MRI assignment
Background
Hong Kong Disneyland was opened on 12th September 2005. It is the fifth Disney in the world, which only consisted of four themed areas at the beginning, which includes, Main Street, U.S.A, Fantasyland, Adventureland and Tomorrowland. However, there was a research in 2007 showing that Hong Kong Disneyland had plunged nearly to the bottom of the world’s 25 most popular themed park as it had low record of visitors. Hong Kong Disneyland had also been criticized for its attractions are being too primitive and for not bringing something new. (Moy. P, 2008)
Hong Kong Disneyland’s brand new themed area, Toy Story Land, has its grand opening on 18th November 2011. This new themed area is exclusive to Hong Kong within Asia, which is one of the whole expansion projects. Toy Story Land consists of three main new attractions, RC Racer, Slinky Dog Spin and Toy Soldier Parachute Drop. (Hong Kong Disney, 2011)
Research objectives
The overall objective is to find out whether Toy Story Land would help attracting more visitors to Hong Kong Disneyland and also would like to find out what visitors are expecting from Hong Kong Disneyland.
The overall objective has been broken into several sub-objectives.
First, is to examine how well the publics know about Toy Story Land, have they been to there and how the publics rate Toy Story Land. This objective aims to find out whether Toy Story Land has raised the awareness of the publics and whether it is attractive enough to engage the public to visit. Also this objective aims to reflect how well does Toy Story Land can impress the public. From this objective, Hong Kong Disneyland can tell whether Toy Story Land is a success or not, as the data can show whether this themed area helps attracting new potential visitors. If this new themed area is a success, Hong Kong Disneyland can use this as a blueprint for future planning.
Second, is to identify publics' attitudes to Toy Story Land. This objective would seek to discover which
Hong Kong Disneyland was opened on 12th September 2005. It is the fifth Disney in the world, which only consisted of four themed areas at the beginning, which includes, Main Street, U.S.A, Fantasyland, Adventureland and Tomorrowland. However, there was a research in 2007 showing that Hong Kong Disneyland had plunged nearly to the bottom of the world’s 25 most popular themed park as it had low record of visitors. Hong Kong Disneyland had also been criticized for its attractions are being too primitive and for not bringing something new. (Moy. P, 2008)
Hong Kong Disneyland’s brand new themed area, Toy Story Land, has its grand opening on 18th November 2011. This new themed area is exclusive to Hong Kong within Asia, which is one of the whole expansion projects. Toy Story Land consists of three main new attractions, RC Racer, Slinky Dog Spin and Toy Soldier Parachute Drop. (Hong Kong Disney, 2011)
Research objectives
The overall objective is to find out whether Toy Story Land would help attracting more visitors to Hong Kong Disneyland and also would like to find out what visitors are expecting from Hong Kong Disneyland.
The overall objective has been broken into several sub-objectives.
First, is to examine how well the publics know about Toy Story Land, have they been to there and how the publics rate Toy Story Land. This objective aims to find out whether Toy Story Land has raised the awareness of the publics and whether it is attractive enough to engage the public to visit. Also this objective aims to reflect how well does Toy Story Land can impress the public. From this objective, Hong Kong Disneyland can tell whether Toy Story Land is a success or not, as the data can show whether this themed area helps attracting new potential visitors. If this new themed area is a success, Hong Kong Disneyland can use this as a blueprint for future planning.
Second, is to identify publics' attitudes to Toy Story Land. This objective would seek to discover which