Transcript UE presentation - St Francis' Canossian College

UE presentation
Hong Kong Disneyland
Christy Chan (1)
Fiona Tang(22)
Where is Hong Kong Disneyland?
VIDEO
Attractions
-Main Street, U.S.A.
-Pirateland
-Fantasyland
-Tomorrowland
Main Street, U.S.A.
Main Street
Vehicles
Disney On
Parade
Hong Kong Disneyland Railroad
City Hall
Pirateland
Jungle River Cruise,
Pirate Takeover!
Tarzan's Treehouse
Pirate Treasure
Captain Jack Sparrow's
Pirate Boot Camp
Festival of the Lion King
Mad Hatter
Tea Cups
Fantasyland
Cinderella Carousel
The Many Adventures
of Winnie the Pooh
Sleeping
Beauty Castle
Snow White Grotto
Fantasyland Train
Station
Disney's Storybook
Theater
Fantasy Gardens
Sword in
the Stone
Dumbo the
Flying Elephant
Tomorrowland
UFO Zone
Orbitron
Buzz Lightyear
Astro Blasters
Stitch Encounter
Space Mountain
Autopia
Outline
CASE:
1. Unfair share division
2. Low customer flow
3. Mismanagement problem
4. Environmental problem
5. Low competitiveness
Suggestion
Conclusion
Discussion
1. Unfair share division
The total cost of Hong Kong Disneyland was $5.7 billion
-Hong Kong Government injected $3.25 billion and
provided a piece of land sized 125 hectares
-Hong Kong government owned 50% of shares of the park
-Disney Company injected $2.45 billion
-Disney Company owned 50% of shares of the park
~ Hong Kong Government invested more on the park but
the both of them hold the same number of shares of the
park
Money spent on the Hong Kong Disneyland project in
billion
It is unfair to
Disney Company Injection
2.45
Hong Kong Government
3.25
Hong Kong Government
Injection
2. Low customer flow
Reasons for low customer flow
A. The entrance fee is too high
B. The size of the Hong Kong Disneyland is too
small
C. Poor relationship with the tourism sector
D. The park has too many scandals
E. Overestimation of brand effect
According to the news of Ming Pao on 5-9-2006
The targeted customer flow of the first year is 5.6 millions
In reality, the customer flow of the first year was only 5.2 millions
The Hong Kong Disneyland fail to meet the targeted customer flow
Hong Kong Disneyland’s ticket price
One-Day Tickets Prices
Adult
Child
(3 - 11)
Senior
(65 or above)
Regular Day
HK$ 295
HK$ 210
HK$ 170
Peak Day
HK$ 350
HK$ 250
HK$ 200
Special Day
HK$ 350
HK$ 250
HK$ 200
Value Annual Pass
HK$ 650
HK$ 460
HK$ 370
Deluxe Annual Pass
HK$ 1,300 HK$ 930
HK$ 740
Premium Annual Pass
HK$ 1,800 HK$ 1,250
HK$ 1,000
Annual Passes Prices
Children under 3 years old are welcomed into the park free of charge.
Tickets prices listed above are in Hong Kong dollars, and prices are subject to change.
Ocean Park’s ticket price
A. The entrance fee is too high
- Compare with its major competitor, the Ocean
Park, Hong Kong Disneyland’s daily passes are
much more expensive than the Ocean Park, and
the annual passes of Disneyland are nearly a
double of the Ocean Park
- The size of Hong Kong Disneyland is
comparatively smaller than the Ocean Park, but
its’ tickets are much more expensive the the
Ocean Park’s
As the entrance fee of Hong Kong Disneyland is too high
> It discourages tourist flow
B. The size of the Hong Kong
Disneyland is too small
- The Hong Kong Disneyland is sized 125 hectares
-It size is comparatively smaller than the Disneyland
of Tokyo, USA, France
- The size is also smaller than the Ocean Park
The Hong Kong Disneyland fail to attract world tourists because
of its small size
Also, mainland tourists would go to Ocean Park rather than
Disneyland
The Hong Kong Disneyland has low customer flow
C. Poor relationship with the
tourism sector
-According to the Chairman of the Association of
Imported Tour Agency Mr. Charles Ng
-The Hong Kong Disneyland fail to show high
standard of cooperation with the tourism sector
-The Hong Kong Disneyland only give little
commission to the tour agency ( $40 less for each
ticket for purchase in large number )
-This discourage the tour agency to organize tour
to the Hong Kong Disneyland
-And led to low tourist flow of the Hong Kong
Disneyland
D. The park has too many scandals
-There are food poisonous case happened in the
park
-The park did not allow the inspectors of the Food
and Environment Department to go into the park
-The park close its door and refuse to let the
tourists went in regardless that the tourists owned
tickets in the Lunar New Year
-Disneyland used 45 stray dogs as unofficial guard
dogs and killed them before the Hong Kong
Government’s dogcatcher arrived
The above scandal distract tourist to visit the park
E. Overestimation of brand effect
- Mainland has unremittingly strict stance on
foreign media ownership
-Mainland also has strict control on the mass
media
-People are not familiar with Disney’s
characters as they cannot get reach of the
Disney cultural
- it is difficult to attract mainland Chinese to
visit Hong Kong Disneyland as they were less
familiar with Disney characters
Oversold ticket
During Chinese New Year
in 2006, many visitors were
refused entry as the park
was already at capacity.
overselling of tickets led
to huge mobs of
disappointed Mainland
Chinese visitors
-Hong Kong Disneyland’s daily capacity limit is 30000
visitors.
-On a charity preview day in 2005,
the overcrowded problem became apparent
when 29000 locals visited the park
-Queue time fast food outlets exceeded 45 minutes and
over 2 hours for rides.
• Though the Hong Kong government put pressure on
the Park to lower the limit, it insisted on keeping the
limit and ONLY agreed to relieve the capacity problem
by extending opening time by one hour or introducing
more discounts during weekdays.
5. Low competitiveness
- It is predicted that a new Disneyland will be build in
mainland
- The size of the new Disneyland will be much larger
than Hong Kong’s
- Hong Kong Disneyland is only a stepping stone for
the Disney Company to expand to the mainland
market
- The small sized Hong Kong Disneyland will fail to
complete with mainland Disneyland in the future
AIR POLLUTION INDEX
Hong Kong
Disneyland
opening last
Summer when
the air pollution
index stayed at
164 on the
opening day
Severe
201 to 500
People with existing heart or
respiratory illnesses may
experience significant aggravation
of their symptoms and there will
be also widespread symptoms in
the healthy population.
These include eye irritation, wheezing,
coughing, phlegm and sore throat.
101 to 200
People with existing heart or
respiratory illnesses may notice
mild aggravation of their health
conditions. Generally healthy
individuals may also notice some
discomfort.
High
51 to 100
Very few people, if any, may notice
immediate health effects. Longterm effects may, however, be
observed if you are exposed to
such levels for a long time.
Medium
26 to 50
None to the general population.
Low
0 to 25
None to the general population.
Very
High
Why?
The firework display generated
smoke and dust by the use of
low- level gunpowder.
The 12 minutes fireworks display
exposes residents downwind to
high concentration of suspended
Particles
Effects
Lower the visibility
Produces more greenhouse gases and contributes
to the rising temperature in the area
Harmful to:
-People especially those have
asthma
-Residents living nearby,
such as Discovery Bay
And
Scare away the birds
and led to loss of habitat
During the
reclamation project
to build the new
Disneyland site at
Penny’s Bay, large
amount of sewage
that could
contaminate the
water were found.
Large-scale
reclamation
have harmed the
sea creatures, such
as Chinese White
Dolphin.
The distribution of Chinese White Dolphin in Hong Kong
Penny’s
Bay
dredging of Penny’s Bay to accommodate
Disney has destroyed the coastline, coral
reefs and a fish spawning grounds.
Since the reclamation, fish farmers near to
Penny’s Bay have reported the deaths of
over 500000 kilograms of adult fish and
about three million juveniles from 260
species were killed.
Surveys by environmental groups
showed that
Air pollution level of Disneyland and the
local air quality objective
200
Noise levels were between 43.7
and 53 decibels, also
lower than the legal limit of 55
decibels.
150
Disneyland
100
local air quality
objective
50
0
However, Hong Kong ''air quality
objectives'' are 17 years out of
date, is less restrictive and
lagging far behind the best
international standards.
33 micrograms
of RSP per
cubic meter
180 micrograms
of RSP per cubic
meter
HOWEVER . . . .
Disneyland has rejected to install air and noise pollution monitors
around its Penny's Bay site to monitor the effects of the fireworks display
As Disneyland has passed the environmental impact assessment,
it refused to use compressed air technology, which is
environmentally friendly fireworks and can decrease the noise by
60% and reduced smoke used by California Disneyland theme
park is environmentally friendly fireworks,
What has the Hong Kong Disneyland
done to improve current situation?
- In order to improve the relationship with the tour agency,
start from 1-18-2007, tour guides are allowed to buy a
tour guide pass which cost $100, with this pass, tour
guides are allowed to travel freely in the park within a
year
- The Hong Kong Disneyland increase the commissions
to the tour agency by 5%
- The park provides a free year pass for child who born in
1997 to attract tourist, this policy is assume to increase
tourist flow by 20%
- Recently, the Hong Kong Disneyland is advertising with
Pirates of the Caribbean: At World's End to attract tourists
- The Hong Kong Disneyland is going to employ 600 part
time employees in the summer to strengthen the ties
between the park and the public
- The US Disney Company will invest more money capital
to the park
- The Hong Kong Disneyland will build more attractions in
the future, e.g.
~ Animation academy for visitors to learn how to draw
Disney characters in 2007
~ Mickey’s Water Works, a water – based day parade in
2007
~ “ it’s a small world” a boat ride attraction in 2008
Suggestions for the Hong Kong
Disneyland do to improve current
situation
-To divert its targeted tourists from Mainland Chinese to high-end
foreigners by launching more advertisements overseas.
-To develop more new attractions that cannot be found in other
Disneylands
 To increase the competitiveness of the Hong Kong Disneyland
Environmentally. . . .
- Disneyland can follow the measure in United States California
Disneyland to use environmentally friendly firework.
- length of time for the firework displays be shortened to reduce
the amount of pollutants released
- During reclamation, nets can be put into the sea to block the
flow of mud water and stone so as to prevent the contaminated
water from destroying the habitat of sea creatures.
- finish the reclamation as soon as possible to reduce the
duration for water pollution.
What can the Hong Kong government do . . .
- To have stricter control on the park policy
- Government should ask Disneyland to disclose all
information on the Park routine to the Legislation
Council
Conclusion
The Hong Kong
Disneyland failed to
boost Hong Kong
tourism industry in both
short term and long
term
And it is proved to be a
WHITE ELEPHANT
Discussion Question
1. What problem does Hong Kong Disneyland
face?
2. How far is the Hong Kong Disneyland
successful in boosting Hong Kong tourism
industry?
3. Is it effective to control the pollution produced
by Disneyland by legislation?
4. Suggest ways for the Hong Kong Disneyland
to improve.
5. Will you visit Hong Kong Disneyland despite
many scandals and negative publicity?
END