Residents' Perception towards Hong Kong Disneyland in 2004 and 2006
- 1. Residents¨ Perception towards Hong Kong Disneyland in 2004 and 2006 Research Team (Friday Group 9) HO Kwan-tai, Patrick CHENG Ying-ying, Kristy LAU Ching-hang, Victor TAM Wing-ha, Michelle
- 2. In tonight presentation ´´ ? Objectives ? Respondents Demographic Profile ? Perceptions of Agreement ? Perceptions of Changes ? Aspects of Influence ? Customers Segmentation ? Conclusions ? Q&A Session
- 3. Objectives ? To study the perceptions of agreements and changes of Hong Kong residents towards Hong Kong Disneyland in 2004 and 2006 ? To diverse the latent relationship of perception of changes towards Hong Kong Disneyland ? To determine whether there is/are any differences of perception of agreements and changes by the following aspects of influence: (a) Direct experience; (b) Attitude towards media coverage; (c) Social interactions. ? To identify the potential visitors of Hong Kong Disneyland based on the 2004 and 2006 survey.
- 4. Respondents Demographic Profile Male Female 2004 (n = 189) 2006 (n = 506) Gender 46% 54% 42% 58%
- 5. Respondents Demographic Profile Age Group Respondents Age Group (2004 and 2006) 7 8 18 22 19 26 8 9 17 21 17 28 0 5 10 15 20 25 30 15-24 25-34 35-44 45-54 55-64 65 or above Age Group % 2004 (n = 189) 2006 (n = 506)
- 6. Respondents Demographic Profile Education Respondents Education Attainment (2004 and 2006) 14 21 36 8 7 14 12 19 38 8 7 16 0 5 10 15 20 25 30 35 40 Education Attainment % 2004 (n = 189) 2006 (n = 506) Tertiary with Degree Non-degree Tertiary Matriculation Upper Secondary Lower Secondary Primary/ No schooling
- 7. Perceptions of Agreement Perceptions of Agreement Sustainable Development Benefits of HKSAR Socio-economics Competitiveness Environmental Protection Tangible Intangible Domestic Regional
- 8. Perceptions of Agreement Sustainable development 2004 2006 Agree Agree Attaching the great importance 60% Attaching the great importance 46% Support HK Disneyland development 80% Support HK Disneyland development 85% Redevelopment of Ocean Park ? HKSAR Government 43% 2004 2006
- 9. Perceptions of Agreement Benefits of HKSAR Tangible benefits Intangible benefits AGREE DISAGREE Benefits > Costs? (2004) 72% (2006) 62% Fair deal? (2004) 33% (2006) 51% AGREE Outcomes distributed to public (2004) 62% (2006) 93% -ve opening image (2006) 61%
- 10. Perceptions of Agreement Socio-economics 2004 AGREE NEUTRAL DISAGREE 2006 AGREE NEUTRAL DISAGREE Boost tourism ? tolerate Cve impacts 54% 52% Reschedule activities ? escape during peak 52% 76% Avoid going ? additional crowding 55% 72%
- 11. Perceptions of Agreement Socio-economics 2004 AGREE NEUTRAL DISAGREE 2006 AGREE NEUTRAL DISAGREE Social responsibility? 30% 42% Working in Disneyland 49% 49%
- 12. Perceptions of Agreement Competitiveness Domestic Competitiveness Regional Competitiveness ? complement with Ocean Park (2004) 44% ? Agree (2006) 66% ? Agree ? Ocean Park versus HK Disneyland (2004) 48% ? Disagree ? reduce future visits (2006) 78% ? Disagree ? HK Disneyland > Ocean Park (2006) 50% ? Disagree ? Shanghai ? make worry (2006) 57% ? Agree ? Unfair ? divert mainland tourists (2006) 61% ? Agree
- 13. Perceptions of Agreement Environmental Protection ? Destroy environment, e.g. wildlife, water quality, etc. (2004) 45% ? Agree ? Support to ban shark fin soup on menu (2006) 47% ? Agree
- 14. Perceptions of Changes Economic Impacts ? Number of jobs ? Revenue generated ? Mainland tourists Cultural Impacts ? Different culture ? Chance for learn culture ? American culture ? Culture awareness Community Impacts ? Pride of local residents ? HK Vitality ? Positive towards tourists ? Community spirit Latent Relationship ???
- 16. Perceptions of Changes Economic Kinetics 2004 Cultural Recognition Cultural Induction Cultural Recognition Cultural Induction ? Number of jobs in the community ? Revenue generated in the local economy ? Pride of local residents
- 17. Perceptions of Changes Economic Kinetics 2004 Cultural Recognition Cultural Induction Cultural Induction ? Understanding of different people and cultures by local residents ? Opportunities to learn about other people and culture Economic Kinetics
- 18. Perceptions of Changes Economic Kinetics 2004 Cultural Recognition Cultural Induction ? Vitality of Hong Kong ? Positive attitudes of local residents toward tourists ? Community spirit among local residents Economic Kinetics Cultural Recognition
- 19. Perceptions of Changes ? Natural habitat of the Chinese white dolphins in the Lantau Island area Enviro- mental 2006 Cultural Inclusiveness Cultural Inclusiveness
- 20. Perceptions of Changes ? Understanding of different people and cultures by local residents Enviro- mental 2006 Cultural Inclusiveness ? Opportunities to learn about other people and cultures ? Awareness or recognition of the local Hong Kong culture Enviro- mental
- 21. Aspects of Influence Perceptions of Agreement Perceptions of Changes 2006 Social Interaction 2004 Media Coverage Direct Experience
- 22. Aspects of Influence Social Interaction FINDING 2006 ? Perceptions of Agreement YES > NO YES < NO ? tolerate on negative impacts ? avoid going in peak period ? accountable to public ? community spirit among local residents
- 23. Customers Segmentation Customer I am (Gender), and I am (Age) year old. I attained (Education). Will I be the POTENTIAL VISITOR? PREDICTORS Gender Age Group Education
- 24. Customers Segmentation 2004 2006 槻 槻 溺 溺 No schooling/ Kindergarten Primary Lower Secondary Lower Secondary No schooling/ Kindergarten Lower Secondary Lower Secondary Tertiary with Degree 15 - 34 25 +
- 25. Conclusions ? Polarisation: social responsibility + working in Disneyland ? Core values brought from HK Disneyland: Cultural Recognition + Cultural Induction ? Cultural Inclusiveness Economic Kinetics ? Environmental ? Direct Experience + Media Coverage ? NO significant difference ? (Social Interaction): tolerate Cve impacts ? community spirit ? Determination of potential visitors: Male: Any age groups, relatively lower education attainment Female: 25 or above, relatively higher education attainment
- 26. Q&A