+ Disney: Example Proposal Report a.. survey d. brief e. focus b., researchers c. recommendations question 1. Introduction We are a team of 1) from the marketing department at Hong Kong Disneyland. This report aims to provide market research into why Hong Kong Disneyland has seen decreasing park attendance at its new Hong Kong park and to give recommendations based on this research to the company to solve this problem. The 2) facts of the background are as follows: In 2005, Disney spent USD 3.5 billion (AED 12,880,000) to open a new theme park, Hong Kong Disney Land (HKDL). Between its opening year and 2008, park attendance actually fell 23% whereas other Disneyland sites worldwide experienced continuous, gradual growth after opening. Based on this problem, we developed the following 3) - What caused visitors to have an unpleasant experience at the park? In order to find the answer to this question, we designed a 4) to find out visitors' opinions about their Hong Kong Disneyland visit. As well as the introduction, this report will contain the following sections: Methodology for Problem Resolution - describing how the research was carried out Results and Solutions: Part 1 - giving details about information discovered by the research and recommendations based on the data analysis Results and Solutions: Part 2 - giving further information revealed by the research and recommendations based on that information Conclusions - a summary of all 5) as well as suggestions on how to improve current and future research b. conducted c. expected d. Methodology e. responses a. sample population 1) 2. for Problem Resolution We designed a questionnaire containing 10 questions to target 5 specific areas of guest experience. Those areas included the rides, food, cultural comfort, employee interactions and facilities while our question types were 5 Likert scale, 3 multiple choice and 2 scaled responses. Please see Appendix A for the complete questionnaire. The survey was 2). during the month of October on each Saturday between the park opening hours of 8am to 8pm. We chose Saturdays in October because they have the highest yearly park attedance. Our 3). included male and female visitors to the park who were aged 18 and over. We chose these parameters because we felt they would give more reliable answers than talking to children, who would not be able to provide accurate responses to topics like parking and ride wait time. The team surveyed 100 respondents each Saturday, collecting a total of 500 by the end of October. Most of the 500 respondents were from either Hong Kong or mainland China. We 5) that each of the five main areas we investigated would show evidence of guest dissatisfaction. a. Additionally b. found c.show d. positive e. Part 1 3. Results and Solutions: 1). We focused on 4 sets of data results covering 3 different research areas. The first of the interesting responses was in regard to employee interactions with guests (see Appendix B). When asked the question about where visitors interacted most with characters in the park, we 2) that by far the lowest response was "at the entrance". 3). when asked if they felt park employees were friendly, 154 out of 500 respondents disagreed or strongly disagreed with this statement. These results 4. that HKDL is not meeting its target of making guests feel welcomed from the minute they enter the park, and while the majority of respondents did indicate they felt employees were friendly, at Disney we strive to achieve friendly interactions with 100% of our guests. Based on the above findings we recommend that HKDL: provide training to its employees; and station characters at the entrance to the park in order to start the visitors' experience with a 5). friendly interaction. c. information d. recommend e, customers a. respondents b. Implementing 4. Results and Solutions: Part 2 The second set of results provided important 1). on waiting time (see Appendix C). We found that nearly half the 2). reported waiting time to be served at a restaurant was 45+ minutes. Similarly, over half of our respondents reported waiting 30-44 minutes (38%) or 45+ minutes (26%) to get on a ride - i.e. 64% waited over half an hour. This indicates that instead of enjoying the park, guests are spending a lot of time during their visit standing in lines. We 3). extending opening hours by one hour daily discounts for weekday tickets o While we cannot simply add more rides and restaurants due to space constraints, we hope to distribute the concentration of visitors throughout the week thereby reducing overall waiting times. installing TV screens showing Disney movies near rides and in restaurants to entertain 5). while waiting a., following b. future C. respondents e. believe d. improvements 5. Conclusions We 1 that the results of our survey have enabled us to meet our aim of making recommendations to increase visitors to HKDL. The 2). recommendations are based on the data from our survey: Provide employee training Ensure more employees are stationed at the park entrance Extend opening time by 1 hour Offer mid-week visitor discounts Install TV screens at rides/restaurants The following 3). would be helpful in improving this research for future use: replacing the questions about facilities, which yielded no useful results, with questions about shopping venues adding a question about satisfaction with the variety of food offered 4). research topics that could help further investigate this issue include: discovering exactly which rides are the most fun/least fun asking 5). which Chinese holidays they would like to celebrate at HKDL