Segmenting the theme park market in Hong Kong : a motivation-based approach

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Segmenting the theme park market in Hong Kong : a motivation-based approach

 

Author: Tam, Wai-kam Karin
Title: Segmenting the theme park market in Hong Kong : a motivation-based approach
Degree: M.Sc.
Year: 2004
Subject: Hong Kong Polytechnic University -- Dissertations
Amusement parks -- China -- Hong Kong -- Marketing
Market segmentation -- China -- Hong Kong -- Case studies
Department: School of Hotel and Tourism Management
Pages: vii, 102 leaves : ill. (some col.) ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1780996
URI: http://theses.lib.polyu.edu.hk/handle/200/2910
Abstract: Motivation-based segmentation has been applied in other areas with fruitful results but there is a dearth of such research in theme park. With the strong growth of theme park market in Asia and Hong Kong Disneyland's entry to the battlefield in 2005/6, theme park operators must understand visitors' motivation and identify the key segments that are to be addressed through marketing plans of individual segments. Since gaining local acceptance is crucial in boosting park attendance, the main purpose of this study is to identify the segments of the local theme park market in Hong Kong using motivation-based segmentation. An interviewer-administered questionnaire survey was carried out in two central locations in Hong Kong in February 2004. To minimize sampling bias, samples were selected based on the number of trips they had visited the survey location in the last seven days, and on gender and age groups that resembled the Hong Kong population. A total of 294 local Chinese in Hong Kong were interviewed. This study successfully segmented the Hong Kong theme park market into 4 distinct clusters: 'Family Vacationers', 'Variety Seekers', 'Sightseers', and 'Stimulation Seekers'. Significant differences in terms of demographic, psychographic, and behavioral characteristics were found among the 4 clusters. Both theoretical and managerial implications are presented.

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