Ocean Park Brand Equity Essay

I am genuinely tank to Mr. Nicholas Tam for supporting me all the cartridge holder and spending many hours on my final year project. This was exclusively apprehended that he provided many professional and work step to the foreful advices and recommendations to me. Otherwise, I would to a fault alike to thanks Mr. C. N. Lo as my second marker and give me suggestion to change my project. ABSTRACT sea greensland Hong Kong is a home-grown treasure. It is in like manner one of the al to the highest degree popular recreation parking lots in the world, providing educational, conservation and entertainment. maritime leafy vege plug-in Hong Kong has brought joy to local and overseas send offors with and through pop her 30-year hi falsehood. She lets everyone in Hong Kong has a surplus and memorable experiences. In these 30 years, it experienced many impacts that be occurred by pop outside and inside of the organization. They also enter a deficit for a certain years. But it was carried out the revolutions continually. afterwardwards, the business is still running. Recently, nearly nurture indicated that the ranking of the most popular entertainment park of the world, which is the oceanic commonality Hong Kong melloweder than Hong Kong Disneyland.Finally, through field of study, focus group interview and signs death penalty touchstones, to solve that the strike off integrity of naval common was better. Better leadership, better spirit, builds up guest loyalty. CHAPTER I INTRODUCTION ocean cat valium is one of the head parks in Hong Kong. Marine is the legal age stem of the park. It is located at the Southern District of Hong Kong, and it was opened on 10 January 1977. It was constructed at a land apt(p) by the government, and then the funding of construction is disposed(p) by the Hong Kong Jockey Club (HKJC), and it also operated by HKJC.In January 1979, marine parking lot introduced a Killer Whale for the meetors. It becomes a one of the merchandising points of the park. In the inception st succession, at that place is not abounding entertainment rides for the customary. But, thither was expanded their scale of the park, and adjoind much more amusement rides into the park. The in operation(p) capital of oceanic special K was depends on the revenue from tags and donation from HKJC in earlier stage. It also has a signifi do-nothingt deficit for a capacious time because the scathe is inured on the low side. In 1 July 1987, the naval car park Ordinance is constituted by the government.HKJC impart granted that they ar established the trust with $200M funding. In this time, naval ballpark becomes a non-profit making organization and inescapably to self-finance. The park changed their business to commercial-oriented, and increasing its ticket monetary value. Thus, the park enhanced its fiscal conditions to be overbearing. In 1998, the park recorded deficit again ca apply by both(preno minal) factors, much(prenominal) as eastward Asian Financial Crisis. Although it received 2 pandas from china, it still could not increase the visitors attraction of the park. The park also closed the water attractions and the Middle Kingdom.And then, it introduced more amusement rises for visitors especially for the teenagers such(prenominal) as the abysm Turbo Drop and the Mine Train. In Fiscal Year 2004/2005, there be more than 4 million visitors during a year. This is re bran-new-madeing the record since the park is opened. It is caused that PRC government implemented the Individual meet Scheme low CEPA. naval putting green revealed its redevelopment plan in 2005, which give upgrades the fiber and avail faculty of features at the park. This is response the impacts from the opening of Disneyland. oceanic leafy vegetable is also held a groundbreaking ceremony for its redevelopment project in November of 2006. consort to the Attraction Attendance 2008 releases by Econ omics Research Associates (ERA) and Themed Entertainment draw (TEA) on 16 April, Ocean third estate is the worlds add up 15 theme park, Asias 5th theme park (Judith Rubin, 2009). (Appendix 1b) 1. intentness Background The tourism industry is one of the quatern key industries in the Hong Kong economy. There were 2 types of tourism which were inbound tourism and outbound. For inbound tourism, there were 5 groups of sub-industries which include retail trade, hotels and boarding houses, Restaurants, Cross-boundary passenger transport go and others.The value added of tourism in 2006 and 2007 were HK$45,300 Million and HK$52,300 Million. There was increase jolly 14% from 2006 to 2007. And the employment in this industry in 2006 and 2007 was 176,300 and 193,800. There was increased around more than 8% from 2006 to 2007 (Census and Statistics Department, HKSAR, 2009). (Appendix 9) In lodge to support the misfortunate economic condition, Hong Kong government was provided nearly supporting projects to the tourism industry such as the Closer Economic agencynership Arrangement (CEPA) and Individual Visit Scheme. These projects both were cooperated with PRC.Ocean greens is one of the participators in the amusement park mart. Its major competitor is Hong Kong Disneyland. Before Disneyland involved its business in Hong Kong, Ocean Park was the completely one participator in this commercialise during the other amusement parks were closed their business such as Lai Chi Kok Amusement Park. On the other hand, the amusement park from neighbor rustic should also be the major competitors for Ocean Park such as Happy Valley from Shenzhen, PRC. As a notable landmark of Hong Kong, Ocean Park was a successful company in this industry.In treaty with the Attraction Attendance 2008, the 2008 attendance was equal to 5. 03 Million. It was a booster cable pock of the amusement park market (Judith Rubin, 2009) (Appendix 1b). In conclusion, Ocean Park should be capturing the chance derived from increasing attendance and the supporting from government, and focus its competence for go somewhat the threat generated by intensive competition from the neighbor country. 2. Statement of recognize In one-time(prenominal) certain years, Ocean Park go slightly impacts in different period of time, for example, East Asian Financial Crisis, SARS, and outside environment.For the financial issue, Ocean Park was faced the financial distress on past certain years especially for the East Asian financial crisis. Besides, for the external environmental issue, Ocean Park should also be faced to the new entrants of Hong Kong amusement park market that was Disneyland. Ocean Park was a internal known fall guy in Hong Kong. On the other hand, Disneyland was an international famous brand. The overall size of organization of Ocean Park should be littler than Disneyland. 3. Purpose of the study Propose of this study is to understand clients brand equity of Ocean Park .A event of questionnaire survey is to obtain the sources (Brand Equity Ten) of brand equity of Ocean Park. Base on the get windings of the survey, image that the sarcastic success factor of the theme park. CHAPTER II LITERATURE refreshen The Brand Equity Ten will be applying in this study, which is an trenchant method to evaluate brand equity. Ten sets of paces grouped into five categories, argon shown in Table 1. The first four categories argon to measure customer perceptions of the brand. The four categories of brand equity argon including loyalty, comprehend select, associations, and aw beness.The uttermost(a) household is to collect in coifion from the market based knowledge rather than this instant from customers (D. Aaker, 1996). 1. commitment Measures Since it is now widely recognized that it is much less expensey and much more profitable to keep real customers than to win new ones, customer retention become an of the essence(predicate) goal for most org anizations. In principle its simple you just afford to keep your existing customer (N. Hill, J. Alexander, 2006). The Hong Kong amusement park industry was created a monopoly loyalty during there was only two participators in the market, such as Ocean Park and Disneyland.The loyalty of these two amusement parks might be generated by devotion of its customers, for instance, the customer would be sought some adventure experiences at Ocean park during there was provided many thrill rides. Besides, if the customer would be nominate some story of fairy tales, they would go to Disneyland, it is because customer rear be met many famous characters like Mickey Mouse. 1. Price agiotage A basic indicator of loyalty is the amount a customer will pay for the brand in comparison with another brand (or set of comparison brands) offering similar benefits(D.Aaker, 1996).For the admission fees of both Ocean Park and Disneyland, there was a large difference between parks. For instance, in the adul ts general admission fees, Ocean Park was HK$208, and Disneyland was HK$350. Therefore, the price support should be HK$142. 1. comprehend Quality/Leadership Measures comprehend quality is often the key positioning mark for corporate brands (such as Toshiba or Ford) and other brands that range over product classes (such as Weight Watchers, Kraft, and lineage brands such as Safeway Select).Because these brands span product classes, they are less probably to be driven by assistal benefits, and comprehend quality is in all probability to play a larger role. (D. Aaker, 2009) For Ocean Park, it provided different amusement facilities to visitors. Besides, Disneyland provided the story of fairy tales to visitors. Visitors could earn the different experiences during they are visiting these two parks. They would use the last experience to evaluate the perceived quality of the parks. Leading brands are perceived to be relevant, unique and compelling.They inspire customer loyalty and enable organizations to charge price premiums. They increase bargaining power with business partners, muddle it easier to hire and retain talented employees and provide organizations with clear strategic snap and platforms for future growth. (B. VanAuken, 2007) Both Ocean Park and Disneyland were performed their services at a unique and compelling ways. For example, Ocean Park provides a lot of amusement facilities for visitors some facilities were very unique in Hong Kong such as devil Panda Habitat.On the other hand, Disneyland arranges many own international famous characters that visitors may take some photos with them. 2. Associations/ note Measures The key associations/differentiation office of brand equity usually involves image dimensions that are unique to a product class or to a brand. The challenge, then, is to generate general measures that will work across product classes. (D. Aaker, 1996) Since Ocean Park was opened, it was established a individualal image for v isitors that it was provided some messages like ocean protection and education, elicit experience.Visitors had no doubtful that the inculpateing of Ocean Park, and they was knew that it was not an amusement park only. Also, Disneyland was generated a dreaming place for visitors to enjoy a childlike and sociableise tour for their separately visit. But it was not provided other functional characters to the public such as educational activities. 3. Awareness Measures Brand awareness measures the availability of the brand in memory. Brand awareness digest measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category. (P. Chandon, 2003) Both Ocean Park and Disneyland were achieved to brand awareness. For Ocean Park, visitors may be bethought its owned characters when they were went to it such as Dolphin, Giant Panda, thrill rides and etcetera On the other hand, also, Disneyland w as gained the high level of international attention. Visitors were recall its owned characters like Winnie the Pooh, Stitch, and they can be got this memory outside it such as TV and other side-products of its owned characters. The dimension of differentiation in the association category is a abridgment of brand associations (D.Aaker, 1996). 4. market place Behavior Measures 1. securities industry Share The performance of a brand as measured by market share (and/or sales) often provides a valid and sensitive reflection of the brands standing with customers. When the brand has a relative advantage in the minds of customers, its market share should increase or at least not decrease. (D. Aaker, 1996) The performance of an amusement park can be measured by some elements such as its functions, service level, customer relationship management and etc.It can be grew its admission income during the higher service performance that it can be performed. 2. Price and Distribution Indices Mark et share can be a particularly deceptive brand equity measure when it increases as a solving of reduced prices or price promotions. Thus, it is authorised to measure the relative market price at which the brand is being sold. (D. Aaker, 1996). Market share or sales info are also extremely sensitive to distribution coverage. Sales may be dramatically bear on when a brand gains or loses a major market or expands into another geographic region.A measure of distribution coverage is thence a second logical companion measure to market share. (D. Aaker, 1996). As an amusement park, the market price info was equal to the admission income of a year, because this was majority source for capturing its operating resources. Besides, it indicated that the admission income might be abnormal by the change in attendance directly. On the other hand, the price and distribution indices should be reflected the market share that can be evaluated by admission attendance during a year.This may be assemble out the true picture of the growth of admission attendance rather than depends on admission income. CHAPTER III METHODOLOGY 1. Sample Design Data will be poised by using a questionnaire. It is use to measure customer perceptions of the brand along with the four categories (D. Aaker, 1996). The questionnaire is use to survey those masses who are visited Hong Kong Ocean Park and Hong Kong Disneyland before. It is to ensure that the data from respondents are hard-hitting and reliable.The questionnaire will be distributed to them through e-mail, and the respondents are classmates, t for each oneers, familiars, friends, and colleagues. 100 samples were self-collected through this survey. 2. caputnaire Design First, questionnaire is used to measure the four categories, which are Loyalty Measures (price premium and blessedness/loyalty), perceive Quality/Leadership Measures (perceived quality, and leadership), Associations/Differentiation Measures (perceived value, brand personality, organizational associations, and differentiation), and Awareness Measures (brand awareness).Second, tantrum demographic factors, respondents were required to do their personal selective information, including gender, age, periodic income, occupation and education. It is in revision to compare the general information with the 25 items, and come across out the critical success factor of Ocean Park. baseball club dimensions including 25 items, plus 5 items of general information, there are totally 30 questions. Third, this study will compare with Disneyland because it is the mainly competitor in Hong Kong. The questionnaire format is Part A is Ocean Park, Part B is Disneyland, and Part C is the general information.5-point Likert Scale is usually used in questionnaires, and is the most widely used scale in survey research. . There were used 5 choices of answer question for respondents to answer their questionnaire except general information. It was included Strongly Dis fit out, Disagree, Neutral, Agree and Strongly agree. (Answers. com, 2009) Fourth, set Missing Data. It is to reduce or ignore the answer of unclear, ambiguous or answer more than one choice, etc. The questionnaire format could refer to Appendix 7. 3.Statistical Package for the Social Science(SPSS) SPSS was established in 1968 by Norman H. Nie, C. Hadlai (Tex) withdraw and Dale H. Bent. They want developed a extremist software system in order to turn raw data into representative information in an easily way. fit to the SPSSs website, This revolutionary statistical software system was called SPSS, which stood for the Statistical Package for the Social Sciences. Nie, Hull and Bent developed SPSS out of the need to quickly analyze volumes of social science data gathered through various methods of research. (SPSS INC. , 2009). In appendix to statistics abstract, the features of the base software, which are included Descriptive statistics (Cross tabulation, Frequencies, Descri ptives, Explore, Descriptive Ratio Statistics), bivariate statistics (Means, t- interrogatory, ANOVA, Correlation (bivariate, partial, distances), Nonparametric tests), Prediction for numerical outcomes (Linear regression), and Prediction for identifying groups (Factor analysis, cluster analysis (two-step, K- room, hierarchical), Discriminant) (Wikipedia, 2009).In this report, there was using SPSS to analyze the statistical information, there are included Cronbach Alpha Reliability Analysis, Mean and bill passing, Crosstab Test. 1. Reverse mark In order to calculate some opposite data in one dimension, there should be rescored the oppose data to turn into positive data. This can be increasing the reliableness and correlation among data in one dimension. Items that are negatively worded in a scale moldiness be rescored in a positive direction in order to match the other items in a scale (S. Stark, et. al. , 2001).In the questionnaire, Question 22 & 25 of Part A and B was used thi s function that in order to produce out the reliable and correlated data, and these sets of data should be opposite to other data in aforesaid(prenominal) dimension. 2. Cronbachs Alpha Reliability Analysis Cronbachs alpha measures how well a set of items (or variables) measures a single unidimensional latent construct. When data have a multidimensional structure, Cronbachs alpha will usually be low. Technically speaking, Cronbachs alpha is not a statistical test it is a coefficient of reliability (or consistency). (UCLA Academic Technology Services) There were used the Cronbachs Alpha Reliability Analysis to find out the reliability. The output table will then be displayed the Cronbachs Alpha of the dimension. 3. Mean and Standard Deviation The mean, indicated by ? (a lower case Greek mu), is the statisticians jargon for the average value of a signal. It is found just as you would expect add all of the samples together, and divide by N. (S. Smith, 2007) It is the use to find out the average in a group of population. There were work out the means by all of the scoring of each question.Afterwards, added up the sort out mean from all dimensions which were found out the total mean of each category. The normal parenthesis is one of several indices of variability that statisticians use to specify the dispersal among the measures in a given population. To calculate the standard divagation of a population it is first necessary to calculate that populations variance. Numerically, the standard deviation is the square root of the variance. Unlike the variance, which is a somewhat abstract measure of variability, the standard deviation can be readily conceptualized as a distance along the scale of measurement. (R. Hoffman, 2002) Besides, the standard deviation was displayed on the output table of SPSS in order to analyze the dispersion of the result of nine dimensions. 4. Crosstab Test Cross-tabulations give us much more insight into the data than do simple pr ofiles or frequency distributions. Cross-tabulations are an example of bivariate analysis (i. e. , examining the relationship between two variables). However, cross-tabulations are of limited value, too, because we are realistically restricted to examining the relationship between only two variables at a time (e. g. , customer status and age customer status and income etc.).If we try to examine a cross-tabulation of more than two variables at a time, the results are very difficult to visualize and symbolize meaningfully. (SmartDrill, 2008) There was used the crosstabulation to compare the variability of general information. This can be easily found out the difference between two set of data. 4. Focus Group Focus groups are a powerful means to evaluate services or test new ideas. Basically, focus groups are interviews, but of 6-10 people at the same time in the same group. One can get a great deal of information during a focus group session. (C. McNamara, 2006) 5. Data Analysis.1. Calculated the mean and standard deviation for all of 9 dimensions in order to find out the overall performance of both Ocean Park and Disneyland. 2. Used SPSS change state scoring function in order to make some infringe data that reversed into same way. This can make that the reliability must higher than origin data. Besides, Cronbachs Alpha Reliability Analysis can be found out the reliability of all of the dimensions, and ignored some irrelative items in the dimensions. This can improve the reliability for each dimensions that if deleted the items. 3. Calculate the mean with both Ocean Park and Disneyland.4. Used crosstabulation to compare which the general information of both Ocean Park and Disneyland such as age, gender and income, 5. After used of SPSS, there were formed a focus group that was invited 7 interviewees in order to discuss the issues that occurred in the result from SPSS. 6. Besides, found some corporate information of Ocean Park and Disneyland which how to pe rformed the market behavior. 7. Match the result of mean analysis and the result of crosstabutaion analysis, in order to find out the source of brand equity and the critical successful factor of the theme park. CHAPTER IV RESULTS.4 Sample and Descriptive Statistics This survey totally collected 100 samples, 57 respondents are male and 43 respondents are female. The majority respondents aged between 20 to 24 years olds (83%). In the periodic income group, nearly 50% of respondents their salaries were $5,001 to $10,000 per month. Monthly income was less than $5,000 which had 41% of respondents. Many of respondents were students and workers (80%). everywhere a half of respondents had education level at diploma levels or associate degree, and 37% of respondents had education level at undergraduate or postgraduate. (Appendix 2) 2. Cronbach Alpha Reliability Analysis.This research has nine dimensions which are belong to the four categories. The dimensions are including 25 items. Use th e Cronbach Alpha Reliability Analysis to find out the reliabilities between the 25 items and the nine dimensions. The reliability test in order to define questions whether it is fit/relative to the nine dimensions. This can find out which items can be more significant and which are the insignificant. The being of the items was whether or not to affect the result of the dimensions such as completion, reliability and accuracy. (Appendix 3) 3. Mean and Standard Deviations Table 2 Comparison of Mean and S.D. of dimensions with Ocean Park and Disneyland Categories Dimensions Ocean Park Disneyland Mean Differences Ranking Mean Std. Deviation Mean Std. Deviation Loyalty Measures Dimensions Ocean Park Disneyland Price pension specialty lofty (Negative) Satisfaction/ Loyalty High (Positive) High (Negative) Perceived Quality High (Positive) High (Negative) Leadership High (Positive) High (Negative) Perceived Value Medium High (Negative) Brand Personality High (Positive) Mediu m musical arrangemental Associations Medium Medium Brand Awareness High (Positive) High (Negative). Market Share - - Price and Distribution Indices Medium Medium 1. Loyalty According to the result after crosstab the items, it found that in the loyalty category, the return of price premium for Ocean Park was culture medium. The acceptability of the admission price for Ocean Park was comparatively higher than the Disneyland. Its admission price was cheaper than Disneyland. relatively speaking, the nub of price premium for Disneyland was high. The acceptability of the admission price was low, that was relatively expensive. The influence of price premium on Disneyland is negative.Besides, the result reflected that price was not the determining factor for respondents to switch brand. On the other hands, the effect of satisfaction for Ocean Park was high. The park was better than Disneyland in satisfied customers needs and wants. Loyalty was built by a cumulative result, which we re the customers past visit experiences with the brands. The result indicated that the opportunity of respondents revisit the parks was based on their last visit experiences. Ocean Park was better than Disneyland, respondents were willing to recommend Ocean Park to others rather than Disneyland.The influence of satisfaction on Ocean Park is positive. However, the effect of satisfaction for Disneyland was high. It brings a negative influence on the park. In satisfied customers needs and wants, Disneyland was worse than Ocean Park. Respondents were unsatisfied with their last visit experience. Only seldom of respondents would revisit the park on the next opportunity and recommend the park to others. During the result of satisfaction was negative, the management from Disneyland would improve the quality for satisfying customers needs and wants. 2. Perceived Quality/Leadership.The result reflected that there was a linkage between perceived quality and leadership, Compare with Disneyland , Ocean Park was popular and more innovative, it was the leading brand in Hong Kong, and overall Ocean Park was better in quality. It implied that better leadership, better quality. It helps Ocean Park to keep closer relationship with loyal customers and less of switchers. The effect of perceived quality/leadership for Ocean Park was medium. Oppositely, Disneyland was worse, it was not innovative enough and not much popular than Ocean Park, and therefore Disneyland was not the leading brand in Hong Kong.One of reasons might cause by the negative news almost the park. The effect of perceives quality/leadership for Disneyland was high and negative. 3. Associations/Differentiation Ocean Park could provide good value for the money. The effect of perceived value for Ocean Park was medium. Disneyland could not provide good value for the money. The effect of perceived value for the park was high and negative. Ocean Park had its own personality and it was interesting. Respondents had a cle ar image of the type of person who would visit the park. The effect of personality for Ocean Park was high and positive.Disneyland also had its own personality. However, seldom of respondents were agreed the park was interesting. Normally, respondents had a clear image for what type of person would visit the park. The personality of Disneyland was medium. The personality of Disneyland was indistinct. It could reflect the respondents imagery, which was a key driver of brand personality. About the organization management of Ocean Park, the results reflected that respondents were answered neutral about the organization trust and admire the Ocean Park Company.But the respondents thought that the organization association with Ocean Park had credibility. The effect of organization for the park was medium. On the other hand, many respondents were answered neutral about the organization trust with Disneyland, and admire the Disneyland Company, and the credibility of organization association . The results implied that the respondents were lack of knowledge about the organization management beheld Disneyland. The effect of organization for the park was medium. Organization management back of the theme parks is usually ignored by the visitors.It is because its lack of attractive for the visitors associated with its services. Therefore, the effect of this dimension with both companies was medium. Overall, Ocean Park and Disneyland were different. 4. Awareness Recognition of Ocean Park and Disneyland were high. Respondents had heard of the two parks, it was important for the exist brands. Moreover, respondents were knew what the parks stand for, it reflected that customers had a level of brand knowledge. Besides, respondents were no opinion about Ocean Park, but respondents had opinion with Disneyland.The result of brand opinion implied that respondents were less confidence with Disneyland. The effect of awareness for Ocean Park was high and positive, and for Disneyland was high and negative. . 5. Market Behavior For the market share measure, there was lack of information to compare the sales performance between Ocean Park and Disneyland. Therefore, the effect of market for both Ocean and Disneyland would not be evaluated. As the result, the market price was not compared between Ocean Park and Disneyland, because Disneylands admission income was not being provided in the Annual line individually.The financial information of Hong Kong Disneyland was combined with European Disneyland. In the distribution coverage, the result of Attraction Attendance 2007 and 2008 (Appendix 1a & b) indicated that Ocean Park had higher indicated that Ocean Park had recorded higher attendance rather than Disneyland. It is implied that Ocean Park should be more successful on the admission income, and gained a large result of visitors rather than Disneyland.On the other hand, Disneyland had higher distribution coverage on the world, because it involved that its operations were involved 5 countries in the world. Besides, Ocean Park had lower distribution coverage in the market, because it only had one amusement in the world. As a result, both of Ocean Park and Disneyland were medium in the effect of market price/ distribution indices. To conclude that after use high/low method to compare with the two parks, it found that the brand equity of Ocean Park was better. Table 3 shown each category has a key driver of influence. Loyalty, the key driver is satisfaction.Perceived quality and leadership measures, leadership variable in this category should be considered. The key component of associations and differentiation measures is including the personality. In the category of awareness measures, brand awareness is the important component. Attendance of distribution coverage in market behavior is the most important. Matching mean analysis with crosstab test analysis, it found out that the loyalty is the most influence category among the brand equity of Ocean Park. The dimension of satisfaction in the loyalty category is the critical success factor of Ocean Park.CHAPTER VI DISCUSSION During the study, there were faced such problems. This part of discussion would point out the problems, in order to share the editors opinions with those people who would having study or survey in the future. 1. Questionnaire Setting 1. Sample of the survey is not many, only collected 100 samples, representation of the result is low. 2. The method of collecting the data is not good enough. It is because through e-mail, which is inconvenience, low efficiency, and usually will ignore by addressees.E-mail is a passive method, and the respondents their replies are also passive. 3. Questionnaire is distributed to visitors through e-mail. several(prenominal) respondents had their feedback about the questionnaire, such as wrong words, the questionnaire format, etc. 4. Focus on the questionnaire design, it could be improved. For example, in the price premium, the questionnaire did not ask respondents some questions about the dollar metric, and market research approach (conjoint/ trade-off analysis).Therefore, the dimension of price premium can not be accurately and clear to analysis whether it can build up customer loyalty and whether it is important part of loyalty measures. 2. Information Collection 1. In the category of Market Behavior, there were not found some accurate information about the Market Share and Market Price. That is the admission price of Disneyland. According to the Disneyland Annual Report 2008, the financial information about Hong Kong Disneyland was displayed that it was combined the financial information associated with European Disneyland.This is indicated that the financial information should not be compared with Ocean Park directly, because any changes of the financial information may be occurred by both Hong Kong and European one. Therefore, the related information should not be truly reflected the true informat ion especially for Hong Kong Disneyland. 3. SPSS Data Entry and Output 1. When setting the questionnaires, sometimes, may need to set some reverse questions. For example, asking respondents that Ocean Park is different from Disneyland and Ocean Park is basically the same as Disneyland, that is reverse question.