Sheffield Business School
BSc (Honours) Hospitality Business Management
Title Success Factors of Halloween Event in Ocean Park
Name CHEUNG Pik Yan
Student No 91206529
Month Year April 2011
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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Sheffield Hallam University
Sheffield Business School
Title Success Factors of Halloween Event in Ocean Park
FULL NAME CHEUNG Pik Yan
STUDENT No 91206529
Supervisor: Prof. Ray Pine
In partial fulfilment of the requirements for the degree of Bachelor of Science in
Hospitality Business Management.
Month Year April 2011
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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Acknowledgements
I would like to give my full-hearted thank to all of the following people who give me
great support and help me to finish the dissertation.
I would like to express my deep gratitude to my supervisor, Mr. Ray Pine who gives
me helpful feedback and guidance. He provides valuable suggestion and supports me
to complete my dissertation.
Besides, special thank to my family and friends for their encouragement and assistance.
Having their support and tolerate, the dissertation can be finished smoothly and
successfully.
Lastly, I would also like to thank the interviewees who help me to fill up the
questionnaire.
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Abstract
Based on the high attendance of the Halloween event in Ocean Park last year, this
dissertation aimed at finding out the reasons behind the motivation factors of
consumers to participate that leads the success of Halloween event.
Pull and push factors were classified to discover the motivation factors. Both primary
and secondary researches were adopted in this study. In the primary research,
questionnaire was used to find out the motivation and expectation of respondents.
Mean and standard deviation were also calculated.
The findings show the highest push factor is “as an activity with others”. It reflects
respondents emphasized on social interaction with others. Therefore, the peers may
easily influence one’s decision-marking process. It also indicates word-of-mouth is
important in this stage. Besides, the highest rated pull factor of Halloween event is the
“decoration of the theme park”, which means respondents are more focused on the
appearance and the tangible elements.
Successful event also requires effective marketing strategy. Effective usage of the
media can help spreading the words through the public, thus to increase the awareness
and attractiveness to customers. Lastly, conclusion and recommendations were
provided to improve the management of Halloween event in the future development.
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Contents
Title Page ii
Acknowledgements iii
Abstract iv
Contents v
List of Figures vii
List of Tables vii
Chapter 1 – Introduction 1
1.1 Aims and Objectives 3
Chapter 2 – Literature Review 4
2.1 Theme Park 4
2.1.1 Special event 5
2.1.2 Influencing factors for visitation of theme park 5
2.2 Customer Motivation 6
2.2.1 Push and Pull Factors 6
2.2.2 Multi-motivation 7
2.2.3 Consumer Decision-Making Process 7
2.3 Special events towards young adulthood 10
2.4 Cultural Study in Tourism 11
2.5 Competitive Advantages 13
2.5.1 Customer Value 13
2.5.2 Repeat Participation 15
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Chapter 3 – Methodology 16
3.1 Secondary Research 16
3.2 Primary Research 16
3.3 Data Collection 17
3.4 Questionnaire Design 17
3.5 Limitation of Research 19
Chapter 4 – Findings and Analysis 20
4.1 Respondents’ background information 20
4.2 Mean and Standard Deviation of main Reasons towards visiting 23
Hong Kong Ocean Park Halloween Event
4.3 Mean and Standard Deviation of attractiveness of Ocean Park 26
Halloween Event
4.4 Mean and Standard Deviation of the Price in Ocean Park 30
Halloween Event
4.5 Mean and Standard Deviation of the Characteristics in Ocean Park 31
Halloween Event
Chapter 5 – Conclusion and Recommendations 33
5.1 Conclusion 33
5.2 Recommendations 36
Chapter 6 – Bibliography 39
Chapter 7 – Appendix 42
7.1 Questionnaire Sample 42
7.2 Online Questionnaire – my3q.com 46
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List of Figures
Figure 1 – Factors influencing the travel decision 8
Figure 2 – Consumer decision-making process for event 9
Figure 3 – The hierarchy of customer value 13
List of Tables
Table 1 – Background information of respondents 22
Table 2 – Mean and Standard Deviation of main Reasons towards visiting 25
Hong Kong Ocean Park Halloween Event
Table 3 – The push factor of “As an activity with others” (N = 66) 25
Table 4 – Mean and Standard Deviation of attractiveness of Ocean Park 28
Halloween Event
Table 5 – The pull motivation factor of “Decoration of the theme park” (N = 66) 29
Table 6 – Mean and Standard Deviation of the Price in Ocean Park 30
Halloween Event
Table 7 – Mean and Standard Deviation of the Characteristics in Ocean Park 32
Halloween Event
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Chapter 1 – Introduction
People in Hong Kong often busy at work. Fast pace of life often end up in
ignorance of appropriate rest. When stress is increasing, people would like to escape
from work. They need a place to relax and have fun.
Ocean Park, which was established in 1977, is a famous theme park in Hong
Kong. It adopts ocean-aquarium and animals, with funny cartoon characters, as the
main themes. Besides the attractions and rides, it also provides entertainment with
education to teach children how to take care of the Earth. It is no doubt that the theme
park can attract children and adults, as well as local visitors and foreign travelers.
Understanding customers’ expectation is very important, because it will notify
the theme park’s management team how to improve. When customers are satisfied, the
band loyalty will be built. Customers share the experience with others, which will also
gain a positive word-of-mouth image to the company. Therefore, it will probably lead
the theme park to an incredible amount of revenue.
In the recent years, Halloween has been one of the most popular special events
in Ocean Park. Originated from Western countries, Halloween is well known for
young people wearing strange costumes and going around at night for “Trick or Treat”.
The Governor of Hong Kong, Mr. Murray MacLehose, foresaw this business
opportunity and brought this culture to Hong Kong by decorating the theme park,
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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adding haunted houses and special performance, in order to create the whole
atmosphere of Halloween to attract customers. Then, celebrating Halloween gradually
becomes a trend, especially for teenagers and young adults to entertain.
The year of 2010 is the tenth anniversary of Ocean Park’s Halloween event.
The attendance of Halloween event is increasing each year continuously. According to
the official webpage of Ocean Park (2010), “in October, the Park recorded a near
double-digit percentage increase in attendance over the previous year, and in the
process setting a historical high. Sales revenue for Halloween Bash-related souvenir
items is 40% higher than last year, while the figure for themed food and beverage
items has recorded a substantial rise of almost 25%”. It can be inferred that Ocean
Park is successful in both marketing strategy and customer target.
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1.1 Aims and Objectives
Since there is an increasing amount of people willing to spend money and time
for entertainment for Halloween event in Ocean Park, this study aims at finding out
the motivation of consumers’ participation. The outcome of the research can generate
suggestions for improvements of the future development of the Halloween event.
The following are the objectives which help to achieve the aim of this study:
1. To find out the factors that affect people to take part in Ocean Park for Halloween
event.
2. To find out customers’ expectations of the Halloween events.
3. Research Ocean Park’s unique events during Halloween.
4. Give recommendations for Ocean Park to improve the quality of events for
Halloween.
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Chapter 2 – Literature Review
This section is to summarize the theories and concepts from journals and books,
aim at having a better understanding of research in relevant topics. Research includes
the motivation factors of visitors to participate special events, the affect of
cross-culture exchange, as well as the visitors’ behavior and their decision making
process.
2.1 Theme Park
Theme park undertakes to create an atmosphere in a place and time, which
usually focus on one dominant motif, providing shows, costumed personnel, food
service and goods that fit the theme selected (Milman, 1988). It also considers itself as
a form of leisure activity, since it offer various types of entertainment during people
discretionary free time (Milman, 1991). The popularity of theme park and its
attractiveness will grow up continuously, as they are increasing with new vacation
experiences (Milman, 2001).
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2.1.1 Special event
According to Allen, et al. (2008), he states that special event is “to describe
specific rituals, presentations, performances or celebrations that are consciously
planned and created to mark special occasions or achieve particular social, cultural or
corporate goals and objectives. It can include national days and celebrations, important
civic occasions, unique cultural performances or major sporting fixtures”. It seems
special event is so vast and difficult to be defined. However, Getz (2005) suggests
special events can be defined by their own context. For the point of view of the
customers, it can be defined as “an opportunity for an experience outside the normal
range of choices or beyond everyday experience”, mentioned by Getz (2005).
2.1.2 Influencing factors for visitation of theme park
This tends to identify visitors’ preferences relating theme parks (McClung,
1991). An investigation from McChlung (1991), mentions there are four important
factors influencing visitors’ consideration of whether or not to participate a theme park,
which are climate, preference for theme parks, children’s desire to attend and the cost.
Visitors’ preferences are abstract and complex to be understood. To better clarify the
visitors’ preferences, their needs and wants as well as the consumer’s motivation
should studied deeply.
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2.2 Customer Motivation
Motivation is the driving force which help human to achieve goals. It is
classified as psychological, biological or social needs and wants, both intrinsic and
extrinsic forces (Uysal and Hagan, 1993). There is a wide range of factors motivate
consumers to participate theme park (Swarbrooke and Horner, 2007) and these factors
explain how individual are pushed into making decisions and how they are pulled by
the destination attributes (Uysal and Hagan, 1993).
2.2.1 Push and Pull Factors
According to Uysal and Hagan (1993), push factors refers to an origin-related
and concerning with the intangible, intrinsic desires of the individual. These factors
include health and self opinion as well as the ideological of escape, relaxation,
entertain and adventure.
Besides, pull factors comes from external environment of the individual. It can
be mainly related to the attractiveness of a given destination and tangible features such
as the promotion of theme park, word-of-mouth, recreation facilities, as well as
cultural and historical resources (Uysal and Hagan, 1993).
Understanding the relationship of push and pull factors between customers can
help marketers and developers determine the most successful combination of push and
pull factors of tourism product packages (Goodrich, 1977).
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2.2.2 Multi-motivation
Theme park motivation is a multi-motive dimension. Visitors are likely to be
affected by a number of motivations at the same time (Swarbrooke and Horner, 2007).
For example, visitors would like to escape the boredom of their daily working-life and
go to relax in a theme park by having adventure in rides. Thus, going to a theme park
may fulfill most of their needs.
2.2.3 Consumer Decision-Making Process
The determinants of customer behavior are complicated and diversified. They
include individual decisions, which are different from each visitor. There are also
external determinants, which is interpreted in different ways by each guest
(Swarbrooke and Horner, 2007). The following figure 1 discusses the examples of
internal and external factors which may motivate a customer taking part in a theme
park.
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Figure 1 – Factors influencing the travel decision
Source: adapted from Horner and Swarbrooke (1996)
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Besides, according to Getz (2005), the following figure 2 shows the six
processes which customer may consider when deciding weather to take part in the
event.
Figure 2 – Consumer decision-making process for event
Source: adopted from Getz (1997)
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2.3 Special events towards young adulthood
Teenagers and young adults are the main target age group of Halloween event
in Ocean Park, but young adults are more capable of spending money. There are
different definitions of young adulthood in different regions. However, base on the
culture in Hong Kong, young adults can be defended as the people who aged between
18-25 years old (Developmental Psychology, 2007).
Regarding to the characteristics of young adults, according to Developmental
Psychology (2007), there are three kinds of essential needs in this life stage, which are
freedom to take steps into the world, to explore all possibilities and the independent
choices. Kathleen (2003) states that young adults are those people “striving for
competence, self-actualization, and power new task and challenges often arise before
existing ones are completed or resolved”.
They require more peer acceptance. Also, social networking is important for
young adults, because it is value fitting in and connecting with their peers (Gerritsen,
2008). In other words, young adults participate the Halloween event are often
influenced by their friends and peers during the decision-making process. They take
part in special events as a social activity, intending to maintain the relationship
between the peers.
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2.4 Cultural Study in Tourism
Halloween, as a theme to create special event in theme park, is a cultural
exchange between eastern and western. Theme park in tourism is a service industry
where people from different culture can meet (Pizam, 1987), many people visit
overseas destinations to experience the different ways of tradition, living, and customs
(Reisinger and Turner, 2003).
Although culture is complicated and difficult to define, there is a classic
definition of culture stated by Tylor (1924). He describes culture is “complex that
which includes knowledge, beliefs, art, morals, law, customs, and any other
capabilities and habits acquired by man as a member of society.”
Cultural exchange can be used in many ways by human interaction, such as
non-verbal behavior, customs, body language or gestures. Besides, customer can
experience the culture of Halloween through the visual of the decoration, the hearing
of scare voice or by the feeling of horror atmosphere. The more the customer
interaction, the more experience the guests can gain.
Reisinger and Turner (2003) states that “one of the most important aspects of
successful international tourism development is to understand the cultural differences
between international tourists and a host society”. These differences are mainly related
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to the cultural values as well as the needs and perceptions of overseas visitors and
hosts.
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2.5 Competitive Advantages
2.5.1 Customer Value
According to Zeithaml (1988), value is consumer’s general evaluation of the
utility of a product, based on the perceptions of what they received and what is given.
Besides, customer value is related to “the market perceived quality adjusted for the
relative price of the product”, mentioned by Gale (1994).
Albrecht (1994) creates the hierarchy of customer value which shows four
product levels that can be offered by a company, shown in the following figure 3.
Figure 3 – The hierarchy of customer value
Source: adopted from Albrecht (1994)
At the basic level, a company has to provide essential core elements that
customers need, such as the leisure facilities for entertainment in the theme park
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(Bowie and Buttle, 2004). If there is no leisure item in the theme park, guests will not
be satisfied, thus leave and never come again.
For the expected level, a company provides attributes that expected by the
customers and take for granted, such as the acceptable waiting time for playing the
leisure facilities. The company can simply provide standard service in this level, and
there is no incentive to return or recommend this company (Bowie and Buttle, 2004).
Regarding to the desirable level, a company can satisfy customer needs that
they do not usually expect, such as friendly service provider and high quality of food.
Company provides the desirable offer, which competes more effectively than other
competitors (Bowie and Buttle, 2004).
The top stage is the unanticipated level, which company offers “delightful and
surprising” attributes to customers and demonstrates outstanding service quality.
Examples may include an unforgettable performance show or out-standing service
from staff. Company operates with unanticipated elements can delight their customers
with memorable experience, as well as achieving significant advantages towards the
competitors (Bowie and Buttle, 2004).
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2.5.2 Repeat Participation
Repeat participation refers to an individual come to visit again by any purpose.
Company with a sustainable advantage can ensure repeating and recommended
business by “delighting their customers” (Bowie and Buttle, 2004). Repeat customer is
important in any theme park, because retain guests can lower the cost than attracting
new visitors (Gitelson and Crompton, 1984).
Besides, repeat participation can build customer loyalty. There is a positive
relationship between customer loyalty and profitability (Bowen and Chen, 2001).
When a company retains 5 percent more of its consumers, the profit can increase by 25
percent to 125 percent, because loyal customers are more likely to purchase frequently
than non-loyal guest (Reichheld and Sasser, 1990). Moreover, loyal customer can also
help promoting the company and building word-of-mouth. Raman (1999) states that
loyal customers serve as a “fantastic marketing force’’ by providing recommendations
and dispersal positive word-of-mouth; those partnerships are the best advertising a
company can get.
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Chapter 3 – Methodology
This section concerns about the research methods in this study. Both primary
and secondary researches are used. Besides, the data collection method, questionnaire
design and format, pilot test and sample size, will also be discussed.
3.1 Secondary Research
Secondary research is about the data which already exist, such as journals,
books, articles, newspapers and reports. These data can be in either quantitative or
qualitative form (education forum, 2009). Compare with the primary research,
secondary research is relatively low in cost. However, the data used to analysis may be
out-of-date which may cause inaccurate results (Research Portals, 2011). Therefore we
need primary research as an evidence to prove the finding results.
3.2 Primary Research
Primary research is the data did not exist before; it involves getting the original
data directly about the products or market. The examples of primary research are
interviews, surveys and questionnaires. It is designed to respond specific questions of
concern to the business (Tutor2u, 2010). The main advantage of primary research is
up-to-date, as well as completely relative to the investigate purpose. However, there
may have difficulties with the survey, as primary research may have a low response
ratio.
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3.3 Data Collection
Data collection mainly divided into two types, questionnaire and interview.
Questionnaire survey was adopted in this study. The ideal way to spread out
questionnaire is by face-to-face surveys. Face-to-face survey is the most direct way to
interact with people which help to get a high response rate. However, it is costly and
time consuming. Therefore, the online question method is chosen because respondents
can complete the survey through the internet.
Questionnaire was posted on the my3q.com (see appendix), which is an
international questionnaire database. Questionnaire was designed in English and
Chinese respectively, aiming at drawing people to complete it and reducing any
confusing meaning or misunderstanding. Questionnaire also forwarded on the
facebook and friend’s e-mail, where help to raise the response rate.
3.4 Questionnaire Design
A four-page questionnaire was developed for online survey. The questionnaire
was divided into six parts (see appendix): Part A is about the background information
of respondents who have been to Ocean Park for Halloween event. Part B is
concerning about the reason for participating, which is the push motivation factor. Part
C involves the attractiveness of Halloween event, which is the pull factor of Ocean
Park. Part D regards the actual characteristics of Halloween event. Part E is the
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recommendation of the respondents, and finally Part F is about the personal
information of the respondents.
For the response format, generally questionnaire simply asks closed-ended
questions, which are convenience for researchers to carry out analysis; thus only
several open-ended questions will be provided. Closed-ended questions can be divided
into nominal data and ordinal data. Ordinal data can also name as five scaled-response
questions. Besides, “not applicable” was added for those respondents do not want to
answer.
Pilot test was filled up by my family members for adjustment of the
questionnaire. Besides, there is no target age of respondents in the survey, but
respondents should have been at least once in the Ocean Park Halloween Event.
Regarding to the sample size of the questionnaire, there were 71 respondents
approached for the survey. 68 questionnaires were completed. The response rate was
95.8%.
In this survey, the data was recorded and generated by the Microsoft Office
Excel 2003. The part of respondents’ background information was analyzed in terms
of the number, percentage of each alternative, and the rest of the parts were generated
by calculating the mean and standard deviation of each option.
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3.5 Limitation of Research
There are some limitations needed to be acknowledged in this survey, which
can be resolved next time:
1. Due to the limitation of time, the sample size is not sufficient to become
convincing and reliable.
2. This survey has ignored the opinion of foreign visitors, since the questionnaire
posted on the webpage is in Chinese therefore the respondents are almost Hong
Kong people.
3. This survey did not extensively exposed to different age groups of people, as
most of the respondents were young adults, which may affect the outcome of the
survey.
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Chapter 4 – Findings and Analysis
4.1 Respondents’ background information
There were 68 respondents selected in this questionnaire survey. Based on the
findings of the demographic profile, there were 40 male and 28 female completed the
survey respectively. According to the age group, table 1 showed the majority of the
age group was 21-30, which may reflect that young adults were the target in the
Halloween event.
About the participating frequency of the Halloween event, more than half (62%)
of the respondents took part 1-2 times only, while over one quarter (26%) of them had
taken part 3-4 times, and there were 2 (3%) of the visitors had taken part 7-8 times
correspondingly. Besides, there were six kinds of information sources provided to
choose from. The top three most useful media were TV (36%), friends (32%) and
magazine (13%), while radio was the least people (0%) that pay attention to.
Moreover, more than two-third (71%) of the respondents participated the event
with friends, while about one-fifth (21%) of the visitors participated with lover and
two of them participated by themselves. Regarding to the dress code, majority (94%)
of the respondents mentioned that they did not dress up to attend the Halloween event
and only 4 (6%) visitors did.
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According to the occupation, findings show that there were 78% student and
18% of them got a full time job. About their education level, more than half (53%) of
the respondents were university students. Among them, 41% got a diploma or higher
diploma. Concerning about the monthly income of the respondents, 18 of them earned
around HK$5,001 - $10,000, while 24% of the respondents earned below HK$5,000
and over $20,001 correspondingly.
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Table 1 – Background information of respondents
Questions N % Questions N %
2. Frequency
a) 1 - 2
b) 3 - 4
c) 5 - 6
d) 7 - 8
e) 9 - 10
42
18
6
2
0
61.76
26.47
8.82
2.94
0
54. Age group
a) 15 - 20
b) 21 - 30
c) 31 - 40
d) 41 - 50
e) 51 - 60
f) 61 or above
10
42
10
2
4
0
14.71
61.76
14.71
2.94
5.88
0
3. Information sources
a) TV
b) Magazine
c) Newspaper
d) Radio
e) Webpage
f) Friends
g) Other
56
20
6
0
18
50
6
35.90
12.82
3.85
0
11.54
32.1
3.85
55. Occupation
a) Student
b) Housewife
c) Working
d) Self Employed
e) Retired
f) Other
53
1
12
1
1
0
77.94
1.47
17.65
1.47
1.47
0
4. Go with whom
a) Friends
b) Family
c) Lover
d) Colleagues
e) Individual
f) Other
48
4
14
0
2
0
70.59
5.88
20.59
0
2.94
0
56. Education level
a) Primary School
b) Secondary School
c) Higher Diploma
d) University or above
e) Other
0
4
28
36
0
0
5.88
41.18
52.94
0
5. Dress up
a) Yes
b) No
4
64
5.88
94.12
57. Monthly income
a) $5,000 or below
b) $5,001 - $10,000
c) $10,001 - $15,000
d) $15,001 - $20,000
e) $20,001 or above
f) N/A
16
18
6
0
16
12
23.53
26.47
8.82
0
23.53
17.65
53. Gender
a) Male
b) Female
40
28
58.82
41.18
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4.2 Mean and Standard Deviation of main Reasons towards visiting Hong Kong
Ocean Park Halloween Event
This part talks about the findings of the push motivation factors towards
participate in the Ocean Park Halloween Event. Five-point Likert rating scale method
and “not applicable” (N/A) options were used in the questionnaire (1 = not important;
5 = most important). Markusic (2009) states that “Likert scale was a popular format of
questionnaire used in education research, which was invented by Rensis Likert”.
Likert scale was a bipolar scaling method which used to measure both positive and
negative response to a statement (Likert, 1932). Besides, not applicable option was
provided for the respondents who lacked of information about the statement; thus it
did not apply to the situation.
According to the table 2, it shows the ranking of the highest and lowest means
of the main reasons for the respondents to take part Ocean Park Halloween Event.
Based on the results, the reason “as an activity with others” got the highest push
motivation factors with the mean score of 4.606. This motivation related to the study
of behavioural psychology. Every person tends to develop formal and informal group
that desire to create and maintain its social structure (Trevino, 2009). Halloween event,
as a social activity which can keep up the relationship among friends via experience,
provides a chance for communicate on common topic and perceptions.
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Base on table 3, it shows more than half (61%) of the respondents chose “as an
activity with others” as the most important reason driving them to take part in the
Halloween event in Ocean Park. Nearly 40% (39%) of them believed that this factor
was important.
Besides, “enjoy the festival ambiance” was rated the second highest motivation
factors with the mean score of 4.2424. This result can directly prove that visitors love
the theme of Halloween originally. People can celebrate Halloween festival by
enjoying the event and shows with friends. This was how the festival atmosphere
generated.
On the other hand, the motivation factor of “buy products as souvenirs” was
rated the lowest mean of 1.8125. This may reflect the product souvenirs of Halloween
event in Ocean Part was not attractive enough that catches visitors’ attention. Besides,
the option of “increase the understanding of Halloween” was rated the second lowest
push motivation factors and the mean was 2.2258. This result shows that visitors did
not care about the background knowledge (eg. history) of Halloween festival; or
Ocean Park did not provide such knowledge for the participants. People went to Ocean
Park for Halloween event possibly just for relaxing and entertainment.
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Table 2 - Mean and Standard Deviation of main Reasons towards visiting Hong Kong
Ocean Park Halloween Event
Rank Attributes descriptions Mean Standard Deviation
(S.D.)
1 Q8. As an activity with others 4.6061 0.4886
2 Q11. Enjoy the festival ambiance 4.2424 0.7398
3 Q7. For relaxing 4.0606 0.7761
4 Q12. To gain memorable experience 4 0.6124
5 Q9. To find someone of same interest 3.2581 0.9827
6 Q6. Accessibility 3.1333 0.7180
7 Q13. Increase the understanding of
Halloween
2.2258 1.1559
8 Q10. Buy products as souvenirs 1.8125 0.8455
Table 3 – The push factor of “As an activity with others” (N = 66)
Q8. As an activity with others N %
Valid Least important 0 0
Unimportant 0 0
Natural 0 0
important 26 39.39
Most important 40 60.61
N/A 2 N/A
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4.3 Mean and Standard Deviation of attractiveness of Ocean Park Halloween
Event
Part C talks about the attractiveness of Ocean Park Halloween Event. This part
can be divided into five dimensions, which are activities, ambiance, facilities, service
and promotion activities. Five-point Likert rating scale method and “not applicable”
(N/A) option were also used in this section (1 = not important; 5 = most important).
About the activities of Halloween event in Ocean Park, table 4 shows the highest and
the second highest rank was “creative activities” and “variety of activities”, with the
mean of 4.4848 and 4.3333 respectively. These findings reflect the visitors concerned
about the creativity of the activities, which related to the initial design of the activity.
Also, they wanted different kinds of activities, therefore participants can gain more
experience and satisfied.
According to the ambiance of the Halloween event, the highest rank of
attractive factor was “decoration of the theme park” with the mean of 4.6364, which
also got the highest pull motivation factor of the theme park (base on the compare of
activities, ambiance, facilities and service). This reflects respondents were very
concern about the appearance or any tangible elements with the theme of Halloween.
Table 5 shows there were 64% of the respondents stated that the decoration of the
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
27
theme park was the most important factors that attracted them to participate the
Halloween event.
For the facilities of the Halloween event, “safety of facilities” got the highest
rank of attractive factor with the mean of 4.5152. This reflects respondents realized the
importance of safety. Besides, the theme park should beware of the accident caused by
crowd congestion.
About the service of the Halloween event, the most important motivation factor
was the “waiting time” with the mean of 4.3333. This result reflects the visitors were
quite concerned about the waiting time for going into the haunted house, which may
related to the longer the waiting time because of high attendance rate.
Moreover, according to the promotion activities, TV and webpage got the
highest and second highest pull motivation factor with the mean of 4.6970 and 4.2121
respectively. This finding matches the result of Q3 - asking about the media source to
get Halloween information. This reflects the respondents generally paid attention to
the television advertising promotion.
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Table 4 - Mean and Standard Deviation of attractiveness of Ocean Park Halloween
Event
Rank Attributes descriptions Mean Standard
Deviation
(S.D.)
Activities
1 Q17. Creative activities 4.4848 0.5571
2 Q15. Variety of activities 4.3333 0.6356
3 Q18. New activities 4.2424 0.5521
4 Q16. Halloween shows 4.0303 0.7971
Ambiance
1 Q19. Decoration of the theme park 4.6364 0.4810
2 Q20. Background music 4.3636 0.5404
3 Q23. Scary atmosphere 4.1563 0.7119
4 Q21. Comfortable environment 4.1212 0.7285
5 Q22. Hygiene and cleanliness 4.1212 0.8793
Facilities
1 Q25. Safety of facilities 4.5152 0.7435
2 Q24. Exciting facilities 4.1818 0.7960
Service
1 Q27. Waiting time 4.3333 1.1459
2 Q28. Extended open hours 4.3030 0.7171
3 Q26. Crowd control 4.2121 0.9131
4 Q29. Quality of food and beverages 3.4063 0.7850
Promotion Activities
1 Q39. TV 4.6970 0.5214
2 Q43. Webpage 4.2121 0.8074
3 Q40. Magazine 3.7273 0.7497
4 Q41. Newspaper 3.6970 0.9040
5 Q42. Radio 3.2903 0.9226
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Table 5 – The pull motivation factor of “Decoration of the theme park” (N = 66)
Q19. Decoration of the theme park N %
Valid Least important 0 0
Unimportant 0 0
Natural 0 0
important 24 36.36
Most important 42 63.64
N/A 2 N/A
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4.4 Mean and Standard Deviation of the Price in Ocean Park Halloween Event
This part investigates how valuable the ticket prices were in the Ocean Park
Halloween Event. Base on the table 6, the result shows the most valuable ticket price
was the general membership adult tickets with the mean of 3.32. Besides, the second
highest rate was the express lane membership adult tickets with the mean of 3.3043.
However, there were about half of the respondents filled in “N/A” for this section,
which means they were not familiar with the price of certain tickets. Besides, some of
the findings in this part show a high standard deviation, which indicates the data were
spread over a large range of values that the result may not be useful to the survey.
Table 6 - Mean and Standard Deviation of the Price in Ocean Park Halloween Event
Rank Attributes descriptions Mean Standard
Deviation
(S.D.)
1 Q32. General membership adult tickets 3.32 1.1565
2 Q36. Express lane membership adult tickets 3.3043 1.3652
3 Q30. General adult tickets 3.1935 1.0901
4 Q34. Express lane adult tickets 3 1.3053
5 Q33. General membership child tickets 2.9444 0.9112
6 Q31. General child tickets 2.8333 1.0138
7 Q37. Express lane membership child tickets 2.7368 1.0178
8 Q35. Express lane child tickets 2.5263 0.9386
9 Q38. Halloween special food and beverages 2.5 0.8660
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4.5 Mean and Standard Deviation of the Characteristics in Ocean Park
Halloween Event
This section measures about the actual service of the features in the Halloween
event; aim at finding whether the quality of service match the customer’s expectation
or not (1 = very bad; 5 = very good). Base on table 7, it shows the best feature was the
“different ghost characters” with the mean of 4.1765. The findings may reflect the
respondents loved the ghost characters with different creative designs and postures.
Besides, visitors could request to take photo with the ghost characters as a souvenir.
Moreover, the second highest feature was the “design of haunted house” with
the mean of 4, which was very close to the first one. Ocean Park Halloween event
provided 8 haunted houses last year with different characteristics for people to
experience. The result shows the respondents were quite satisfied with the idea and
design of the haunted house.
On the other hand, the worst feature of the Halloween event was the “special
products and goods” with the mean of 2.7059 only. This reflects the special souvenirs
were not attractive enough, or maybe the respondents did not go inside the store due to
it was time consuming for queue to go inside the haunted houses.
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Table 7 - Mean and Standard Deviation of the Characteristics in Ocean Park
Halloween Event
Rank Attributes descriptions Mean Standard
Deviation
(S.D.)
1 Q45. Different ghost characters 4.1765 0.8214
2 Q44. Design of haunted house 4 0.8044
3 Q46. Costume, make up and accessories 3.8824 0.8665
4 Q47. Special food and drinks 3.0294 0.8220
5 Q48. Ghosts scaring people frequently 3.4706 0.7759
6 Q49. Special shows and performances 3.8235 0.8565
7 Q50. Special products and goods 2.7059 0.6197
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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Chapter 5 – Conclusion and Recommendations
5.1 Conclusion
In this chapter, summary is generated base on the significant findings from this
study, including recommendations that insight the management of the theme park in
marketing to become more effectively.
A company needs to create its sustainable competitive advantages, which is as
important as the main key to survive. Competitive advantages generates when the
company is able to deliver the same products as competitors but at a lower price, or
deliver goods that exceed those of competing products (quick MBA, 2010). “Thus, a
competitive advantage enables the firm to create superior value for its customers and
superior profits it itself,” stated by quick MBA (2010).
Since Hong Kong Disneyland and other famous attractions for tourists in Hong
Kong, more and more competitors are trying to enter the tourism market. To increase
the competitive advantages, Hong Kong Ocean Park has to provide its uniqueness to
differentiate itself from others. Besides, new attractions are required in order to retain
customers, both local and foreign.
This study desires to understand the customers’ preferences and motivation
base on the Halloween event which can help Ocean Park better focus on the right way
in the marketing strategy. An effective marketing strategy can enhance the
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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attractiveness of the event thus can drive people to participate within the
decision-marking process.
Base on the attractiveness of the Halloween event in the survey (part C), it
generally shows that the expectations of the customers were quite high, as majority of
the alternative items were more than 4. On the other hand, the section of the
characteristics in Ocean Park Halloween Event (part D) mentions most of the
alternative items were more than 3 only. This indicates the actual features of the
Halloween event can not completely fulfill the customers’ expectations, but overall
was qualified to the guests. There was room for improvement, especially for the
special products and goods.
Besides, concerning the frequency of the Halloween event, the result show
there were more than 60% of respondents participated 1 - 2 times and about 26% of
the visitors take part 3 - 4 times. This indicates people were willing to repeat
participation the Halloween event, which possibly resulted from the reinforcement of
TV advertising for the promotion. Moreover, there were push and pull motivation
factors behind the reason. Visitors choose Ocean Park for Halloween event as an
activity with others for push factors, and the high expectation with the decoration of
the theme park for the pull factors to attract them.
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A successful special event requires an effective promotional marketing strategy.
Regarding to the TV advertising in 2010, it included Halloween Bash dance, the
dancer also performed in the busy street of Causeway Bay to attract guests in order to
promote Halloween event (Ocean Park, 2010). On the other hand, the official webpage
of Ocean Park (2010) also mentioned “it made extensive use of the online platform to
launch Facebook games, as well as share the TV commercial, making-of video and
footage of dance rehearsals to YouTube. Total hits have exceeded 1 million which
represents a ten-time boom over the previous year.”
In conclusion, base on various attractions, they were effective in motivating
large amount of participants in last year of the tenth anniversary of Ocean Park’s
Halloween event. Besides, the attendance of last year broke the historical record and
got double-digit percentage increase than previous year. These factors can indicate
Ocean Park did a great job in the last year of the Halloween event.
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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5.2 Recommendations
After analysis the findings of the survey, there were several problems
mentioned by the respondents. The following were some suggestions that provided to
help improving the Halloween event of Ocean Park.
First of all, many of the respondents complained that the waiting time of the
haunted houses were too long. Crowd control actually was a big problem to the
Halloween event. Since excess of people may reduce the quality of service thus
causing the decrease of the satisfaction of the customers. It was recommended to
restrict the attendance each day. Besides, theme park can extend the promotion dates to
balance the crowds. Last year Ocean Park opened 23 days for the Halloween event; it
is suggested extending to 30 days for the event. Although the cost of theme park may
increase, this was the effective way to reduce the guests waiting time and better
control the service quality.
Moreover, several respondents reported that the price of the ticket was too
expensive. In fact, pricing was always sensitive to some customers. It was better to
provide group discount or company discount on the ticket arrangement. For example,
the group with more than 10 people can enjoy a 10% of discount; group with more
than 20 people can get a 20% of discount and so on. Besides, discounts can be also
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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offered in food and beverage to guests therefore it can encourage them to purchase the
products.
Besides haunted houses and shows, Ocean Park can provide more facilities in
the Halloween event. Reference to the theme park of Universal Studio, guests may
curious about the backstage of the theme park. Ocean Park can provide backstage visit
in certain area to let them have a better understanding of the company, but the contents
should include entertain elements and not bored to guests. Moreover, it was
recommended to offer workshop that related to the theme of Halloween in the event,
such as teaching children to produce certain easy decoration of Halloween which can
hang on the body or simply provide Halloween make-up service to guests. This can
increase the interest to child can family and encourage different age group of people to
participate the Halloween event. This kind of alternative experience can makes
customers more value to the ticket price.
Next, as the findings show most of the respondents participate Halloween
event with friends and lover, it is suggested that the customer target should be focused
on group of friends or couples. Ocean Park may offer different packages for targeted
group of friends and couples. The purpose of packages is to encourage people buying
more products but in a lower price. Package can include tickets, snacks and souvenirs
discounts. For the couples, it is preferred to include some luxurious items such as
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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taking photo with the theme park cartoon characters service, dinner coupon in a
high-class restaurant or other customize service.
Furthermore, the survey reflects the respondents were not satisfied with the
special products and goods. It probably because these products were
not the customers’ essential needs, but Ocean Park can still raise the attractions of the
products and souvenirs therefore help to improve the profitability of income. Company
can try to cooperation with other famous brands such as Adidas and LEGO, to provide
cross over products for limited edition. This was a win-win situation due to it can
increase the public awareness and have more chance to promote its company. Besides,
products and souvenirs can be placed in a prominent area to attract customers’
attention.
Lastly, there are some suggestions for overcoming the limitation of research.
Since the sample size is not sufficient to become reliable, it is better to start the
questionnaire survey earlier to increase the respondents. Besides, as most of the
respondents were young adults, researcher can simply focus on that target age group
which can be more specific when researching. Also, it is better to input some
information such as promotion link for reference in the online questionnaire, to let
respondents have better understanding and remind their memory of the Halloween
event.
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Chapter 6 – Bibliography
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Allen, et al. (2008). Festival and special event management. 4th ed., Milton, Qld. John
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Bowen and Chen (2001). The relationship between customer loyalty and customer
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Bowie and Buttle (2004). Hospitality marketing: an introduction. Oxford: Elsevier
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Kathleen (2003). Application in recreation & leisure. 3rd ed., New York, McGraw-Hill.
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Chapter 7 – Appendix 7.1 Questionnaire Sample
Questionnaire regarding the attractions of customers to visit the Halloween Event in Hong Kong Ocean Park
I am a Sheffield Hallam University student and studying Hospitality Business
Management. I am now conducing a survey about the Halloween event in Ocean Park.
It is important for me to fulfill a graduation dissertation. The data collected will be
used only for academic purpose and all information will be kept confidential.
Thank you for your kindness and helpfulness in answering this questionnaire.
Part A - Background Information
1. Have you ever taken part in Ocean Park’s Halloween Event?
a) Yes b) No (End of the questionnaire, thank you.)
2. How many times have you been to Ocean Park for Halloween Event?
a) 1 – 2 b) 3 – 4 c) 5 – 6
d) 7 – 8 e) 9 – 10
3. Which of the following(s) do you get your information about the event? (choose
not more than three)
a) TV b) Magazine c) Newspaper
d) Radio e) Webpage
f) Friends g) Other:
4. Who did you go with?
a) Friends b) Family c) Lover
d) Colleagues e) Individual f) Other:
5. Did you dress up when you attend the Halloween Event?
a) Yes b) No
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Part B - Reasons for Participating the Halloween Event
Please circle one number only for each item. Not Most
important important N/A
6. Accessibility
7. For relaxing
8. As an activity with others
9. To find someone of same interest
10. Buy products as souvenirs
11. Enjoy the festival ambiance
12. To gain memorable experience
13. Increase the understanding of
Halloween
14. Other:
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
5
N
N
N
N
N
N
N
N
N
Part C - Attractiveness of Halloween Event
Please circle one number only for each item. Not Most
Activities important important N/A
15. Variety of activities
16. Halloween shows
17. Creative activities
18. New activities
Ambiance
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
N
N
N
N
19. Decoration of the theme park
20. Background music
21. Comfortable environment
22. Hygiene and cleanliness
23. Scary atmosphere
Facilities
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
N
N
N
N
N
24. Exciting facilities
25. Safety of facilities
Service
1
1
2
2
3
3
4
4
5
5
N
N
26. Crowd control 1 2 3 4 5 N
Success Factors of Halloween Event in Ocean Park CHEUNG Pik Yan 91206529
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27. Waiting time
28. Extended open hours
29. Quality of food and beverages
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
N
N
N
Not Most Price reasonable reasonable N/A
30. Adult tickets
General 31. Child tickets
32. Membership adult tickets
33. Membership child tickets
34. Adult tickets
Express 35. Child tickets
lane 36. Membership adult tickets
37. Membership child tickets
38. Halloween special food and
beverages
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
5
N
N
N
N
N
N
N
N
N
Not Most
Promotion Activities important important N/A
39. TV
40. Magazine
41. Newspaper
42. Radio
43. Webpage
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
N
N
N
N
N
Part D - Characteristics of Halloween Event
Please circle one number only for each item.
Very bad Very good N/A
44. Design of haunted house
45. Different ghost characters
46. Costume, make up and accessories
47. Special food and drinks
48. Ghosts scaring people frequently
49. Special shows and performances
50. Special products and goods
51. Other:
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
N
N
N
N
N
N
N
N
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Part E - Recommendation
52. Do you have any suggestions that want to improve the Halloween Event in Ocean
Park in the future?
Part F - Personal Information
53. Gender:
a) Male b) Female
54. Age group:
a) 15-20 b) 21-30 c) 31-40
d) 41-50 e) 51-60 f) 61 or above
55. Occupation:
a) Student b) Housewife c) Working
d) Sale Employed e) Retired f) Other:
56. Highest education level:
a) Primary School b) Secondary School
c) Diploma / Higher Diploma d) University or above
e) Other:
57. Monthly income:
a) HK$5,000 or below b) HK$5,001 - $10,000
c) HK$10,001 - $15,000 d) HK$15,001 - $20,000
e) HK$20,001 or above f) N/A
End of the Questionnaire
Thank you
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7.2 Online Questionnaire – my3q.com