The substitutability between Hong Kong Disneyland and theme parks in the Pearl River Delta

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The substitutability between Hong Kong Disneyland and theme parks in the Pearl River Delta

 

Author: Kwee, Kwan-ting Tom
Title: The substitutability between Hong Kong Disneyland and theme parks in the Pearl River Delta
Degree: M.Sc.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Amusement parks -- China -- Hong Kong
Amusement parks -- China -- Pearl River Delta
Disneyland (Hong Kong)
Department: School of Hotel and Tourism Management
Pages: viii, 152 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1818231
URI: http://theses.lib.polyu.edu.hk/handle/200/4932
Abstract: Hong Kong Disneyland will be the newest theme park to open in Hong Kong in September 2005. Most people have very high expectations for the theme park with the target visitors being Hong Kong residents and Chinese tourists (especially Guangdong tourists). However, there are already several theme parks in the Pearl River Delta region. This study examines the substitutability between Hong Kong Disneyland and two well known theme parks in the Pearl River Delta, namely: Hong Kong Ocean Park; and Happy Kingdom, in Shenzhen. These parks are different in nature and theming. In this research study, I drew a comparison between preferences of Hong Kong residents and Guangdong residents for three theme parks. It was found that most people preferred to visit Hong Kong Disneyland rather than Ocean Park and Happy Kingdom due to their curiosity for the new theme park in Hong Kong. However, it was found that Hong Kong Disneyland was not a direct substitute for the other two theme parks. It was because each of them had their own positioning and unique characteristics. Visitors will continue to go to other theme parks after the opening of Hong Kong Disneyland. It is similar to selecting a fast food restaurant with various choices available in the market and with each business targeting consumers' specific needs. The critical point is that Ocean Park and Happy Kingdom should differentiate their products from Hong Kong Disneyland.

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