Hong Kong Disneyland Case Study

Introduction
The Walt Disney Company is one of the largest entertainment and media companies which are also the most respected global entertainment media company. Hong Kong is the fifth Disney in the world established in 12th September 2005 and was the Disney Company’s second Asian theme park. The Hong Kong Disneyland was the smallest Disney theme park in the world. w Disney, one of the world’s most recognised brands, was created to service the Hong Kong market, but more strategically to reach the rapidly growing Chinese market. Although the establishment of Hong Kong Disneyland was supported by the Beijing and Hong Kong government, several problems against the Disney theme park occurred. The development of Hong Kong Disneyland was expected to attract millions of tourists, create job opportunities, enrich Hong Kong people’s quality of life and enhance the reputation of ‘Hong Kong brand’(Hong Kong Goverment, 1999)

Hong Kong Disneyland – Why Build Hong Kong Disneyland
The economy of Hong Kong was shattered by Asian Economic Turmoil in the late Nineties and the Government has tried all means to revitalize the slack

In 1999, mainland China accounted for 29% of incoming visitors, and Taiwan and Southeast Asia for 59%. At the time of Hong Kong Disneyland’s establishment, the mainland Chinese economy was booming, and its citizens were gaining formidable purchasing power. China’s GDP was increasing at an unprecedented rate of 9% per year, reaching upwards of RMB 3.9 billion in the first half of 2000 alone, making it the newest member of the world’s seven largest economies. In addition, China’s purchasing power parity (PPP) was ranked second in the world, behind only that of the U.S., leading to an escalation in outbound tourism. In recognition of this phenomenon, the Chinese government relaxed some of its travel