Target Market of Disneyland

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Hong Kong Disneyland is one of the world-class tourist attractions in Hong Kong. It aims at offering magical experiences for the entire family, especially the kids. The design of Hong Kong Disneyland is not as some as the one in another countries. Since it is the first Disneyland in China, it wishes to develop its brand which recognized globally. That’s why the image of Hong Kong Disneyland is tending to be more Chinese style. Although it is a tourist attraction, it also target at the local residents. According to Michael Dammann Eisner, the Chief Executive Officer of The Walt Disney Company, Hong Kong Disneyland also dedicated that the target market also the young and the young at heart - with the hope that it will be a source of joy and inspiration, and an enduring symbol of the cooperation, friendship and understanding between the people of Hong Kong and the United States of America.

The common characteristic between the target visitors are related to the income class. Since the admission fee of Hong Kong Disneyland is not cheap, about $400 per adult, and $300 per children. At least middle class families could afford this admission fee. Also the souvenirs inside the theme park are only available there, that’s why the price of them is relatively high.

Hong Kong Disneyland is designed for guests to leave the real world and enter one of fantasy, imagination and adventure. This aim makes customers expect a magical experience, no matter the custom of character or the decoration of the theme park. They also expect the various types of rides and on-site activities in order to fit their primary needs for visiting a theme park- to entertain themselves.

Moreover, Hong Kong Disneyland plan to add their admission fee to $450 per adult because of the expansion. Visitors will expected more on-site activities than before.
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