Dubai Ocean World Theme Park: Business Decision Making Analysis Report

This report, prepared for Middle East Entertainment Ltd, investigates the feasibility of opening an Ocean World theme park in Dubai. It begins with an introduction outlining the company's investment plans and the need for market research to understand consumer preferences. The research aims to determine the needs, preferences, and willingness to pay among UAE residents, addressing questions about the demand for amusement parks, preferred activities, and price sensitivity. The methodology employs primary research through convenience sampling, using questionnaires distributed to ten respondents. Statistical tools like descriptive statistics, correlation, and regression are used to analyze the collected data. The results indicate a strong interest in amusement parks, with 80% of respondents showing interest. The findings also suggest a high willingness to pay, with the majority open to paying between 25-50DH and a strong correlation between willingness to pay and monthly income. The conclusion supports the company's investment, highlighting the positive consumer response and the potential for success. The report provides valuable insights for informed business decisions, offering a comprehensive overview of the Dubai market for a theme park.

Business Decision Making
Ocean World Theme Park
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Table of Contents
Introduction................................................................................................................................2
Research Aim and Objectives................................................................................................2
Research Question..................................................................................................................3
Research Methodology...............................................................................................................3
Sampling................................................................................................................................4
Research Questionnaire..........................................................................................................4
Research Tools and Technique..............................................................................................4
Results........................................................................................................................................5
Conclusion..................................................................................................................................7
References..................................................................................................................................8
Appendix....................................................................................................................................8

Introduction
Middle East Entertainment Ltd is in real estate business and invests in different types of
theme and amusement parks in the Middle East. The company is willing to open a new huge
Ocean World type them park in the area of Dubai. The company management wants to
understand the current market situation in this area and the location where it wants to open
the business. There are varieties of enjoyment opportunities expected to be there in the
amusement park which will be developed by the company. The investment is likely to be
huge and, therefore it becomes an obvious option that the company understand the market
properly before entering into it. Therefore, company has hired a consultant who can help the
company know the willingness of the consumers.
The purpose of this paper is to help the company understand the customer preferences and
there level of willingness to take part in the amusement activities. This paper has considered
suitable research method to conduct the study that has been discussed in the second chapter
(this chapter being the first one). After the research methodology, the results section shows
the analysis that has been done and then conclusive remarks with suitable suggestions have
been given in the final chapter.
Being a research paper, it is appropriate that there is some research aim, objectives, and
questions which to be reached at the completion of this research. Given below is the research
aim, objectives, and questions for this study.
Research Aim and Objectives
The research aim is to understand the needs and preferences of the residents of the United
Arab Emirates regarding the amusement park being opened by the Middle East Entertainment
Ltd.

There are certain objectives that have been identified concerning the research aim. They are
given below:
- To understand the need of amusement parks among the people
- To understand the preferences for amusement parks among the people
- To understand the relationship between monthly household income and the price
an average adult visitor would be willing to pay for a one-day visit ticket to the
park.
Research Question
There are some research questions that have been developed based on the aims and
objectives. They are mentioned below:
- Do people of UAE need the amusement parks?
- Do people of UAE would prefer spending time in amusement parks if given
chance?
- What is the willingness to pay among the average adult visitor in UAE?
These questions are likely to be answered in the end of conclusion.
Research Methodology
The research methodologies are of two types, namely, primary and secondary. The primary
research refers to the collection of primary data using the surveys. There are various primary
data collection methods that are used to collect the primary data. (Kumar and Phrommathed,
2005) These data are directly brought in from the participants and thus it allows freedom to
the researcher to collect the data as per the requirements. However, this method is costly and
time taking and therefore, the researchers prefer this method prudently (Kothari, 2004). On
the other hand, the secondary research refers to the use of data from the secondary sources

and then using the statistical tools to apply on the data to reach suitable results. This method
uses secondary sources such as data from the private and public agencies, from other
researchers, and others. This method is fast and can be done at lesser cost. However, the
major challenge is that the researcher does not get freedom in the choice of the data.
This research paper has considered the use of primary research for the analysis. The lack of
secondary data to conduct the analysis and enough research budget and time from the
company gives ample way to conduct this form of research. The researcher has taken
sampling methods, prepared questionnaire and distributed to the right samples and then
applied appropriate statistical tools to complete the analysis.
Sampling
The sampling method used in this research is convenience sampling. The convenience
sampling method is a non-probability sampling method (Ferber, 1977). It allows the
researcher enough freedom to choose the participants as deem appropriate. There are ten
participants who have been identified to fill the questionnaire. The selection of the
participants was on the criteria that they must be a salaried person or should have some
source of income. The individuals with no source of income have not been considered.
Research Questionnaire
The research questionnaire for this research contains 16 questions that were distributed to ten
respondents and data has been collected for further analysis. The questionnaire can be seen in
the appendix on the last chapter of this paper.
Research Tools and Technique
The data analysis was conducted in the Microsoft Excel. The statistical tools used are
descriptive statistics showing mean, median, mode and standard deviation. The use of

correlation and regression has also been done to understand the relationship between the
variables of the research study.
Results
Given below is the data that has been collected from the respondents. Only those data has
been shown that is directly related to the research study and the rest has been left out for
some other use.
Intereste
d
Openin
g
Hours
Ok?
Why
visit?
How
far
can
go?
How
much
pay?
Monthl
y
income
?
1 1 1 2 1 1
1 1 2 2 1 1
1 1 1 2 2 2
0 0 0 0 0 0
1 1 1 2 1 1
1 1 1 2 2 2
0 0 0 0 0 0
1 1 2 1 1 1
1 1 2 1 2 2
1 1 2 2 1 1
There were only ten respondents who were interviewed with the questionnaire. The data
above is small and can be given some inputs by just giving a manual look. One thing is
obvious that the respondents, who were not interested in the amusement parks, did not prefer
answering the rest of the questions. Therefore, it can be stated from here that from the total
respondents, only 80% showed interest in the amusement parks. The opening hours were
acceptable to all the respondents who were interested in the amusement parks. From the total
interested respondents, it seems clear that 50% were interested to visit the park for
amusement, and 50% were interested to visit for adventure. Moreover, from the total
interested respondents, 75% were willing to travel 3-15 km to reach the theme park. As per

the pay is concerned, 62.5% were willing to 25-50DH and rest were willing to pay 50-100DH
and not more than that.
Averages and Standard Deviation
Mean Median Mode Std. Dev.
Interested 0.8 1 1 0.4
Opening
Hours ok?
0.8 1 1 0.4
Why visit? 1.2 1 1 0.7
How far can
go?
1.4 2 2 0.8
How much
pay?
1.1 1 1 0.7
Monthly
Income?
1.1 1 1 0.7
The data shows limited deviation within the responses. This shows the consistency in the
responses received.
The result from the regression is shown below:
Regression Statistics
Multiple R 1
R Square 1
Adjusted R
Square
1
Standard Error 1.75747E-
16
Observations 10
ANOVA
df SS MS F Significance
F
Regression 1 4.9 4.9 1.58642E+32 1.7682E-
126
Residual 8 2.47097E-31 3.08871E-32
Total 9 4.9
Coefficients Standard
Error
t Stat P-value Lower 95%
Intercept 2.22045E- 1.03518E-16 2.14498978 0.06427495 -1.66679E-

16 17
How much pay? 1 7.93945E-17 1.25953E+16 1.7682E-126 1
Given below is the scatter plot diagram for the variables Monthly Household Income and
Willingness to Pay (One-day visit ticket):
0 0.5 1 1.5 2 2.5
0
0.5
1
1.5
2
2.5
f(x) = x
R² = 1
f(x) = x
R² = 1
Conclusion
The research study seems to support the inclination of the company opening the amusement
park. The result shows that the customers are willing to visit the amusement park and are
willing to pay the value of 50-100DH. It has been found that there is strong relationship
between the willingness to pay and the average monthly income. The research answers all the
questions clearly.

References
Kumar, S. and Phrommathed, P., 2005. Research methodology (pp. 43-50). Springer US.
Kothari, C.R., 2004. Research methodology: Methods and techniques. New Age
International.
Neuman, L.W., 2002. Social research methods: Qualitative and quantitative approaches.
Ferber, R., 1977. Research by convenience. Journal of Consumer Research, 4(1), pp.57-58.
Appendix
A. Research Questionnaire
1. Would you be interested in visiting the theme park?
a. Yes b. NO
2. Is the opening hours are acceptable?
Yes b. NO
3. How many hours you like to spend in theme park?
a. 1-2 hrs. B.3-5 hrs. C.8-10 hrs. d. More than 10 hrs.
4. How many times you visit the theme park in a year?
a. Once b. Twice c. Thrice d. Monthly
5. Where did you hear about the theme park?
a. School/ College b. Advertisement c. Newspaper d. Others

6. What do you want to add as new activities in the theme park?
_______________
7. With whom you would like to visit the theme park?
a. Friends b. Family c. Others
8. For you what is the theme park is all about?
_____________________
9. What kind of activities do you want to try in a theme park?
a. Climbing b. Zip lines c. Horse riding d. Others
10. What would be the motivational factor to visit the theme park?
a. Amusement b. Adventure c. Contact with nature d. Others
11. How much far you can go for a theme park?
a. 0-3 Km b. 3-15 Km c. 15-18 Km d. More than 18 km
12. In which season you would like to go theme park?
a. Winter b. summer
13. How much amount would you prefer to pay as an entrance fee?
a. 25-50DH b. 50-100DH C. More than 100DH
14. Where do you spend more money in a theme park?
a. Food b. Souvenirs c.Others
15. What is your average monthly income (in DH)?

a. 5000 – 15000 b. 15000-25000 c. 25000-35000 d. Abve 35000
16. What is your favorite theme park?
______________________