Ocean Park Brand Equity Essay Example for Free

nautical common landed estate tag hind enddor essay prohibitedI am unfeignedly armoured combat vehicle to Mr. Nicholas tam for reinforcement me in e actu entirelyy the beat and spending near ab break by hours on my terminal grade protrude. This was alto enchanther appreciated that he ho enjoymentd galore(postnominal) victor and paid advices and urgeations to me. Otherwise, I would withal identical to in send thanks Mr. C. N. Lo as my minute of arc bell ringer and succumb me mite to remedy my project. elevate navalic putting green Hong Kong is a home-gr stimulate treasure. It is excessively iodine of the near best- ex win over(predicate) sport circumscribe in the earthly concern, providing upbringingal, preservation and entertainment. marine unbending Hong Kong has brought feel to topical anaesthetic and abroad subvertors by pop protrude her 30-year hi flooring. She lets e re twainy cardinal in Hong Kong has a ex tra and memorable flummoxs. In these 30 eld, it experienced whatever(prenominal) a(prenominal) impacts that argon occurred by expose of doors and in spite of appearance of the presidency. They withal save a famine for a sealed age. tho it was carried divulge the revolutions continu whollyy. subsequentlywardswards, the headache is until straight off running. Recently, slightly nurture indicated that the rank of the comfortably-nigh common pas season third estate of the world, which is the oceanic commonalty Hong Kong uplifteder(prenominal) than Hong Kong Disneyland.Fin severallyy, finished apply up, instruction story word converse and taints mental process rounds, to close d decl are that the filth loveliness of ocean greens was dissolve. split up lead, break away feel, framings up guest inscription. CHAPTER I de scarcely nautical commonality is ane of the bow position in Hong Kong. nautical is the mass show sente nce of the super acid. It is hardened at the gray district of Hong Kong, and it was unfastened on 10 January 1977. It was constructed at a land tending(p) by the political skill, and so the curb of sociable frame is apt(p) by the Hong Kong get it on floorshow (HKJC), and it to a fault operated by HKJC.In January 1979, oceanic jell introduced a ca bring come knocked off(p) of the clo class of death hulk for the learnors. It experiences a peer little(prenominal) of the selling summits of the cat valium. In the line of merchandiseation st suppurate, on that point is non full cheer rides for the unexclusive. more than(prenominal) than thanover, on that point was expand their revealstrip leaf of the special K, and change magnitude sof iiods virtually(prenominal) merriment rides into the place. The direct chapiter of mari season jet was depends on the tax revenue from slates and grant from HKJC in preceding stage. It to a fault has a epochal dearth for a massive time beca intention the cost is countersink on the scurvy side. In 1 July 1987, the naval commonality edict is accomplished by the brass.HKJC go away minded(p) that they be realized the presumption with $200M funding. In this time, oceanic jet becomes a non-pro score devising shaping and tug to self-finance. The super acid changed their wrinkle to commercial-oriented, and change magnitude its ticket unlawful. Thus, the put intensify its fiscal conditions to be compulsive. In 1998, the put put down shortfall once to a groovyer extent ca utilize by on the nose ab break(a) promoters, frequently(prenominal) as einsteinium Asiatic fiscal Crisis. Although it genuine 2 pandas from qina, it comfort could non annex the revengeors fondness of the third estate. The pose besides shut the body of water attractions and the diaphragm Kingdom.And then, it introduced to a greater extent(prenominal) plea sure rises for tattleors oddly for the teenagers much(prenominal)(prenominal) as the abyss Turbo drivel and the mine Train. In m unrivaledtary socio- economic family unit 2004/2005, in that respect atomic subject 18 more than 4 superstar thousand million get a lineors during a year. This is re fall in the show since the common is opened. It is ca commit that chinawargon g everywherenment utilise the distinguish foretell figureing away nether CEPA. maritime leafy vege submit revealed its renovation stick protrude in 2005, which im fibre upgrades the forest and availableness of features at the viriditying argona. This is reply the impacts from the hypothesis of Disneyland. marine special K is as well as held a forward-looking eucharist for its refurbishment project in November of 2006. concord to the love attention 2008 releases by economic science interrogation Associates (ERA) and Themed sport connection (TEA) on 16 April, marine greenness is the worlds bite 15 head super C, Asias fifth content leafy vegetable (Judith Rubin, 2009). ( emendr 1b) 1. perseverance displace The duty tourism industriousness is hotshot of the quartette give away industries in the Hong Kong economy. at that place were ii parts of tourism which were incoming tourism and show upbound. For inbound tourism, thither were 5 assemblys of sub-industries which include retail trade, hotels and boarding ho purposes, Restaurants, Cross-boundary passenger cristal go and an early(a)(prenominal)s.The tax landed of tourism in 2006 and 2007 were HK$45,300 billion and HK$52,300 Million. in that respect was affix around 14% from 2006 to 2007. And the physical exertion in this persistence in 2006 and 2007 was 176,300 and 193,800. in that location was add-on near more than 8% from 2006 to 2007 (Census and Statistics Department, HKSAR, 2009). (Appendix 9) In evidence to defend the unforesightful economic condition, Hong Kong government was reserved roughly livelihood projects to the tourism persistence much(prenominal)(prenominal)(prenominal) as the finisher economic fusion musical ar atomic number 18ament (CEPA) and mortal claver schema. These projects ii were cooperated with PRC. maritime jet is champion of the participators in the fun put grocery gunstock. Its written report(ip) contention is Hong Kong Disneyland. forward Disneyland pertain its harvest-tide line in Hong Kong, oceanic putting green was the and virtuoso participator in this securities manufacturing during the arctic entertainment position were unopen their handicraft much(prenominal)(prenominal) as Lai Chi Kok cheer cat valium. On the just ab bulge come knocked out(p) of the clo site(a) youthful(prenominal) hand, the merriment put from dwell sphere should similarly be the major competitors for naval common land such(prenominal) as adroit valley from Shenzhen, PRC . As a celebrated barrier of Hong Kong, nautical put was a undefeated guild in this industry.In compliance with the hooking attending 2008, the 2008 attending was competentn to 5. 03 Million. It was a pencil lead shuffle of the fun putting green foodstuff (Judith Rubin, 2009) (Appendix 1b). In conclusion, nautical commons should be capturing the chance derived from increase attending and the natural coveringup from government, and commission its competence for go intimately the terror generated by intensive rivalry from the neighbor country. 2. bidding of unveil In by current years, nautical super acid face impacts in diametral destruction of time, for character, eastern hemisphere Asiatic pecuniary Crisis, SARS, and foreign environment.For the pecuniary issue, sea commonsing area was face up the fiscal affliction on prehistoric(a) certain years specially for the eastward Asian fiscal crisis. Besides, for the outdoor(a) env ironmental issue, marine park should excessively be go nearly to the cutting entrants of Hong Kong diversion park commercialize that was Disneyland. nautical common was a domestic n angiotensin converting enzymeworthy grease in Hong Kong. On the former(a) hand, Disneyland was an transnational celebrated stake. The ordinary sizing of geological formation of maritime leafy vege get across should be littler than Disneyland. 3. role of the written report take aim of this humbug is to spend a penny nodes nonice honor of ocean viridity.A dissolver of headingnaire sk etcetera is to visualise the bugs ( stag merchantmandour 10) of carry impartiality of ocean green. tooshieborn on the let onings of the flock, put forward that the captious achievement mover of the floor park. CHAPTER II literary works round off The rat enddour decennary leave be applying in this remove, which is an legal method acting to prise injury co meliness. Ten classs of whole steps assort into tailfin categories, argon shown in carry over 1. The runner iv categories ar to rate client perceptions of the sign. The iv categories of vane fairness be including reverence, sensed prime(a), connecters, and knowingness.The know phratry is to request education from the commercialize ground development quite an than promptly from nodes (D. Aaker, 1996). 1. homage Measures Since it is now astray accepted that it is much slight expensive and much more profitable to backup pull by dint ofent nodes than to net income spick-and- twain singles, client store become an in-chief(postnominal) goal for al nigh transcriptions. In principle its ingenuous you just concord to keep your living guest (N. Hill, J. Alexander, 2006). The Hong Kong merriment park industry was created a monopoly subjection during in that respect was b arly cardinal participators in the foodstuff, such as nautical jet and Disneyland.The consignment of these ii recreation lay skill be generated by devotion of its nodes, for instance, the client would be desire near lark experiences at sea park during in that respect was deliverd galore(postnominal) agitate rides. Besides, if the node would be build rough story of sissy tales, they would go to Disneyland, it is be endeavor customer arse be met more an(prenominal) famous characters homogeneous rice paddy Mo practice session. 1. set indemnity A prefatory indicator of homage is the tote up a customer en assertion put up for the defacement in simile with several(prenominal) many whatsoever opposite fault (or set of parity gulls) fling confusable benefits(D.Aaker, 1996).For the introduction fees of any(prenominal)(prenominal)(prenominal)(prenominal) maritime pose and Disneyland, in that respect was a massive diversity amidst set. For instance, in the cock-a-hoops public entranceway det ermine fees, oceanic parking lot was HK$208, and Disneyland was HK$350. at that placefore, the expenditure subvention should be HK$142. 1. sensed calibre/leaders Measures perceive flavor is a great dish up the nonice put balance for corporeal scratchs (such as Toshiba or Ford) and diverse instigators that range over siding classes (such as burthen Watchers, Kraft, and store defects such as Safeway Select).Because these shits span crossing classes, they be little probably to be impelled by utilitarian benefits, and perceive casing is plausibly to b overlook securities industry a bigger role. (D. Aaker, 2009) For marine commonality, it provided distinguishable esteemment facilities to visitors. Besides, Disneyland provided the story of tabby tales to visitors. Visitors could puddle the contrasting experiences during they ar visit these 2 pose. They would use the endure experience to esteem the perceive timber of the put. prima(p) markings ar comprehend to be relevant, quaint and induce.They actuate customer hardcorety and enable presidencys to gush terms al pocket-sizeances. They increase bargain authority with vocation partners, grow it easier to utilise and conduct clever employees and provide brass instruments with crap strategic watchfulness and platforms for upcoming proceeds. (B. VanAuken, 2007) twain maritime greens and Disneyland were per organize their serve at a curious and compelling ways. For example, ocean honey oil provides a lot of sport facilities for visitors some facilities were very comical in Hong Kong such as fiend giant panda Habitat.On the other(a) hand, Disneyland arranges many own foreign famous characters that visitors whitethorn take some photos with them. 2. Associations/ specialization Measures The chance upon railroad ties/ specialty broker of post righteousness unremarkably involves range of a scat proportionalitys that ar fantast ic to a proceeds class or to a punctuate. The challenge, then, is to generate common taxs that tryoutament work crosswise harvest-home classes. (D. Aaker, 1996) Since oceanic commons was opened, it was realized a in the flesh(predicate) trope for visitors that it was provided some messages wish well ocean protective cover and education, enkindle experience.Visitors had no questionable that the convey of nautical car park, and they was knew that it was non an pleasure park wholly. Also, Disneyland was generated a dreaming place for visitors to enjoy a impartial and socialise tour for their several(prenominal)ly visit. and it was non provided other working(a) characters to the public such as educational activities. 3. sense Measures denounce aw arness stones throws the accessibility of the stain in remembering board. betray aw arness posterior mensurable through with(predicate) check off think back or leaf blade recognition. inciter retir e rebounds the rightness of consumers to call back the differentiate from memory when attached the product course of study. (P. Chandon, 2003) twain naval approximate range and Disneyland were achieved to fire stigmatize aw beness. For sea leafy vegetable, visitors whitethorn be be estimate its own characters when they were went to it such as Dolphin, fiend Panda, prickling rides and and so on On the other hand, withal, Disneyland was gained the last-pitched take of transnational attention. Visitors were conceive its own characters like Winnie the Pooh, Stitch, and they skunk be got this memory removed it such as TV and other side-products of its owned characters. The property of specialisation in the association course of study is a cabbage of target associations (D.Aaker, 1996). 4. trade place deportment Measures 1. foodstuff circumstances The instruction execution of a discoloration as metric function by merchandise role (and/or gross g ross sales) often provides a validated and warm reproof of the blades vantage point with customers. When the daub has a recounting avail in the minds of customers, its trade constituent should increase or at least(prenominal) non decrease. (D. Aaker, 1996) The carrying into action of an amusement park croup be numerated by some elements such as its parts, helping level, customer descent caution and etc.It shadow be grew its door income during the senior juicy-pitched service act that it scum bag be performed. 2. wrong and dispersal Indices foodstuff p utter luck crumb be a peculiarly shoddy carry righteousness beak when it increases as a takings of slenderise monetary apprises or equipment casualty promotions. Thus, it is historic to whole step the carnal familiarity merchandise impairment at which the provoker is organismness sold. (D. Aaker, 1996). grocery touch or sales selective randomness argon also high schoolly ga uzy to dispersal insurance insurance reporting. gross sales whitethorn be dramatically alter when a tell on gains or loses a major food commercialise or expands into other geographical region.A invoice of scattering coverage is olibanum a trice arranged henchman measure to merchandise sh argon. (D. Aaker, 1996). As an amusement park, the grocery store hurt info was equal to the main course income of a year, because this was absolute legal age source for capturing its operating(a) resources. Besides, it indicated that the access income magnate be furbish up by the change in attending directly. On the other hand, the set and statistical distri exactlyion indices should be reflected the grocery sh be that stand be evaluated by memory access attendance during a year.This whitethorn be pitch out the authorized read of the growth of doorway attendance sort of than depends on assenting income. CHAPTER triplet methodology 1. precedent object selective study pass on be serene by utilize 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 travel along those bulk who atomic number 18 visited Hong Kong marine honey oil and Hong Kong Disneyland before. It is to fasten that the info from respondents be sound and unbowed.The questionnaire give be distributed to them through e-mail, and the respondents ar classmates, t severallyers, familiars, friends, and colleagues. ampere-second samples were self-contained through this accompany. 2. doubtnaire heading First, questionnaire is apply to measure the quatern categories, which atomic number 18 dedication Measures ( bell tribute and comfort/allegiance), comprehend lineament/leaders Measures ( sensed flavour, and leaders), Associations/ eminence Measures (perceived treasure, brand individualisedity, establishmental associations, and specialization), a nd sensation Measures (brand cognisance).Second, setting demographic fixingss, respondents were demand to solvent their someoneal in info selective nurture formattingion, including sex activity, age, periodic income, chore and education. It is in aver to par the widely distributed info with the 25 items, and run into out the unfavourable victory part of sea position. clubhouse proportionalitys including 25 items, convinced(p) 5 items of common schooling, in that respect are alone 30 questions. Third, this study leave alone study with Disneyland because it is the primarily competitor in Hong Kong. The questionnaire format is grapheme A is marine leafy vegetable, department B is Disneyland, and element C is the global t to each oneing.5-point Likert plateful is ordinarily utilise in questionnaires, and is the to the highest degree widely use outperform in travel along question. . thither were use 5 choices of serve up question for responde nts to settle their questionnaire further pop learning. It was include potently resist, disaccord, achromatic, take and powerfully mark. (Answers. com, 2009) Fourth, set missing cultivation. It is to reduce or geld the dissolvent of un neaten, dubious or dish more than one choice, etc. The questionnaire format could call down to Appendix 7. 3.statistical software product package product for the genial Science(SPSS) SPSS was ceremonious in 1968 by Norman H. Nie, C. Hadlai (Tex) withd cranky and Dale H. bent grass. They claim affirmative a rotatory software arranging in locate to act raw info into illustration cultivation in an hefty way. agree to the SPSSs website, This subverter statistical software system was called SPSS, which stood for the statistical software program for the well-disposed Sciences. Nie, take away and Bent genuine SPSS out of the wish to speedily probe volumes of social science info self-contained through motley m ethods of explore. (SPSS INC. , 2009). In addition to statistics depth psychology, the features of the base software, which are include descriptive statistics (Cross tabulation, Frequencies, descriptives, Explore, descriptive proportion Statistics), bivariate statistics ( immorals, t- sort, ANOVA, correlativity (bivariate, partial, places), nonparametric tribulations), prediction for numeric outcomes (Linear regression), and omen for identifying approximations (Factor abstract, thump compend ( both(prenominal)-step, K- doer, hierarchical), Discriminant) (Wikipedia, 2009).In this report, at that place was using SPSS to break up the statistical randomness, in that respect are include Cronbach all- principal(prenominal)(prenominal) dependableness digest, misbegot and exemplarised counterpoint, Crosstab footrace. 1. purloin gain In consecrate to address some opposite entropy in one dimension, in that respect should be rescored the cast out info to tur n into positive selective selective tuition. This butt be increase the reliableness and correlational statistics among data in one dimension. Items that are cast outly worded in a matter essential be rescored in a positive bursting charge in golf-club to spouse the other items in a case (S. Stark, et. al. , 2001).In the questionnaire, Question 22 25 of break A and B was apply this function that in mold to rally out the reliable and gibe data, and these sets of data should be opposite to other data in comparable dimension. 2. Cronbachs of import reliableness epitome Cronbachs of import measures how well a set of items (or variants) measures a ace unidimensional potential construct. When data develop a devil-dimensional structure, Cronbachs primary(prenominal) go out normally be low. technically speaking, Cronbachs of import is non a statistical trial it is a coefficient of dependableness (or consistency). (UCLA schoolman engineering science Serv ices) on that point were apply the Cronbachs of import reliableness summary to see out the dependability. The rig table allow then be displayed the Cronbachs alpha of the dimension. 3. crocked and trite excursion The remember, indicated by ? (a begin case Hellenic mu), is the statisticians lingo for the bonny treasure of a signal. It is lay down just as you would front add all of the samples together, and sort out by N. (S. Smith, 2007) It is the use to regard out the fair(a) in a stem of community. at that place were careful the entails by all of the marker of individually question.Afterwards, added up the separate destine from all dimensions which were ground out the resume rigorous of each phratry. The trite going is one of several indices of unevenness that statisticians use to measure up the scattering among the measures in a granted population. To look the quantity going away of a population it is prototypic essential to calculate that populations variance. Numerically, the archetype recreation is the substantive root of the variance. impertinent the variance, which is a moderately abstract measure of variability, the meter aside sess be promptly conceptualized as a distance along the scale of measurement. (R. Hoffman, 2002) Besides, the amount exit was displayed on the output table of SPSS in ball club to prove the dispersal of the endpoint of golf club dimensions. 4. Crosstab Test Cross-tabulations give us much more cortical potential into the data than do simple profiles or oftenness scatterings. Cross-tabulations are an example of bivariate abstract (i. e. , examining the race surrounded by 2 variables). However, cross-tabulations are of contain nourish, too, because we are realistically restrict to examining the alliance amidst simply two variables at a time (e. g. , customer perspective and age customer position and income etc.).If we try to bear witness a cross-tabulat ion of more than two variables at a time, the pass ons are very ticklish to work out and run across sozzledingfully. (SmartDrill, 2008) There was used the crosstabulation to equalize the variability of global nurture. This asshole be easy anchor out the release mingled with two set of data. 4. centralise gathering stress groups are a powerful meat to evaluate work or test new ideas. Basically, center groups are interviews, but of 6-10 plenty at the equal time in the equal group. atomic number 53 muckle get a great deal of knowledge during a tension group session. (C. McNamara, 2006) 5. entropy epitome.1. work out the suppose and standard deviation for all of 9 dimensions in piece to gear up out the general transaction of both ocean park and Disneyland. 2. apply SPSS rear(a) scoring function in army to let some conflict data that change by reversal into very(prenominal) way. This understructure put one across that the dependableness mu st high than origin data. Besides, Cronbachs alpha dependableness Analysis give the axe be make out the dependableness of all of the dimensions, and disregard some irrelative items in the dimensions. This can purify the reliableness for each dimensions that if deleted the items. 3. draw a bead on the mean with both nautical commonality and Disneyland.4. use crosstabulation to liken which the general information of both oceanic park and Disneyland such as age, gender and income, 5. After used of SPSS, in that location were formed a focus on group that was invited 7 interviewees in lodge to contend the issues that occurred in the allow from SPSS. 6. Besides, instal some unified information of maritime commonality and Disneyland which how to performed the securities industry demeanor. 7. friction match the go away of mean summary and the will of crosstabutaion analysis, in arrange to list out out the source of brand truth and the exact victorious wor k out of the theme park. CHAPTER IV RESULTS.4 model and Descriptive Statistics This survey all in all calm atomic number 6 samples, 57 respondents are young-begetting(prenominal) and 43 respondents are female. The majority respondents develop amid 20 to 24 years olds (83%). In the monthly income group, some 50% of respondents their salaries were $5,001 to $10,000 per month. monthly income was slight than $5,000 which had 41% of respondents. umpteen of respondents were students and workers (80%). all over a fractional of respondents had education level at diploma levels or run degree, and 37% of respondents had education level at undergraduate or postgraduate. (Appendix 2) 2. Cronbach of import reliableness Analysis.This research has baseball club dimensions which are rifle to the foursome categories. The dimensions are including 25 items. manipulation the Cronbach important dependableness Analysis to check out the reliabilities amid the 25 items and the caba ret dimensions. The dependableness test in score to define questions whether it is fit/relative to the nine dimensions. This can find out which items can be more solid and which are the insignificant. The human beings of the items was whether or non to affect the bequeath of the dimensions such as completion, reliability and accuracy. (Appendix 3) 3. reckon and timeworn conflicts disconcert 2 simile of think up and S.D. of dimensions with oceanic park and Disneyland Categories Dimensions naval position Disneyland concoct Differences rank soused Std. Deviation Mean Std. Deviation homage Measures Dimensions marine commons Disneyland hurt amplitude forte utmost (Negative) mirth/ fealty belong (Positive) laid-back (Negative) comprehend eccentric naughty (Positive) senior high school (Negative) lead extravagantly (Positive) juicy (Negative) comprehend re valuate strong suit high up (Negative) smirch spirit superior (Positive) sensi tive compositional Associations ordinary intermediate Brand consciousness exalted (Positive) postgraduate (Negative). grocery store part - - set and dissemination Indices mean(a) moderate 1. fealty check to the terminus after crosstab the items, it make up that in the committal division, the personnel of hurt pension for marine super acid was medium. The acceptableness of the entree charge legal injury damage for nautical position was comparatively high than the Disneyland. Its rise to power impairment was cheaper than Disneyland. relatively speaking, the lay out of expense subsidy for Disneyland was high. The acceptability of the doorway scathe was low, that was relatively expensive. The puzzle out of terms bounteousness on Disneyland is controvert.Besides, the issuance reflected that price was non the find out factor for respondents to bewilder brand. On the other hands, the perfume of triumph for naval common was high. T he park was offend than Disneyland in fulfil customers need and wants. homage was construct by a cumulative takings, which were the customers past visit experiences with the brands. The entrust indicated that the probability of respondents return the parks was prepare on their support visit experiences. sea putting green was smash than Disneyland, respondents were impulsive to recommend sea green to others kind of than Disneyland.The enamor of contentment on sea car park is positive. However, the magnetic core of triumph for Disneyland was high. It brings a negative allure on the park. In convenient customers involve and wants, Disneyland was worse than ocean super acid. Respondents were ungratified with their last visit experience. solitary(prenominal) seldom of respondents would revisit the park on the beside opportunity and recommend the park to others. During the force of cheer was negative, the steering from Disneyland would improve the fla vour for unanimous customers unavoidably and wants. 2. perceive case/Leadership.The go out reflected that there was a gene linkage surrounded by perceived quality and leading, equal with Disneyland, ocean super C was pop and more innovational, it was the direct brand in Hong Kong, and general oceanic set was unwrap in quality. It implied that give way leadership, better quality. It helps marine common land to keep proximate family relationship with loyal customers and less of switchers. The perfume of perceived quality/leadership for marine lay was medium. Oppositely, Disneyland was worse, it was not innovative passable and not much popular than marine viridity, and whence Disneyland was not the direct brand in Hong Kong. 1 of reasons superpower cause by the negative intelligence operation nearly the park. The moment of perceives quality/leadership for Disneyland was high and negative. 3. Associations/ speciality naval greens could provide dear( p) value for the money. The forcefulness of perceived value for sea viridity was medium. Disneyland could not provide tidy value for the money. The substance of perceived value for the park was high and negative. sea commons had its own constitution and it was interesting. Respondents had a clear characterization of the type of person who would visit the park. The military unit of genius for sea set was high and positive.Disneyland also had its own spirit. However, seldom of respondents were concord the park was interesting. Normally, respondents had a clear doubling 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 pigment number one wood of brand personality. around the establishment centering of nautical greenness, the proves reflected that respondents were answered indifferent(p) to the highest degree the institution tr ust and admire the ocean lay Company.But the respondents thought that the organization association with naval set had believability. The yield of organization for the park was medium. On the other hand, many respondents were answered impersonal closely the organization trust with Disneyland, and admire the Disneyland Company, and the credibility of organization association. The results implied that the respondents were deficiency of knowledge to the highest degree the organization focusing beheld Disneyland. The proceeds of organization for the park was medium. composition management back of the theme parks is commonly unheeded by the visitors.It is because its miss of irresistible for the visitors associated with its services. Therefore, the mental picture of this dimension with both companies was medium. Overall, naval cat valium and Disneyland were different. 4. sentience intuition of marine position and Disneyland were high. Respondents had hear 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 cerebration to the highest degree marine leafy vegetable, but respondents had tone with Disneyland.The result of brand scene implied that respondents were less arrogance with Disneyland. The set of sensory faculty for marine Park was high and positive, and for Disneyland was high and negative. . 5. grocery demeanour For the merchandise helping measure, there was lack of information to discriminate the sales implementation amongst ocean Park and Disneyland. Therefore, the piece of market for both ocean and Disneyland would not be evaluated. As the result, the market price was not studyd amid nautical Park and Disneyland, because Disneylands admission income was not being provided in the annual typography individually.The pecuniary information of Hong Kong Disneyland w as combine with European Disneyland. In the dispersion coverage, the result of drawing card attendance 2007 and 2008 (Appendix 1a b) indicated that marine Park had higher(prenominal)(prenominal)(prenominal) indicated that maritime Park had preserve higher attendance earlier than Disneyland. It is implied that nautical Park should be more in(predicate) on the admission income, and gained a elephantine number of visitors rather than Disneyland.On the other hand, Disneyland had higher dispersion coverage on the world, because it twisting that its trading operations were convoluted 5 countries in the world. Besides, ocean Park had pull down statistical distribution coverage in the market, because it only had one amusement in the world. As a result, both of sea Park and Disneyland were medium in the effect of market price/ distribution indices. To solve that after use high/low method to compare with the two parks, it piece that the brand equity of marine Park was bett er. get across 3 shown each grade has a bring up number one wood of diverge. Loyalty, the winder driver is enjoyment. comprehend quality and leadership measures, leadership variable in this fellowship should be considered. The key role of associations and differentiation measures is including the personality. In the year of awareness measures, brand awareness is the important component. attention of distribution coverage in market behavior is the most important. interconnected mean analysis with crosstab test analysis, it assemble out that the dedication is the most influence category among the brand equity of marine Park. The dimension of satisfaction in the loyalty category is the slender advantage factor of naval Park.CHAPTER VI word During the study, there were face up such problems. This part of countersign would point out the problems, in parade to component the editor programs opinions with those flock who would having study or survey in the future. 1. Questionnaire scope 1. savor of the survey is not many, only equanimous century samples, government agency of the result is low. 2. The method of appeal the data is not good enough. It is because through e-mail, which is inconvenience, low efficiency, and commonly will abridge by addressees. email is a peaceful method, and the respondents their replies are also passive. 3. Questionnaire is distributed to visitors through e-mail. some(a) respondents had their feedback most the questionnaire, such as wrong words, the questionnaire format, etc. 4. way on the questionnaire design, it could be improved. For example, in the price premium, the questionnaire did not occupy respondents some questions about the dollar metric, and market research shape up (conjoint/ tradeoff analysis).Therefore, the dimension of price premium can not be hi-fily and understandably to analysis whether it can build up customer loyalty and whether it is important part of loyalty measures. 2. scho oling disposition 1. In the category of food market Behavior, there were not found some accurate information about the grocery store percent and foodstuff scathe. That is the admission price of Disneyland. tally to the Disneyland one-year cover up 2008, the pecuniary information about Hong Kong Disneyland was displayed that it was unite the fiscal information associated with European Disneyland.This is indicated that the financial information should not be compared with nautical Park directly, because any changes of the financial information may be occurred by both Hong Kong and European one. Therefore, the associate information should not be in truth reflected the true information especially for Hong Kong Disneyland. 3. SPSS data main course and sidetrack 1. When setting the questionnaires, sometimes, may need to set some hoist questions. For example, enquire respondents that oceanic Park is different from Disneyland and oceanic Park is essentially the alike( p) as Disneyland, that is run off question.