Ocean Park Case Study

1379 words 6 pages
Introduction
Ocean Park, Hong Kong’s only homegrown theme park, was opened in 1977. It is the largest marine-based theme park in Asia, focusing on providing facilities for educational, recreational and conservation activities to the public. The park houses fourteen rides, an assortment of aquariums, a giant panda exhibit, observatories and educational laboratories. It is also the only Asian Park to be accredited by the American Zoo and Aquarium Association.
Problem- Hong Kong Tourism
In 2004, the tourism industry in Hong Kong composed of 2.9% of its gross domestic product (GDP). With approximately 21.8 million visitors that year, the majority of tourists came from China. However, this was likely to change because of China’s less
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With the proposed park changes under the master plan, Ocean Park has the opportunity to grow by 50% daily.
Few weaknesses are apparent for Ocean Park. First, tourist activities in Hong Kong were biased strongly towards shopping with 50% of tourist expenses spent on shopping and only 3% spent on sightseeing. This proves to be a weakness for Ocean Park currently with only 15% of revenue coming from in-park shopping and spending. A second weakness is that Ocean Park uses no formal metrics for measuring service excellence and thus has no way of enhancing the knowledge of employees and customer service at the park.
Ocean Park has many strengths that could lead to opportunities for success in the future. Tourism is a major pillar of the Hong Kong community and the theme park industry is forecasted to grow 5.7% by 2009. In order to take advantage of the tourism, Ocean Park offers a 20% discount to travel agents who send guests to the park as opposed to Disney’s lower 10% discount. In addition, with Disney’s higher prices, Ocean Park kept prices affordable and “provides 80% of the bang for 60% of the buck.” In order to increase the revenue and keep costs low, the park also recently brought retail, food and beverage operations in-house.
Ocean Park also caters to all ages from young children to grandparents to make a total family experience. Ocean Park also focuses on education and conservation in addition to providing entertainment in order to

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