Service Concept and Operations Analysis: Hong Kong Disneyland Report

This report provides a comprehensive analysis of Hong Kong Disneyland's service operations management, focusing on its service concept and how it is implemented. The report begins by describing the service concept of the theme park, which centers around providing a magical and entertaining experience for its customers, emphasizing Disney characters and themed lands. It then examines how the park's operations, including staff training, character portrayals, resort accommodations, and recreational activities, contribute to the functioning of this service concept. The assessment evaluates the effectiveness of the park's implementation of its service concept, highlighting its efforts to innovate and expand its offerings, such as the introduction of Marvel-themed attractions. Finally, the report offers recommendations for improvement, suggesting measures such as cost reduction, inclusion of Asian-themed elements, enhanced 3D experiences, and increased accommodation capacity to further enhance the customer experience and drive revenue growth. The report concludes by emphasizing the significance of service quality in the success of Hong Kong Disneyland.

Running head: SERVICE OPERATION MANAGEMENT
Service Operation Management
Name of the Student:
Name of the University:
Author’s Note

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Executive Summary
The main purpose of the assessment is to analyze the theme park of Hong Kong Disneyland
which is engaged in providing recreational services. The theme park provides different
variety of services and ensures that the customers are satisfied with the quality of service
provided. In addition to this, the analysis would be showing how the business is trying to
improve the quality of services provided and generate more revenue from the operations of
the business. In addition to this, the assessment also provides recommendations to improve
the quality of services which is provided by the business.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Background of the business...................................................................................................3
Critical Analysis of the Service Option.................................................................................3
Implementation of Service Efficiency...................................................................................5
Recommendations..................................................................................................................7
Conclusion..................................................................................................................................8
Reference....................................................................................................................................9

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Introduction
The main purpose of the assessment is to analyze the business of Hong Kong
Disneyland which provides recreational services to the customers. The assessment would be
focusing on the service concept of the organization and how effective the same is for the
purpose of generation of revenue. In addition to this, the discussion would also be showing
how the activities which are undertaken by the business is closely related to the service
concept of the organization (Hkcorporate.hongkongdisneyland.com. 2020). In addition to
this, the discussion would be also showing recommendation as to how the business can
improve its services further and thereby enhance the profits of the business.
Discussion
Background of the business
Hong Kong Disneyland is a themed based park which is situated in Lantau Island
which is situated in Hong Kong. The theme park is owned and operated by Hong Kong
International Theme Parks and is the largest one in the country. The park provides access to
Disney based themed lands which are all carefully designed so that the same is compatible
with the locals. The park provides recreational services for the people and gives them a movie
like experience of fairy tales. These sort of theme parks are quite famous among the children
and therefore is quite popular (Hong Kong Disneyland. 2020). From the annual performance
of 2018, it can be identified that the park has served more customers as there is a rise in the
number of visitor from previous year and the rise is almost of 8%. This shows that the
services which is provided by the organization is of appropriate quality and is quite popular
in the market.

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Critical Analysis of the Service Option
The business of Hong Kong Disneyland provides a recreational service for its
customers and the main focus is on entertainment. The theme park focuses on creating a
magical experience for its customers so that they can relive their favorite Disney characters
and even fairy tale characters. The staff members operating in such a theme park are specially
trained to ensure that the customers have a wonderful experience of the Disney world. The
emphasis of such theme parks is on portraying different Disney characters and providing the
customers exclusive tours of famous Disney places such as toy land, tomorrow land, Snow
white’s castle (Higgins and Huque 2015). Therefore it can said that the quality of service is
important and the same helps in attracting more customers on a daily basis.
Some of the main operations which is conducted by the business in Disney land are
character portrayals which can speak local languages so that it can interact with the people.
These staff members have proper costumes and props so that the visitors have real life
experience. The park has resorts for accommodations and such resorts are also designed
following Disney framework (Tao and Lai 2013). In addition to this, the park provides tour
facilities for different parts of the park along with proper refreshments and food snacks
options along the way. The park also provides recreational services as shows and contest
along the tour so that the visitors can be kept entertained on a constant basis.

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Implementation of Service Efficiency
The theme park of Hong Kong Disneyland operates with a view to serve more
customers and therefore the business is trying to expand the operations and thereby the
capacity by which the business can serve its customers. The senior officials of the business is
directly responsible for ensuring that the theme park provides good quality services to its
customers on a regular basis. Disney Company also holds a majority of shares in such theme
parks and therefore also oversee whether the activities of such parks are consistent with the
Disney image in the minds of the people (Banh 2013). The people who are visiting the theme
parks are investing in the tickets and therefore expect quality experience and quality service.
It is therefore for such reasons that appropriate service quality standards needs to be
maintained by the business in order to attract more visitors.
The business is also planning to expand the operations of the park and thereby intake
more visitors considering the current level of capacity. The nature of the service which is
provided by Hong Kong Disneyland itself portrays the service concept to the people and the
staff members are also aware regarding what kind of services is expected from the theme

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park (Aw, Chan and Cheung 2015). The activities of the business shows that it is constantly
trying to improve the experience of the customers by bringing about 3D experience in some
of the recreational activities which is provided. In addition to this, the senior officials of the
business has put in effort to reinvent the services which is provided by the business and
therefore has implemented a Marvel Theme based center in the park so that more people are
attracted to the offers which is provided. One of the main attraction which is seen in current
year is the introduction of galactic battle between Ant man and the Wasp which is from the
marvel franchise (Tse and Zhang 2013). The visitors can use laser guns for shooting down
enemies and assist the hero’s and this has been a popular event in the theme park of Hong
Kong. The image below shows visitors enjoying inter galaxy battle marvel style.
Figure 1: (Recreational Activity of the Park)
Source : (Blooloop. 2020)
The above event has significantly contributed to the revenue of the park and can be
considered to be one of the high attraction points of the park. Hong Kong Disneyland

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delivered record high revenue and earnings before interest, taxes, depreciation and
amortization (Ahn and McKercher 2015). The analysis of the services reveals that the
management of the company is trying to innovate the possible services and also bring about
new services and themes so that more customers are attracted towards the theme park. The
first new offering, “Moana: A Homecoming Celebration” stage show and then is the next
attraction, “Ant-Man and The Wasp: Nano Battle!” which are some of the new features
which has been introduced in the park. Therefore, it can be said that the focus of the business
is on expansion of the park and also on providing new and better recreational services to the
customers (Pepi and Wang 2015). All these expansion plans are farmed for ensuring that the
business is able to deliver the magical experience which it promises.
Recommendations
The management of Hong Kong Disneyland is trying to make constant improvements
in the operations of the business and ensure that the customers have a brilliant experience in
terms of level of service and entertainment (Chen, Lin and Hu 2014). However, more
improvements can be brought about in the quality of services so that more customers are
attracted on a global basis. Some of the improvements which can be brought about are
suggested below:
 The costs of tickets is one of the aspects which can be reduced and sectional offers
can be initiated so that people who are looking to visit one section of the park gets
access and also gets same level of service available in that section. This would
enhance the demand and attract different classes of people/
 The Hong Kong Disneyland needs to include some Asian based themes as well in the
park as this would attract the local customers more and thereby contribute to the
revenue which is generated by the business efficiently.

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 The business should focus more on innovation and implementation of 3D experience
in all of the shows and performance of the staffs. This would help in providing a
better experience for the customers and thereby also help the theme park compete
against other global parks (Agyeiwaah et al. 2016). The purpose of the management
should be to differentiate the products which is being offered and ensure that more
customers are attracted and more revenue is generated.
 The business needs to enhance the accommodation in Disney lands so that more
customers can be accommodated and thereby enhance the capacity of the business to
serve more customers on a regular basis.
Conclusion
The above analysis shows that Hong Kong Disneyland provides good quality of
services to the customers and takes all the steps so that appropriate quality of service standard
is maintained. The analysis shows that the theme park is making efforts to innovate and bring
about more service efficiency and also diversify the operations of the business. The analysis
further shows that improvements have been brought about in the operations from 2017. The
plan of the management is to expand the capacity of theme park and introduce more
innovative theme in future. Therefore, it can be said that the theme park depends on the level
of service which is provided and therefore quality of service provided is an important
parameter.

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Reference
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Hong Kong.
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Blooloop. 2020. Hong Kong Disneyland Resort Reports Record Results | Blooloop. [online]
Available at: <https://blooloop.com/news/hong-kong-disneyland-resort-record-results/>
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Tse, T.S. and Zhang, E.Y., 2013. Analysis of blogs and microblogs: A case study of Chinese
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