HK Disneyland must win back media: survey

Dateline: HONG KONG:

Hong Kong Disneyland faces an uphill battle in winning back the media, after a new survey revealed only 42 per cent of Hong Kong consumers have a positive opinion of the theme park, compared to 24 per cent who held negative opinions.

The Hong Kong Disneyland survey — which was commissioned by Media — was conducted by market research firm TNS. More than 500 respondents were asked about their opinions of Disneyland, their perceptions of media coverage and the influence coverage had in forming their opinions.

The survey revealed 54 per cent of consumers found media coverage of Disneyland had been generally negative in the lead-up to and following the opening, while just 14 per cent described the coverage as positive. Across the board — both negative and positive respondents — 71 per cent said media coverage had influenced their opinions.

Stephen Yap, associate director of TNS Hong Kong, said the overwhelming level of perceived negative coverage, when weighed against 42 per cent of consumers having a positive opinion, pointed to the strong brand equity enjoyed by Disneyland.

But he added the theme park had to take steps in order to shore up the support of consumers yet to make up their minds (34 per cent).

'I think it is very clear that it has a job to do in terms of getting back on the good side of the media,' said Yap. 'It will certainly be a challenge.'