker, 1996) Since Ocean Park was opened, it was established a private picture for guests that it was supplied some messages like ocean safety and training, thrilling expertise.

Guests had no uncertain that the which means of Ocean Park, they usually was knew that it was not an amusement park solely. Additionally, Disneyland was generated a dreaming place for guests to take pleasure in a childlike and entertaining tour for his or her every go to. But it surely was not supplied different practical characters to the general public reminiscent of instructional actions. three. Consciousness Measures “Brand consciousness measures the accessibility of the model in reminiscence. Brand consciousness can measured via model recall or model recognition. Brand recall displays the power of customers to retrieve the model from reminiscence when given the product class. (P. Chandon, 2003) Each Ocean Park and Disneyland had been achieved to model consciousness. For Ocean Park, guests could also be bethought its owned characters once they had been went to it reminiscent of Dolphin, Big Panda, thrill rides and and so on. However, additionally, Disneyland was gained the excessive stage of worldwide consideration. Guests had been recall its owned characters like Winnie the Pooh, Sew, and they are often acquired this reminiscence outdoors it reminiscent of TV and different side-products of its owned characters. The dimension of differentiation within the affiliation class is a abstract of name associations (D.

Aaker, 1996). four. Market Conduct Measures 1. Market Share “The efficiency of a model as measured by market share (and/or gross sales) usually gives a sound and delicate reflection of the model’s standing with prospects. When the model has a relative benefit within the minds of shoppers, its market share ought to improve or at the very least not lower. ” (D. Aaker, 1996) The efficiency of an amusement park could be measured by some components reminiscent of its capabilities, service stage, buyer relationship administration and and so on.

It may be grew its admission earnings throughout the increased service efficiency that it may be carried out. 2. Value and Distribution Indices “Market share is usually a notably misleading model fairness measure when it will increase on account of decreased costs or value promotions. Thus, it is very important measure the relative market value at which the model is being bought. ” (D. Aaker, 1996). “Market share or gross sales information are additionally extraordinarily delicate to distribution protection. Gross sales could also be dramatically affected when a model positive aspects or loses a significant market or expands into one other geographic area.

A measure of distribution protection is thus a second logical companion measure to market share. ” (D. Aaker, 1996). As an amusement park, the market value information was equal to the admission earnings of a 12 months, as a result of this was majority supply for capturing its working sources. Moreover, it indicated that the admission earnings could be affected by the change in attendance instantly. However, the value and distribution indices ought to be mirrored the market share that may be evaluated by admission attendance throughout a 12 months.

This can be came upon the true image of the expansion of admission attendance relatively than is dependent upon admission earnings. CHAPTER III – METHODOLOGY 1. Pattern Design Information might be collected by utilizing a questionnaire. It’s use to measure buyer perceptions of the model together with the 4 classes (D. Aaker, 1996). The questionnaire is use to survey these people who find themselves visited Hong Kong Ocean Park and Hong Kong Disneyland earlier than. It’s to make sure that the information from respondents are efficient and dependable.

The questionnaire might be distributed to them via e-mail, and the respondents are classmates, academics, familiars, pals, and colleagues. 100 samples had been collected via this survey. 2. Questionnaire Design First, questionnaire is used to measure the 4 classes, that are Loyalty Measures (value premium and satisfaction/loyalty), Perceived High quality/Management Measures (perceived high quality, and management), Associations/Differentiation Measures (perceived worth, model character, organizational associations, and differentiation), and Consciousness Measures (model consciousness).

Second, setting demographic elements, respondents had been required to reply their private data, together with gender, age, month-to-month earnings, occupation and training. It’s so as to evaluate the final data with the 25 gadgets, and discover out the essential success issue of Ocean Park. 9 dimensions together with 25 gadgets, plus 5 gadgets of basic data, there are completely 30 questions. Third, this examine will evaluate with Disneyland as a result of it’s the primarily competitor in Hong Kong. The questionnaire format is Half A is Ocean Park, Half B is Disneyland, and Half C is the final data. 5-point Likert Scale” is often utilized in questionnaires, and is essentially the most broadly used scale in survey analysis. ”. There have been used 5 decisions of reply Question Assignment for respondents to reply their questionnaire besides basic data. It was included “Strongly Disagree”, “Disagree”, “Impartial”, “Agree” and “Strongly agree”. (Solutions. com, 2009) Fourth, set “Lacking Information”. It’s to cut back or ignore the reply of unclear, ambiguous or reply multiple selection, and so on. The questionnaire format may consult with Appendix 7. three.

Statistical Package deal for the Social Science(SPSS) SPSS was established in 1968 by Norman H. Nie, C. Hadlai (Tex) Hull and Dale H. Bent. They need developed a revolutionary software program system so as to flip uncooked information into consultant data in an simply method. Based on the SPSS’s web site, “This revolutionary statistical software program system was known as SPSS, which stood for the Statistical Package deal for the Social Sciences. Nie, Hull and Bent developed SPSS out of the necessity to shortly analyze volumes of social science information gathered via varied strategies of analysis. (SPSS INC. , 2009). Along with statistics Assessment, the options of the bottom software program, that are included Descriptive statistics (Cross tabulation, Frequencies, Descriptives, Discover, Descriptive Ratio Statistics), Bivariate statistics (Means, t-test, ANOVA, Correlation (bivariate, partial, distances), Nonparametric checks), Prediction for numerical outcomes (Linear regression), and Prediction for figuring out teams (Issue Assessment, cluster Assessment (two-step, Ok-means, hierarchical), Discriminant) (Wikipedia, 2009)

On this report, there was utilizing SPSS to investigate the statistical data, there are included Cronbach Alpha Reliability Assessment, Imply and Customary Deviation, Crosstab Check. 1. Reverse Scoring With the intention to calculate some reverse information in a single dimension, there ought to be rescored the destructive information to show into constructive information. This may be growing the reliability and correlation amongst information in a single dimension. “Gadgets which are negatively worded in a scale should be rescored in a constructive route so as to match the opposite gadgets in a scale” (S. Stark, et. al. , 2001)

Within the questionnaire, Question Assignment 22 & 25 of Half A and B was used this operate that so as to discover out the dependable and correlated information, and these units of knowledge ought to be reverse to different information in identical dimension. 2. Cronbach’s Alpha Reliability Assessment “Cronbach’s alpha measures how effectively a set of things (or variables) measures a single unidimensional latent assemble. When information have a multidimensional construction, Cronbach’s alpha will often be low. Technically talking, Cronbach’s alpha will not be a statistical check – it’s a coefficient of reliability (or consistency). (UCLA Tutorial Know-how Companies) There have been used the Cronbach’s Alpha Reliability Assessment to seek out out the reliability. The output desk will then be displayed the Cronbach’s Alpha of the dimension. three. Imply and Customary Deviation “The imply, indicated by ? (a decrease case Greek mu), is the statistician’s jargon for the typical worth of a sign. It’s discovered simply as you’ll count on: add the entire samples collectively, and divide by N. ” (S. Smith, 2007) It’s the use to seek out out the typical in a gaggle of inhabitants. There have been calculated the means by the entire scoring of every Question Assignment.

Afterwards, added up the separate imply from all dimensions which had been came upon the overall imply of every class. “The usual deviation is considered one of a number of indices of variability that statisticians use to characterize the dispersion among the many measures in a given inhabitants. To calculate the usual deviation of a inhabitants it’s first essential to calculate that inhabitants’s variance. Numerically, the usual deviation is the sq. root of the variance. Not like the variance, which is a considerably summary measure of variability, the usual deviation could be readily conceptualized as a distance alongside the dimensions of measurement. (R. Hoffman, 2002) Moreover, the usual deviation was displayed on the output desk of SPSS so as to analyze the dispersion of the results of 9 dimensions. four. Crosstab Check “Cross-tabulations give us rather more perception into the information than do easy profiles or frequency distributions. Cross-tabulations are an instance of bivariate Assessment (i. e. , inspecting the connection between two variables). Nonetheless, cross-tabulations are of restricted worth, too, as a result of we’re realistically restricted to inspecting the connection between solely two variables at a time (e. g. buyer standing and age; buyer standing and earnings; and so on. ). If we attempt to look at a cross-tabulation of greater than two variables at a time, the outcomes are very troublesome to visualise and interpret meaningfully. ” (SmartDrill, 2008) There was used the crosstabulation to match the variability of basic data. This may be simply came upon the distinction between two set of knowledge. four. Focus Group “Focus teams are a robust means to judge companies or check new concepts. Principally, focus teams are interviews, however of 6-10 individuals on the identical time in the identical group.

One can get a substantial amount of data throughout a spotlight group session. ” (C. McNamara, 2006) 5. Information Assessment 1. Calculated the imply and normal deviation for all of 9 dimensions so as to discover out the general efficiency of each Ocean Park and Disneyland. 2. Used SPSS reverse scoring operate so as to make some battle information that reversed into identical method. This may make that the reliability should increased than origin information. Moreover, Cronbach’s Alpha Reliability Assessment could be came upon the reliability of the entire dimensions, and ignored some irrelative gadgets within the dimensions.

This may enhance the reliability for every dimensions that if deleted the gadgets. three. Calculate the imply with each Ocean Park and Disneyland. four. Used crosstabulation to match which the final data of each Ocean Park and Disneyland reminiscent of age, gender and earnings, 5. After used of SPSS, there have been shaped a spotlight group that was invited 7 interviewees so as to talk about the problems that occurred within the end result from SPSS. 6. Moreover, discovered some company data of Ocean Park and Disneyland which tips on how to carried out the market habits. 7.

Match the results of imply Assessment and the results of crosstabutaion Assessment, so as to discover out the supply of name fairness and the essential profitable issue of the theme park. CHAPTER IV – RESULTS four Pattern and Descriptive Statistics This survey completely collected 100 samples, 57 respondents are male and 43 respondents are feminine. The bulk respondents aged between 20 to 24 years olds (83%). Within the month-to-month earnings group, almost 50% of respondents their salaries had been $5,001 to $10,000 monthly. Month-to-month earnings was “lower than $5,000” which had 41% of respondents.

A lot of respondents had been college students and employees (80%). Over a half of respondents had training stage at diploma ranges or affiliate diploma, and 37% of respondents had training stage at undergraduate or postgraduate. (Appendix 2) 2. Cronbach Alpha Reliability Assessment This analysis has 9 dimensions that are belong to the 4 classes. The scale are together with 25 gadgets. Use the Cronbach Alpha Reliability Assessment to seek out out the reliabilities between the 25 gadgets and the 9 dimensions. The reliability check so as to outline questions whether or not it’s match/relative to the 9 dimensions.

This may discover out which gadgets could be extra important and that are the insignificant. The existence of the gadgets was whether or not or to not have an effect on the results of the scale reminiscent of completion, reliability and accuracy. (Appendix three) three. Imply and Customary Deviations Desk 2: Comparability of Imply and S. D. of dimensions with Ocean Park and Disneyland |Classes |Dimensions |Ocean Park |Disneyland |Imply Variations |Rating | | | |Imply |Std. Deviation |Imply |Std.

Deviation | | | |Loyalty Measures | |Dimensions |Ocean Park |Disneyland | |Value Premium |Medium |Excessive (Damaging) | |Satisfaction/ Loyalty |Excessive (Constructive) |Excessive (Damaging) | |Perceived High quality |Excessive (Constructive) |Excessive (Damaging) | |Management |Excessive (Constructive) |Excessive (Damaging) | |Perceived Worth |Medium |Excessive (Damaging) | |Brand Persona |Excessive (Constructive) |Medium | |Organizational Associations |Medium |Medium | |Brand Consciousness |Excessive (Constructive) |Excessive (Damaging) | |Market Share |- |- | |Value and Distribution Indices |Medium |Medium | 1. Loyalty

Based on the end result after crosstab the gadgets, it discovered that within the loyalty class, the impact of value premium for Ocean Park was medium. The acceptability of the admission value for Ocean Park was comparatively increased than the Disneyland. Its admission value was cheaper than Disneyland. Comparatively talking, the impact of value premium for Disneyland was excessive. The acceptability of the admission value was low, that was comparatively costly. The affect of value premium on Disneyland is destructive. Moreover, the end result mirrored that value was not the figuring out issue for respondents to change model. On the opposite fingers, the impact of satisfaction for Ocean Park was excessive. The park was higher than Disneyland in happy prospects wants and desires.

Loyalty was constructed by a cumulative end result, which had been the shoppers’ previous go to experiences with the manufacturers. The end result indicated that the chance of respondents’ revisit the parks was primarily based on their final go to experiences. Ocean Park was higher than Disneyland, respondents had been prepared to advocate Ocean Park to others relatively than Disneyland. The affect of satisfaction on Ocean Park is constructive. Nonetheless, the impact of satisfaction for Disneyland was excessive. It brings a destructive affect on the park. In happy prospects wants and desires, Disneyland was worse than Ocean Park. Respondents had been unhappy with their final go to expertise.

Solely seldom of respondents would revisit the park on the following alternative and advocate the park to others. Throughout the results of satisfaction was destructive, the administration from Disneyland would enhance the standard for satisfying prospects’ wants and desires. 2. Perceived High quality/Management The end result mirrored that there was a linkage between perceived high quality and management, Examine with Disneyland, Ocean Park was fashionable and extra modern, it was the main model in Hong Kong, and general Ocean Park was higher in high quality. It implied that higher management, higher high quality. It helps Ocean Park to maintain nearer relationship with loyal prospects and fewer of switchers. The impact of perceived high quality/management for Ocean Park was medium.

Oppositely, Disneyland was worse, it was not modern sufficient and never a lot fashionable than Ocean Park, and due to this fact Disneyland was not the main model in Hong Kong. One in every of causes may trigger by the destructive information in regards to the park. The impact of perceives high quality/management for Disneyland was excessive and destructive. three. Associations/Differentiation Ocean Park may present good worth for the cash. The impact of perceived worth for Ocean Park was medium. Disneyland couldn’t present good worth for the cash. The impact of perceived worth for the park was excessive and destructive. Ocean Park had its personal character and it was fascinating. Respondents had a transparent picture of the kind of one who would go to the park. The impact of character for Ocean Park was excessive and constructive. Disneyland additionally had its personal character.

Nonetheless, seldom of respondents had been agreed the park was fascinating. Usually, respondents had a transparent picture for what sort of individual would go to the park. The character of Disneyland was medium. The character of Disneyland was vague. It may replicate the respondents’ imagery, which was a key driver of name character. In regards to the group administration of Ocean Park, the outcomes mirrored that respondents had been answered “impartial” in regards to the group belief and admire the Ocean Park Firm. However the respondents thought that the group affiliation with Ocean Park had credibility. The impact of group for the park was medium.

However, many respondents had been answered “impartial” in regards to the group belief with Disneyland, and admire the Disneyland Firm, and the credibility of group affiliation. The outcomes implied that the respondents had been lack of know-how in regards to the group administration beheld Disneyland. The impact of group for the park was medium. Group administration again of the theme parks is often ignored by the guests. It’s as a result of its lack of enticing for the guests related to its companies. Subsequently, the impact of this dimension with each corporations was medium. Total, Ocean Park and Disneyland had been totally different. four. Consciousness Recognition of Ocean Park and Disneyland had been excessive.

Respondents had heard of the 2 parks, it was necessary for the exist manufacturers. Furthermore, respondents had been knew what the parks stand for, it mirrored that prospects had a stage of name information. Moreover, respondents had been no opinion about Ocean Park, however respondents had opinion with Disneyland. The results of model opinion implied that respondents had been much less confidence with Disneyland. The impact of consciousness for Ocean Park was excessive and constructive, and for Disneyland was excessive and destructive. . 5. Market Conduct For the market share measure, there was ignorance to match the gross sales efficiency between Ocean Park and Disneyland. Subsequently, the impact of marketplace for each Ocean and Disneyland wouldn’t be evaluated.

Because the end result, the market value was not in contrast between Ocean Park and Disneyland, as a result of Disneyland’s admission earnings was not being supplied within the Annual Report individually. The monetary data of Hong Kong Disneyland was mixed with European Disneyland. Within the distribution protection, the results of Attraction Attendance 2007 and 2008 (Appendix 1a & b) indicated that Ocean Park had increased indicated that Ocean Park had recorded increased attendance relatively than Disneyland. It’s implied that Ocean Park ought to be extra profitable on the admission earnings, and gained a lot of guests relatively than Disneyland. However, Disneyland had increased distribution protection on the world, as a result of it concerned that its operations had been concerned 5 nations on the earth.

Moreover, Ocean Park had decrease distribution protection out there, as a result of it solely had one amusement on the earth. In consequence, each of Ocean Park and Disneyland had been medium within the impact of market value/ distribution indices. To conclude that after use excessive/low technique to match with the 2 parks, it discovered that the model fairness of Ocean Park was higher. Desk three proven every class has a key driver of affect. Loyalty, the important thing driver is satisfaction. Perceived high quality and management measures, management variable on this class ought to be thought-about. The important thing part of associations and differentiation measures is together with the character. Within the class of consciousness measures, model consciousness is the necessary part.

Attendance of distribution protection in market habits is an important. Matching imply Assessment with crosstab check Assessment, it came upon that the loyalty is essentially the most affect class among the many model fairness of Ocean Park. The dimension of satisfaction within the loyalty class is the essential success issue of Ocean Park. CHAPTER VI – DISCUSSION Through the examine, there have been confronted such issues. This a part of dialogue would level out the issues, so as to share the editor’s opinions with these individuals who would having examine or survey sooner or later. 1. Questionnaire Setting 1. Pattern of the survey will not be many, solely collected 100 samples, illustration of the result’s low. 2.

The strategy of accumulating the information will not be ok. It’s as a result of via e-mail, which is inconvenience, low effectivity, and often will ignore by addressees. E-mail is a passive technique, and the respondents their replies are additionally passive. three. Questionnaire is distributed to guests via e-mail. Some respondents had their suggestions in regards to the questionnaire, reminiscent of flawed phrases, the questionnaire format, and so on. four. Give attention to the questionnaire design, it could possibly be improved. For instance, within the value premium, the questionnaire didn’t ask respondents some questions in regards to the “greenback metric”, and market analysis strategy (conjoint/ “trade-off” Assessment). Subsequently, the dimension of value premium an not be precisely and clearly to Assessment whether or not it will probably construct up buyer loyalty and whether or not it is crucial a part of loyalty measures. 2. Data Assortment 1. Within the class of Market Conduct, there weren’t discovered some correct details about the “Market Share” and “Market Value”. That’s the admission value of Disneyland. Based on the Disneyland Annual Report 2008, the monetary details about Hong Kong Disneyland was displayed that it was mixed the monetary data related to European Disneyland. That is indicated that the monetary data shouldn’t be in contrast with Ocean Park instantly, as a result of any modifications of the monetary data could also be occurred by each Hong Kong and European one.

Subsequently, the associated data shouldn’t be actually mirrored the true data particularly for Hong Kong Disneyland. three. SPSS – Information Entry and Output 1. When setting the questionnaires, typically, could must set some reverse questions. For instance, asking respondents that “Ocean Park is totally different from Disneyland” and “Ocean Park is mainly the identical as Disneyland”, that’s reverse Question Assignment. After utilizing SPSS to calculate the reliability of a gaggle of things (named the gadgets as questions), the results of output could discover that the reliability of the group of things is develop into “destructive”. It indicated that the reliability between the gadgets is low, and never consistence.

After the dialogue why the reliability between the gadgets is develop into “destructive”, there are two attainable causes. First, possibly among the many group of things, the questions are asking various things, after which trigger the reliability of the group of things develop into “destructive”. For instance, asking respondents about Ocean Park’s recognition, information and opinion. Though these three gadgets are belongs to dimension of consciousness, however they’re actually asking various things. Furthermore, every group of things could must face that a few of gadgets throughout the group are delicate. These things could have an effect on the reliability of an entire group of things. Second, it’s straightforward to overlook to reverse these questions. It means change the worth of the gadgets throughout utilizing SPSS.

Some questions if no reverse, then the reliability of the group of things could also be develop into “destructive”. 2. Crosstabulation figures proven that the some information of the end result are pattern to 1 aspect, reminiscent of Question Assignment no. 25 of Ocean Park and Disneyland, the solutions of the respondents reply on Ocean Park is pattern to “Agree and Strongly Agree”. The reply of the respondents reply to Disneyland is pattern to “Agree and Strongly Agree”. These conditions happen by make mistake in choose a flawed set of knowledge to crosstab. Checking the method of knowledge entry, discover that the information put into to crosstab is the set of reversed information. Reverse is use to calculate the reliability of the teams of things.

However when calculating the imply of the gadgets and crosstab the gadgets, it shouldn’t be use the reversed information to measure the end result. It’s as a result of use reversed information will wrongly replicate the respondents’ opinion. The authenticity of the result’s low. The flawed end result will pattern one aspect. four. Consequence Assessment 1. Though calculate the imply can discover out which dimension is best and which one is worse between Ocean Park and Disneyland. Imply could not replicate the actual state of affairs that the respondents’ opinion. CHAPTER VI I – CONCLUSIOUS AND RECOMMENDATIONS four. 5. 6. 7. 1. Conclusions Total, the model fairness of Ocean Park is best. As the results of this report, it finds that one of the best efficiency is the class of loyalty after which is management.

Among the many class of loyalty, the essential success issue of Ocean Park is satisfaction. Ocean Park gives higher satisfaction in companies and performances for patrons. Ocean Park offers prospects a constructive picture. Prospects are satisfying their go to experiences. They need to revisit the park, and likewise prepared advocate the park to others. The suitable admission value is considered one of aggressive benefits for Ocean Park. Satisfaction could be additionally impact by the management efficiency. Within the class of management, modern is the important thing driver, which can be one other considered one of promoting level of Ocean Park. It implies that higher management, higher high quality.

Ocean Park is best in offering general high quality. Ocean Park has its personal character, the park gives instructional, conservation and leisure, and it’s the just one native theme park. It’s a fashionable theme park in Hong Kong. In 2008, Ocean Park was recorded that there have been 5. 03 million individuals go to to it. It’s improve 2 % of attendance by evaluate with 2007. Ocean Park is the main model in Hong Kong. 2. Suggestions Based on the dialogue of limitation on the above, this half will level out some options. Final however not least, suggestion will not be just for these limitations, additionally advocate to others that the nice elements. 1. Questionnaire Setting 1.

Recommend that focus on pattern ought to have round 200, as a result of for particular person undertaking, the pattern set too excessive will extra difficultly to deal with. 2. For accumulating information, recommend that head to head interview. It’s an energetic technique, interviewer and interviewee have a dialog, and thus interviewer can know extra about what the interviewee considering. three. With the intention to keep away from the difficulty of questionnaire mistaken happen once more, it ought to double examine the questionnaire and pre-test earlier than sending out to the addressees. four. For the questionnaire design, recommend that the dimension of value premium could be decide by ask respondents some questions like how rather more they’d prepared to pay for the Ocean Park or Disneyland.

One other one instance is requested some questions like “Would you favor the admission value of Ocean Park at $250, and Disneyland at $350? ”, to get extra data. 2. Data Assortment 1. Recommend that there could be sending an e mail to Hong Kong Disneyland Firm for requesting the monetary data of Disneyland. This can be a direct method to get the knowledge. three. SPSS – Information Entry and Output 1. Usually, the delicate gadgets might be scale back or ignore for remaining the group of things extra constant throughout measure the scale. Decide whether or not the delicate gadgets are mandatory for the measurement. 2. Through the use of crosstabulation, examine the questions rigorously.

Decide the reverse questions after which change the worth of the gadgets earlier than calculate the reliability of the group gadgets. After reverse the questions and calculate the reliability of the group gadgets, the end result could flip to be “constructive”. four. Consequence Assessment 1. Imply could not replicate the actual state of affairs of the respondents’ opinion. For that reason, it wants to make use of crosstab check to match with the 2 parks, as a result of it will probably replicate the respondents actually opinions. Then match with imply, so as to discover out the supply of name fairness and the essential profitable issue of the theme park. 5. Methodologies 1. This examine used Brand Equity Ten to measure theme parks.

This technique can measure whether or not the model is robust or weak, and which dimension efficiency of the model is one of the best and the worst. A company can via this measurement to reinforce its functionality to handle the manufacturers and markets. Additionally, the measurement might help managers to develop legitimate devices for particular person manufacturers. The managers can strengthen their manufacturers by deal with the brand-building actions they’ve been profitable. The Brand Equity Ten are involving 5 classes, it will probably let the managers know that among the many classes, the manufacturers in a few of which can have its personal characteristic and challenges, thereby the managers can recommend new positioning choices.

Moreover, the measurement is complete, not solely consider the client perceptions of the model, additionally the model’s market habits. Moreover, the measurement could be utilized into different markets and merchandise as effectively. If individuals who need to have a examine or survey about manufacturers, merchandise or markets, the Brand Equity Ten is likely one of the measurement that advocate them to make use of. 2. Focus group is considered one of instruments to get quite a lot of data. It’s via interview members to accumulate the suggestions about new merchandise, in addition to varied matters. For example, on this examine, the primary 4 classes are about buyer notion of name fairness of Ocean Park. Focus group can replicate the members’ opinion about Ocean Park.

It’s Help to judge the model fairness of Ocean Park and to make the analysis develop into extra complete. It’s as a result of questionnaire cannot specific the explanations of the respondents reply to these questions, however focus group can filling the downside of the questionnaire. Moreover, companies can also kind focus teams for discussing, and/or check a brand new product earlier than it’s out there to the general public. Focus group can let the companies know that the acceptability of potential prospects for the merchandise and/or the manufacturers. Whether it is mandatory, focus group is the device that recommends to individuals for acquiring an ideal data. three. SPSS is a program for statistical Assessment. This system contain many capabilities, it helps individuals to Assessment the information.

For example, within the SPSS program, there’s a operate known as “reverse”, it will probably change the worth of the Question Assignment. Moreover, it’s comfort that utilizing crosstabutation to match totally different set of knowledge. SPSS can also save time to avoid wasting the tables or charts, as a result of the “Output” doc can save all of them. The tables and charts might be categorized into totally different information. It’s straightforward to make use of. REFERENCES Aaker, David A (1996), “Measuring Brand Equity Throughout Merchandise and Markets”, California Administration Assessment, Spring 1996,38,three, ABI/INFORM World, pg. 102 N. Hill, J. Alexander (2006),”Loyalty”, The handbook of buyer satisfaction and loyalty measurement, pg. 13, para. 1 Aaker, David A (2009), “Perceived High quality: Vital Asset For Manufacturers”,

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Wikipedia (2009), “Walt Disneyland Parks and Resorts”, Wikipedia, [online] out there from ; http://en. wikipedia. org/wiki/Walt_Disney_Parks_and_Resorts; [3 August 2009] Phrase Rely: 9,830 APPENDIXES Attraction Attendance Report 2007-08 Appendix 1 a-b SPSS-Frequency Appendix 2 SPSS-Reliability Appendix three SPSS- Imply and Customary Deviation Appendix four SPSS- Crosstab Common Data Appendix 5 SPSS-Crosstab Major Information Appendix 6 Questionnaire-Chinese language Model Appendix 7a Questionnaire-English Model Appendix 7b Ocean Park Annual Report 2008 Appendix 8a The Walt Disneyland Annual Report 2008 Appendix 8b The 4 Key Industries within the Hong Kong Economic system Appendix 9