Can you explain what is the weaknesses of my tourism product and give out suggestions for improvements .

Please explain in details with examples

Executive Summary of Hong Kong Disneyland

Business Description

Hong Kong Disneyland opened on September 12, 2005. The Walt Disney Company and the Hong Kong government collaborated on this project. Theme park near Sunny Bay, Lantau Island. It is owned and operated by HKIT. Each of the park's seven themed zones has its name and theme. The $3.2 billion theme park was built starting in January 2003. The Sleeping Beauty Castle, Enchanted Garden Restaurant, and other attractions draw visitors worldwide.

Business Target

Families with children between the ages of three and twelve are the primary target market.It also targets middle to high-income earners as it is a bit pricey for lower income earners.Due to COVID- 19 impact ,Hong Kong residents has become the main business target of HongKong Disneyland

Main Competitors

The main competitors of Hong Kong Disneyland are Ocean Park Hong Kong, which is another theme park in Hong Kong, and The AIA Great European Carnival .

Economic Analysis

In 2022, Hong Kong Disneyland lost HK$2.4 billion due to coronavirus-related closures, the theme park's seventh year without profit, due to a series of pandemic-related closures and a near-complete absence of guests, which affected attendance and income. However, its overall attendance increased by 64% yearly to 2.8 million, supported mainly by Hong Kong residents.

Recommendation of new tourism product

The product should attract Hong Kong residents and use different strategies to develop the park.To develop tourists' experience,in order to resume the revenue of the park.

Discussion on the product development and marketing strategies

A New Tourism Product in HongKong Disneyland

HongKong Disneyland wellness trip

According to the Economic Analysis, Hong Kong Disneyland's overall attendance increased by 64% year on year to 2.8 million, supported mainly by Hong Kong residents. As a result of the COVID-19 pandemic in 2021, Hong Kong residents were more comfortable travelling alone than with a group and travelling to areas with less congestion. Hong Kong residents also seek types of travel that support or enhance their health and well-being. So I would like to suggest a wellness trip to Hong Kong Disneyland.

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Product development stage

As customer Prospective

Clarifying Objectives

Wellness trips in the family travel sector are a growing market as loved ones look to reconnect and explore healthy lifestyle habits. Referring to the objective tree, an attractive event for Hong Kong residents and the staff from Hong Kong Disneyland since the company decided to reduce employees' working hours or wages to cut their spending, which can give positive atmosphere during the pandemic period. What is more, this can also boost Hong Kong Disneyland's revenue.

Establishing Functions

HongKong Disneyland wellness trip

First day

Taking reservations.

Welcoming guests - the arrival phase.

Bring the guest to check in the Disney resort hotel

Paddle boating activity in Inspiration Lake Recreation Centre with Mickey Mouse

Guest dining in the Fantasy garden

Victoria Spa at Hong Kong Disneyland Hotel

Second day

Morning Yoga with Goofy

Saying goodbye - the leaving phase.

Setting Requirements

(1) User: During the trip user need to feel that he or she is well-being through physical, psychological, or spiritual activities.

(2) Technical: Guests and staff need to be safe at all times ,some staff are character performer and need to join the sports activity of the trip.

(3) Managerial/Organisational: The wellness trip is sustaining in the longer term.

(4) Brand: The experience needs to give relaxation and wellness atmosphere to the guest in order to atrract Hong Kong residents to achieve brand revitalization.

Phygital Customer Experience

To enhance the phygital customer experience, I suggest the wellness trip can be purchased by e-booking in the online travel agency. When customers can use e-booking and purchase the wellness trip package, they can place their booking at a most convenient time, making bookings effortless for customers. Customers can use e-booking to reserve things before visiting the store, but they are not obligated to buy the product, which can enhance their customers' experience.

Theories apply

Experiential Marketing

Storytelling:

Mickey mouse and Groofy's welless trip concept to construct a story

Goofy and Mickey decided to secretly do fitness training because they wanted to become stronger and fit at the same time during the COVID-19 pandemic.

They would like to organize a wellness trip, and they want to find some friends to work with them to achieve their goals and join their journey.

Joining this trip, customers will experience the comfort of wellness trip and Groofy and Mickey show their strong determination in fitness,in order to motive customers encountered during the trip.

Customers who join this trip's character areas Goofy and Mickey's friends.

Customer experience is primarily based on storytelling. By creating an identity, a universe, and an emotionally charged story, Disneyland can promote brand awareness and value.

Empathy

For customers experience prospective

how to show empathy

The staff needed to have prior knowledge of the customers, and this was the first time they joined the Hong Kong Disneyland wellness trip. When they enter the hotel to make the reservation, Disney staff can show empathy by helping them with loading their hand luggage. After helping them with loading their hand luggage, the team responsible for explaining the flow of activities can begin to describe the flow of activities in a storytelling mode. For the Paddle Boating activity in Inspiration Lake Recreation Centre with Mickey Mouse and Morning Yoga with Goofy activity, some customers may get tired quickly because of doing sports activities. At this moment, the staff who wore Mickey Mouse or Groofy costumes can say, "I've experienced this issue. We are on the same page. I understand your feeling. We can take a rest for a while, and also the staff can provide some drinks for customers because of understanding their feelings. Staff have to care about customers service and go beyond replying quickly to improve customer satisfaction during the whole wellness trip. In the last session, saying goodbye to the customers, children customers may feel reluctant because they have to leave. At this moment, the staff can tell we think the same in this situation. Hong Kong Disneyland staff are looking forward to seeing you again to comfort the customer and take photos as commemorative to extend their memory of this trip to show empathy.

Training for Empathy

Hong Kong Disneyland can provide training to staff to train their empathy due to some situations in this wellness trip that happened, and the movement must be let the team try to be curious about other people, imagining what might be going on in their lives. Instead of focusing on what makes them unique, let them consider what they have in common with others. Training materials can be provided during the training, such as case study questions and group discussions. Let the team ask more questions and spend more time listening during training.

Co-creation and collaborative marketing

Co-creation

Ask customers for product idea suggestions

Before launching this wellness trip, Hong Kong Disneyland can ask customers for product idea suggestions, for example revealing details and various activities of the wellness trip on social media to collect customer ideas. The activities from the trip can be modified before launching the wellness package.

Fan-created costumes for Disney characters

Before launching this wellness trip, Hong Kong Disneyland can also launch fan create production, such as establishing a competition that designs costumes for Goofy and MickeyMouse to wear during the wellness trip. The costume design was posted on social media and put to the vote of Internet users. The design that gets the most likes can turn into a costume for Goofy and Mickey to wear during the wellness trip.

https://www.pinterest.com/cwisong/mickey-mouse-costume-for-marathon/

Collaborative marketing

Take the actual reaction of customers

Collaborative marketing is the art of putting consumers to work. Participants in service creation were initially thought of as being a free workforce. Hong Kong Disneyland can take an example from Disney's communication campaigns. First of all, it can invite families or groups to film the natural reaction when they join the HongKong Disneyland wellness trip and post on the social media like Facebook, Instagram and hashtag HongKong Disneyland wellness trip, and the videos will be reposted and posted on the website of the official webpage of Hong Kong Disneyland. The videos were then posted on the website and put to the vote of Internet users. The video which gets the most likes can be awarded a one-year free pass to the park, a coupon for a wellness trip and a chance to make an appearance in an advertisement in online travel agencies like Klook and Expedia, which can better understand the customers' feelings and experiences and retain them in the long term. This suggestion is also related to collaboration, which aims to involve consumers in promoting products.

References

HKDL. (2017). HONG KONG DISNEYLAND ANNUAL BUSINESS REVIEW FOR THE FISCAL YEAR 2017. Retrieved April 12, 2022, from https://hkcorporate.hongkongdisneyland.com/pdf/AnnualBusinessReview17.pdf

Ukessays. (2015, January 22). Market Situation And Competitive Analysis Marketing Essay. Retrieved April 12, 2022, from https://www.ukessays.com/essays/marketing/market-situation-and-competitive-analysis-marketing-essay.php

Hong Kong Disneyland. (2021). Milestones. Retrieved April 12, 2022, from https://hkcorporate.hongkongdisneyland.com/about/our-company/milestones.html

Hong Kong Disneyland(2022)Wikipedia,Retrieved April 12, 2022, from

https://en.wikipedia.org/wiki/Hong_Kong_Disneyland

South China Morning Post. (2022, March 21). Hong Kong Disneyland records HK$2.4 billion loss amid coronavirus-related closures, its seventh straight year without profit. Retrieved April 12, 2022, from https://www.scmp.com/news/hong-kong/hong-kong-economy/article/3171256/hong-kong-disneyland-records-hk24-billion-loss

Tenney, M. (2017, December 6). Why You Should Train for Empathy, and How to Do It. Retrieved April 12, 2022, from https://www.huffpost.com/entry/why-you-should-train-for-_b_7485950