Module (III) Theme Park

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Module (III) Theme Park

25 June 2018

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Key Topics

• Part 1: Overview of theme parks and their characteristics

– Definitions of theme park

– Characteristics of theme park – History of theme park

– Different types of theme park – Overview of markets

• Part 2: Features of theme park as a product

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Key Topics (Cont’d)

• Part 3: Factors contributing to the success of theme park

– Overall attractiveness and visitors’ experiences – Adapt to market changes

– Internal management

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OVERVIEW OF THEME PARKS AND THEIR CHARACTERISTICS

Part 1

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Definitions of Theme Park

• “Theme park can be defined as being an outdoor attraction which combines rides, attractions and shows as being designed around a central theme or group of themes, and as being charging a pay-one-price admission fee to visitors” (Camp, 1997)

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Definitions of Theme Park (Cont’d)

• “Theme parks attempt to create an atmosphere of another place and time, and usually emphasize one dominant theme around which architecture, landscape, rides, shows, food services, costumed personnel, retailing are orchestrated” (Kemperman, 2000)

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• A theme park is a destination in its own right, which combines entertainment, food and beverage and shops, and an environment that is different from that found outside its gates (Ap and Ho, 2009)

Q1: Differences between Theme Park Vs

Amusement Park

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Definitions of Theme Park (Cont’d)

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Definitions of Theme Park (Cont’d)

Trade Associations:

• National Amusement Park Historical Association (NAPHA)

– An amusement park in which the rides, attractions, shows and buildings revolve a central theme or group of themes

• International Association of Amusement Parks and Attractions (IAAPA)

– An amusement park that has themed attractions, be it food, costumes, entertainment, retail stores and/or

rides

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Characteristics of Theme Park

• Thematic identity that determines recreational alternatives and contain one or more themed areas

• Organized as closed spaces or with controlled access

• A great capacity to attract families

• Contains enough rides, shows and

entertainment to create a visit that lasts on average some 5 – 6 hours

(Clavé, 2007) 9

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• Presents atmospheric forms of entertainment (musicians, characters or actors who perform without extra charge)

• Have important commercial divisions

(fundamentally food and beverages and shops)

• Put high levels of investment per unit of ride or show capacity

• Produces high-quality products, service, maintenance and standards of cleanliness

Characteristics of Theme Park (Cont’d)

(Clavé, 2007) 10

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• Manages their productive and consumer processes centrally

• Incorporates high-level technology in the production processes as well as in those consumption

• Uses single admission system (pay-one-price)

Characteristics of Theme Park (Cont’d)

(Clavé, 2007) Q2: Advantages and

Disadvantages of Pay-One- Price Vs Pay-As-You-Go

Q3: Other pricing

strategies/package to attract visitors?

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History of Theme Park

• The current theme park is originated from pleasure gardens in Europe

• Rides evolve with advancements in technology

• The opening of Disneyland in California, USA in 1955 marked a turning point in the modern

theme park business

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The Turn of 20

^th

Century

• 1955: Disneyland opened

• Generally considered the US's first theme park

• Built at a cost of US$17 million

• The park was an instant success, drawing 3.8 million visitors to its five themed areas during its first season

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The Present

• Today the theme park industry stretches across the globe

• Several companies are global-scale operators with facilities expanded across numerous

countries

• New markets are emerging:

– E.g. China and the Middle East – https://youtu.be/G1zq6HzH--8

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The Present (Cont’d)

• Technology continues to advance and gives visitors unprecedented new immersive thrills

• “Rides” are the number one reason Americans visit amusement parks

• Of the many rides available, most people say that their favorite is the roller coaster

http://www.iaapa.org/resources/by-park-type/amusement-parks-and-attractions/trivia

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Types of Theme Parks

• By themes

• By size and dominant markets

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Types of Theme Parks

(By Themes)

• Adventure

• Futurism

• International

• Nature

• Fantasy

• History and culture

• Movie

(Wong & Cheung, 1999) 17

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Adventure

• Attributes:

– Excitement and action

– Frightening – Mysterious – Thrill rides

• Examples:

– IMG Worlds of Adventure, Dubai – Disney California

Adventure Park, Anaheim

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IMG Worlds of Adventure

(The World’s Largest Indoor Theme Park)

https://www.youtube.com/watch?v=Ul_uVrPacPI https://www.youtube.com/watch?v=G1zq6HzH--8

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Disney California Adventure Park

https://disneyland.disney.go.com/destinations/disney-california-adventure/

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Futurism

• Attributes:

– Advances in society and technology

– Discovery

– Exploration of science and technology

– Robotics – Scientific

– Science fiction

• Examples:

– Robotland, Incheon (to be built)

– EPCOT, Florida

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International

• Attributes:

– Flavours of the world – International village – Miniature replicas – Scenic spots

– World expositions

• Examples

– Window of the World, Shenzhen

– OCT East, Shenzhen

– Huis Ten Bosch, Kyushu Nagasaki

– PortAventura Park, Costa Dorada

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Nature

• Attributes:

– Animals

– Floral displays

– Horticultural gardens – Landscaping

– Marine life

– Natural wonders – Ocean

– Wildlife

• Examples

– Ocean Park, HK – Ocean Kingdom,

Zhuhai

– Disney’s Animal Kingdom, Florida

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Fantasy

• Attributes:

– Animation

– Cartoon characters

– Childhood enchantment – Children’s play park

– Fairy tales – Magic

– Make believe

– Myths and legends

• Examples:

– Sanrio Puroland, Tokyo

– HK Disneyland

– Legoland Malaysia

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History and Culture

• Attributes:

– Aboriginal – Authentic

– Cultural heritage – Cultural village – Gold rush

– Historic ambience

• Examples:

– Formosan Aboriginal

Culture Village, Nantou, Taiwan

– Silver Dollar City, Missouri, USA

– Towne of Historic

Smithville, New Jersey, USA

– Busch Gardens

Williamsburg, Virginia, USA

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Movie

• Attributes:

– American Wild West shows

– Comedy

– Motion pictures – Show business – Stunt shows

• Examples:

– Universal Studios – Warner Bros Movie

World, Gold Coast – Movie Animation

Park Studio, Ipoh

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Types of Theme Parks (Cont’d)

(By Size and Markets)

1. The size which can be evaluated by:

– the number of visitors

– the size of occupied area – the number of employees – the amount of investment

2. The dominant markets are classified by the origin of visitors

(Clavé, 2007) 27

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Types of Theme Parks (Cont’d)

(By Size and Markets)

1. Destination (mega)

2. Regional (medium to large) 3. Urban (small)

4. Niche (very small)

(Clavé, 2007) 28

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Type Concept Investment (million €)

Visitors (million)

Attractions Admission Price (POP)

Source Markets

Competition Site

Destin- ation

High theming / multiple imagescapes

Resort

amenities and hotels

Major branded attraction

Over 250 From 3.5 Over 55 High Tourist demand can reach over 50%

Low 100-200

hectares

Regional Rides and shows Theming remains strong

Between 100 and 250

From 1.5 to 3.5

35-50 Medium Tourist

demand up to 25%

Medium-low 25-50 hectares

Urban Rides and Fairground arcades Individual theming

Between 80 and 100

Between 0.75 and 1.5

25-35 low 95% from

immediate urban areas

High- medium

10-30 hectares

Niche variable Between 10 and 80

Up to 0.75

variable variable variable variable <10 hectares

(Clavé, 2007) 29 Types of Theme Parks (Cont’d) (By Size and Markets)

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Destination Parks

• Designed to attract a large number of visitors from places with middle or long distance

• Include accommodation and other attractions so as to encourage staying overnight

• Normally belong to chain operators in USA

(Clavé, 2007) 30

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Destination Parks (Cont’d)

Examples:

• Most Disney’s parks, e.g. Walt Disney World Resort in Orlando, Florida

• Most Universal’s parks, e.g. Universal Orlando Resort

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Destination Parks (Cont’d)

Examples:

• Dubai Parks and Resorts (LEGOLAND®;

MOTIONGATE™ Dubai; and Bollywood Parks)

– The entire destination is connected by Riverland™

Dubai – a uniquely themed retail and dining district, and guests will be able to stay at the Lapita™ Hotel, a Polynesian themed family hotel part of the Marriott

Autograph Collection

https://www.youtube.com/watch?v=_LULBRkCHZM 32

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Regional Parks

• Designed to attract a significant number of visitors during a few hours per day

• Most visitors come from areas located 100- 200km away

• Some parks are located in tourist destinations such as PortAdventura

(Clavé, 2007) 33

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Regional Parks (Cont’d)

• They are characterized by the strengths of their rides and show

• The theming of regional park is not as intense as the destination park

(Clavé, 2007) 34

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Regional Parks (Cont’d)

• Major operator in the USA is Six Flags

• The principal demand in Europe is for regional parks

• Examples:

– SeaWorld in the USA

– Europa Park in Germany – Ocean Park in Hong Kong

(Clavé, 2007) 35

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Urban / Local Parks

• Parks of a local scope

• Visited almost exclusively by residents of the immediate area

• Six Flags is also a dominant operator of local parks

• Local parks are highly ride-oriented and their theming is more limited

(Clavé, 2007) 36

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Urban / Local Parks (Cont’d)

• Local parks are similar to amusement parks

• Examples:

– Enchanted Kingdom in the Philippines – Dream World in Thailand

(Clavé, 2007) 37

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Niche Parks

• Small-sized recreational areas given over to a specific theme receiving less than 1 million

annual visitors

• With a limited number of attractions

• In the event that they are located in rural areas with a certain ability to attain tourists

• For example, Sesame Place, in USA

(Clavé, 2007) 38

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FEATURES OF THEME PARK AS A PRODUCT

Part 2

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The Theme Park Product

The 3 Levels of Products

1. The core product (intangible) 2. The tangible product

3. The augmented product

(Kotler 1994; Swarbrooke,1995)

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The 4Ps of

Marketing

Product: the park and all services it offers

Price: the rates for entering the park, as well as prices for

additional products

Place: the distribution channels of theme park tickets

Promotion: the strategies for

promoting the park, including ideas and specific media outlets to utilize

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Product - Theme

Park

• The product includes:

– the park’s material characteristics

– the service – the image – the brand

– the positioning

– the benefits it offers to its visitors

– the quality of the

management systems – the guarantees

– the after-sales services

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(Kotler,1994; Swarbrooke,1995)

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Level 1: The Core Product

• Core service or benefits (Kotler, 1994)

• Core service: is what the visitor is really buying

– E.g. airline  transportation service – E.g. hotel  rest place

(Swarbrooke, 2002; Hudson, 2005)

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Level 1: The Core Product (Cont’d)

• Core benefits: main benefits that the purchasers identify as a personal need that will be met by the product

• Often intangible

• Can be highly subjective attributes

– E.g. atmosphere, experience, relaxation or convenience

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Level 1: The Core Product (Cont’d)

• How about theme park?

– Most theme parks offer excitement and thrills; and/or fun atmosphere

• In a highly competitive market, it is difficult for suppliers to differentiate in this level of product

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• Characteristics including features, brand name, quality, styling and packaging (Kotler, 1994)

• The entity which customers can purchase (pay for) to satisfy their needs

Level 2: Supporting (Tangible) Product

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Level 2: Supporting (Tangible) Product (Cont’d)

• Marketers then need to turn the core product into a tangible product

• Theme parks compete with each other in this level of products (differentiation)

– e.g. variety, quality and safety of rides, catering outlets, souvenir shops, etc.

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Rides: Roller Coasters

• 5 Best Fastest Roller Coasters on Earth

– https://www.youtube.com/watch?v=IuO6Yu0PUM0

Q4: Do you know different types of rides?

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Food & Beverage Outlets and Souvenir Shops

• Bringing satisfaction to customers

• Generating revenue

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(Clavé, 2007) 51

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Level 3: Facilitating (Augmented) Product

• The add-ons that are extrinsic to the product itself but may influence the decision to purchase

• Product differentiation can be done

– E.g. quality of the ancillary services

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Level 3: Facilitating (Augmented) Product (Cont’d)

• Includes all the additional services and benefits the customer receives, both tangible and

intangible

• Can be in control / out of control of suppliers

– In control: services for visitors with special needs;

opening hours

– Out of control: weather

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Customers with Special Needs

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In-Park Transportation

In Hong Kong Disneyland:

• Hong Kong Disneyland Railroad

• USA Main Street Vehicles – Omnibus

– Paddy Wagon – Main Street Taxi

• Rafts to Tarzan’s Treehouse

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The Theme Park Product (Cont’d)

The core of an attraction product is

the

imagescape

The intangible output is

central ^to

the visitor experience

The core surrounded by commodities and

services (tangible physical evidence &

servicescape⁾

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The Theme Park Product (Cont’d)

Imagescape concept

• Helps to catergorize the product nucleus of visitor attractions

• The intangible output of a constructed

imagescape is central to visitor experience

(Clavé, 2007) 58

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Imagescapes (Broad Themes)

• Armed forces

• Art and media

• Built environment

• Childhood

• Civilizations

• Dark subjects

• Education

• Entertainment

• Famous and notorious

• Food and drink

• Future

• History and heritage

• Hobbies and pastimes

• Human body

• Industry

• Miscellaneous

• Myths and fantasy

• Natural world

• Physical world

• Politics

• Religion

• Retailing

• Science and discovery

• Society and culture

• Sport

• Transport

• War and conflict

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The Theme Park Product (Cont’d)

• The imagescape is determined by society’s fashion and taste (evolves quickly with time!)

• The core of the theme park product encourages repeated visits and strengthens guest loyalty

(Clavé, 2007) 60

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The Theme Park Product (Cont’d)

Servicescape concept

• Important part of augmented product is the physical environment

• Tangible cues/components that facilitate

performance or communication of the services

(Hudson, 2005) 61

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The Theme Park Product (Cont’d)

• Servicescape concept

(Hudson, 2005) Servicescape

Facility Exterior

Servicescape Facility Interior

Other Tangibles

Parking Layout Uniforms

Landscape Temperature Brochures

Exterior design Interior design Web pages Lighting

Signage

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The Theme Park Product (Cont’d)

• Disney effectively uses the servicescape to excite its customers and communicate the core product (imagescape)

(Hudson, 2005) 63

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FACTORS CONTRIBUTING TO

THE SUCCESS OF THEME PARK

Part 3

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Factors Contributing to the Success of Theme Parks

A. Adapts to market changes

B. Major features of a theme park that contribute to enhance overall

attractiveness and visitors’ experiences C. Management strategies

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A. Adapts to Market Changes

1. Globalization with cultural customization 2. Advancement in technology

3. Rise of silver hair market 4. Environmental awareness 5. “Edutainment”

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1. Globalization with Cultural Customization

• In recent years, the theme park industry has undergone market expansion worldwide

• During the 1980s, the development of theme parks became internationalized

– responding to the entertainment needs of the ‘baby boomers’

• Asia Pacific and the Middle East are experiencing great expansions, while US is quite mature

(Clavé, 2007) 67

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Dynamics of Theme Park

Development by World Region

USA-Canada Europe Asia/the Pacific

Rest of the World

1950 Start

1960 Development Start

1970 Expansion Development Start

1980 Maturity Expansion Development Start

1990 Concentration Adaptation Expansion Development 2000 Diversification Repositioning Selective

growth

Expansion

(Clavé, 2007) 68

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1. Globalization with

Cultural Customization (Cont’d)

Case in Disneyland Paris

• Disney's policy of not serving alcohol in its parks had a negative impact in France, where the standard for lunch is a glass of wine. So following a thorough review and consideration, the company changed its policy and

allowed wine and beer to be served in the Euro Disney theme park

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1. Globalization with

Cultural Customization (Cont’d)

Case in Disneyland Shanghai

• China’s one-child policy and a desire by extended families to travel together during national holidays

– plenty of seatings, restaurants, viewing areas, and open space for elderly

– Scheduled parades and street performances to draw

customers elsewhere in its parks and add games, videos, and robots to distract customers while they are waiting

– The Chinese like large-scale visuals: Shanghai’s

Enchanted Storybook Castle is the tallest and largest such structure at any Disney park

https://www.bloomberg.com/news/articles/2015-07-09/shanghai- disneyland-is-customized-for-the-chinese-family

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• VR越礦飛車堅衝落海 夜場市集聖誕限定

– https://hk.lifestyle.appledaily.com/lifestyle/retails/daily/article/201 71209/20239111

• 日本環球影城1月有新玩意《美少女戰士》4D變身《FF》VR 過山車

– https://hk.lifestyle.appledaily.com/etw/magazine/article/20180117 /3_57713201/%E6%97%A5%E6%9C%AC%E7%92%B0%E7%9 0%83%E5%BD%B1%E5%9F%8E1%E6%9C%88%E6%9C%89

%E6%96%B0%E7%8E%A9%E6%84%8F-

%E7%BE%8E%E5%B0%91%E5%A5%B3%E6%88%B0%E5%

A3%AB-4D%E8%AE%8A%E8%BA%AB-FF- VR%E9%81%8E%E5%B1%B1%E8%BB%8A

• 華夏動漫擬橫琴無錫開VR主題樂園

– https://hk.finance.appledaily.com/finance/daily/article/20170704/

20078076

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2. Advancement in Technology

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Asian Attraction Expo 2018

4D VR Ride with Everland ‘s T- Express

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3. Rise of Silver Hair Market

Case in Japan

• Attendance at Tokyo Disney Resort reached a record high of 31.38 million in fiscal 2014.

– Children aged 4 - 11 (16.6% of the total), a 2.6 % decrease from fiscal 2000

– Visitors aged 40 or older (20 percent), showing a tendency toward the parks’ mounting dependency on the senior population

• Oriental Land Co., the operating company for Tokyo Disneyland, is planning to open an indoor attraction based on the popular film “Lilo

& Stitch.” …an attraction that children and seniors can enjoy while remaining seated

• A large-scale restaurant scheduled to open in the autumn of 2016 will be designed for those visiting as three generations

http://japan.stripes.com/news/theme-parks-japan-strive-attract-more-senior- visitors

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Case in Japan

• Huis Ten Bosch in Sasebo, Nagasaki Prefecture, opened a new facility called the “Kingdom of Health & Beauty”.

The kingdom has a section that offers an abundant selection of health and supplement foods and another section for providing medical checkups targeting health- conscious people. This summer it plans to add a hot- spring facility.

http://japan.stripes.com/news/theme-parks-japan-strive-attract-more-senior-visitors

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3. Rise of Silver Hair Market

(Cont’d)

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Case in the US

• Why so many parks now seem to be embracing food and wine festivals? Or expensive up-sell experiences

including dessert parties and line-skipping passes? It's because parks need to make more money from older consumers as they have fewer families with kids coming through the front gate

http://www.themeparkinsider.com/flume/201804/6065/

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3. Rise of Silver Hair Market

(Cont’d)

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• How about the case in Hong Kong?

Q5: Research on theme parks in Hong Kong. How

do they target at senior market by pricing /

packaging?

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3. Rise of Silver Hair Market

(Cont’d)

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4. Environmental Awareness

Ocean Theatre after the Show

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5. “Edutainment”

• The rise of ‘eduplay’ or educational play theme parks reflects international stakeholders’ interest in the Middle East’s entertainment and retail

industry

– The rise of edutainment zones like Menopolis,

Kidzania, Doha’s Kidzmondo, Dubai Dolphinarium and Mattel! Play Town

http://tradearabia.com/news/MEDIA_303602.html 78

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Ocean Park Academy Hong Kong

• Education

is a major component in the Park’s vision, mission and core values

• Whale (Secondary 4 - 6) - Workplace Visits to Ocean Park

– Guided by professional educators, students will discover the importance of having a positive work attitude and the skills needed to do different jobs after visiting various behind-the- scenes work areas and observing the operation of different teams.

https://www.oceanpark.com.hk/en/education/education-

programmes/students/whale-secondary-4-6-workplace-visits-to-ocean-park

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Disney Youth Program

• Disney's Foundations for Career Success (Secondary School)

https://park.hongkongdisneyland.com/hkdlyouth/en_US/splash/home@n ame=SplashHomePage.html

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B. Overall Attractiveness and Visitors’ Experiences

1. Unique and interesting theme

2. Value for money / Variety of on-site attraction 3. All-weather and pleasant environment

4. Good service quality with motivated and well- trained staff

5. Good accessibility

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Asian Attraction Expo 2018

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• The two most important letters in the theme park business are “IP” (Niles, 2014)

• Wanda has plans to build scores of theme parks in China to quell the Disney challenge.

The Group acquired 1,330 IP assets in China and other countries, bring the total number to 4219, in the culture sectors (Zhen, 2016)

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1. Unique and Interesting

Theme

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1. Unique and Interesting Theme (Cont’d)

• IP Owners: Pixar Studios; Marvel Comics; Fox;

Disney; Warner Bros…

• As guests, we see intellectual property in theme parks as a way for us to visit places we never

thought possible. Movies, cartoons, and comics come to life right in front of our eyes

(DelPrince, 2014)

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Immersive

Sight Sound Smell Taste Touch

Colors, signs, cartooned characters Lively music

Vanilla and waffles, popcorn or Rides!

Food and beverage Interaction with staff

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Which One is Immersive, Unique and Interesting?

• Universal Studios Japan - The Wizarding World of Harry Potter

– https://youtu.be/gDeMbxyM098 (Video) – http://www.usj.co.jp/hk/ (Official Website)

• 北京石景山遊樂園

– https://youtu.be/V68HiXdwwvs (Video) – http://www.bjsjsyly.com/ (Official Website)

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2. Value for Money /

Variety of On-site Attraction

• The components of theme park should have a balance between:

1. Active activities, e.g. rides and attractions

2. Passive activities, e.g. shows and spectacles

(Clavé, 2007) 87

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Shows

• Rides and attractions grab the interest of the younger age group

• Shows usually attract all age groups

(Clavé, 2007) 88

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Shows (Cont’d)

• Shows, e.g. human and animals

• Street animators, e.g. parade

• Ambient animation, e.g. characters

• Technical production, e.g. fireworks

(Clavé, 2007) 89

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Human Shows

• WaterWorld stunt show at Universal Studios Hollywood

– https://www.youtube.com/watch?v=0N2NUQvgbC8

• Special Effects Show (April 2017) - Universal Studios Hollywood

– https://www.youtube.com/watch?v=K0bhQ7ogDqY

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Animal Shows

• Awesome bird show at Everland, Summer 2016

– https://www.youtube.com/watch?v=y8qCa0mlSUM

• The Complete 2017 "One Ocean" Shamu Show at SeaWorld

– https://www.youtube.com/watch?v=as93_fvdYyk

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Night Parade

• Fantasmic! 2015 Tokyo DisneySEA Full Show

– https://www.youtube.com/watch?v=YwVzgN_Mf qY

• 2018 Universal Spectacle Night Parade

– https://www.youtube.com/watch?v=pZz1d9jKSIw

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3. All-weather and Pleasant Environment

• Theme parks build in locations where mild weather allows year-round operation, or they build weather-proof facilities that can stay open in less-than-ideal conditions

• The World’s Best Indoor Theme park

– https://www.tripsavvy.com/the-best-indoor-theme- parks-3226391

(Niles, 2014)

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4. Service Quality

Cast Members – Guidelines

• Smile

• Eye

• Respect

• Value the Magic

• Initiate guest contact

• Creative

• End with a Smile

Disney’s Approach to Quality Service (2011), Disney Institute https://www.youtube.com/watch?v=3QnzM4YPWgE 94

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5. Good Accessibility

• Both Ocean Park and Hong Kong Disneyland are well-connected by MTR service

• Allows night activities and admission

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• Chill Out@The South

– http://hk.apple.nextmedia.com/news/art/20170214/19927682

• With people aged 18-34 making up 65% of

attendees on days when Chill Out @ The South was held compared to just 33% on other days (Ocean Park Annual Report 2016-17)

– https://www.oceanpark.com.hk/tc/press-release/ocean-park-to- entertain-tourists-and-busy-hongkongers-at-chill-out-south- presented

Ocean Park

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Hong Kong Disneyland

• MAYDAY 2018 LIFE TOUR

– https://hk.entertainment.appledaily.com/entertainm ent/daily/article/20180505/20381557

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C. Management Strategies

1. Strong financial resources and on-going management

2. Marketing management 3. Maintenance and safety

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1. Strong Financial Resources and On-going Management

• Theme park involves huge capital investment and on-going funding to encourage new/repeat visits

– A successful park spends at least US$10 million a

year for adding new rides, shows, restaurants, shops, or hotels The three Universal theme parks will spend US$500 million a year on capital spending in the

United States going forward

– Tokyo Disney has announced to spend an average of US$500 million a year for the next nine years across

its two theme parks (Niles, 2014)

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Ocean Park:

Financial Management

• 園方正進行多個擴建項目，包括預期明年中落成的萬豪酒

店、2019年峻工的水上樂園、2021年完工的富麗敦海洋公

園酒店。海洋公園主席孔令成表示，由於市場競爭劇烈，

亞洲多個主題公園陸續擴建及落成，故需要不斷投資並改進設施，抗衡成本上漲壓力

• 【2018-19財政預算案海洋公園受惠】

去年業績虧損2.34億元的海洋公園，在昨日財政預算案中

獲港府「泵水」3.1億元，支持未來5年發展教育旅遊項目

及下半年推出全新夜間水上表演；海洋公園今年則擬送出 1萬張免費門票予中小學生

(Apple Daily 2018-03-01) (Apple Daily 2017-12-14)

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HK Disneyland:

Financial Management

https://hk.news.appledaily.com/local/daily/article/20170221/19935063

• 業績主要受百年來最寒冷冬天、下雨、颱風影響

• 為保持新鮮感以吸引旅客，劉指夏季將推出

「Marvel超級英雄大聯盟」活動，多位漫威英雄

如美國隊長、奇異博士等會現身樂園與遊客合

照，又透露2021及2023年分別會有新漫威設施

落成。

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2. Marketing Management

• Our product…a feeling!

– Hard to market

emotions and feelings

• Segments

– Ranging from children, families, seniors,

festive enthusiasts and corporates

• Loyalty

– Annual pass holders – Fans

• New Media

– Possibilities to create emotions outside the park

http://www.iaapa.org/docs/default-document-library/introduction-to-the-attactions- industry.pdf?sfvrsn=0

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Uses of BIG DATA for

Guest Insight and Marketing

• “Smart” marketing communication

• Pricing and promotion

• Loyalty program

Asia Attraction Expo 2018 http://dataconomy.com/2016/06/three-times-big-data-made-amusement-parks-better/

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Social Media &

Key Opinion Leader (KOL)

• Walt Disney World | Social Media Content + Influencer Marketing

− http://www.immersiveyouthmarketing.com/work/w alt-disney-world-1

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3. Maintenance and Safety

• Maintenance must be scheduled at times/on

days when the park is closed (either in the winter or at night)

• To guarantee safety is to provide training for the employees

• Large parks have their own regulations which are even more advanced than national

legislation

(Clavé, 2007) 105

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Safety Standards

• Regulated by the Amusement Rides (Safety) Ordinance

• Under the provisions of this Ordinance, Electrical and Mechanical Services Department (EMSD)

regulates rides to ensure public safety:

– design

– operation

– maintenance

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Ocean Park:

Maintenance and Safety (Cont’d)

• The Corporate Emergency Response Plan was reviewed and updated in May 2017

• Conducted more than 600 drills in the 2016/17 to ensure that proper action will be taken swiftly during real emergencies

Ocean Park Annual Report 2016-17

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Ocean Park:

Maintenance and Safety (Cont’d)

• in December 2016, the Park conducted an unannounced and large scale drill simulating a bomb threat. More than 100 staff acted as Park guests and media, with 160 staff,

including the management team, being tested on their emergency response skills

• a detailed risk assessment of Shark

Mystique’s operations and maintenance

procedures with a focus on critical life support functions

Ocean Park Annual Report 2016-17

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HK Disneyland:

Maintenance and Safety

• Hong Kong Disneyland. SAFETY FIRST AT HONG KONG DISNEYLAND. Retrieved from:

http://hkcorporate.hongkongdisneyland.com/aho ngkongdisneyland.disney.go.com/media/hkdlcor p_v0100/en_US/aboutOurCompany/safety_repo rt.pdf

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References

• 2017 AECOM and TEA Theme and Museum Index Report.

Retrieved from: https://www.aecom.com/theme-index/

• Asian Attraction Expo and Educational Sessions (2015 & 2018)

• Camp, D. (1997). Theme parks in Europe. Travel and Tourism Analyst, 5, 4–21.

• Clavé, A. (2007). The Global Theme Park Industry. UK: CABI.

• DelPrince, A. (8 October 2014). Theme Parks Increases Intellectual Property Line up. DIS. Retrieved from:

http://blog.wdwinfo.com/2014/10/08/theme-parks-increase- intellectual-property-lineup/

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References (Cont’d)

• Ho, P. & Ap, John. (2009) Tourism and Hospitality Studies - Theme Parks and Attractions.

• Hudson, S. (2005). Marketing for Tourism and

Hospitality – A Canadian Perspective. Canada: Nelson.

• International Association of Amusement Parks and Attractions http://www.iaapa.org

• Kemperman, A.D.A.M. (2000). Temporal Aspects of

Theme Park Choice Behavior: Modeling variety seeking, seasonality and diversification to support theme park

planning. CIP-Data Koninklijke Bibliotheek, Den Haag

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References (Cont’d)

• The National Amusement Park Historical Association http://www.napha.org/

• Niles, R. (December 2014). The Six Steps to Success in the Theme Park Business. Theme Park Insider.

Retrieved from

http://www.themeparkinsider.com/flume/201412/4350/

• Wong, K.K.F. & Cheung, P. W. Y. (1999). Strategic

theming in theme park marketing. Journal of Vacation Marketing, 5(4), 319-332.

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References (Cont’d)

• Zhen, S. (9 August 2016). Chinese theme park operators on the hunt for IP acquisitions, alliances to quell the

Disney challenge. SCMP. Retrieved from

http://www.scmp.com/business/article/1999637/chinese- theme-park-operators-hunt-ip-acquisitions-alliances-

quell-disney

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Q&A

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Thank you

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