Table of Contents
Chapter one-Introduction
1.1 Company Background P.4-5
1.2 Competitive Environment P.5-6
1.3 Problem Statement P.6
Chapter Two-Methodology
2.1 Primary data P.7
2.2 Secondary data P.8
Chapter Three-Literature Review
3.1 Servicescape P.9-10
3.2 Service Strategies P.11-12
3.3 Service Marketing Mix-7Ps P.13-16
3.4 SWOT Identification P.16
Chapter Four-Findings and Analysis
4.1 Data Collection and Analysis P.17-22
4.2 Analysis on Servicescape P.23-25
4.3 Service Strategies of Disneyland Hotel P.26-28
4.4 Service Marketing Mix-7Ps P.29-33
4.5 SWOT Analysis P.34-35
Chapter Five-Conclusion and Recommendation P.36-41
References and Appendix P.42-46
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Chapter One- Introduction
1.1 Company Background
According to the Disneyland website, Hong Kong Disneyland Hotel is owned by a
joint venture company, Hong Kong International Theme Parks Limited, with
shareholders, the Hong Kong Government and The Walt Disney Company. The
Company is committed to establish a theme resort in Hong Kong and Hong Kong
Disneyland Resort brings the magic of a world-class entertainment experience to
people of all ages.
The Hong Kong Disneyland resort opened in September, 2005 and become the only
one theme resort that including theme park and Hotel in Hong Kong. The Hotel will
provide packages to every customer who checks in 2 day 1 night Disneyland Hotel
and they will enjoy park ticket and buffet breakfast package.
According to the visiting observation, Hong Kong Disneyland Hotel has 6 types of
room and unique price in different period. The variable price are including value,
regular, peak period and public holiday and the Hotel set the highest price in holiday
period, also it will subjected to a 10% service charge in every period and types of
room.
It has two mission statements of Disneyland resort that “to make people happy” and
the other one is “we create happiness by providing the finest in entertainment to
people of all ages, everywhere”. Each employee from maid to the president knows the
mission statement. All employees are motivated to create happiness (magical
moment) for their guest, and they do every day. And, the vision of Disneyland resort
is “to creating magical memories for our Guests, Cast and Community”.
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In order to achieve Disneyland resort mission and vision, all employees will always
keep smiling and create magical moment to all the guests that ensure all the guests
can get well experience in Disneyland resort even the guest’s make unreasonable
request.
1.2 Competitive Environment
(Picture 1: The Statistics of the Hong Kong Tourism Board in January 28, 2013)
According to the statistics of the Hong Kong Tourism Board, in 2012, the overall
incoming visitors reached 48.42 million, compared to 2011 increased by 16%,
overnight visitors accounted for 48.9% of the total visitor arrivals, about 23.77 million
passengers, representing an increase of 6.5% over 2011. Before the 1990s, the types
of visitors are focus on Asian and the Pacific Ocean. However, the number of
mainland visitors is increase rapidly because the Hong Kong government
implementation of the “individual visit “scheme in 2003. In 2012, the Mainland
visitors to Hong Kong as high as 34.91 million, representing an increase of 24.2%
over 2011, accounting for 72% of total visitor arrivals.
The rapid development in tourism industry was provided the opportunities to Hong
Kong hotel industry and many hotels are releasing some promotion to attract more
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customers. Under this huge competitive environment, Disneyland Hotel should
promote some service promotion to cope with competitors.
1.3 Problem Statement
The reason that we want to investigate the Disneyland hotel is as all of our group
mates also love to visit the Disneyland hotel, and unless went there once a year. We
do not understand that why the Disneyland hotel continues got a negative profit, so
we developed this project is to find out the solution to improve the problems of
Disneyland hotel.
So in this part we would like to investigate the virtue and the defect inside the
Disneyland Hotel and we will mainly focus on the defect to make a set of
recommendations.
For the virtue part, according to the questionnaire we have done before, most of the
visitors do enjoy the environment inside the Disney hotel, due to the view outside the
hotel, and the joyful condition and environment, because of the music performance
and the happy face from the staff.
Also the 5Ps accepting the products and price, Disney hotel has do a great job on it,
because Disney Hotel has fully utilizes the 5Ps for the operation. We will have a brief
description on chapter Four.
On the other hand, we would like to discover the problems that The Hong Kong
Disneyland Hotel is facing according to our observation and the questionnaires, and
giving recommendation/suggestion afterwards.
Chapter Two-Methodology
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We have use two types of data including primary data and second data. Those
purposes of data collection were described as follow.
2.1 Primary data
We have two ways to find out the primary data: Direct observation and Questionnaire.
2.1.2 Direct Observation
In February, we had visited Disneyland Hotel. The purpose of observation was to
investigate the physical evidences in the lobby and the area of hotel, and then fine the
servicescapes of Disneyland Hotel base on environmental dimensions comprising the
surrounding conditions, spatial layout, facilities, and the quality of services,
cleanliness and the artifacts of hotel.
Those data were the basis for us to further analysis customer satisfaction could be
generated by physical environmental of Disneyland Hotel.
2.1.2 Questionnaire
On 18th February, 2013, we had visited Disneyland Hotel and conducted the survey in
the entrance and the lobby of the hotel. There were 21 respondents, there are 17
female and 4 male do the questionnaire, we had collected data about what
element/category the customer most satisfied with, and the main reason for do visited
the hotel, also their perception about the hotel.
Those data will help to analysis the problem on Chapter 5.
2.2 Secondary data
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We had reading the research paper, journal and textbook and notes to summarize the
theory and concept of servicescapes, service strategic, the 7ps of service marketing
mix and SWOT analysis. We found some useful information about the servicescapes
to reference in the literature. We will analyze about Disneyland Hotel’s service
marketing base on these literature review. Chapter 3 will mention the literature
review.
Chapter Three-Literature Review
3.1 Servicescape
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The servicescape or the physical environment of the supporting service facilities can
influences both customer and employee behavior and should be designed with an
image and feel. There have authors have a explain about servicescape, “Small changes
in physical surroundings may influence consumers, moods at the point of purchase,
and slight deviations in communications strategies may significantly affect moods
upon exposure to advertising.”(Gardner, 1985, 281)
3.1.1 Environmental Dimensions of Servicescape
The dimensions of the physical environment surrounding include all objective factors
that can be controlled by the organization to enhance employee and customer
behavior and perceptions of the service. It is important to realize that people respond
to their environment holistically; that is, the total combined effect on all our senses
defines our perception of the servicescape.
