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Hong Kong Disney

Essay by   •  March 24, 2012  •  Case Study  •  907 Words (4 Pages)  •  1,655 Views

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5 About the service organisation

Hong Kong Disneyland Park is a family entertainment park located in Penny's Bay on the northeast end of Lantau Island. The park is divided into 5 themed lands: Main Street, U.S.A, Adventureland, Fantasyland, Tomorrowland and Toy Story Land. Each themed land has its own characteristic attractions, entertainment, shops and service facilities. A tailor-made place that take care young and old, big and small for having fun.

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20 Core vs. Peripheral Services

The major benefit that customers seeking in Hong Kong Disneyland Park is enjoy a group of entertainment attractions and rides and other events. Total 20 attractions, 9 kinds of entertainment and additional entertainment enhancements, and facilities are presented to customers for creating core service.

The peripheral services are guest services and special needs service. Guest services such as guest relations, first aid, lockers, banking, currency exchange, credit cards, priority seating, drinking fountains, lost and find, package check and smoking area can be found out. Special needs service like stroller rental, baby care, wheelchair rental, guardian switch, dietary request.

The peripherals surround the core service. When customers queue for attractions or walk around place, cast members treated them as a friend and interact with them by trading pins or giving stickers. A cast member act from heart can offer added value by giving a competitive edge to Disneyland.

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35 Explain how the organization differentiates from its market competitors in the "core" and "peripheral" services provided

As mentioned before, Hong Kong Disneyland Park has 5 themed lands. Each land decorates with own style. Relevant attractions and entertainments are put in it. Take "Adventureland" as an example. This land has Jungle River Cruise attraction around Tarzan Island. Some totems come out in your eye. Also, cast members wear adventure clothing. Because of the wild settings and music, you will have a sense of going Africa forest. Besides, cast members will let you get involved in this environment. They may say "Hello! Adventurer and Adventuress. How about your adventure? Have you seen Tarzan?"

The approach of role-playing game is special and useful for differentiation. People in Ocean Park may just feel exiting when playing "Mine Train" or "The Abyss". But, those rides are not suitable for children. Children feel boring and cry for leaving. This approach is to cater different age group. When people enter Disneyland Park, the game starts even they have not played any rides. They will change in different role while step into different lands. They can act out these roles and forget what age they are. Then, they can play hard with children and cast members. They, also, become a big child. This is the magic that Disneyland does. Cast members, Disneyland friends and customers interrelate and complement each other.

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