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- 1 -
Faculty of Organisation and Management
BSc (Honours) Hospitality Business Management
Title How does Ocean Park increase its teenaged customer repeated visits
through organizing special events
Name Kwan Miu Yin
Student No 91203334
Month Year April 2009
- 2 -
Sheffield Hallam University
Faculty of Organisation and Management
Title How does Ocean Park increase its teenaged customer repeated visits
through organizing special events
Name Kwan Miu Yin
Student No 91203334
Supervisor Dorothy Tsui
In partial fulfilment of the requirements for the degree of Bachelor of Science in
Hospitality Business Management
Month Year April 2009
- 3 -
Acknowledgements
There are express the acknowledgements to this dissertation supervisor Ms Dorothy Tsui
the attentive patient and support to helped to finish this study particularly for teaching the
detail to use the Statistical Packages for the Social Science (SPSS) I would like to
acknowledge the classmatersquos support and share the knowledge and all respondents help to
make the study complete Finally I appreciate Ms Tsui and classmate patience and
encouragement to finish this study
- 4 -
Abstract
ldquoCustomer Loyalty is two major approaches for evaluate loyalty the behavioural
approach and the cognitive approach The traditional behavioural approach includes such
measures as large proportion of purchase purchase sequence and probability of
purchase The customer loyalty construct in this study refers to two components
repurchase behaviour and loyalty consequences (Dick and Basu 1994 cited in
Prasarnphanich 2007)Attitude toward a brand is a determinant of repeat purchases
which in turn results in several loyalty consequences (positive word-of-mouth search
motivation and resistance to counter persuasion)rdquo (Prasarnphanich 2007 p232)
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
- 5 -
Contents
Acknowledgements 03
Abstract 04
Contents 05
List of figures 07
List of table 08
Chapter 1 ndash Introduction
11 Background
111 Objective
12 Background of Ocean Park
09
09
10
11
Chapter 2 ndash Literature Review
21Consumer Behavior
211 Customer Loyalty
2111 How to Get Repeat Customers 7 steps
2112 Relationships between Trust Commitment and Customer Loyalty
2113Repeat visitors are importance
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
2122 Howard-Sheth Model
2123 Push and Pull Factors
22 Special Event
221 Theory of Special Event
222 Timing
223 Promotion
23 Theme Park
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
242 United Nations ldquoYouthrdquo definition
243 Population By-census of ldquoYouthsrdquo people
2431 Size
2432 Education
2433 Sex
13
13
13
14
15
16
17
18
19
20
20
21
21
22
24
25
25
25
27
27
27
28
- 6 -
Chapter 3 ndash Methodology
31 Secondary Research
32 Primary Research
321 Research Design
322 Quantitative Models
323 Pilot Test
324 Quantitative Research
325 Data Collection
326 Data analysis
327 Limitation
30
30
30
31
31
31
32
34
34
35
Chapter 4 - Results
41 Teenagers Personal Profile
42 Relationship between the visit times and held ticket
43 Reason of visited Ocean Park
431 Comparison of reason to visit Ocean Park between held tickets type
432 Comparison of reason to visit Ocean Park between educational levels
44 Special event attraction
441 Rank of special event
442 Relationship between visited frequencies and interestedrsquo special event
443 Special event attracted repeated visit
45 The special event were matched the atmosphere
46 Additional charge for special event
47 Increase more events more interest to repeat visit
48 Most preferred event Ocean Park to increase
49 The Promotion of Special Event
491 Relationship between promoted method and special event attraction
36
36
38
39
40
42
43
44
45
47
48
49
50
51
53
54
Chapter 5 - Conclusions and Recommendations
51 Conclusions
52 Recommendations
References
Appendices A ndash Questionnaire
Appendices B ndash Questionnaire Chinese Version
56
56
58
60
65
67
- 7 -
List of figures
Figure 211 Research Model 16
Figure 212 Maslowrsquos Hierarchy of Needs Theory 18
Figure 241 Global population by age group 2000-2050 26
Finger 45 The graph of special event were matched the atmosphere 49
Finger 48 The related subject of interest 52
- 8 -
List of Tables
Table 241 Key Statistics of the Youth Population 28
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 29
Table 411 Profile of teenagers 37
Table 412 The Relationship between educational level and age group 37
Table 42 The relationship between the visit times and held ticket 39
Table 431 Comparison of reason to visit Ocean Park between held tickets type
40
Table 432 The relationship between held ticket and reason of visited 41
Table 433 Comparison of reason to visit Ocean Park between educational levels
42
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo (Q4) and ldquoSpecial Event Attractrdquo (Q9)
43
Table 441 One-Sample T-test of event interested 44
Table 442 Relationship between the frequencies of visited and the interested of special event
46
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween Bash and repeat visit
48
Table 46 The frequencies of additional charge 50
Table 47 The relationship between increases more events will interest to repeat visit and repeat visited because special event
51
Table 48 The related subject of interest 52
Table 491 The teenagers knew the special events advertising type 53
Table 492 Compare mean between promotion method and special event attraction
55
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 2 -
Sheffield Hallam University
Faculty of Organisation and Management
Title How does Ocean Park increase its teenaged customer repeated visits
through organizing special events
Name Kwan Miu Yin
Student No 91203334
Supervisor Dorothy Tsui
In partial fulfilment of the requirements for the degree of Bachelor of Science in
Hospitality Business Management
Month Year April 2009
- 3 -
Acknowledgements
There are express the acknowledgements to this dissertation supervisor Ms Dorothy Tsui
the attentive patient and support to helped to finish this study particularly for teaching the
detail to use the Statistical Packages for the Social Science (SPSS) I would like to
acknowledge the classmatersquos support and share the knowledge and all respondents help to
make the study complete Finally I appreciate Ms Tsui and classmate patience and
encouragement to finish this study
- 4 -
Abstract
ldquoCustomer Loyalty is two major approaches for evaluate loyalty the behavioural
approach and the cognitive approach The traditional behavioural approach includes such
measures as large proportion of purchase purchase sequence and probability of
purchase The customer loyalty construct in this study refers to two components
repurchase behaviour and loyalty consequences (Dick and Basu 1994 cited in
Prasarnphanich 2007)Attitude toward a brand is a determinant of repeat purchases
which in turn results in several loyalty consequences (positive word-of-mouth search
motivation and resistance to counter persuasion)rdquo (Prasarnphanich 2007 p232)
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
- 5 -
Contents
Acknowledgements 03
Abstract 04
Contents 05
List of figures 07
List of table 08
Chapter 1 ndash Introduction
11 Background
111 Objective
12 Background of Ocean Park
09
09
10
11
Chapter 2 ndash Literature Review
21Consumer Behavior
211 Customer Loyalty
2111 How to Get Repeat Customers 7 steps
2112 Relationships between Trust Commitment and Customer Loyalty
2113Repeat visitors are importance
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
2122 Howard-Sheth Model
2123 Push and Pull Factors
22 Special Event
221 Theory of Special Event
222 Timing
223 Promotion
23 Theme Park
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
242 United Nations ldquoYouthrdquo definition
243 Population By-census of ldquoYouthsrdquo people
2431 Size
2432 Education
2433 Sex
13
13
13
14
15
16
17
18
19
20
20
21
21
22
24
25
25
25
27
27
27
28
- 6 -
Chapter 3 ndash Methodology
31 Secondary Research
32 Primary Research
321 Research Design
322 Quantitative Models
323 Pilot Test
324 Quantitative Research
325 Data Collection
326 Data analysis
327 Limitation
30
30
30
31
31
31
32
34
34
35
Chapter 4 - Results
41 Teenagers Personal Profile
42 Relationship between the visit times and held ticket
43 Reason of visited Ocean Park
431 Comparison of reason to visit Ocean Park between held tickets type
432 Comparison of reason to visit Ocean Park between educational levels
44 Special event attraction
441 Rank of special event
442 Relationship between visited frequencies and interestedrsquo special event
443 Special event attracted repeated visit
45 The special event were matched the atmosphere
46 Additional charge for special event
47 Increase more events more interest to repeat visit
48 Most preferred event Ocean Park to increase
49 The Promotion of Special Event
491 Relationship between promoted method and special event attraction
36
36
38
39
40
42
43
44
45
47
48
49
50
51
53
54
Chapter 5 - Conclusions and Recommendations
51 Conclusions
52 Recommendations
References
Appendices A ndash Questionnaire
Appendices B ndash Questionnaire Chinese Version
56
56
58
60
65
67
- 7 -
List of figures
Figure 211 Research Model 16
Figure 212 Maslowrsquos Hierarchy of Needs Theory 18
Figure 241 Global population by age group 2000-2050 26
Finger 45 The graph of special event were matched the atmosphere 49
Finger 48 The related subject of interest 52
- 8 -
List of Tables
Table 241 Key Statistics of the Youth Population 28
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 29
Table 411 Profile of teenagers 37
Table 412 The Relationship between educational level and age group 37
Table 42 The relationship between the visit times and held ticket 39
Table 431 Comparison of reason to visit Ocean Park between held tickets type
40
Table 432 The relationship between held ticket and reason of visited 41
Table 433 Comparison of reason to visit Ocean Park between educational levels
42
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo (Q4) and ldquoSpecial Event Attractrdquo (Q9)
43
Table 441 One-Sample T-test of event interested 44
Table 442 Relationship between the frequencies of visited and the interested of special event
46
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween Bash and repeat visit
48
Table 46 The frequencies of additional charge 50
Table 47 The relationship between increases more events will interest to repeat visit and repeat visited because special event
51
Table 48 The related subject of interest 52
Table 491 The teenagers knew the special events advertising type 53
Table 492 Compare mean between promotion method and special event attraction
55
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 3 -
Acknowledgements
There are express the acknowledgements to this dissertation supervisor Ms Dorothy Tsui
the attentive patient and support to helped to finish this study particularly for teaching the
detail to use the Statistical Packages for the Social Science (SPSS) I would like to
acknowledge the classmatersquos support and share the knowledge and all respondents help to
make the study complete Finally I appreciate Ms Tsui and classmate patience and
encouragement to finish this study
- 4 -
Abstract
ldquoCustomer Loyalty is two major approaches for evaluate loyalty the behavioural
approach and the cognitive approach The traditional behavioural approach includes such
measures as large proportion of purchase purchase sequence and probability of
purchase The customer loyalty construct in this study refers to two components
repurchase behaviour and loyalty consequences (Dick and Basu 1994 cited in
Prasarnphanich 2007)Attitude toward a brand is a determinant of repeat purchases
which in turn results in several loyalty consequences (positive word-of-mouth search
motivation and resistance to counter persuasion)rdquo (Prasarnphanich 2007 p232)
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
- 5 -
Contents
Acknowledgements 03
Abstract 04
Contents 05
List of figures 07
List of table 08
Chapter 1 ndash Introduction
11 Background
111 Objective
12 Background of Ocean Park
09
09
10
11
Chapter 2 ndash Literature Review
21Consumer Behavior
211 Customer Loyalty
2111 How to Get Repeat Customers 7 steps
2112 Relationships between Trust Commitment and Customer Loyalty
2113Repeat visitors are importance
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
2122 Howard-Sheth Model
2123 Push and Pull Factors
22 Special Event
221 Theory of Special Event
222 Timing
223 Promotion
23 Theme Park
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
242 United Nations ldquoYouthrdquo definition
243 Population By-census of ldquoYouthsrdquo people
2431 Size
2432 Education
2433 Sex
13
13
13
14
15
16
17
18
19
20
20
21
21
22
24
25
25
25
27
27
27
28
- 6 -
Chapter 3 ndash Methodology
31 Secondary Research
32 Primary Research
321 Research Design
322 Quantitative Models
323 Pilot Test
324 Quantitative Research
325 Data Collection
326 Data analysis
327 Limitation
30
30
30
31
31
31
32
34
34
35
Chapter 4 - Results
41 Teenagers Personal Profile
42 Relationship between the visit times and held ticket
43 Reason of visited Ocean Park
431 Comparison of reason to visit Ocean Park between held tickets type
432 Comparison of reason to visit Ocean Park between educational levels
44 Special event attraction
441 Rank of special event
442 Relationship between visited frequencies and interestedrsquo special event
443 Special event attracted repeated visit
45 The special event were matched the atmosphere
46 Additional charge for special event
47 Increase more events more interest to repeat visit
48 Most preferred event Ocean Park to increase
49 The Promotion of Special Event
491 Relationship between promoted method and special event attraction
36
36
38
39
40
42
43
44
45
47
48
49
50
51
53
54
Chapter 5 - Conclusions and Recommendations
51 Conclusions
52 Recommendations
References
Appendices A ndash Questionnaire
Appendices B ndash Questionnaire Chinese Version
56
56
58
60
65
67
- 7 -
List of figures
Figure 211 Research Model 16
Figure 212 Maslowrsquos Hierarchy of Needs Theory 18
Figure 241 Global population by age group 2000-2050 26
Finger 45 The graph of special event were matched the atmosphere 49
Finger 48 The related subject of interest 52
- 8 -
List of Tables
Table 241 Key Statistics of the Youth Population 28
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 29
Table 411 Profile of teenagers 37
Table 412 The Relationship between educational level and age group 37
Table 42 The relationship between the visit times and held ticket 39
Table 431 Comparison of reason to visit Ocean Park between held tickets type
40
Table 432 The relationship between held ticket and reason of visited 41
Table 433 Comparison of reason to visit Ocean Park between educational levels
42
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo (Q4) and ldquoSpecial Event Attractrdquo (Q9)
43
Table 441 One-Sample T-test of event interested 44
Table 442 Relationship between the frequencies of visited and the interested of special event
46
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween Bash and repeat visit
48
Table 46 The frequencies of additional charge 50
Table 47 The relationship between increases more events will interest to repeat visit and repeat visited because special event
51
Table 48 The related subject of interest 52
Table 491 The teenagers knew the special events advertising type 53
Table 492 Compare mean between promotion method and special event attraction
55
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 4 -
Abstract
ldquoCustomer Loyalty is two major approaches for evaluate loyalty the behavioural
approach and the cognitive approach The traditional behavioural approach includes such
measures as large proportion of purchase purchase sequence and probability of
purchase The customer loyalty construct in this study refers to two components
repurchase behaviour and loyalty consequences (Dick and Basu 1994 cited in
Prasarnphanich 2007)Attitude toward a brand is a determinant of repeat purchases
which in turn results in several loyalty consequences (positive word-of-mouth search
motivation and resistance to counter persuasion)rdquo (Prasarnphanich 2007 p232)
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
- 5 -
Contents
Acknowledgements 03
Abstract 04
Contents 05
List of figures 07
List of table 08
Chapter 1 ndash Introduction
11 Background
111 Objective
12 Background of Ocean Park
09
09
10
11
Chapter 2 ndash Literature Review
21Consumer Behavior
211 Customer Loyalty
2111 How to Get Repeat Customers 7 steps
2112 Relationships between Trust Commitment and Customer Loyalty
2113Repeat visitors are importance
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
2122 Howard-Sheth Model
2123 Push and Pull Factors
22 Special Event
221 Theory of Special Event
222 Timing
223 Promotion
23 Theme Park
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
242 United Nations ldquoYouthrdquo definition
243 Population By-census of ldquoYouthsrdquo people
2431 Size
2432 Education
2433 Sex
13
13
13
14
15
16
17
18
19
20
20
21
21
22
24
25
25
25
27
27
27
28
- 6 -
Chapter 3 ndash Methodology
31 Secondary Research
32 Primary Research
321 Research Design
322 Quantitative Models
323 Pilot Test
324 Quantitative Research
325 Data Collection
326 Data analysis
327 Limitation
30
30
30
31
31
31
32
34
34
35
Chapter 4 - Results
41 Teenagers Personal Profile
42 Relationship between the visit times and held ticket
43 Reason of visited Ocean Park
431 Comparison of reason to visit Ocean Park between held tickets type
432 Comparison of reason to visit Ocean Park between educational levels
44 Special event attraction
441 Rank of special event
442 Relationship between visited frequencies and interestedrsquo special event
443 Special event attracted repeated visit
45 The special event were matched the atmosphere
46 Additional charge for special event
47 Increase more events more interest to repeat visit
48 Most preferred event Ocean Park to increase
49 The Promotion of Special Event
491 Relationship between promoted method and special event attraction
36
36
38
39
40
42
43
44
45
47
48
49
50
51
53
54
Chapter 5 - Conclusions and Recommendations
51 Conclusions
52 Recommendations
References
Appendices A ndash Questionnaire
Appendices B ndash Questionnaire Chinese Version
56
56
58
60
65
67
- 7 -
List of figures
Figure 211 Research Model 16
Figure 212 Maslowrsquos Hierarchy of Needs Theory 18
Figure 241 Global population by age group 2000-2050 26
Finger 45 The graph of special event were matched the atmosphere 49
Finger 48 The related subject of interest 52
- 8 -
List of Tables
Table 241 Key Statistics of the Youth Population 28
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 29
Table 411 Profile of teenagers 37
Table 412 The Relationship between educational level and age group 37
Table 42 The relationship between the visit times and held ticket 39
Table 431 Comparison of reason to visit Ocean Park between held tickets type
40
Table 432 The relationship between held ticket and reason of visited 41
Table 433 Comparison of reason to visit Ocean Park between educational levels
42
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo (Q4) and ldquoSpecial Event Attractrdquo (Q9)
43
Table 441 One-Sample T-test of event interested 44
Table 442 Relationship between the frequencies of visited and the interested of special event
46
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween Bash and repeat visit
48
Table 46 The frequencies of additional charge 50
Table 47 The relationship between increases more events will interest to repeat visit and repeat visited because special event
51
Table 48 The related subject of interest 52
Table 491 The teenagers knew the special events advertising type 53
Table 492 Compare mean between promotion method and special event attraction
55
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 5 -
Contents
Acknowledgements 03
Abstract 04
Contents 05
List of figures 07
List of table 08
Chapter 1 ndash Introduction
11 Background
111 Objective
12 Background of Ocean Park
09
09
10
11
Chapter 2 ndash Literature Review
21Consumer Behavior
211 Customer Loyalty
2111 How to Get Repeat Customers 7 steps
2112 Relationships between Trust Commitment and Customer Loyalty
2113Repeat visitors are importance
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
2122 Howard-Sheth Model
2123 Push and Pull Factors
22 Special Event
221 Theory of Special Event
222 Timing
223 Promotion
23 Theme Park
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
242 United Nations ldquoYouthrdquo definition
243 Population By-census of ldquoYouthsrdquo people
2431 Size
2432 Education
2433 Sex
13
13
13
14
15
16
17
18
19
20
20
21
21
22
24
25
25
25
27
27
27
28
- 6 -
Chapter 3 ndash Methodology
31 Secondary Research
32 Primary Research
321 Research Design
322 Quantitative Models
323 Pilot Test
324 Quantitative Research
325 Data Collection
326 Data analysis
327 Limitation
30
30
30
31
31
31
32
34
34
35
Chapter 4 - Results
41 Teenagers Personal Profile
42 Relationship between the visit times and held ticket
43 Reason of visited Ocean Park
431 Comparison of reason to visit Ocean Park between held tickets type
432 Comparison of reason to visit Ocean Park between educational levels
44 Special event attraction
441 Rank of special event
442 Relationship between visited frequencies and interestedrsquo special event
443 Special event attracted repeated visit
45 The special event were matched the atmosphere
46 Additional charge for special event
47 Increase more events more interest to repeat visit
48 Most preferred event Ocean Park to increase
49 The Promotion of Special Event
491 Relationship between promoted method and special event attraction
36
36
38
39
40
42
43
44
45
47
48
49
50
51
53
54
Chapter 5 - Conclusions and Recommendations
51 Conclusions
52 Recommendations
References
Appendices A ndash Questionnaire
Appendices B ndash Questionnaire Chinese Version
56
56
58
60
65
67
- 7 -
List of figures
Figure 211 Research Model 16
Figure 212 Maslowrsquos Hierarchy of Needs Theory 18
Figure 241 Global population by age group 2000-2050 26
Finger 45 The graph of special event were matched the atmosphere 49
Finger 48 The related subject of interest 52
- 8 -
List of Tables
Table 241 Key Statistics of the Youth Population 28
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 29
Table 411 Profile of teenagers 37
Table 412 The Relationship between educational level and age group 37
Table 42 The relationship between the visit times and held ticket 39
Table 431 Comparison of reason to visit Ocean Park between held tickets type
40
Table 432 The relationship between held ticket and reason of visited 41
Table 433 Comparison of reason to visit Ocean Park between educational levels
42
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo (Q4) and ldquoSpecial Event Attractrdquo (Q9)
43
Table 441 One-Sample T-test of event interested 44
Table 442 Relationship between the frequencies of visited and the interested of special event
46
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween Bash and repeat visit
48
Table 46 The frequencies of additional charge 50
Table 47 The relationship between increases more events will interest to repeat visit and repeat visited because special event
51
Table 48 The related subject of interest 52
Table 491 The teenagers knew the special events advertising type 53
Table 492 Compare mean between promotion method and special event attraction
55
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 6 -
Chapter 3 ndash Methodology
31 Secondary Research
32 Primary Research
321 Research Design
322 Quantitative Models
323 Pilot Test
324 Quantitative Research
325 Data Collection
326 Data analysis
327 Limitation
30
30
30
31
31
31
32
34
34
35
Chapter 4 - Results
41 Teenagers Personal Profile
42 Relationship between the visit times and held ticket
43 Reason of visited Ocean Park
431 Comparison of reason to visit Ocean Park between held tickets type
432 Comparison of reason to visit Ocean Park between educational levels
44 Special event attraction
441 Rank of special event
442 Relationship between visited frequencies and interestedrsquo special event
443 Special event attracted repeated visit
45 The special event were matched the atmosphere
46 Additional charge for special event
47 Increase more events more interest to repeat visit
48 Most preferred event Ocean Park to increase
49 The Promotion of Special Event
491 Relationship between promoted method and special event attraction
36
36
38
39
40
42
43
44
45
47
48
49
50
51
53
54
Chapter 5 - Conclusions and Recommendations
51 Conclusions
52 Recommendations
References
Appendices A ndash Questionnaire
Appendices B ndash Questionnaire Chinese Version
56
56
58
60
65
67
- 7 -
List of figures
Figure 211 Research Model 16
Figure 212 Maslowrsquos Hierarchy of Needs Theory 18
Figure 241 Global population by age group 2000-2050 26
Finger 45 The graph of special event were matched the atmosphere 49
Finger 48 The related subject of interest 52
- 8 -
List of Tables
Table 241 Key Statistics of the Youth Population 28
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 29
Table 411 Profile of teenagers 37
Table 412 The Relationship between educational level and age group 37
Table 42 The relationship between the visit times and held ticket 39
Table 431 Comparison of reason to visit Ocean Park between held tickets type
40
Table 432 The relationship between held ticket and reason of visited 41
Table 433 Comparison of reason to visit Ocean Park between educational levels
42
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo (Q4) and ldquoSpecial Event Attractrdquo (Q9)
43
Table 441 One-Sample T-test of event interested 44
Table 442 Relationship between the frequencies of visited and the interested of special event
46
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween Bash and repeat visit
48
Table 46 The frequencies of additional charge 50
Table 47 The relationship between increases more events will interest to repeat visit and repeat visited because special event
51
Table 48 The related subject of interest 52
Table 491 The teenagers knew the special events advertising type 53
Table 492 Compare mean between promotion method and special event attraction
55
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 7 -
List of figures
Figure 211 Research Model 16
Figure 212 Maslowrsquos Hierarchy of Needs Theory 18
Figure 241 Global population by age group 2000-2050 26
Finger 45 The graph of special event were matched the atmosphere 49
Finger 48 The related subject of interest 52
- 8 -
List of Tables
Table 241 Key Statistics of the Youth Population 28
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 29
Table 411 Profile of teenagers 37
Table 412 The Relationship between educational level and age group 37
Table 42 The relationship between the visit times and held ticket 39
Table 431 Comparison of reason to visit Ocean Park between held tickets type
40
Table 432 The relationship between held ticket and reason of visited 41
Table 433 Comparison of reason to visit Ocean Park between educational levels
42
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo (Q4) and ldquoSpecial Event Attractrdquo (Q9)
43
Table 441 One-Sample T-test of event interested 44
Table 442 Relationship between the frequencies of visited and the interested of special event
46
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween Bash and repeat visit
48
Table 46 The frequencies of additional charge 50
Table 47 The relationship between increases more events will interest to repeat visit and repeat visited because special event
51
Table 48 The related subject of interest 52
Table 491 The teenagers knew the special events advertising type 53
Table 492 Compare mean between promotion method and special event attraction
55
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 8 -
List of Tables
Table 241 Key Statistics of the Youth Population 28
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 29
Table 411 Profile of teenagers 37
Table 412 The Relationship between educational level and age group 37
Table 42 The relationship between the visit times and held ticket 39
Table 431 Comparison of reason to visit Ocean Park between held tickets type
40
Table 432 The relationship between held ticket and reason of visited 41
Table 433 Comparison of reason to visit Ocean Park between educational levels
42
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo (Q4) and ldquoSpecial Event Attractrdquo (Q9)
43
Table 441 One-Sample T-test of event interested 44
Table 442 Relationship between the frequencies of visited and the interested of special event
46
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween Bash and repeat visit
48
Table 46 The frequencies of additional charge 50
Table 47 The relationship between increases more events will interest to repeat visit and repeat visited because special event
51
Table 48 The related subject of interest 52
Table 491 The teenagers knew the special events advertising type 53
Table 492 Compare mean between promotion method and special event attraction
55
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 9 -
Chapter 1
Introduction
11 Background
Ocean Park is one of the worlds well-known theme parks the attendance of Ocean
Park is the sixteenth of the world and the fifths at Asia (TEAERA theme park
attractions attendance report 2007) Also Ocean Park is top ten tourist
attraction in Hong Kong (Top ten tourist attraction in Hong Kong 2009)
almost all tourists will visit Ocean Park At the same time Ocean Park won top
ten landmarks of Hong Kong election that was around hundred thousand primary
school students voting to obtainrsquo result (Hkheadlinecom 2008) Children will become
teenagers so we need to respect their opinion
Word-of-mouth is very importance in the theme park industry if something make the
customer dissatisfy they will tell that everyone who know and never come back again
Although the target of Ocean Park is all age people but the special event and innovative
facilities are proceeded at the park it is difficult to get into the older generationrsquo mind and
easily to attract teenagers because teenagers can quickly accept and attempt on the new
thing Also Ocean Park designs the special event to fulfil guestrsquo wants the study showed
that the ocean park can satisfy teenagers by holding the special event and encourage them
to revisit Ocean Park Finally the study can find out the advertisement of the special event
can attract teenagers attention If the special event can increase the teenage customer revisit
the park that can helpful to plan the future strategies
111 Objective
1 To analyse reason of that target group to visit Ocean Park
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 10 -
2 To investigate the advertisement of the special event can attract them
3 To study that target group think about Ocean Parkrsquos strategies vs their response
(really visit Ocean Park repeatedly because the special event)
12 Background of Ocean Park
Ocean Park integrates conservation education and entertainment into a unique guest
experiences They are committed to making a difference in conservation of the natural
environment Ocean Parkrsquo land granted by government and there was build donations from
The Royal Hong Kong Jockey Club and opened on 1977before opened Ocean Park
working capital was come from admission and Jockey Club support due to admission was
very low most of time were lose money in business On 1987 the government pass
through ldquoOcean Park Bylawrdquo from Jockey Club appropriate funds (two hundred million
Hong Kong dollars) to establish trust fund and Ocean Park can separated from Jockey
Club and became a non-profit organisation and to assume sole responsibility for its profits
or losses
Ocean Park is separate to two parts which is Lowland and Headland They are connect
with the cable car to each other Lowland have the ldquoKidrsquo Worldrdquo ndash lsquoDolphin Universityrsquo
and lsquoWhiskers Theatrersquo are teach children about the dolphin and sea lion et cetera and the
children can try low exciting rides in lsquoRides for Kidrsquo Also there are ldquoLowland Gardensrdquo ndash
lsquoSky Fairrsquo is the new attraction and lsquoPanda Habitatrsquo has a pair member living there who is
Le Le and Ying Ying but other attractions of ldquoLowland Gardensrdquo are closed because the
redevelopment plan is operated
On the other hand Headland including ldquoMarina landrdquo ldquoHeadlands Ridesrdquo and ldquoAdventure
Landrdquo ldquoMarina landrdquo have many marina creature are showed In lsquoAtoll Reefrsquo more than
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 11 -
1500 fishes including sharks stingray deep-sea fishes and tropical fishes lsquoSea Jelly
Spectacularrsquo has more than a hundred sea jellies of any size and shape different colour of
lighting music special effects to enhance the guestrsquo experience Dolphins and sea lions
will perform the show in lsquoOcean Theatrersquo Ocean Park also has the exciting rides in
ldquoHeadlands Ridesrdquo and ldquoAdventure Landrdquo to offer the rides to the guest to play Roller
coasters have lsquoThe Dragonrsquo and lsquoMine Trainrsquo latest exciting ride is lsquoThe Abyss Turbo
Droprsquo guest can straight down in free fall Design seems pirate shiprsquos lsquoCrazy Galleonrsquo can
swing about seventy-five degree to quite a swell Also there are other attractions are very
stimulating lsquoOcean Park Escalatorrsquo is connecting ldquoAdventure Landrdquo and other entrances -
Tai Shue Wan Entrances which is the worlds second longest outdoor escalator
Due to Ocean Park are established over thirty years there are cannot lackrsquo landmark
(Ofwhk 2007) Ocean Park is deemed a ldquomust-seerdquo attraction to the tourist and everyone
from Hong Kong has a great Ocean Park memory In the value-added programmes and the
strategic timing of the Ocean Park ldquoBig Fiverdquo annual events became major drivers towards
their record-topping which is Februaryrsquos Lunar Lucky Fiesta Animal Month in Easter
Summer Splash in summer Ocean Park Halloween Bash in October and Christmas
Sensation in December
Februaryrsquos Lunar Lucky Fiesta ndash provide the wonderful celebrate program to make the
guest affected by fully traditions atmosphere and enjoy a variety and happy festivities
Easterrsquos Animal Month ndash Ocean Park had innovate unforgettable interesting and
instructive program to touch with the natural and rare animals they can learn how to care
for an animals
Summer Splash in summer ndash to join the stimulation movementrsquo Summer Splash the guest
can enjoy a variety of novel interaction water game and performance
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 12 -
Ocean Park Halloween Bash ndash Ocean Park brought the guest into the scare project
including diversiform Haunted Houses sense organs indistinct world and many witch
mummies vampires and devil suddenly appear in front of them and pumpkin spiders
skeletons adornment around there to frightened the guest
Christmas Sensation in December ndash coveted and unique white Christmas were emerge
from Ocean Park there were provide ice-skating performance Santa Claus and Christmas
tree available to take a photo
Most of event a host near a Tai Shue Wan Entrances because there are a big place can
build diversiform building and easy to control the guest flow
Before they succeeded to confront Hong Kong Disneyland are opened Tung Chee Hwa -
first elected Chief Executive of Hong Kong was invite ldquoFather of Lan Kwai Fongrdquo - Allan
Zeman to become a chairman of Ocean Park exploit his experience to increase Ocean
Parkrsquo competitiveness Allan Zeman announce that Ocean Park are proceed to renew
project including build three hotels entertainment facilities will increase to seventy and
introduced variety animal The new Ocean Park will separate two main areas would be
renamed ldquoThe Waterfrontrdquo (Lowland) and ldquoThe Summitrdquo (Headland)
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 13 -
Chapter 2
Literature Review
This study is investigate the teenagers customer repeated visits Ocean Park because the
special event
21 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend
their available resources (time money effort) on consumption-related items (Schiffman
and Kanuk 1997 cited in Abdallat 2007) Consumer behavior is a study of the processes
involved when individuals or groups select purchase use or dispose of products
services ideas or experiences to satisfy needs and desires (ABDALLAT 2007)
211 Customer Loyalty
Griffin (2002) has identified two dovetailing events have dramatically expanded how
companies pursue customer loyalty First of all the widespread use of the Internet has
changed the relationship between customer expectations of construction work No longer
is marketing and sales information simply pushed toward the customer Now a company
must also allow customer to pull the marketing information they want when they want it
and complete the purchase process on their terms Second technology breakthroughs
especially in the area of knowledge management offer new and innovative ways to
nature customer relationships Present companyrsquos ability to prosper depends on
capturing appropriate customer data from multiple points ability to thrive depends on
capturing appropriate customer data from multiple points of customer contact e-mail
telephone fax websitehellip
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 14 -
2111 How to Get Repeat Customers 7 Steps
Wuorio (2007) identifies it is important to understand how to build a base of
customers who return to your business time and again The following were seven ideas
and strategies to consider
1 Repeat customers cost less than new ones Its less expensive to bring existing
customers back than to attract new ones Consider the expense of advertising
marketing media and other tools necessary to lure new customers Also getting a new
customers attention can often be a matter of timing
2 Repeat customers are walking billboards If a customer comes back to your
business chances are quite good that the customer liked what they saw the first time
around And there are the opportunities they going to spread the wordmdashpublicity that
comes free of charge to you
3 To build repeat customers be consistent A solid base of repeat customers might
seem little more than a matter of providing excellent service or products But
excellence cannot be a hit or miss propositionmdashrepeat customers return because their
experience is consistently solid
4 Hire the right people Since your employees are on the front lines their demeanor
and interaction with clients can cement relationships that bring customers back to your
business
5 Know your customers well Its hard to build repeat business if you dont know what
your customers value
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 15 -
6 Keep it personal A repeat customer what is someone you need to know Nurture
that by keeping your relationship as personal as possible Such as get to know
customers the name
7 Stay in contact Through customersrsquo blog newsletter or some other vehicle that
affords ongoing communication to encourage repeat business by keep in touch
2112 Relationships between Trust Commitment and Customer Loyalty
The proposed research model is underlying hypothesized relationships among trust
commitment and customer loyalty (Figure 211)
ldquoTrust is the goodwill to rely on an exchange partner in whom one has confidence
(Moorman and Zaltman 1993 cited in Prasarnphanich 2007) Commitment is defined
asldquoan enduring desire to maintain a valued relationshiprdquo (Moorman et al 1992 cited
in Prasarnphanich 2007) ldquoCustomer Loyalty is two major approaches for evaluate
loyalty the behavioral approach and the cognitive approach The traditional
behavioral approach includes such measures as large proportion of purchase purchase
sequence and probability of purchase The customer loyalty construct in this study
refers to two components repurchase behavior and loyalty consequences (Dick and
Basu 1994 cited in Prasarnphanich 2007)Attitude toward a brand is a determinant of
repeat purchases which in turn results in several loyalty consequences (positive
word-of-mouth search motivation and resistance to counter persuasion)rdquo
(Prasarnphanich 2007 p232)
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 16 -
Figure 211 Research Model (Prasarnphanich 2007)
2113Repeat visitors are importance
REED (2007) believes if noticing that the majority of your users are first time-visitors
and then may be doing something wrong A successful company will have a large
number of repeat visitors or people that know about your site and wish to return on a
regular basis If people are visiting and not returning these need to turn things around
if want the company to succeed
Always consider repeat visitors the foundation of the company Once these have a
good number of repeat visitors and it have something to build on ndash the company can
continue to work on attracting new members now confident that these have a
community people want to return to time and time again
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 17 -
212 Motivation
2121 Maslowrsquos Hierarchy of Needs Theory
In 1954 Maslow first published Motivation and Personality which introduced his
theory about how people satisfy various personal needs in the context of their work
Gawel (1997) state that Maslow postulated based on his observations as a humanistic
psychologist there is a general pattern of needs recognition and satisfaction that
people follow in generally the same sequence He also theorized that a person could
not recognize or pursue the next higher need in the hierarchy until her or his currently
recognized need was substantially or completely satisfied a concept called
prepotency
Robbins and Coulter (2007) believe Maslowrsquos was a psychologist who proposed that
within every person is a hierarchy of five needs
1 Physiological needs Food drink shelter sex and physical requirements
2 Safety needs Security and protection from physical and emotional harm as well
as assurance that physical needs will continue to be met
3 Social needs Affection belongingness acceptance and friendship
4 Esteem needs Internal esteem factors such as self-respect autonomy and
achievement and external esteem factors such as status recognition and attention
5 Self-actualization needs Growth achieving onersquos potential and self-fulfillment
the drive to become what one is capable of becoming
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 18 -
Figure 212 Maslowrsquos Hierarchy of Needs Theory (Robbins and Coulter 2007)
Robbins and Coulter (2007) believe that the theory proposed that although no need is
ever fully satisfied a substantially satisfied need no longer motivates an individual to
satisfy that need Therefore understand what need level that person is on in the
hierarchy and focus on satisfying needs at or above that level can motivate them
In addition Maslow separated the five needs into higher and lower levels
Physiological and safety needs were considered lower-order needs social esteem and
self-actualization were considered higher-order needs The difference was that
higher-order needs are satisfy internally while lower-order needs are predominantly
satisfied externally (Robbins and Coulter 2007)
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 19 -
2122 Howard-Sheth Model
Howard and Sheth (1969) proposed that the core of model is explained the purchase
behavior of the ldquobrandrdquo and not to fuss about the frequency and quantity of purchase
The point is the consumer buying behavior there are some factors to consider which is
ldquoinputsrdquo ldquoPerceptual Constructs and Learning Constructsrdquo and ldquoOutputrdquo (MBA lib
2009)
Abdallat and Ng et al (2007) both believe Howard-Sheth Model explains the
consumers choose the brand behavior and through the study of consumer buying
behavior there are three type of purchase decision making
The first level describes the extensive problem solving At this level the consumer does
not have any basic information or knowledge about the specific brand and he does not
have any preferences for any product In this situation the consumer will seek
information about all the different brands in the market and use more time before
purchasing
The second level is limited problem solving This situation exists for consumers who
have little knowledge about the market or limited knowledge about what they want to
purchase For arrive at a brand preference some comparative brand information is
searched
The third level is a habitual response behavior In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product they would not collect the information and evaluation
other brand and he already decides to purchase a particular product According to the
Howard-Sheth model there are four major sets of variables which is Input Perceptual
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 20 -
and Learning Constructs Outputs and Exogenous (External) variables (Abdallat and
Ng et al 2007)
2123 Push and Pull Factors
The lsquolsquoPushndashPullrsquorsquo framework has been utilised by a number of studies to assess the
range of attributes that motivate the desire to go on holiday and the destination choice
Push factors are socialndashpsychological factors that motivate the individual to travel and
the pull factors are qualities of destinations that attract the tourist such as
infrastructure or cultural attractions Of the ten lsquolsquoPushndash Pullrsquorsquo studies reviewed by
Klenosky (2002 cited in Hamilton Maddison and Tola 2004) none explicitly
included origin climate or destination climate as push and pull factors respectively
Nevertheless in his study lsquolsquowarm climatersquorsquo appears as a pull factor and was found to
be important for those interested in relaxing and in getting a suntan However climate
did not make it into the seven most important factors from a group of 53 pull factors
selected using factor analysis by Yuan and MacDonald (1990 cited in Hamilton
Maddison and Tola 2004)
22 Special Event
Events can be classified according to the kinds of activity on which they are based Most
are classified as based on sport the art other entertainments the heritage or food and
drink Events can also be grouped according to their size usually measured by the number
of people who attend (Roberts 2004)
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
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Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
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FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
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Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
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MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
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Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
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OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
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m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
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Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
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REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
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and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
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United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
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WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 21 -
221 Theory of Special Event
A special event is an opportunity for leisure social or cultural experience outside the
normal range of choices or beyond everyday experience (Getz 1997 cited in Laybourn
2004) Roberts (2004 p108) states that ldquoHistorically most leisure events were primarily
for the enjoyment of a local population ndash the church harvest festival the school nativity
play the gardening clubrsquos annual display the village summer carnival ndash but here we are
concerned mainly with the (usually much large) events that attract non-localsrdquo Special
events may have first been used at what is often described as the ldquohappiest place on
earthrdquo what may be the simplest definition of a special event A special events is that
which is different from a normal day of living Special event are researched designed
planned managed coordinated and evaluated does this seemingly spontaneous
program take place every night (Goldblatt 2002 2005)
222 Timing
The planning period is typically the longest period of time in the event management
process Historically this has been due to disorganisation Disorganisation is best
characterized by frequent change resulting from substitutions additions or even
deletions due to poor research and design (Goldblatt 2005)
ldquoThe first question that many event managers ask the clients is When would you like to
schedule the event The answer to that question tells you how much time you have to
prepare Often that timetable may seem incredibly short
The length of time available for planning and for planning and for actual production will
dramatically affect the cost and sometimes the success of the event Equally important
as you discovered earlier is how you use your time The Greek philosopher
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 22 -
Theophrastus said ldquoTime is the most valuable thing a human can spendrdquo (Goldblatt
2002 p50) Allocate the billable time to follow the five phases of the event process
research design planning coordination and evaluation By paying careful attention to
the research and design phase you will be able to budget the time more precisely This is
particularly true for the event itself Planning the time of an event is as important as
managing your planning time (Goldblatt 2005)
223 Promotion
Goldblatt (2005) believe the best-quality event product but unless it have a strategic
plan for promoting this product it will remain the best kept secret in the world Even
large such as Olympic Game requires well-developed promotion strategies to achieve
the success they require
The promotion strategy to identify for the event requires a careful study of past or
comparable efforts expert guidance from people who have specific expertise in this field
and most important setting benchmarks for specific measurement of the individual
promotion activities
ldquoThere are a variety of ways to measure promotion efforts First you may measure
awareness by your target market Anticipation of the event may be tantamount to
ultimate participation Next you many measure actual attendance and the resulting
investment Finally you may measure the post event attitude of the event promotional
activityrdquo (Goldblatt 2005 p254)
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 23 -
Marketing communication is more complex today than before In the past customers
received marketing information about goods and service from a limited number of
sources usually mass communication sources such as network television and
newspapers However todayrsquos consumers of both goods and services receive
communications from a far richer variety of advertising vehicles-targeted magazines
websites direct mail movie theater advertising e-mail solicitation and a host of sales
promotions (ZEITHAML BITNER and GREMLER 2006)
Goldblatt (2002) and OToole (2006) believe there are some typical or traditional
techniques used to promote events Such as advestising public relations word of mouth
and stunts Some events use only one of these techniques other may use all of them to
ensure that their message is message is received and acted upon by their target market
Advestising includes prints and electronic media transportation media advestising
specialties and outdoor media Larger events may use many of these madia resources
while smaller events may carefully target their message to one to two media Public
relations involves informing the media and the target market about the event and
persuading them to support the programs Public relations activities for the event may
include designing printing and distributing media kits producing public service
announcements for television and radio producing and distributing audio and video
news releases (Goldblatt 2002)Word of mouth is unpaid form of promotion in which
satisfied customers tell other people how much they like product (goods or service)
(Entrepreneur 2009) A stunt involves an activity designed to generate media coverage
and attendance by spectators to promote a specific event or series of wvwnt Goldblatt
(2005)
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 24 -
23 Theme Park
Amusement park Pleasure Park Leisure Park Holiday Park Theme park these are some
of the labels describing sites designed to attract the visitor who wants to spend the day in
an atmosphere of amusement entertainment and new experiences (Dybedal 1998) These
are also offering food drink and souvenirs Amusement parks differ from circuses
carnivals and worlds fairs in that parks are permanently located entertainment complexes
open either all year or seasonally every year (Reed 2007) Dybedal (1998 p34) states that
ldquoa relatively concrete definition describes a theme park as a park consisting of rides and
attractions that are built around a central theme or themes A more functional approach
suggests that theme parks are characterized by the presentation of entertainment activities
retailing and catering within a theme
Wong (1999) states that ldquoTheme parks aim to create the atmosphere of another world and
it is essentially the theme which becomes the main part of a theme park experience
Thematic tourism had become increasingly popular where travel is motivated by an interest
in a particular subject or area rather than by the more traditional motivations such as idyllic
scenery and climate The drawing power of theming is evident in the fact that it has in
recent years become a catalyst for the growth of new destinations based mainly on
thematic leisurerdquo
Wanhill (2002) identifies a suitable definition of a theme park is a family amusement
complex oriented towards a range of subjects or historical periods combining the
continuity of costuming and architecture with entertainment through rides and other
attractions catering and merchandising to provoke an experience for the imagination Also
they believe theme parks are part of the trend to have a condensed leisure product for the
visitor who wants to make maximum use of available holiday time for the family where
the needs of the children have priority
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 25 -
24 Teenager
241 World Health Organizationrsquo adolescentsrsquo definition
Young people between the ages of 10 and 19 years old that are often thought of as a
healthy group there are an estimated 12 billion adolescents half of people of the world
are under 25 years They are a period of major physical and psychological change as
well as great changes in social interactions and relationships (WTOb 2009)
Although most adolescents make the transition into adulthood in good health many do
not Some of the health problems faced by adolescents affect them during adolescence
itself Improving the health of school-going adolescents increases their enrolment and
retention in school their cognitive achievements and leads to greater productivity
There is also a need to safeguard investments in child survival and in the education of
children who lived to become adolescents (WTOa 2009)
242 United Nations ldquoYouthrdquo definition
The category of youth it is also important to define between teenagers and young
adults United Nations definition teenagers is between 13 to19 and young adults is 20 to
24 Many countries also draw a line on youth at the age at which a person is given equal
treatment under the law ndash often referred to as the age of majorityrsquo This age is often 18
in many countries and once a person passes this age they are considered to be an adult
However the operational definition and nuances of the term lsquoyouthrsquo often vary from
country to country depending on the specific socio-cultural institutional economic and
political factors
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 26 -
The total number of youth people including men and women all over the world add up
to more than one billion In 2010 ldquoYouthrdquo people are expected to increase more than
100 million more than half of them are in Asia and the Pacific (United Nations 2009)
Before the middle of this century the elderly and the young people will comprise a
roughly equal share of the worlds population The proportion of those under 14 years of
age will decline by a third from 30 to 20 per cent (see figure 3) The youth population
will decrease from 18 to 14 per cent of the total population (United Nations 2003)
Figure 241 Global population by age group 2000-2050 (United Nations World
Population Prospects 2003)
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
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Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
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OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 27 -
243 Population By-census of ldquoYouthsrdquo people
It is an established practice in Hong Kong to conduct a population census every ten years
and a by-census in the middle of the interval period The population
censusesby-censuses are to obtain up-to-date benchmark information on the
socio-economic characteristics of the population and geographical distribution The
topics for the 2006 Population By-census including Demographic and social
characteristics Educational characteristics Internal migration characteristics
Economic characteristics Housing characteristics and Household characteristics
(2006 Population By-census)
2431 Size
In the studies of Population By-census on youths there were different classifications
adopting different age groups for youths may exist depending on the subject matter
concerned Persons aged 15 to 24 or 12 to 24 might be respectively defined as youths
for different objectives In Hong Kong persons aged 15 to 24 have generally been
taken as the target population in planning services for youths (A Profile of Youths
2006)
Thematic Report Youths (2006 p5) state that the youth population increased by 541
167 over the past 45 years (ie from 1961 to 2006) There were 909 005 youths in
Hong Kong in 2006 In terms of the proportion of youths in the total population its
percentage rose from 118 in 1961 to a peak of 230 in 1981 and then dropped
continuously over the past 25 years to 132 in 2006rdquo
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 28 -
2432 Education
ldquoSchool attendance was common among the youth population The school attendance
rate for the age group 17-18 increased from 639 in 1996 to 828 in 2006 and that
for the age group 19-24 from 210 to 373 Owing to the increased post-secondary
education opportunities in the past ten years the youth population with post-secondary
education had increased substantially both in number and in their share of the
populationrdquo (Thematic Report Youths 2006 p6)
Table 241 Key Statistics of the Youth Population (Thematic Report Youths 2006)
2433 Sex
The sex composition of the youth population can be measured by the sex ratio which
is defined as the number of male youth per 1000 female youths In 1996 male youths
were more than female However the situation reversed in 2001 and 2006 with
slightly more female than male The sax ratio of youth population in 2006 the number
of males was greater than that of female in the group 15-19 (1035 males 1000
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 29 -
females) but males were far outnumbered by females in the group 20-24 (918 males
1000 females) (Thematic Report Youths 2006)
Table 242 Youths by Sex and Age Group 1996 2001 and 2006 (Thematic Report
Youths 2006)
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 30 -
Chapter 3
Methodology
This chapter is explaining how to design and collect primary data secondary data for this
study There are quantitative questionnaires and focus on the teenagers groups
31 Secondary Research
Some information difficult to research by individual such as the worldwide theme park
attendance in that case the secondary data can find in academic journals magazines and
internet such as Statistical report of Hong Kong Tourism Board theme park attendance of
TEAERA theme park attractions attendance report and annual report of Hong
Kong Ocean Park And the Youths age information also from different
department such as Hong Kong population information was research from Hong
Kong by-census the World Health Organizationrsquo adolescentsrsquo definition
32 Primary Research
ldquoPrimary research is research used to collect data for a specific taskrdquo (Learn Marketing
2008) This study is about can special event affect teenagers repeat visit Ocean Park there
are getting original data by research some data to know about the teenagers think and
analysis the data Primary research is two basic types which is qualitative and quantitative
(DJS Research Ltd 2009)
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
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Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
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Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
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Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
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FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
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GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
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GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
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New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
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Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
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LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
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Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
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Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
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m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
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Population By-census (2006) Thematic Report Youths Hong Kong Census and
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PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
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ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
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YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
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WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
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httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
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WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 31 -
321 Research Design
ldquoMarketing research is the collection processing and analysis of informationrdquo (Franses
and Paap 2001 p2) The research of this study is find the teenagers visit Ocean Park
model ndash the reasons of visited Ocean Park which factor attract them and which kind of
promotion they will attend The Questionnaire will use the quantitative to collect the
data
322 Quantitative Models
Quantitative research is the systematic scientific investigation of properties and
phenomena and their relationships The objective of quantitative research is to develop
and employ mathematical models theories and hypotheses pertaining to natural
phenomena (Ziman 2000) The first ad obvious question we need to address is whether
one needs quantitative models in the first place Quantitative models are useful only if
they are considered and applied by those who have the relevant skills and understanding
(Franses and Paap 2001)
323 Pilot Test
Before to the actual distribution the questionnaire there were the 10 samples of pilot
questionnaire to distribute to pilot interviewer from the hospitality tourism and leisure
fields at Chai Wan IVE There was find out some problem in the questionnaire such as
less of option that help to improve the questionnaire quality
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 32 -
324 Quantitative Research
The questionnaire was developed focus on customer motivation customer loyalty
literature in chapter two The questionnaire (Appendix 1) was focus on the reason of
visit Ocean Park which special event are attracting them and secondly ask about which
ticket are they use how many time they visit a year and personal information as well to
design the questionnaire thus find the relation with the ticket special event and personal
information
Before to design the questionnaire it need to introduce the subject of the questionnaire
and which people available to answer the questionnaire such as did they ever visited
Ocean Park if they did not they follow question is not available because all of
question is according to their experience
Then which ticket are they hold are affect how many time they visited Ocean Park or
how many time they visited are affect which ticket are they hold The type of ticketrsquo
information is search from the Ocean Park website which is ldquoGeneral Admission
Ticketsrdquo that is the normal ticket and customer can purchase that just arrive Ocean Park
ldquoBirthday Free Admissionrdquo is the Ocean Park offer to Hong Kong Residentrsquo enjoy free
admission on their birthday there are three type of annual ticket offered which is
ldquoSmartfun Annual Gold Passrdquo ldquoSmartfun Annual Silver Passrdquo and ldquoSmartfun Student
Annual Passrdquo the gold pass is adult and children can unlimited use it to Ocean Park for a
entire year and the silver pass just unlimited daytime from Mondays to Fridays and
before noon on Saturdays for an entire year (excluding public holidays and special night
events) and student pass just for full-time student who aged 12 or above also can
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 33 -
unlimited for a entire year ldquoTravel Agency or Group Ticketsrdquo is the customers who
purchase through the travel agency or they organise the group to collective purchase
The reason of visited Ocean Park there were some reasons to attract the customers to
visit Ocean Park which is ldquoAnniversary activitiesrdquo ldquoFriends inviterdquo Family gatheringrdquo
ldquoAnimal attractrdquo ldquoThrill rides attractrdquo ldquoSpecial event attractrdquo ldquoHave annual passrdquo
ldquoTour packagesrdquo and ldquoBirthday freerdquo The interviewer had five degrees to provide to
choose that was ldquo1rdquo is strongly disagree ldquo2rdquo is disagree ldquo3rdquo is neutral ldquo4rdquo is agree and
ldquo5rdquo is strongly agree
Next there was the special event appear at Ocean Park in some period Ocean Park call
that ldquoBig Fiverdquo (Ocean Park Corporation Annual Report 2008) there were ldquoFebruaryrsquos
Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo ldquoSummer Wetrsquon Wild Panda Maniardquo
ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas Sensationrdquo there were also have five
degree to provide It had the question to find are they repeat visit because the special
events and something about the special event such as the atmosphere is match the
season is any related subject they will interest
The questionnaire also find out where did they know the special event in Ocean Park the
option is ldquoNewspaper or magazinerdquo ldquoIn park advertisementrdquo ldquoBillboardsrdquo ldquoInternet
advertisementrdquo ldquoTV advertisementrdquo ldquoOcean Park homepagerdquo and ldquoFriends and
Relativesrdquo
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 34 -
The last section is about the personal information about the interview there were three
questions to identify their gender age and education but the age just focus on the
teenagers that is 18-24 years
325 Data Collection
The primary data is did not exist before we did The primary data collecting methods
include face-to-face interviews telephone interviews online surveys focus group
interviews and questionnaire (TVU 2009) The data collection by primary research
method is often more focus reliable and up-to-date then secondary research (Global
Marketing Online 2005)
To collect the primary data in the study there were designs to the quantitative
questionnaire and change the original questionnaire to Chinese version to connivance the
interviewer to answer that Also it was use personal interview and online survey to
operate the questionnaire 100 questionnaires were collected in Chai Wan IVE and
googlersquo online survey
326 Data analysis
After data were collected data analysis was arrange by the software - Statistical Package
for Social Sciences Program (SPSS) version 17 Descriptive Statistics methods was base
on the data ndash frequency percentage and mean score to analyse the data it use
Frequencies Crosstabs and Chi-square to analyse the date it could found out the
relationship between the profile of respondents and list out the other frequencies Also
use Compare Means to compare the grade which the respondents gave it were use Mean
One-Sample T-test Independent-Sample T-test and One-Way ANOVA T-test to analyse
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 35 -
the mean of data These could found out relationship between some factor and the
independent variables such as gender age educational levelshellip)
327 Limitation
There are some constraints in practice the questionnaire such as limited of time lack of
type of respondents and the pilot test of this study only researched the hospitality
tourism and leisure fields these was not generally of the teenagers According to this
study just available for 18 years or above people and the study was focus on teenagers
so that it need to identify the potential respondents and asked them are they within
18-24 years and the questionnaire just suitable for the teenagers who visited Ocean Park
before that were resistance to finish the questionnaire In addition a lot of respondents
were found into IVE their age and educational levels were similar these the result of the
profile of them had not specifically different Also done the pilot test were found out the
respondents prefer to read and finish the Chinese Version questionnaire these was better
to revise the Chinese version for the formal used
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 36 -
Chapter 4
Results
This chapter was analysis the collected data at chapter three and through Statistical
Package for Social Sciences Program (SPSS) there was interview a hundred people and
through the questionnaire that were found out the relationship between the independent
variables and the customers repeat behaviour It was using Descriptive Statistics including
Frequencies Crosstabs and Chi-square and Compare Means ndash Mean One-Sample T-test
Independent-Sample T-test and One-Way ANOVA T-test to analyse the data
41 Teenagers Personal Profile
Due to the target study group is the teenagers which was 18-24 years most of
respondents were 21-22 years that was 58 28 interviews were 23-24 years and
18-20years were 14 Most respondentsrsquo educational background had university level
that is 68 and there was none of respondent educational level was primary school or
below and postgraduate or above Also Female respondents was more than male
respondents according to Chapter two Hong Kong Population By-census showed the
number of females was greater than that of male in the group 20-24 years (918 males
1000 females) (Thematic Report Youths 2006) receive data indicated there were 63
female finish the questionnaire (Table 411)58 respondents were 21 to 22 years among
40 of them had University level and the 68 of the respondents had University level that
was the most of them group (Table 412)
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
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United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 37 -
Variables Frequency ()
Age
18-20 14
21-22 58
23-24 28
Education
Primary school or below 0
Secondary school 19
CollegeTechnical Institute 13
University 68
Postgraduate or above 0
Gender
Male 37
Female 63
Table 411 Profile of teenagers
Age Education Cross tabulation
Count
Education
Total
Secondary school
CollegeTechnical Institute University
Age 18-20 6 1 7 14
21-22 9 9 40 58
23-24 4 3 21 28
Total 19 13 68 100
Table 412 The Relationship between educational level and age group
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 38 -
42 Relationship between the visit times and held ticket
Ocean Park provide some tickets type to the customers which is ldquoGeneral Admission
Ticketrdquo ldquoBirthday Free Admissionrdquo three type of ldquoSmartfun Annual Passrdquo and ldquoTravel
agency Group Ticketsrdquo Using Crosstab found out most of people will consider how
many times they visit thereby decide which ticket were they chose 28 respondents who
visited less than once time a year were using ldquoGeneral Admission Ticketrdquo 22 of the
respondents were visit once to three times a year were using ldquoGeneral Admission
Ticketrdquo and 6 respondents were using ldquoSmartfun Student Annual Passrdquo (which is the
annual ticket for the students and they can visit Ocean Park at whole year) to visit Ocean
Park Most of respondents who visited ldquofour to six timesrdquo ldquoseven to twelve timesrdquo and
ldquomore than thirteen timesrdquo a year using ldquoSmartfun Student Annual Passrdquo (Table 42)
Moreover one of ticket was ignored that was the employee free ticket the full-time
employee had irregular to get the free ticket they can gave their friends or family there
were one of ticket to enter Ocean Park
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 39 -
General
Admissi
on
Tickets
Birthday
Free
Admissi
on
Smartfun
Annual
Gold
Pass
Smartfun
Annual
Silver
Pass
Smartfun
Student
Annual
Pass
Travel
agency
Group
Tickets
Total
Less than once a year 28 1 0 0 0 9 38
One to three times a year 22 1 1 1 6 8 39
Four to six times a year 0 2 0 0 10 0 12
Seven to twelve times a
year
0 0 1 0 7 0 8
More than thirteen times a
year
0 0 0 0 3 0 3
Total 50 4 2 1 26 17 100
Table 42 The relationship between the visit times and held ticket
43 Reason of visited Ocean Park
ANOVA is most of people will be used for the study that was two groups or more for
comparison ANOVA using the time so that you have categorical variable found out the
different between groups were significant differences exist or not If the significant level
was 005 or less these can observed the differences were significant The reason of
visited aspect there were some factor available to choose which is ldquoAnniversary
Activitiesrdquo ldquoFriends Inviterdquo ldquoFamily Gatheringrdquo ldquoAnimal Attractrdquo ldquoThrill Rides
Attractrdquo ldquoSpecial event Attractrdquo ldquoHave Annual Passrdquo ldquoTour Packagesrdquo and ldquoBirthday
Freerdquo
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 40 -
431 Comparison of reason to visit Ocean Park between held tickets type
The peoplersquo held tickets type were affect the people interest in the questionnaire had a
questions asked about why did they visit Ocean Park One-way ANOVA indicated
there were two factors - ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo were
affected the educational levels effect (Table 431) The effects were held ticket type
influence the reasons to visit General Admission Tickets respondents were 20 of them
agree because of ldquoSpecial event Attractrdquo and 16 respondents strongly agree that
Moreover 20 of the respondents held ldquoSmartfun Student Annual Passrdquo agree the
reason to visit Ocean Park as ldquoHave Annual Passrdquo on the contrary 18 held General
Admission Ticket naturally strongly disagree that reason (Table 432)
ANOVA
Sum of Squares df Mean Square F Sig
Q9 Between Groups 17574 5 3515 3302 009
Within Groups 100066 94 1065
Total 117640 99
Q10 Between Groups 85387 5 17077 10201 000
Within Groups 157363 94 1674
Total 242750 99
Table 431 Comparison of reason to visit Ocean Park between held tickets type
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 41 -
Q9
Q3 General Admission Tickets 2 4 8 20 16 50
Birthday Free Admission 0 0 1 1 2 4
Smartfun Annual Gold Pass 0 0 0 0 2 2
Smartfun Annual Silver Pass 0 1 0 0 0 1
Smartfun Student Annual Pass 1 0 2 8 15 26
Travel agency Group Tickets 1 4 0 12 0 17
Total 4 9 11 41 35 100
Q10
Q3 General Admission Tickets 18 10 9 9 4 50
Birthday Free Admission 0 2 2 0 0 4
Smartfun Annual Gold Pass 1 0 0 1 0 2
Smartfun Annual Silver Pass 0 0 1 0 0 1
Smartfun Student Annual Pass 0 1 2 3 20 26
Travel agency Group Tickets 5 0 3 3 6 17
Total 24 13 17 16 30 100
Table 432 The relationship between held ticket and reason of visited
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 42 -
432 Comparison of reason to visit Ocean Park between educational levels
In One-way ANOVA showed significant differences between educational levels and
reason of visited Ocean Park and among nine reasons significant indicated two of
them which were ldquoAnniversary Activitiesrdquo and ldquoSpecial Event Attractrdquo were affected
educational levels influence (Table 433) The different levels respondents were
influence which grades were they gave In anniversary activities factor there were the
mean of the differences levels ldquoSecondary Schoolrdquo were 237 ldquoCollegeTechnical
Instituterdquo were 354 and 335 were ldquoUniversityrdquo In special event attract aspect
ldquoSecondary Schoolrdquo was 332 ldquoCollegeTechnical Instituterdquo was 431 and 404 was
ldquoUniversityrdquo (Table 434)
ANOVA
Sum of Squares df Mean Square F Sig
Q4 Between Groups 16209 2 8104 5731 004
Within Groups 137181 97 1414
Total 153390 99
Q9 Between Groups 9898 2 4949 4456 014
Within Groups 107742 97 1111
Total 117640 99
Table 433 Comparison of reason to visit Ocean Park between educational levels
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 43 -
One-sample T-test
Education Q4 Q9
Secondary school Mean 237 332
N 19 19
Std Deviation
1342 1529
CollegeTechnical Institute
Mean 354 431
N 13 13
Std Deviation
1050 630
University Mean 335 404
N 68 68
Std Deviation
1169 953
Total Mean 319 394
N 100 100
Std Deviation
1245 1090
Table 434 Compare means between educational levels affect ldquoAnniversary Activitiesrdquo
(Q4) and ldquoSpecial Event Attractrdquo (Q9)
44 Special event attraction
The respondentsrsquo educational level gender and aged did not influence they gave the
grade of the interested of special event But the frequencies of visited a year were affect
the customers interested grade in the special event and two of event were affect the
teenagers customer repeat visit in the future Ocean Park has five special events called
ldquoBig Fiverdquo which is ldquoFebruaryrsquos Lunar Lucky Fiestardquo ldquoEasterrsquos Animal Monthrdquo
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 44 -
ldquoSummer Wetrsquon Wild Panda Maniardquo ldquoOctoberrsquos Halloween Bashrdquo and ldquoChristmas
Sensationrdquo The special event were become annual event in Ocean Park The following
was the analyse the different aspect to influence special event
441 Rank of special event
Through the questionnaire the collected data found out the respondents tendency to
interestrsquo event the most interested was ldquoOctoberrsquos Halloween Bashrdquo (m=410) second
were ldquoSummer Wetrsquon Wild Panda Maniardquo (m=357) and ldquoChristmas Sensationrdquo
(m=357) and ldquoEasterrsquos Animal Monthrdquo (m=278) was attracted than ldquoFebruaryrsquos
Lunar Lucky Fiestardquo (m=268)
N Mean Std
Deviation Std Error
Mean
Q13 100 268 1171 117
Q14 100 278 1168 117
Q15 100 357 1191 119
Q16 100 410 1068 107
Q17 100 357 1225 122
Table 441 One-Sample T-test of event interested
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 45 -
442 Relationship between visited frequencies and interestedrsquo special event
Collected data through chi-square tests showed there were relationship between
frequencies of visited Ocean Park and interested of the special event And Crosstab
(Table 442) pointed out ldquoFebruaryrsquos Lunar Lucky Fiestardquo had 32 of the respondents
ldquoless interestedrdquo in this event 14 of themrsquo frequencies of visited Ocean Park was ldquoless
than once time a yearrdquo on the other hand ldquoOne to three times a yearrdquo had 12 of
respondents less interested in this event
About ldquoEasterrsquos Animal Monthrdquo there were 30 respondents ldquoless interestedrdquo in this
event they mainly visited Ocean Park ldquoless than once time a yearrdquo and ldquoOne to three
times a yearrdquo The respondents were tendency less interested to ldquoFebruaryrsquos Lunar
Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo
Contrary to ldquoChristmas Sensationrdquo event it had 36 of the respondents chose
ldquointerestedrdquo in this event 16 of them were visiting ldquoless than once time a yearrdquo 25
respondents ldquoVery interestedrdquo in Christmas event they were average distribute on the
five kind of visited frequencies almost all types of visited frequencies were ldquovery
interestedrdquo in ldquoChristmas Sensationrdquo
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 46 -
Q13
Total
The least interested
Less interested Neutral Interested
Very interested
Q2 Less than once a year 6 14 8 8 2 38
One to three times a year 8 12 17 2 0 39
Four to six times a year 1 4 1 2 4 12
Seven to twelve times a year
1 0 2 2 3 8
More than thirteen times a year
0 2 1 0 0 3
Total 16 32 29 14 9 100
Q14
Q2 Less than once a year 7 11 14 5 1 38
One to three times a year 6 14 11 6 2 39
Four to six times a year 0 2 2 6 2 12
Seven to twelve times a year
1 0 2 1 4 8
More than thirteen times a year
0 3 0 0 0 3
Total 14 30 29 18 9 100
Q17
Q2 Less than once a year 3 6 8 16 5 38
One to three times a year 4 5 10 13 7 39
Four to six times a year 0 2 0 5 5 12
Seven to twelve times a year
1 0 0 2 5 8
More than thirteen times a year
0 0 0 0 3 3
Total 8 13 18 36 25 100
Table 442 Relationship between the frequencies of visited and the interested of special event
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 47 -
443 Special event attracted repeated visit
Ocean Parkrsquo ldquoBig Fiverdquo annual event drove the last yearrsquos record-breaking attendance
(Ocean Park Annual Report 2008) they hold the special event regularly and they
could increase the attendance in this study through chi-square tests found out some
event can attract visitors repeat visit which is ldquoOctoberrsquos Halloween Bashrdquo and
ldquoChristmas Sensationrdquo
Crosstab indicated 46 of the respondents gave very interested on Octoberrsquos Halloween
Bash and 45 of them will repeat visit Ocean Park because the special event 31
respondents gave interested to Octoberrsquos Halloween Bash 8 of them may not repeat
visit because of the special event 3 respondents the least interested and 2 of them may
not repeat visit (Table 443)
The data signified that 36 of the respondents interested about Christmas Sensation 29
of them will repeat visit 25 the respondents very interest and 25 of them unanimous
they will repeat visit because special event Although 8 of the respondents were the
least interested about Christmas Sensation but 6 of them also repeat visit due to Big
Five (Table 443)
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 48 -
Q16
Total
The least interested
Less interested Neutral Interested
Very interested
Q18 Yes 1 3 8 23 45 80
No 2 4 5 8 1 20
Total 3 7 13 31 46 100
Q17
Q18 Yes 6 9 11 29 25 80
No 2 4 7 7 0 20
Total 8 13 18 36 25 100
Table 443 Relationship between interested of Christmas Sensation Octoberrsquos Halloween
Bash and repeat visit
45 The special event were matched the atmosphere
A hundred respondents had 57 ldquoagreerdquo the event were matching the present atmospheres
that means most of respondents thought Ocean Park successful to make the suitable
atmosphere for example when Ocean Park held ldquoOctoberrsquos Halloween Bashrdquo they
created the placed the decoration around the park play some terrific music the a
performer to play the role of witch vampires goblinshellipthe facilities related Halloween
like haunted house were provided to the customer and selling some candy and souvenir
made associate with Halloween
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 49 -
Finger 45 The graph of special event were matched the atmosphere
46 Additional charge for special event
Ocean Park has one event charged the additional charge that is ldquoOctoberrsquos Halloween
Bashrdquo Due to this event was held at evening Ocean Park daytime was normal operated
after the normal operated time held daytime tickets guest need to leave the park and
could not participate the Halloween facilities if the customers want to enjoy the
Halloween facilities must purchase another tickets to enter the park Question 20 was
asking about is reasonable if Ocean Park imposes the additional charge for special event
It found out mean is 263 19 of the respondents strongly disagree and 32 of the
respondents disagree if Ocean Park imposes the additional charge for other special event
because Octoberrsquos Halloween Bash had been charged already
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 50 -
Q20
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly disagree
19 190 190 190
Disagree 32 320 320 510
Neutral 22 220 220 730
Agree 21 210 210 940
Strongly agree 6 60 60 1000
Total 100 1000 1000
Table 46 The frequencies of additional charge
47 Increase more events more interest to repeat visit
The respondentsrsquo educational level and age both did not affect they interested to repeat
visit because Ocean Park increase the event variety On the other hand Chi-Square test
showed (sig=0006) there were influence ldquoincrease more event will interest to repeat
visitrdquo and ldquorepeat visited because Special eventrdquo the respondents who decided to repeat
visited Ocean Park because of the special event attracted If Ocean Park hold more
different type of event (m=393) 30 of them were very interested to repeat because of
this and 31 of them also interested (Table 47)
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 51 -
Q18
Total
Yes No
Q21 Strongly disagree 1 2 3
Disagree 1 2 3
Neutral 17 6 23
Agree 31 9 40
Strongly agree 30 1 31
Total 80 20 100
Table 47 The relationship between increases more events will interest to repeat visit
and repeat visited because special event
48 Most preferred event Ocean Park to increase
In the question 22 it was four choice of subject related event available to the
respondents chose they could chose their interested subject related event which is
ldquoFestival relatedrdquo ldquoMarine relatedrdquo ldquoMammals relatedrdquo and ldquoReptile relatedrdquo
According to above analysis 80 of the respondents will repeat visited because the
special event and 61 of them were interest to repeat visit if Ocean Park hold more type of
event Collected data showed 60 of the respondent were interesting with festival related
such as Valentines Day and 26 of them chose marine relational in order to dolphin sea
lion medusa etc as the subject Mammals related such as sea lion giant panda red
Panda etc were 10 respondents chose Finally least of respondentrsquos interested reptile
related that were 4 of them to choose Ocean Park can consider increasing the festival
related event first next to consider the marines and mammals related thus attract more
customers to repeat visit (Finger 48)
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 52 -
Finger 48 The related subject of interest
Frequency Percent Valid PercentCumulative
Percent
Valid Festival related 60 600 600 600
Marine related 26 260 260 860
Mammals related 10 100 100 960
Reptile related 4 40 40 1000
Total 100 1000 1000
Table 48 The related subject of interest
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 53 -
49 The Promotion of Special Event
If understand how did teenagers know the special event these can specific to use that
method to promote thus increase teenagers group customers Teenager customers had the
following method to know the special event which is ldquoNewspaper or Magazine
Advertisingrdquo ldquoIn-Park Advertisingrdquo ldquoBillboardsrdquo ldquoInternet Advertisingrdquo ldquoTelevision
Advertisingrdquo ldquoOcean Park Homepagerdquo and ldquoFriends and Relativesrdquo Collected data
signified that 79 of the teenagers knew the special event through the television
advertising secondly was newspaper or magazine advertising were 61 respondents
attended than 53 of them were through internet advertising knew special event and 43
were knew from friends and relatives Other three methods ndash in-park advertising
billboards and Ocean Park homepage there were less than thirty respondents knew
special event from that (Table 491) There were ignored one promotion method it was
the membership letter when the customer apply for the Smartfun Annual Pass Member
Ocean Park were send the mail to them regularly the customer could know through that
method
Ticked Not ticked Total
Newspaper or Magazine 61 39 100
In-park advertising 26 74 100
Billboards 26 74 100
Internet advertising 53 47 100
TV advertising 79 21 100
Ocean Park homepage 24 76 100
Friends and Relatives 43 57 100
Table 491 The teenagers knew the special events advertising type
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 54 -
491 Relationship between promoted method and special event attraction
The following were compare mean on interested of event and promoted method there
were found out the relationship between that two aspect On newspaper or Magazine
most respondents through that method to know Octoberrsquos Halloween Bash (m=418)
the next were attended Summer Wetrsquon Wild Panda Mania (m=359) Christmas
Sensation (m=348) Major respondents attended Octoberrsquos Halloween Bash (m=443)
in in-park advertising moreover Summer Wetrsquon Wild Panda Mania (m=400) and
Christmas event (m=396) were also attract their attention The subject of Summer
Wetrsquon Wild Panda Maniarsquo billboards (m=412) was most engaged respondents
attention Most respondents were interested of Octoberrsquos Halloween Bash that were
the best attended on other method of promotion including internet advertising
(m=436) television advertising (m=411) Ocean Park homepage (m=421) and
Friends and Relatives (m=419)
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 55 -
Q13 Q14 Q15 Q16 Q17
Newspaper or Magazine Mean 267 275 359 418 348
N 61 61 61 61 61
Std Deviation
1165 1206 1230 958 1324
In park advertising Mean 296 292 400 423 396
N 26 26 26 26 26
Std Deviation
1183 1129 1296 992 1280
Billboards Mean 285 281 412 408 392
N 26 26 26 26 26
Std Deviation
967 981 1143 1230 1262
Internet advertising Mean 281 291 383 436 377
N 53 53 53 53 53
Std Deviation
1178 1148 1189 834 1266
TV advertising Mean 257 277 362 411 354
N 79 79 79 79 79
Std Deviation
1094 1165 1191 1074 1238
Ocean Park homepage Mean 300 296 371 421 404
N 24 24 24 24 24
Std Deviation
1180 1083 1197 1103 1233
Friends and Relatives Mean 272 267 363 419 356
N 43 43 43 43 43
Std Deviation
1161 1190 1155 880 1297
Table 492 Compare mean between promotion method and special event attraction
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 56 -
Chapter 5
Conclusions and Recommendations
51 Conclusions
The findings of study provide the information to know the factor affect the teenaged
customer to repeated visits Ocean Park because of special event Although the data is not
represent the general teenagers in Hong Kong that is the limitation in this study
Thought this study there are find out some Secondary data from different deportment
these cannot research along these information found out need any time and lobar Such as
Hong Kong by- by-census TEAERA theme park attractions attendance report
2007hellip
This study is focus on teenaged customer of Ocean Park the finding of study showed most
respondents is 21 to 22 years and 40 of themrsquo educational level are university level and
female respondents is more male than 26
The results of this study signified that most of teenagers were visit Ocean Park one to three
times a year and they usually held General Admission Tickets and the customers have
many reason to visit Ocean Park three of them was affected ticketing effect which is
ldquoSpecial event Attractrdquo and ldquoHave Annual Passrdquo held ldquoGeneral Admission Ticketsrdquo
respondents were agree the reason of visit is ldquoSpecial event Attractrdquo also the respondents
who is held ldquoSmartfun Student Annual Passrdquo naturally because of ldquoHave Annual Passrdquo to
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 57 -
visit Ocean Park Moreover 68 respondents have university level ldquoAnniversary
Activitiesrdquo and ldquoSpecial Event Attractrdquo factor affected from educational levels
Ocean Park has five special annual events called ldquoBig Fiverdquo the results indicate that
respondents have most interestedrsquo event is ldquoOctoberrsquos Halloween Bashrdquo the interest mean
are 410 next is ldquoSummer Wetrsquon Wild Panda Maniardquo and ldquoChristmas Sensationrdquo Also the
visited times are influence the interest of some event the respondents tendency to less
interest of ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos Animal Monthrdquo On the contrary
many teenagers interest in ldquoChristmas Sensationrdquo
Besides that the special event also attract the customers repeated visit ldquoOctoberrsquos
Halloween Bashrdquo and ldquoChristmas Sensationrdquo are the most affected event 45 of very
interested in Octoberrsquos Halloween Bashrsquos respondents will repeat visit because the event
and 29 of respondents interest in Christmas Sensation they will repeat visit as well
Exceed half respondent think Ocean Park special event can matched the seasonably
atmosphere then most of respondents disagree the special event charged the additional
charge On the other hand 80 of respondents will repeat visit because of the special
event and 60 of them agree if Ocean Park have more interest to repeat visit furthermore
most interest subject of increasing event is ldquofestival relatedrdquo the next is ldquoMarine relatedrdquo
the least interest subject is ldquoreptile relatedrdquo
About the promotion of the event most of people know the event through the television
advertising the second is through newspaper or magazine advertising and the third is
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 58 -
internet advertising Also except the Billboards attracting people to attend about Summer
Wetrsquon Wild Panda Mania other method on promotion is attracting to Octoberrsquos Halloween
Bash
52 Recommendations
Ocean Park are proceeded to renew the facilities in order to increase the attendance
the innovative facilities and the novel special event are more fit the teenagers
market through the result Ocean Park can focus on some aspect to improve The
following is the suggestion according to this study
First the customers who using General Admission Ticket are interest of special
event attraction they will visit Ocean Park because of the event and that
customers will repeat visit because of the event Ocean Park can hold more
subjectrsquo event such as the most respondents interested festival related event for
example Valentines Day they can increase some decoration and program about the
Valentines Day to attract the youths lovers or couple And they can hold the other related
event on the low season such as marine or mammals related It can create the package
include meal to promote to a pair of customers to attract the interest of festival relatedrsquo
customers Besides the Smartfun Annual Pass is attracting more attendance they have the
annual pass naturally visited times more than other present have the Smartfun student
annual pass can engage the full-time student so that add more promotion on the annual
pass make more people know that ticket exist and that may increase the attendance thus
increase the in-park spending
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 59 -
Ocean Park has five events but customers just interested three of them the result indicate
that the customers are less interest in ldquoFebruaryrsquos Lunar Lucky Fiestardquo and ldquoEasterrsquos
Animal Monthrdquo Ocean Park could arrange the variety program within the event
Otherwise the event which are attracting customers can enhance the value for example
Octoberrsquos Halloween Bash is very popular with the customers Ocean Park can concern
more the detail of the ghost houses and decoration make them enjoy the unforgettable
experience thus increase the word of mouth
Finally the promotion of the special event is very important to attract the customer the
finding of this study showed the useful information that is understand the teenaged
customers know the eventrsquos method they usually through the television advertising
newspaper or magazine advertising internet advertising Almost every home have a
television and newspaper and magazine are selling every time event where customers are
easy to contact more attraction special and stand out advertisement will easy to attract
more people attend
But there are change of technology communicate most teenagers are touch the computer
more than television so that it can increase the advertisement into the famous website
such as Yahoo facebook or some forum the teenagers watching opportunity may better
than television advertisement Also Ocean Park can design some discount coupon to
upload to the website and homepage and welcome to download the people may anxious to
get things on the cheap thus visit Ocean Park these can increase the teenaged customers as
well as increase all type of customers
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 60 -
Reference
ABDALLAT Muhannad MA PhD (2007) Consumer Behavior Models in Tourism
Department of Tourism and Hospitality Faculty of Tourism and Archeology King Saud
University
DJS Research Ltd (2009) What is Primary Research [online] Last accessed 17th
February 2009 at wwwmarketresearchworldnet
DYBEDAL Petter (1998) Theme Parks as Flagship Attractions in Peripheral Area
Unit of Tourism Research at Research Centre of Bornholm
Entrepreneur (2009) Word-of-Mouth Advertising [online] Last accessed 31th March
2009 at httpwwwentrepreneurcomencyclopediaterm82660html
Farlex (2007) Theme Parks definition of Theme Parks [online] Last accessed 30th
March 2009 at httpencyclopedia2thefreedictionarycomTheme+Parks
FRANSES Philip Hans and PAAP Richard (2001) Quantitative models in marketing
research Cambridge University Press
GAWEL Joseph E (1997) Herzbergs theory of motivation and maslows hierarchy of
needs Practical Assessment Research amp Evaluation 5(11) [online] Last accessed 20th
March 2009 at httpPAREonlinenetgetvnaspv=5ampn=11
Global Marketing Online (2005) [online] Last accessed 30th March 2009 at
httpwwwuarkedugmsstutormr_methodshtml
GOLDBLATT Joe Jeff (2002) Special Event twenty-first century global event
management 3rd Ed New York John Wiley amp Sons Inc
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 61 -
GOLDBLATT Joe Jeff (2005) Special events event leadership for a new world 4th Ed
New York John Wiley amp Sons Inc
GRIFFIN Jill (2002) Customer Loyalty ndash How to Earn It How to Keep It San
Francisco Jossey-Bass
HAMILTON Jacqueline M MADDISONDavid J and TOL Richard SJ (2004) Climate
change and international tourism A simulation study Global Environmental Change 15
253ndash266
Hkheadlinecom (2008) Election of top ten landmark of Hong Kong champion is
Ocean Park [online] Last accessed 01st February 2009 at
httpwwwhkheadlinecomnewsheadline_news_detailaspid=50755
Howard and Sheth (1969) The Theory of Buyer Behavior Wiley
HOWARD John A (1989) Consumer behavior in marketing strategy Englewood Cliffs
NJ Prentice Hall
LAYBOURN Phyllis (2004) Risk and decision marketing in events management
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
Learn Marketingnet (2008) Primary Research [online] Last accessed 17th February
2009 at httpwwwlearnmarketingnet
MBA lib (2009) Howard-Sheth Model [online] Last accessed 27th February 2009 at
httpwikimbalibcom
Ng Yau Lung et al (2007) The design principles of the consumer desirersquo action
business website
Ocean Park (2008) Ocean Park Corporation Annual Report 2007 -2008
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 62 -
Ocean Park Hong Kong (2008) [online] Last accessed 07th March 2009 at
httpwwwoceanparkcomhk
Ofwhk (2007) Tourist Spot - Ocean Park [online] Last accessed 01st February 2009 at
httpwwwofwhkcomcontentview111163
OToole WJ (2006) Event Promotion [online]EPMS Last accessed 30th March 2009 at
httpwww-personalusydeduau~wotooleEPMS_PlanningFunction_areaspromotionht
m
Our Ocean Park ndash 30 Years of Memories (2007) BBLUESKY
Population By-census (2006) A Profile of Youths Hong Kong Census and Statistics
Department Hong Kong
Population By-census (2006) Thematic Report Youths Hong Kong Census and
Statistics Department
PRASARNPHANICH Pattarawan PhD (2007) Does Trust Matter to Develop Customer
Loyalty in Online Business Department of Information Systems City University of
Hong Kong
REED Martin (2007) The importance of repeat visitors [online] Community spark
Last accessed 29th March 2009 at httpwwwcommunitysparkcom
ROBBINS Stephen P and COULTER Mary (2007) Management 9th ed Upper Saddle
River New Jersey Person Education Inc p246-253
ROBERTS Ken (2004) The Leisure Industries Palgrave Macmillan
TEAERA Attractions Attendance Report 2007 (2007) Thorburn Associates Acoustic
and Technology Consultants
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 63 -
TVU (2009) Dissertation Guide [online] Last accessed 30th March 2009 at
httpbrenttvuacukdissguidehm1homehtm
YEOMAN Ian et al (2004) Festival and event management Butterworth-Heinemann
United Nations (2009) [online] Last accessed 20th March 2009 at httpwwwunorg
United Nations (2005)Intergenerational Relations [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinwpayintergenerationalhtm
United Nations (2003)United Nations World Population Prospects the 2002
Revision Volume II Sex and Age New York
United Nations (2009)Youth Development Indicators [online] Last accessed 24th March
2009 at httpwwwunorgesasocdevunyinyouthindicators1htm
WANHILL Stephen (2002) Creating Themed Entertainment Attractions a Nordic
Perspective Scandinavian Journal of Hospitality and Tourism Vol 2 No 2 P 123-144
WHO (1999) Programming for adolescent health and development [online] Last
accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthdocumentstrs_886enindexhtml
WONG Kevin K F (1999) Strategic theming in theme park marketing Journal of
Vacation Marketing Vol 5 No 4 319-332
WTOa (2009) Health [online] Last accessed 20th February 2009 at
httpwwwwhointchild_adolescent_healthtopicsprevention_careadolescentenindexht
ml
WTOb (2009) Adolescent health [online] Last accessed 20th February 2009 at
httpwwwwhointtopicsadolescent_healthenindexhtml
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 64 -
WUORIO Jeff (2007) How to Get Repeat Customers 7 Steps Newsletter Articles
[online] Last accessed 29 March 2009 at httpwwwemazzantinetemail124
ZEITHAML Valarie A BITNER Mary Jo and GREMLER Dwayne D (2006) Services
Marketing 4 th ed US McGraw-Hill
ZIMAN John (2000) Real Science what it is and what it means Cambridge UK
Cambridge University Press
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 65 -
Appendices A ndash Questionnaire
Questionnaire
I am an Undergraduate student of Sheffield Hallam University I am conducting the survey for my dissertation regarding the reasons of teenager revisit the Ocean Park Please spare a few minutes to complete the Questions Thank you for your cooperation This questionnaire is only for aged 18 - 24
Please choose only ONE answer for each question
1 Have you ever visited Ocean Park before
Yes (please continues to Q2)
No (Thank You for your cooperation)
2 How often do you visit Ocean Park per year Less than once a year One to three times a year Four to six times a year Seven to twelve times a year More than thirteen times a year
3 Which ticket are you using
General Admission Tickets Birthday Free Admission
Smartfun Annual Gold Pass Smartfun Annual Silver Pass
Smartfun Student Annual Pass Travel Agency Group Tickets
Why did you visit Ocean Park (ldquo1rdquois strongly disagree ldquo5rdquois strongly agree)
4 Anniversary Activities 1 2 3 4 5
5 Friends Invite 1 2 3 4 5
6 Family Gathering 1 2 3 4 5
7 Animal Attract 1 2 3 4 5
8 Thrill Rides Attract 1 2 3 4 5
9 Special Event Attract 1 2 3 4 5
10 Have Annual Pass 1 2 3 4 5
11 Tour Packages 1 2 3 4 5
12 Birthday Free 1 2 3 4 5
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 66 -
Which events are interesting you (ldquo1rdquo is the lowest interest ldquo5rdquo is the most interest)
13 Februaryrsquos Lunar Lucky Fiesta 1 2 3 4 5
14 Easterrsquos Animal Month 1 2 3 4 5
15 Summer Wetrsquon Wild Panda Mania 1 2 3 4 5
16 Octoberrsquos Halloween Bash 1 2 3 4 5
17 Christmas Sensation 1 2 3 4 5
18 Do special event attract you to repeat visit Ocean Park
Yes No
(ldquo1rdquo is the strongest disagree ldquo5rdquo is the strongest agree)
19 Do you think the special event is matched the atmosphere
1 2 3 4 5
20 Is that reasonable if Ocean Park impose the additional charge for special event
1 2 3 4 5
21 If Ocean Park add more special event would you having more interest to repeat visit
1 2 3 4 5
22 Which special event you most prefer Ocean Park to increase
Festival related
Marine related
Mammals related
Reptile related
23 How did you know the special event of Ocean Park (can choose more than 1)
Newspaper or Magazine In park Advertisement
Billboards Internet Advertisement
TV Advertisement Ocean Park Homepage
Friends and Relatives
24 Gender Male Female
25 Age 18 - 20 21 - 22 23 - 24
26 Education Primary school or below Secondary school
CollegeTechnical Institute University
Postgraduate or above
- End of the Questionnaire -
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 67 -
Appendices B ndash Questionnaire Chinese Version
問卷調查
我是英國雪菲爾哈倫大學款接業商業管理(榮譽)理學士的學生這份問題是關於年青人是否
因為海洋公園的特別活動(例如 十月全城哈囉喂)而再次探訪海洋公園你的意見將會為我
帶來很大的幫助感謝你的寶貴時間和意見
此問卷只適用於 18 至 24 歲
1 你曾經到訪過海洋公園嗎
是 (請繼續第二題)
否 (謝謝你的幫忙問卷完結)
2 你一年去多少次海洋公園 少過一次 一年一次至三次 一年四次至六次 一年七次至十二次 一年多過十三次
3 你用那一種門票進場
正價入場門票 香港人生日免費入場
智紛全年入場證金卡 智紛全年入場證銀卡
智紛學生全年入場證 旅行社優惠票團體票
為什麼探訪海洋公園呢 (ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
4 週年活動 1 2 3 4 5
5 朋友邀請 1 2 3 4 5
6 家庭聯誼 1 2 3 4 5
7 動物吸引 1 2 3 4 5
8 機動遊戲吸引 1 2 3 4 5
9 特別活動吸引 1 2 3 4 5
10 擁有全年入場證 1 2 3 4 5
11 旅行套票 1 2 3 4 5
12 生日免費入場 1 2 3 4 5
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
- 68 -
那一個特別活動會吸引你 (ldquo1rdquo是非常不吸引ldquo5rdquo是非常吸引)
13 海洋公園大團拜 1 2 3 4 5
14 海洋公園動物月 1 2 3 4 5
15 海洋公園夏水禮 1 2 3 4 5
16 海洋公園十月全城哈囉喂 1 2 3 4 5
17 海洋公園聖誕全城 HO HO HO 1 2 3 4 5
18 特別活動(例如 十月全城哈囉喂)是否會吸引你重覆探訪海洋公園
是 否
(ldquo1rdquo是非常不同意ldquo5rdquo是非常同意)
19 你認為海洋公園的特別活動是否配合氣氛
呢 1 2 3 4 5
20 如果海洋公園的特別活動另外收費是否合
理 1 2 3 4 5
21 如果海洋公園加更多特別活動會否吸引你
重覆探訪海洋公園 1 2 3 4 5
22 如果另外加更多特別活動以下那些主題會吸引你
有關節日
有關海洋生物
有關哺乳動物
有關爬行動物
23 你如何得知海洋公園舉辦那些特別活動 (可選多過一個)
報紙及雜誌 場內廣告
廣告板 互聯網廣告
電視廣告 海洋公園主頁
朋友親戚
24 性別 男 女
25 年齡 18 - 20 21 - 22 23 - 24
26 學歷 小學或以下 中學
職業工業學院 大學
研究生或以上
top related