Study on Guest Satisfaction Based on Brand Promotion of Theme Park - An Example of Ocean Park Hong Kong and Panyu Chimelong Paradise

Brand marketing is a critical part for the success of theme park. This paper aims to explore how brand marketing of theme park affects guest satisfaction by analyzing the efficiency of brand marketing and guest satisfaction. In order to do it, Ocean Park Hong Kong and Panyu Chimelong Paradise were taken as an example and questionnaire was employed as the major method. The study finds: (1)The two theme parks share clear and acquainted positioning. However, Chimelong Paradise does better in the marketing of mascot and slogan than Ocean Park. (2) In terms of brand marketing, the difference on satisfaction mainly presents at guests´ perception on the software part of the product, which consists of professional service skills and service attitudes. (3) Guests show higher loyalty on Ocean Park.