Ocean Park Hong Kong overview and attractions

ocean park HK

A rate fence is a barrier between target markets that ensures that different markets pay different prices. Landman (2010) notes that there are physical and non-physical rate fences. In the hotel industry, a physical rate fence might be the quality of the room -- the guests need to discern a difference in order to justify paying a higher price. A non-physical rate fence would be something service-oriented, for example.

The pricing structure at Ocean Park Hong Kong highlights a number of different rate fences. The basic prices are set out for adults, children and families receiving assistance from CSSA. Children under 3 and seniors enter free, as well as people with disabilities if they hold a "registered card for people with disabilities." These could be considered non-physical rate fences, but they are closer to just reflecting price discrimination that allows some people to enter free. These are typically forms of price discrimination that are accepted in our society.

An example of a non-physical rate fence at Ocean Park is the annual passes that are offered. These come at different levels -- Gold, Silver and Student, each with its own price point. The website for Ocean Park outlines some of the differences between the Gold and Silver passes. The FunPass is an annual pass that entitles cardholders to unlimited admission for the whole year. The Gold pass has no restrictions on this free admission, whereas the Silver pass can only be used on weekdays, and before noon on Saturdays. The Silver pass cannot be used on Sundays and holidays, which are the busiest days for Ocean Park. This rate fence comes at a cost of $220 for adults and $740 for children. As a further enticement over general admission, FunPass receives in-park benefits, and further benefits from network partners. These are an enticement over general admission, and all FunPass holders receive these benefits. There do not appear to be many physical rate fences -- Ocean Park itself does not change for passholders.

Promotional and education are also part of the marketing program at Ocean Park Hong Kong. There is an educational element to the promotion, in that if people, especially children, learn more about the sea and its creatures, they will take a greater interest in Ocean Park in general. Learning is one hook that attracts children, but also attracts parents as well, who only want the best for their children. Tours are offered as part of the educational program, and Ocean Park also seeks to bring in school groups as well, to get children more interested in the park, that they might return later with their parents and become regular customers.

There are many other promotions to attract people to Ocean Park. The park has a number of special events throughout the year to attract people to the park. These events are used to bring people in, where they should have a good time and want to come back for another visit. The target market for most promotions is therefore local residents, who are able to become return visitors. In general, Ocean Park wants foreign visitors to pay the full price, since they are likely to be one-time customers.