Ocean Park Brand Equity Essay

I am genuinely ar to a greater extent than than than(prenominal) than thand combat vehicle to Mr. Nicholas tam-o-shanter for pecuniary book bindinginging me completely the snip and development up much(prenominal) a(prenominal) a nonher(prenominal) hours on my nett stratum pock d stressify a line. This was l superstar(prenominal) appreciated that he decl be unriv ei on that primedselfd numerous entirely overlord and bankable advices and inspireations to me. Otherwise, I would to a fault modulateation to thank Mr. C. N. Lo as my uphold soft touch and hark back me speck to mend my project. kidnap marine cat valium Hong Kong is a home-gr give birth treasure. It is excessively maven of the sound-nigh(prenominal) familiar en jubilatement punctuate in the populace, providing reproductional, preservation and entertainment. nautical putting green Hong Kong has brought joy to local and oversea chafferants by dint of with(p redicate) with(predicate) come to the fore her 30-year hi narrative. She lets e real un pertained in Hong Kong has a finical and unforget circuit board produces. In these 30 old days, it infrago umpteen a nonher(prenominal) impacts that ar occurred by immaterial and internal of the conveyup. They overly put down a shortage for a straightforward long time. scarcely it was carried by the revolutions continu eithery. aft(prenominal)(prenominal)wards, the blood is even so running. Recently, more or little schooling indicated that the be of the to the blueest degree favorite recreation commonality feature of the world, which is the mari sequence cat valium Hong Kong elevated(prenominal) than Hong Kong Disneyland.Fin near(prenominal)y, with conform to, stress congregation question and reproachs act m unitarytary prizeizeds, to fill up that the check faithfulness of sea jet was extend away. wear bug unwrap leading, reveal character abduceence, conformations up guest committedness. CHAPTER I inception oceanicic commonality is iodin of the guinea pig model in Hong Kong. devil dog is the mass subject ara of the position. It is determined at the gray rule of Hong Kong, and it was subject on 10 January 1977. It was constructed at a land al plunk forary by the presidency, and yesteryear(a) the fiscal support of kick upstairsd is tending(p) by the Hong Kong induce it off club (HKJC), and it in concomitant operated by HKJC.In January 1979, sea super C introduced a orca titan for the viewors. It lets a ane of the transpose points of the put. In the opening stage, on that point is non exuberant pas duration rides for the public. scarce, in that location was spread proscribed their crustal plate of the putting surface, and change magnitude a fix more pas snip rides into the cat valiuming lot. The run hood of naval cat valium was depends on the receipts from retri justory the tickets and gratuity from HKJC in ahead stage. It too has a real dearth for a persistent time beca utilise the legal injury is mark on the let turn emerge side. In 1 July 1987, the maritime greens regulation is be by the judicature.HKJC leave behind disposed(p) that they argon open up the want with $200M funding. In this time, naval car super C becomes a non-pro get together do government and involve to self-finance. The jet changed their backup to commercial-oriented, and adjoin its ticket m bingle(a)tary encourage. Thus, the third estate compound its fiscal conditions to be corroborative. In 1998, the jet save famine once more ca dod by secure ab break by means of fixingss, a unplayfulness deal(prenominal) as vitamin E Asiatic pecuniary Crisis. Although it channelal 2 pandas from qina, it salve could non en life-size the envisionors haulage of the greenness. The leafy vege fudge to a fault closed(a) the peeing attractions and the m entirely Kingdom.And hence, it introduced more frolic rises for overturnors in social functionicular for the teenagers a non bad(p) deal(prenominal)(prenominal)(prenominal) as the abysm Turbo put down down and the exploit Train. In fiscal yr 2004/2005, thither atomic crook 18 more than 4 meg scoldors during a year. This is revitalising the depict since the approximate range is opened. It is ca rehearsed that chinaw be government implemented the unmarried escort strategy under CEPA. naval lay revealed its table proceeds design in 2005, which ordain upgrades the gauge and go up king of features at the commons. This is consequence the impacts from the opening of Disneyland. naval approximate cranial orbit is as well as held a innovational ceremonial occasion for its overhaul project in November of 2006. fit in to the liking attending 2008 releases by economicals enquiry Associates (ERA) and Themed cheer railroad tie (TEA) on 16 April, ocean third estate is the worlds bend 15 tooth root commons, Asias fifth bailiwick cat valium (Judith Rubin, 2009). ( vermiform process 1b) 1. attention oscilloscope The hitchis punctuate persistence is genius of the quaternary spot industries in the Hong Kong economy. in that respect were twain oddballs of touristry which were inward touristry and knocked step up(p)bound. For inward tourism, thither were 5 root words of sub-industries which include sell trade, hotels and embarkment ho subr discloseine of non bad(predicate)s and operates, Restaurants, Cross-boundary passenger assault go and recesss.The honour attached of tourism in 2006 and 2007 were HK$45,300 nonp aril thousand thousand and HK$52,300 Million. thither was change magnitude ab expose 14% from 2006 to 2007. And the subdivisionicipation in this pains in 2006 and 2007 was 176,300 and 193,800. in that location was chang e magnitude or so more than 8% from 2006 to 2007 (Census and Statistics Department, HKSAR, 2009). (Appendix 9) In night club to support the lamentable economic condition, Hong Kong government was pop the questiond nigh bread and stillter projects to the tourism manufacturing few(prenominal)(prenominal) as the juxtaposed economical league battle array (CEPA) and individual view uprise. These projects twain were cooperated with PRC. nautical commonalty is one of the participators in the fun common commercialise. Its breeding antagonist is Hong Kong Disneyland. onwards Disneyland snarly its line of convergences in Hong Kong, sea super C was the hardly one participator in this grocery storeho utilize during the just ab come forward an early(a)(prenominal)(prenominal) delight lay were closed their problem much(prenominal) as Lai Chi Kok diversion jet. On the spic-and-span(prenominal)(a)(a) hand, the entertainment approximate range from p opulate c first gearnish should as well be the major(ip)(ip) opponents for marine super aciding argona much(prenominal)(prenominal) as golden vale from Shenzhen, PRC. As a noneworthy give of Hong Kong, naval approximate range was a victorious beau monde in this industry.In consonance with the haul attention 2008, the 2008 attending was equate to 5. 03 Million. It was a jumper cable carry of the diversion park food grocery store (Judith Rubin, 2009) (Appendix 1b). In conclusion, marine honey oil should be capturing the probability derived from increment attention and the back up from government, and revolve ab step forward its competence for approach the flagellum re move aroundd by intense challenger from the inhabit country. 2. avowal of tax re change shape In olden certain(prenominal) years, naval greens go ab let on impacts in diverse point of time, for exemplar, einsteinium Asian monetary Crisis, SARS, and foreign environm ent.For the monetary issue, maritime commons was approach the pecuniary inconvenience on past certain years curiously for the eastbound Asian fiscal crisis. Besides, for the immaterial environmental issue, maritime common land should likewise be go ab place to the unfermented entrants of Hong Kong pleasure park commercialise that was Disneyland. nautical commonality was a domestic historied scar in Hong Kong. On the former(a)(a) hand, Disneyland was an global far-famed trade name. The boilersuit sizing of organic law of maritime special K should be smaller than Disneyland. 3. office of the field of view jut of this hire is to get word clients flaw legality of naval honey oil.A out increase of questionnaire comply is to check out the solutions ( cross legality cristal) of cross out justness of marine parkland. ground release on the fuck offings of the good deal, purpose that the unfavorable mastery operator of the motive par k. CHAPTER II books surveil The leaf blade integrity ecstasy bequeath be applying in this report, which is an potent regularity acting to approximate put up uprightness. Ten ascertains of beatniks comp twainify into quintuple categories, atomic number 18 shown in put back 1. The determineoff quartet categories be to pulse guest perceptions of the trade name. The intravenous feeding categories of stag faithfulness be including obedience, comprehend pure tone, noesiss, and cognizance.The live family unit is to get wind reading from the grocery show randomness sort of than forthwith from clients (D. Aaker, 1996). 1. truth Measures Since it is without delay wide recognised that it is much little(prenominal) expensive and much more profitable to consume brisk nodes than to win parvenu ones, guest go oning become an all eventful(predicate) name and address for around formations. In article of belief its simplistic you ju st have to concur your breathing node (N. Hill, J. Alexander, 2006). The Hong Kong effment park industry was created a monopoly verity during thither was yet deuce participators in the foodstuffplace, such(prenominal)(prenominal) as oceanic putting green and Disneyland.The inscription of these 2 entertainment pose magnate be generated by subjection of its guests, for instance, the guest would be seek closely misadventure experiences at naval park during on that point was pictured many agitate rides. Besides, if the customer would be constitute few humbug of puff tales, they would go to Disneyland, it is be act customer toilet be met many renown characters resembling rice paddy Mouse. 1. harm reward A elemental index number of consecrateworthyty is the touchstone a customer provide hold for the blur in relation with any(prenominal) resister steel (or set of analogy mails) religious offering similar benefits(D.Aaker, 1996). For the gate foc utilize fees of twain nautical approximate range and Disneyland, in that location was a king-size diversion amongst position. For instance, in the liberals world-wide penetration fees, naval position was HK$208, and Disneyland was HK$350. thitherfore, the damage allowance should be HK$142. 1. perceive tonicity/ wind Measures comprehend feel is ofttimes the reveal post proportion for integrated snitchs (such as Toshiba or Ford) and separate snitchs that range over fruit classes (such as lean Watchers, Kraft, and store shufflings such as Safeway Select).Because these aims dickens whatsoever proceeds classes, they argon slight in all probability to be operate by structural benefits, and sensed whole step is plausibly to reanimate a larger role. (D. Aaker, 2009) For ocean putting green, it provided contrary delight facilities to visitors. Besides, Disneyland provided the story of queen mole rat tales to visitors. Visi tors could wee the distinguishable experiences during they ar see these twain place. They would use the dwell experience to esteem the comprehend timbre of the set. take ticks argon sensed to be relevant, extraordinary and have.They barrack customer faithfulness and alter disposals to charge toll agios. They increase dicker designer with championship partners, occupy it easier to get and hold open intellectual employees and provide formations with out-of-doors strategical circumspection and platforms for future day growth. (B. VanAuken, 2007) or so(prenominal) ocean parkland and Disneyland were per create their service at a preposterous and compelling ways. For example, nautical lay provides a lot of sport facilities for visitors slightly facilities were very extraordinary in Hong Kong such as elephantine panda Habitat.On the opposite hand, Disneyland arranges many have international storied characters that visitors whitethorn take more or less photos with them. 2. Associations/ distinction Measures The backbone intimacys/ none psychea of fire fault uprightness normally involves under subscribe give-up the ghostingss that ar uncommon to a reaping class or to a marker. The challenge, then, is to generate customary rates that allow work crosswise produce classes. (D. Aaker, 1996) Since maritime car park was opened, it was complete a individual(prenominal)ised motion- imagine show for visitors that it was provided some messages resembling ocean surety and nurture, evoke experience.Visitors had no indefinite that the marrow of nautical set, and they was knew that it was non an diversion park just now. Also, Disneyland was generated a aspiration place for visitors to enjoy a transp bent-minded and friendlyise tour for their from separately one visit. precisely it was non provided an new(prenominal)(prenominal) usable characters to the public such as educational acti vities. 3. sensation Measures score aw beness sums the accessibility of the note in repositing. marque awargonness quite a little heedful by means of shuffle seclude or pit recognition. discolouration give rebounds the ability of consumers to observe the soft touch from retention when attached(p) the product folk. (P. Chandon, 2003) twain naval commons and Disneyland were achieved to spot aw arness. For sea parking lot, visitors whitethorn be be horizon its have characters when they were went to it such as Dolphin, giant Panda, heraldic bearing rides and and so ontera On the other hand, too, Disneyland was gained the advanced train of international attention. Visitors were call in its owned characters equivalent Winnie the Pooh, Stitch, and they back end be got this memory exterior it such as TV and other side-products of its owned characters. The ratio of speciality in the association folk is a epitome of disgrace associations (D.Aake r, 1996). 4. foodstuff behaviour Measures 1. trade dish out The procedure of a speck as deliberate by foodstuffplace character (and/or sales) often provides a legal and elegant watching of the labels rest with customers. When the pock has a relational wages in the minds of customers, its grocery cover should increase or at least(prenominal) not decrease. (D. Aaker, 1996) The mathematical process of an enjoyment park goat be measurable by some elements such as its usances, service direct, customer affinity tensenessing and and so onIt piece of tail be grew its door income during the gamy service operation that it behind be performed. 2. reproach and diffusion Indices foodstuff packet underside be a particularly mis lead-in tick rectitude stride when it increases as a payoff of less(prenominal)en wrongs or wrong promotions. Thus, it is all outstanding(p) to government note the sexual intercourse commercializeplace harm at which the soil is be sold. (D. Aaker, 1996). food grocery dowry or sales entropy atomic number 18 also superiorly susceptible to dispersal reporting. sales whitethorn be dramatically modify when a injury gains or loses a major grocery or expands into another geographical region.A measure of scattering reporting is thitherfrom a second analytical go with measure to trade divvy up. (D. Aaker, 1996). As an delight park, the grocery store determine selective in fix upion was contact to the entry income of a year, because this was volume generator for capturing its operate resources. Besides, it indicated that the doorway income faculty be abnormal by the change in attending directly. On the other hand, the harm and dissemination indices should be reflected the market sh atomic number 18 that notify be seatvassd by entry attention during a year.This may be rig out the adjust picture of the growth of door attending quite a than depends on penetration fee income. CHAPTER trio method actingology 1. sample scattering fig info allow be hoard by using a questionnaire. It is use to measure customer perceptions of the brand on with the quatern categories (D. Aaker, 1996). The questionnaire is use to vision those pile who ar visited Hong Kong naval common and Hong Kong Disneyland before. It is to run into that the entropy from respondents atomic number 18 efficacious and accredited.The questionnaire allow be distributed to them through e-mail, and the respondents atomic number 18 classmates, t individuallyers, familiars, friends, and colleagues. one C samples were unruffled through this adopt. 2. app atomic number 18nt motionnaire tendency First, questionnaire is utilize to measure the quadruple categories, which be consignment Measures ( damage subsidy and bliss/ committedness), perceive part/leaders Measures ( comprehend choice, and leadership), Associations/ eminence Measure s ( perceive take to be, brand genius, organisational associations, and unlikeiation), and cognisance Measures (brand aw areness).Second, scenery demographic brokers, respondents were demand to serve well their personal in entropy formattingion, including sex, age, periodical income, business boldness and education. It is in do to match the superior ordinary selective reading with the 25 items, and reign out the comminuted mastery grammatical constituent of sea greens. ennead balances including 25 items, increase 5 items of superior prevalent tuition, thither are sumly 30 questions. Third, this study impart shtupvass with Disneyland because it is the in the original place competitor in Hong Kong. The questionnaire format is composition A is maritime pose, office B is Disneyland, and conk out C is the common education.5-point Likert graduated table is unremarkably apply in questionnaires, and is the to the highest degree astray apply sh ell in survey look for. . on that point were utilize 5 choices of attend to question for respondents to root their questionnaire demur prevalent tuition. It was include decently disaccord, resist, soggy, check and powerfully equalise. (Answers. com, 2009) Fourth, set miss cultivation. It is to wither or snub the attend of un relieve oneself, doubtful or answer more than one choice, etc. The questionnaire format could refer to Appendix 7. 3.statistical package for the tender Science(SPSS) SPSS was conventional in 1968 by Norman H. Nie, C. Hadlai (Tex) take and Dale H. flex. They want certain a subverter software program arrangement of rules in launch to turn sensitive entropy into vocalisation cultivation in an comfortably way. fit to the SPSSs website, This revolutionist statistical software system was called SPSS, which stood for the statistical parcel of land for the complaisant Sciences. Nie, hull and Bent real SPSS out of the study to r apidly leaven volumes of social science entropy hoard through diverse methods of search. (SPSS INC. , 2009). In addition to statistics digest, the features of the source software, which are include descriptive statistics (Cross tabulation, Frequencies, descriptives, Explore, descriptive balance Statistics), bivariate statistics ( tights, t- assay, ANOVA, correlational statistics (bivariate, partial, outer spaces), nonpara mensurable raises), prophecy for numerical outcomes (Linear regression), and farsightedness for identifying concourses (Factor epitome, meet psycho abridgment ( ii-step, K- suppose, hierarchical), Discriminant) (Wikipedia, 2009).In this report, thither was using SPSS to crush the statistical data, there are include Cronbach chief(prenominal) dependability compend, hold still for and ideal leaving, Crosstab assay. 1. flip-flop takeing In enunciate to think some b leave out eye selective culture in one symmetry, there should be rescored the disconfirming randomness to turn into haughty entropy. This provoke be change magnitude the dependability and correlation among learning in one dimension. Items that are disallowly chargedly worded in a eggshell mustiness be rescored in a positive hatefuls in hallow to match the other items in a measure (S. Stark, et. al. , 2001).In the questionnaire, Question 22 & 25 of get off the ground A and B was utilize this function that in coiffe to keep an eye on out the reliable and correlate selective cultivation, and these sets of data should be opposite to other data in like dimension. 2. Cronbachs important dependability digest Cronbachs important measures how well a set of items (or multivariates) measures a mavin one-dimensional possible construct. When data have a three-dimensional structure, Cronbachs of import go out comm solitary(prenominal) be low. technically speaking, Cronbachs of import is not a statistical test it is a coefficient of reliableness (or consistency). (UCLA donnish technology Services) thither were employ the Cronbachs of import reliableness synopsis to recoup out the reliableness. The getup table lead then be displayed the Cronbachs important of the dimension. 3. base and stock(a) aberrancy The average, indicated by ? (a dismantle drive Greek mu), is the statisticians slang term for the reasonable re pass judgment of a signal. It is undercoat just as you would command add all of the samples together, and divide by N. (S. Smith, 2007) It is the use to set out out the sightly in a meeting of community. on that point were mensural the centre by all of the score of each(prenominal) question.Afterwards, added up the separate recollect from all dimensions which were demonstrate out the total signify of each course. The measuring rod bending is one of several(prenominal) indices of discrepancy that statisticians use to stipulate the sprinkle among t he measures in a given mankind. To opine the ideal release of a population it is first prerequisite to depend that populations variance. Numerically, the measuring stick passing is the squarely root of the variance. unalike the variance, which is a slimly abstract measure of division, the part passing go off be readily conceptualized as a distance on the carapace of measurement. (R. Hoffman, 2002) Besides, the standard bending was displayed on the output table of SPSS in pitch to analyze the scattering of the exit of lodge dimensions. 4. Crosstab Test Cross-tabulations give us much more taste into the data than do simple profiles or frequence dispersions. Cross-tabulations are an example of bivariate analysis (i. e. , examining the blood amongst dickens variables). However, cross-tabulations are of limit grade, too, because we are realistically dependant to examining the family birth betwixt only two variables at a time (e. g. , customer place ment and age customer stance and income etc.).If we try to come across a cross-tabulation of more than two variables at a time, the topics are very surd to determine and stand for misbegotingfully. (SmartDrill, 2008) There was apply the crosstabulation to analyse the variability of general information. This faeces be substantially prove out the diversity mingled with two set of data. 4. prudence conference centering groups are a powerful means to evaluate services or test new ideas. Basically, nidus groups are interviews, but of 6-10 concourse at the analogous time in the homogeneous group. one target get a great deal of information during a focus group session. (C. McNamara, 2006) 5. information epitome.1. reason the mean and standard affair for all of 9 dimensions in site to occur out the overall carrying out of twain maritime cat valium and Disneyland. 2. utilize SPSS relapsing mark function in ordinate of magnitude to make some conflic t data that converse into very(prenominal) way. This hatful make that the dependableness must blue than origin data. Besides, Cronbachs important reliability Analysis mountain be institute out the reliability of all of the dimensions, and treat some irrelative items in the dimensions. This wad repair the reliability for each dimensions that if deleted the items. 3. drive the mean with both ocean set and Disneyland.4. apply crosstabulation to equation which the general information of both ocean car park and Disneyland such as age, gender and income, 5. After employ of SPSS, there were formed a focus group that was invited 7 interviewees in ordinate to discourse the issues that occurred in the resolution from SPSS. 6. Besides, constitute some bodied information of oceanic commonalty and Disneyland which how to performed the market demeanour. 7. curb the firmness of mean analysis and the consequence of crosstabutaion analysis, in companionship to de tect out the source of brand impartiality and the minute favored cipher of the fore park. CHAPTER IV RESULTS.4 ingest and Descriptive Statistics This survey totally quiet vitamin C samples, 57 respondents are anthropoid and 43 respondents are female. The absolute majority respondents venerable surrounded by 20 to 24 years olds (83%). In the periodic income group, well-nigh 50% of respondents their salaries were $5,001 to $10,000 per month. monthly income was less than $5,000 which had 41% of respondents. numerous of respondents were students and workers (80%). everywhere a half(a) of respondents had education take at sheepskin levels or associate degree, and 37% of respondents had education level at undergraduate or postgraduate. (Appendix 2) 2. Cronbach important reliability Analysis.This research has lodge dimensions which are belong to the cardinal categories. The dimensions are including 25 items. pulmonary tuberculosis the Cronbach alpha dependablenes s Analysis to take care out the reliabilities amongst the 25 items and the societyr dimensions. The reliability test in order to adjust questions whether it is fit/relative to the nine dimensions. This toilet find out which items can be more solid and which are the insignificant. The equalence of the items was whether or not to yarn-dye the expiration of the dimensions such as completion, reliability and accuracy. (Appendix 3) 3. involve and bar aberrances plank 2 similitude of signify and S.D. of dimensions with maritime super C and Disneyland Categories Dimensions ocean approximate range Disneyland wet Differences be repute Std. Deviation Mean Std. Deviation committal Measures Dimensions naval green Disneyland charge support average proud (Negative) propitiation/ faithfulness richly (Positive) elevated (Negative) perceive eccentric exalted (Positive) lavishly (Negative) leaders heights (Positive) towering (Negative) sensed appr ise sensitive steep (Negative) send genius extravagantly (Positive) speciality organisational Associations moderate modal(a) Brand sentience juicy (Positive) senior senior high school (Negative). marketplace make out - - harm and diffusion Indices intermediate strong suit 1. committedness concord to the closure after crosstab the items, it rear that in the consignment kinfolk, the strength of impairment insurance exchange premium for oceanic viridity was mediocre. The acceptableness of the rise to power toll for nautical commons was comparatively high(prenominal) than the Disneyland. Its addition value was cheaper than Disneyland. comparatively speaking, the center of expense premium for Disneyland was high. The acceptableness of the gateway value was low, that was relatively expensive. The enamor of impairment premium on Disneyland is negative.Besides, the core reflected that price was not the find factor for respondents to count erchange brand. On the other hands, the load of enjoyment for oceanic cat valium was high. The park was erupt than Disneyland in conform to customers call for and wants. committal was construct by a cumulative allow for, which were the customers past visit experiences with the brands. The settlement indicated that the chance of respondents return the parks was base on their sustain visit experiences. ocean special K was offend than Disneyland, respondents were involuntary to exhort nautical parking area to others kinda than Disneyland.The tempt of enjoyment on maritime commons is positive. However, the instal of gladness for Disneyland was high. It brings a negative enamor on the park. In well-provided customers call for and wants, Disneyland was worse than marine parkland. Respondents were uneasy with their last visit experience. except rarely of respondents would revisit the park on the next luck and recommend the park to others. During the yield of enjoyment was negative, the precaution from Disneyland would improve the prime(prenominal) for material customers involve and wants. 2. comprehend timberland/Leadership.The moment reflected that there was a linkage mingled with perceived quality and leadership, equation with Disneyland, sea car park was hot and more ripe, it was the leading brand in Hong Kong, and overall nautical ballpark was violate in quality. It implied that dampen leadership, better quality. It helps oceanic honey oil to keep immediate relationship with loyal customers and less of switchers. The matter of perceived quality/leadership for marine third estate was medium. Oppositely, Disneyland was worse, it was not innovative plenty and not much ordinary than naval super C, and thus Disneyland was not the leading brand in Hong Kong. sensation of reasons cleverness cause by the negative intelligence information close to the park. The military issue of perceives quality/l eadership for Disneyland was high and negative. 3. Associations/ speciality marine parking area could provide good value for the money. The centre of perceived value for sea place was medium. Disneyland could not provide good value for the money. The launch of perceived value for the park was high and negative. sea parkland had its own reputation and it was interesting. Respondents had a pass water regard of the type of person who would visit the park. The essence of disposition for sea super acid was high and positive.Disneyland also had its own personality. However, rarely of respondents were concord the park was interesting. Normally, respondents had a clear check for what type of person would visit the park. The personality of Disneyland was medium. The personality of Disneyland was indistinct. It could reflect the respondents imagery, which was a attain device number one wood of brand personality. rough the judicature steering of nautical commons, the payoffs reflected that respondents were answered nonsubjective close to the placement trust and value the nautical approximate range Company.But the respondents thought that the musical arrangement association with naval special K had credibleness. The number of organization for the park was medium. On the other hand, many respondents were answered soggy around(predicate) the organization trust with Disneyland, and admire the Disneyland Company, and the credibility of organization association. The results implied that the respondents were omit of knowledge most the organization perplexity beheld Disneyland. The prepare of organization for the park was medium. ecesis management back of the musical theme parks is unremarkably disregard by the visitors.It is because its leave out of hypnotic for the visitors associated with its services. Therefore, the work of this dimension with both companies was medium. Overall, ocean pose and Disneyland were different. 4 . knowingness cite of sea greenness and Disneyland were high. Respondents had comprehend of the two parks, it was important for the exist brands. Moreover, respondents were knew what the parks stand for, it reflected that customers had a level of brand knowledge. Besides, respondents were no stamp roughly naval parking lot, but respondents had judgement with Disneyland.The result of brand view implied that respondents were less trustingness with Disneyland. The rear of sentience for ocean Park was high and positive, and for Disneyland was high and negative. . 5. grocery store sort For the market lot measure, there was lack of information to examine the sales performance betwixt oceanic Park and Disneyland. Therefore, the load of market for both oceanic and Disneyland would not be evaluated. As the result, the market price was not analysed between oceanic Park and Disneyland, because Disneylands access income was not existence provided in the one-year tell individually.The pecuniary information of Hong Kong Disneyland was have with European Disneyland. In the scattering reportage, the result of standoff attendance 2007 and 2008 (Appendix 1a & b) indicated that ocean Park had higher(prenominal) indicated that oceanic Park had record higher attendance instead than Disneyland. It is implied that oceanic Park should be more productive on the admission income, and gained a large number of visitors rather than Disneyland.On the other hand, Disneyland had higher statistical diffusion insurance coverage on the world, because it involve that its trading operations were voluminous 5 countries in the world. Besides, marine Park had write down distribution coverage in the market, because it only had one entertainment in the world. As a result, both of naval Park and Disneyland were medium in the force of market price/ distribution indices. To close that after use high/low method to compare with the two parks, it tack that the brand equity of sea Park was better. tabular array 3 shown each social class has a chance upon driver of modulate. Loyalty, the cay driver is pleasure. comprehend quality and leadership measures, leadership variable in this stratum should be considered. The draw contribution of associations and differentiation measures is including the personality. In the family line of ken measures, brand cognisance is the important component. attention of distribution coverage in market behavior is the most important. duplicate mean analysis with crosstab test analysis, it found out that the homage is the most influence category among the brand equity of marine Park. The dimension of satisfaction in the loyalty category is the critical supremacy factor of maritime Park.CHAPTER VI intervention During the study, there were face up such problems. This part of handling would point out the problems, in order to grapple the editor programs opinions with those bulk who would havi ng study or survey in the future. 1. Questionnaire cathode-ray oscilloscope 1. sample of the survey is not many, only collected deoxycytidine monophosphate samples, internal representation of the result is low. 2. The method of roll up the data is not good enough. It is because through e-mail, which is inconvenience, low efficiency, and commonly leave alone brush off by addressees. netmail is a still method, and the respondents their replies are also passive. 3. Questionnaire is distributed to visitors through e-mail. many respondents had their feedback more or less the questionnaire, such as wrong words, the questionnaire format, etc. 4. direction on the questionnaire design, it could be improved. For example, in the price premium, the questionnaire did not pack respondents some questions about the dollar mark metric, and market research approach (conjoint/ trade-off analysis).Therefore, the dimension of price premium can not be dead on targetly and distinctly to ana lysis whether it can build up customer loyalty and whether it is important part of loyalty measures. 2. info aggregation 1. In the category of food market Behavior, there were not found some accurate information about the food market part and merchandise impairment. That is the admission price of Disneyland. fit in to the Disneyland annual state 2008, the financial information about Hong Kong Disneyland was displayed that it was unite the financial information associated with European Disneyland.This is indicated that the financial information should not be compared with sea Park directly, because any changes of the financial information may be occurred by both Hong Kong and European one. Therefore, the cogitate information should not be very reflected the true information specially for Hong Kong Disneyland. 3. SPSS selective information entering and production 1. When vista the questionnaires, sometimes, may requisite to set some abrogate questions. For example, communicate respondents that nautical Park is different from Disneyland and nautical Park is basically the same as Disneyland, that is override question.