A study of user preferences for attributes of the Hong Kong Disneyland website

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A study of user preferences for attributes of the Hong Kong Disneyland website


Author: Yip, Shok-yuen Lily
Title: A study of user preferences for attributes of the Hong Kong Disneyland website
Year: 2001
Subject: Walt Disney Company
Amusement parks -- China -- Hong Kong
Web sites -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: xi, 162 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1600941
URI: http://theses.lib.polyu.edu.hk/handle/200/4981
Abstract: On November 2, 1999, the Government of the Hong Kong SAR announced that Hong Kong Disneyland will be built in Penny Bay on Lantau Island and will be opened in 2005. Walt Disney Company usually uses the Internet as a marketing communication channel. Currently, US Disneyland, Paris Disneyland and Tokyo Disneyland can be surfed at www.disney.go.com, 2000.disneylandparis.com and www.tokyodisneyland.co.jp respectively. Nonetheless, to date, there is no website for the Hong Kong Disneyland. Statistics show that the growth of the Internet users in the world will flourish in future. It is likely that the Walt Disney Company will have a good web media plan for the Hong Kong Disneyland. A good website must provide sufficient information to users and a successful e-commerce website must be able to drive users to purchase on-line. The purpose of this study is firstly, to examine the kind of information that the users expect when they browse the Hong Kong Disneyland website and secondly, to study whether e-ticketing, will be feasible on the Hong Kong Disneyland website. The potential market of Hong Kong Disneyland includes local Hong Kong residents, base tourists and induced tourists. Regarding the induced tourists, it is estimated that 74% will be Mainland Chinese. In this study, data were collected by questionnaires from 198 respondents who are local Hong Kong residents, Western visitors and Chinese visitors. The respondents all agreed that website attributes, namely: homepage information, product/services information, and ticket information and e-ticketing, should be listed in the Hong Kong Disneyland website. Concerning homepage information, there was no significant difference among Hong Kong residents, Western visitors and Chinese visitors, but, significant differences were found among them concerning product/services information and ticketing information. Furthermore, a significant difference was identified between those who purchase on-line and those who do not. Hong Kong Disneyland needs to implement a good marketing strategy to capture the e-business revenue. The website should take care of security issues in e-commerce. To do business successfully in marketspace, e-commerce and value-chain management need to be developed hand-in-hand. It is recommended that Hong Kong Disneyland, and its partners in the value-chain, use a standard electronic data interchange (EDI). Applying e-commerce while simplifying and streamlining business and administrative processes, via value-chain management, will be most cost-effective. This would enable Hong Kong's tourism to maintain a competitive edge.

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