Ocean Park Case Study Essay examples

1353 Words Mar 30th, 2008 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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Ocean Park is a local Hong Kong park with no global recognition or additional locations and now has to compete against the leader in the global theme park industry. However, the upside of this new-found competition is that Disney’s presence in Hong Kong would bring more visitors and turn the region into a family destination and therefore create an opportunity for Ocean Park. An additional threat to Ocean Park is the increased competition from a range of other areas such as the growing tendency for families to spend long weekends on the mainland or other parts of Asia and increased competition for families to spend time and money at shopping malls. There are various opportunities for Ocean Park. The government first provided for growth of tourism through development of five tourism clusters to increase the attractiveness of Hong Kong, the redevelopment of Ocean Park being one of them. An additional opportunity is the Ocean Park focus on reality as opposed to Disney’s focus on fantasy. Ocean Park focuses on animals and nature and that difference of reality can connect people with nature through ocean and animal encounters to differentiate itself from Disney.
Ocean Park also has the opportunity to brand itself as home grown so Hong Kong people can take pride in it, while Disney is labeled as an American brand. The biggest

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