HK Disneyland

An investigation and analysis of the dropping attractiveness

of Hong Kong Disneyland in the past two years (2006 - 2007 CONTENTS

Page Background

Aim and Objectives

Key Issues

Methodology

Literature Review

Field Work Schedule

Limitations

Bibliography

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15 BACKGROUND

THE MAGICAL enchantment of Disneyland appears to wear off easily on the Asian tourism market

After two years from its grandiose foray into the Asia , the brain box of Hong Kong Disneyland is

rethinking its strategies and programs into meeting the dwindling sales and visitors receipts that the theme park is recently encountering . According to a report by the International Herald Tribune , the theme park drew 5 .2 visitors in its maiden year and 4 .8 million tourists in the second year

Expected revenues and receipts continue to dip in the past few months spurring other concerns such as a possible restructuring of the project 's loan and the feasibility of opening a similar attraction right in the heart of mainland China . Such figures continue to disappoint the theme park 's investors as well as some market analysts as Walt Disney 's magical kingdom is unable to exploit the monstrous Chinese market right next door

In the wake of these developments , this research is proposed for the purpose of gathering data on the recent performance of the embattled theme park and possibly through analysis , be able to pinpoint proximate causes as to why this heavily-invested tourist attraction has not been performing up to par . This will entail acquisition of direct data from the subject market as well as identifying key issues that must be addressed by corresponding authorities of Hong Kong Disneyland

Since the data intended to be utilized is relatively direct and current most of the possible source will be through surveys and online references

AIMS and OBJECTIVES

THIS research will be conducted with an investigative frame of mind to discover the immediate and proximate causes on the decline on tourist arrivals on this globally-loved theme park and its translation in the loss of revenues and tourist receipts and if through such research , data may be interpreted to formulate possible policies and propositions to effective abate the loss of attractiveness and novelty of this unique and relatively-new tourist attraction

The primary aim of this research will be to investigate why Hong Kong Disneyland has to struggle to meet their visitor target in the year of 2006 and 2007

The aim of this will be best served pursuant to the following objectives , namely

To provide an overview of the business performance of the Hong Kong Disneyland

To review the relevant literature on the operations and business performance of the Hong Kong Disney

To identify and analyze the factors that lead to the failure of the Disneyland Hong Kong and

To conclude with recommendations on how the Disneyland Hong Kong could attract more visitors in future

KEY ISSUES

IN to limit the scope of this research and taking into consideration the complexity of the matters...