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"Delivering Quality Services from the Tourism & Theme Park

Industry Perspectives"

byJohn Ap, Ph.D.

The Hong Kong Polytechnic University

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1) OBJECTIVES

1. To highlight & examine how service is approached in a tourist / attraction industry context

2. To examine how to stage quality services

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Delivering quality services in the theme park & tourism industry requires:– Good planning & design– Focusing on the guest– Staging memorable experiences

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2) GOOD PLANNING & DESIGN

Delivering quality services in an attraction begins with good planning & design

The attraction must be appealing & “fit in”

Attention to detail is “necessary”

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“Hub & Spoke” layout

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Theming

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Theming

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Theming

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Theming

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Good Resort Design

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Good Resort Design

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Marina Bay – Bold & Innovative

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Marina Bay – Bold & Innovative

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What’s Wrong with this Picture?

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What’s Wrong with this Picture?

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What’s Wrong with this Picture?

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Design Considerations

Architectural designLandscapingLightingColourSignageTexture of floor Focal points

Internal / External detailMusic/ ambient noiseSmellTouch/ tactile experiencesTaste

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3) STAGING MEMORABLE EXPERIENCES

Typically, we train staff to:– Satisfy guest needs– Deliver quality service– Generate repeat visits– Create customer loyalty

But, is this enough?

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But, is this enough?

Most Probably, No!

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Creating & staging memorable

experiences for guests

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Culture

People

Values

Needs

a) Focus on the Guest

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One needs to focus on guests / user needs & consider the factors affecting DEMAND

Consideration of the factors of SUPPLY provides only one side of the picture

Focus on the Guest

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AVOID the “Build It & They Will Come” approach

What happens if you “Build it”,but “They” (i.e. the guests) do not “Come”?

Focus on the Guest

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b) Purpose & Sense of Direction

Vision

Mission

Core Values

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Purpose & Sense of Direction

Examples:

Ocean Park

Hong Kong Disneyland

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Ocean Park

Vision:

“Ocean Park aspires to be the world leader in providing excellent guest

experiences in a theme park environment CONNECTING PEOPLE WITH NATURE”

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Ocean Park

Mission Statement:

“Ocean Park provides all guests with memorable experiences that combine

entertainment and education, while inspiring life-long learning and

conservation advocacy…. “

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Ocean Park

Service Pledge:

"It is my responsibility to provide the guest with an unforgettable day in the

Park"

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Ocean Park

Key phrases & terms used:– Excellent guest experiences– Memorable experiences– An unforgettable day in the Park

Are you addressing or doing this in your organisation / facility?

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Hong Kong Disneyland

Vision:

HK Disneyland Resort is Asia's premier resort destination creating magical memories for our Guests, Cast & Community

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Hong Kong Disneyland

Mission:HK Disneyland Resort inspires happiness & delivers a world-class experience through creativity, great leadership and a passionate Cast

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Hong Kong Disneyland

Service Values:SmileEye contactRespect the guest Value the magic (i.e. memorable experiences)Initiate guest contactCreate service solutionsEnd with a “thank you”

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Are people intrinsically GOOD? orBAD?

This impacts on:- The way we treat our guests- Staff “empowerment”

c) Re-defining our Beliefs

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Guests:

- Guest service- Service recovery - Follow-up actions

Re-defining our Beliefs

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Staff:

- Flexibility- Exercising good judgment - “I Did Good!”

Re-defining our Beliefs

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Practices dictated by guests’ needs, not internal processes & policies

Operating Priorities*: SafetyCourtesyShowEfficiency

* Source – The Walt Disney Co.

d) Re-defining our Practices

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- Guest (not customer)

- Host / Ambassador (not server)

e) Re-defining our Relationships

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Creating a ‘Wow’ Experience!

Requires:

Energy, Passion, Fun!

Exceeding Expectations

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“We told Franco that we were served with the wrong ice cream flavour. He apologised, came back with the correct flavour and one extra scoop on-the-house!”

“Although they don’t usually serve water in their ice cream outlet, Franco decided to bring over some cups of iced chilled water to quench our thirst on this hot, sunny day.”

How Xiang and Maureen, Singapore

“… my brother has Down’s Syndrome. He held my brother’s hand and led him across the road.”

Encouraging Results –What Our Guests Had To Say …

“The rangers also made sure that my elderly mother and my grand-

daughter rested in their air-conditioned office while waiting. I am so grateful for their thoughtfulness.“

Mdm Choo Chan Wah, Singapore

"Mohan hopped off his van and stopped traffic so that we could cross the road safely. He politely thanked all the drivers for stopping.”

“As he drove away, he slowed his vehicle down just to make sure we were alright. He really warmed our hearts. Those few minutes were the best ones we had at Sentosa that day!”

Ms Magdalein Goh, Singapore

“I had already sent for professional help to replace my car's punctured tyre, but Rangers Ronnie and Karen didn’t want me to wait any longer so they replaced it themselves!”

" The island is beautiful, well-maintained and the people are extremely warm. Being a history educator, one particular attraction which I enjoyed the most was Fort Siloso … had an insightful discussion on world history with Lecretia, the Tram Host at Fort Siloso. She is an intelligent and articulate host.”

Mr Michael Sarius, United Kingdom

“We forgot to bring our Sentosa Islander membership card but Wati said ‘No problem’ and gave us the discount on our ice-creams.”

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4) Conclusion

Delivering Quality Service in a Tourist / Attraction Setting:1. Begins with Good Planning & Design

2. Focuses on the Guest

3. Is really about Creating & Staging “Memorable Experiences”

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THANK YOU!

Further Enquiries

John Ap, Ph.D.School of Hotel & Tourism Management The Hong Kong Polytechnic UniversityTel. (852) 2766 6348hmjohnap@polyu.edu.hk