This document provides a public relations audit of Hong Kong Ocean Park, including an analysis of its internal environment, public perception, and external environment. The internal environment section outlines Ocean Park's mission, vision, and values as well as its performance, niche activities, organizational structure, and some impediments related to animal safety and hardware issues. A survey of 130 mainland Chinese visitors found mostly positive perceptions around atmosphere and staff but identified opportunities regarding price, events/promotion, and increasing knowledge about the marine world. Externally, Ocean Park benefits from government and social support but faces competition from larger parks like Chimelong and Disneyland. It also contends with some opposition from wildlife protection groups regarding its animal practices.

1. Hong Kong Ocean Park
Public Relations Audit including internal environment, public perception and
external environment.
Date：Feb. 20, 2019

2. CONTENTS
01 02 03 04
INTRODUCTION INTERNAL ENVIRONMENT PUBLIC PERCEPTION EXTERNAL ENVIRONMENT

3. INTRODUCTION
EDUCATIONAL
THEME PARK
MULTI-THEME
MAJOR EVENTS
LOCATION
OPENING YEAR
Southern side of Hong Kong
Island.
Cover 915,000 square meters.
In 1977.
Marine world, thrilling games
and animal world.
Varying animal in High Definition Month, the
Ocean Park Summer Splash, the Halloween
Bash and Christmas and Chinese New Year
Celebrations.
01

4. INTERNAL ENVIRONMENT
2
7
2
5
3
PERFORMANCE
02
NICHE STUCTURE IMPEDIMENTSETHICAL BASE

5. Ocean Park Corporation is committed to providing all guests with
memorable experiences that are fun, entertaining and educational
within our theme park resort, while promoting life-long learning
and conservation advocacy. Our aim is to maintain a healthy
financial status and be an employer of choice, while serving our
community with the highest standards of safety, animal welfare,
products and guest services.
ETHICAL BASE
Ocean Park Corporation, with focus on education, conservation and
entertainment, will be the world’s best theme park resort, providing
excellent guest experiences through the thrill of discovery, while
connecting people with nature.
VISION STATEMENT
MISSION STATEMENT
VALUES
Fun, safety, service, conservation and education, respect for people,
community and animals.

6. PERFORMANCE
VISTIORS01
- 5.8 million guests
- Revenue of HK$1,686.2 million
- Increase of 11% of independent
visitors in Mainland China and Asian
HARDWARE &
SOFTWARE
02
- Equipment and facilities
- Service skills and attitudes
- Marriot Hotel, opened in Feb.19,
2019, M passport program.
NEW TECHS05
Virtual Reality rollercoaster to improve
the guest experience.
INTERNATIONAL
RESORT
04
Unique local characteristic.
EDUCATION &
CONSERVATION
03

7. NICHE
Promote environmental
protection
Preferential policies
Awards for animal conservation
Introduce study tours
01
02
04
03
Rainforest biodiversity, marine
biodiversity and energy;
Summer and winter camps for
overseas students;
Credit-bearing programs in
collaboration with local and
overseas universities .
Holding free lectures
for 300 fishermen .
Free visit when birthday;
Local elderly and persons with
disabilities registration cardholders
Member of the American association of
zoos and aquariums (AZA) in 2002 and
2013.

8. STRUCTURE
012006
022013
032017
042017
Revised
Match with the ISO31000 Risk Management
CSR Asia Limited
CSR Asia Limited was hired as
consultant and took the responsibility
for sustainability strategy.
Established
Ocean Park’s Enterprise Risk Management
(ERM) System established.
Marsh Limited
Marsh (Hong Kong) Limited was appointed for the
objective review and assessment of the internal operations
and external business to against the latest challenge.

9. STRUCTURE
Corporate Social Responsibility
1 Implemented a number of community care projects
for different beneficiaries
2 Over 18 social care programs
Corporate branding
1 Reoriented as Multi-theme park
2 Promotion
Issues and Crisis Communication
1 Reallocated resources and focused on local
promotion
2 Explored overseas markets and appointed
sales and market representatives in India
3 Awards like
TVB's Most Popular TV Advertising Awards
2014, Outstanding PR Awards 2014

10. INTERNAL IMPEDIMENTS
Total 712 animals died from July 2017 to June 2018
In 2012, dolphins worked overtime for the additional shows
In 2018, Chinese sturgeon No.1 and No.5 were attacked
In 2017, a man lost and died in the “live burial” during the
Halloween Festival
In 2017, "Dragon Roller Coaster" suddenly stopped operating
Animals
Protection
Safety of
Hardware 02
01

11. Public
Perception
Visibility
Reputation
Guest loyalty
Effects of knowledge
03

12. Method
Questionnaire
Target:
Chinese mainland visitors
Channel: WeChat
Distribute Time:
15-17, Feb 2019
Respondent Amount: 130
Respondent
Profile
Gender: Female
Nation: From mainland China
Age: 18-25 years old
Education: Above bachelor degree
Questionnaire
Visibility:
Positioning perception
Mascot perception
Slogan perception
Event and promotion perception
Information channel
Reputation:
Attractions Atmosphere
Staff Price
Guest Loyalty:
Visit frequency
Word-of-mouth recommendations
Effects of knowledge
Educative influence
Knowledge of marine world

13. 87% 85%
84%83%
Effect of knowledge
Visitors are willing to recommend
Ocean Park to their friends
Atmosphere satisfaction
Visitors are satisfied staff’s
attitude and profession
Staff satisfaction
Improve visitors’ knowledge
of marine world
Word-of-mouth
Visitors are appreciated the
entertaining environment
Good Results

14. Slogan perception
Core value: connect people with nature
11%
46%
Price satisfaction
Half of visitors think ticket price is expensive
67%
Guests’ loyalty
Participants went to Ocean Park only once
27%
Event and promotion perception
Most popular: Halloween Fest
Bad Results

15. External
Environment
04

16. Supporters
Social support
1.
01
HK Government
1.Non-profit-making
statutory body;
2. Wholly owned by HK
government, and
finnancially support Ocean
Park.
3, Allocation of $310
million in 2018
03
1. HKers and Mainland
visitors;
2.Social media platforms
02
HK Jockey
Club
Built by the donation
from Jockey Club;

17. Competitors
Chimelong
Paradise
01
Hong Kong
Disneyland
02

18. Chimelong Paradise
• Opened in 2006, belongs to Guangzhou
Chimelong Tourist Resort;
• Covers more than 1.33million square
meters;
• Contains more than 70 sets of
entertainment rides;
• More entertainment items;
• Bigger target market and visitors;
• But maintenance period of facility and
guest service are dissatisfaction factors.

19. Hong Kong Disneyland
• Opened in 2005, the fifth
Disneyland around the world;
• It covers 1.26 million square
meters.
• It provides theme park and hotel
services; the theme park has 4
parts;
• It has built many famous cartoon
characters to attrack kids;
• The most expensive ticket fare
among 3;

20. Opponents
Ocean Park：
Conservation
Advocacy for
wildlife
Wildlife Protection
Groups：
Criticize the wild
capture of sea
animals and animal
performance
Oppose

21. Opponents
In 2018,HK government allocated
310 million yuan to develop
educational tourism projects,
some animal protection groups and
legislators criticized Ocean Park for
"fake conservation, pure
entertainment" .
In 2015, 50 activitists
from “Empty the
Tank”protested to end
dophin shows and bred
project of Ocean Park.
The Ocean Park 2017/18
Annual Report showed
over 700 animals died
during 2017,over 80
percent died during
exhibition time.

22. PEST Analysis
P
S
E
T
A: Promotion of the free travel
of China in 2003; Construction
of the railway scheme of
South Island line.
A: The Individual Visit
Scheme began from 2003, and
allowed Mainland travelers to
visit Hong Kong
D: The US-China trade war:
volatile currency exchanges
affected the consumption
capacity of mainland tourists.
A: Major events and festivals
enables peak season.
D: Aging Population trend;
wildlife and environmental
protection group criticism;
Anti-mainlanders sentiment.
A: Internet development;
updated mobile phone app;
development of the amusement
machinery industry; Wi-Fi
upgrade in the park area.

23. TEAM MEMBERS
18420877 DING Jiamin
18425577 LI Ang
18424589 LIANG Mingshan
18432743 LUO Wen
18435483 Zhang Dongbei
18435467 ZHANG Mizhen

24. Thanks for listening