How is OP representing itself?
Ocean Park is representing itself as a conservational park
Ocean Park provides many opportunities to the visitors to have animal encounters so as to arouse people’s awareness of conservation after having real and closed experiences with animals. From 14 April to 7 May 2006, there was a special activity in the Ocean Park. That was the Ocean Park Animal Close Encounters. Refer to its brochure, there were new attractions and functions opened during that period. Those were Sea Jelly Spectacular, Rainforest Exploration, Be an ‘ACE’ Animal Keeper and Date and Dine with the Wonder Kind. It said that the Ocean Park would have the Asia’s first sea jelly aquarium and “Ocean Park is cooperating with the Agriculture, Fisheries and Conservation Department, HKSAR to display several rare species of fishes, reptiles and amphibians in HK.” (Ocean Park Animal Close Encounters’ Brochure)
The Ocean Park projects an image of experiencing the close and lived encounter with the animals. In the introduction of its brochure, “Ocean Park is bringing you a personal and close encounter with some of the world’s most exotic animals! Join us for a wide variety of fun, interactive activities, and unforgettable experiences.” The design of the brochure is oceanic and animate which use plenty of pictures of sea jellyfish and reptiles.
Ocean Park is representing itself as an educational park
In the official website of Ocean Park, which is more or less the same like its promotion brochure, humanized animal-typed cartoons are used to promote the park. In the icon of Ocean Park Academy, HK says that it is Hong Kong’s education arm. For the conversation centre, “Not just fun! Hong Kong Ocean Park is about conservation and education too.”
(http://www.oceanpark.com.hk/eng/main/index.html) is highlighted at its icon. The conversation and education sides of Ocean Park are introduced in the web. Ocean Park tries to promote itself more than just an amusement park. It also has its educational perspective inside the park. Yet I am wondering how many visitors of Ocean Park, like my friends and I, would ever notice and pay attention to those conservational and educational purposes of the park.
Ocean Park is representing itself as an entertainment and excitement park
Before the visitors entering into the park, they can have the experience of Ocean Park starting from waiting the shuttle bus provided by the Citybus. It provides the bus service for Ocean Park’s visitors linking Admiralty to the entrance of Ocean Park. “As a major bus operator in Hong Kong, we are proud to provide the bus service linking to the Ocean Park with Admiralty, as well as the single bound bus service from Central Star Ferry to Ocean Park. You can also take some of our franchised services to Ocean Park.”
(Citybus – Ocean Park, http://www.citybus.com.hk/eng/RouSer/OceanPark/ocean_intro.htm) At the bus station of Citybus in Admiralty, the cartoons of Ocean Park are clearly printed and decorated on each and every pole in the station projecting an environment of entertainment and excitement before entering the park. Yet, the cartoons Ocean Park used are animal-typed cartoons such as Sea lion “Wiskers”, Butterfly “Jewel”, Sea turtle “The Professor” and so on. In addition to the decoration of bus stop, the advertisement on the surface of bus carries the message of excitement as well. The two roller-coasters, Mine Train and The Dragon, are shown on the surface of bus.
Ocean Park is representing itself as a Hong Kong people’s park
In the Ocean Park Animal Close Encounters, the promotion during the designed period was to attract mainland tourists during “May 1 Golden Week”, yet according to Ocean Park Animal Close Encounters’ Brochure, “An extra 30% discount for Ocean Park SmartFun Annual Pass Holders & local residents over 65 with HKID.”
The SmartFun Annual Pass is an annual admission ticket which the pass holder can enter the Park unlimitedly within a year. I think only local residents will buy the SmartFun Annual Pass because most of the tourists will only go to the Ocean Park once when they visit Hong Kong at a time. In addition, there are three types of memberships – Gold Pass, Silver Pass and Student Pass. For the Student Pass, people have to show a valid student ID card for the application. When people would like to apply for the membership, Hong Kong Identity card number is needed. Since my other university classmates and I applied the Student Pass early this year, I personally do not think that we went there for educational purpose but would like to have fun and excitement on roller-costar typed of attractions. For this part, I will discuss it later in the part of how Ocean Park is represented.
In the editorial of Ming Pao on 02-05-2006, “Ocean Park...does offer concessions exclusive to Hong Kong citizens. For example, a Hong Kong resident may visit Ocean Park for free on his or her birthday, and its annual passes are offered only to Hong Kong citizens.” (Ming Pao, 02-05-2006)
Ocean Park is representing as a famous tourist spot in Hong Kong
Ocean Park had promotional packages with cheaper admission fee, is called KCRC Valued-added Combo, to visitors. On 28 February 2006, “Ocean Park and Kowloon-Canton Railway Corporation (KCRC) today announced that the free shuttle bus service between Ocean Park and KCR stations will be enhanced in response to the overwhelming support of the public for the Value Added Combo promotion...From now until 1 May, visitors can enjoy the Domestic Combo at discounted price.” (Newsletter of KCR, http://www.kcrc.com/upload%20content/news%20centre/press%20release/er/eng/e060228a.htm) I am wondering what types of visitors the Ocean Park means exactly in the above promotion. Yet local residents can also enjoy the above promotion. However, I think since the Ocean Park is a famous tourist spot, this promotional package would be mainly decided for the mainland visitors who arrived in Hong Kong as independent travelers under the individual Visit Scheme (IVS). I believe KCRC is one of the frequently used transportation for the mainland visitors. According to the press release “Preparation for Labour Day Golden Week” of the HKSAR government, the boundary control points such as Lo Wu was highlighted.
“The current indications are that about 420,000 visitors may arrive from the Mainland over the 10-day period (from April 29 to May 8), and it is estimated that about 60% will be Individual Visit Scheme visitors and about 10% will come in tour groups. About 85% of the Mainland visitors will enter Hong Kong via land control points.” (HKSAR government’s press release, http://www.info.gov.hk/gia/general/200604/27/P200604270158.htm)
How is OP represented?
The Ocean Park is represented as a Hong Kong people’s theme park by the local media
From the local newspapers, the editor wrote some “interesting” articles on Ocean Park. On 2 May 2006, Ming Pao, one of the Hong Kong newspapers, wrote
“[Ocean Park] launched a host of new attractions during Easter. Not only have such attractions appealed to mainland visitors, but they have also rekindled local people's interest in visiting it... Ocean Park has revived like a phoenix rising from its own ashes, displaying its courage to improve itself in adversity and showing how valuable its brand name is. Other businesses should learn from Ocean Park... A survey the government did early this year shows Ocean Park is the place Hong Kong people like best...Not only has it survived , but Hong Kong people have come to admire its creativity and vitality . When Ocean Park put forward its $ 5. 5 - billion expansion plan, the Legislative Council exceptionally pledged its full support for the plan...Ocean Park is people - oriented . It perseveres in being "Hong Kong people's theme park”. Its operations are characterized by flexibility and efficiency, supposed to be Hong Kong people's traits... About a half of its visitors come from the mainland. However, Ocean Park has not forgotten Hong Kong people. It does offer concessions exclusive to Hong Kong citizens. For example, a Hong Kong resident may visit Ocean Park for free on his or her birthday, and its annual passes are offered only to Hong Kong citizens. It therefore draws large numbers of visitors even during slack seasons of tourism.
Ocean Park's phoenix story epitomizes the Hong Kong spirit.” (Ming Pao, 02-05-2006)
In this article, the writer stressed on the spirit of Ocean Park saying how it was similar to the situation of Hong Kong. He described Ocean Park as phoenix who has already reborn from death. At the end of this article, he emphasized once again that “Ocean Park's phoenix story epitomizes the Hong Kong spirit.” He also mentioned that Hong Kong people should learn from this good and creative model of business. “It perseveres in being "Hong Kong people's theme park”. Its operations are characterized by flexibility and efficiency, supposed to be Hong Kong people's traits.” (Ming Pao, 02-05-2006)
On the other article of Ming Pao on 27-04-2006, the writer Lam (林超榮
wrote about his family’s and his experience in the Ocean Park during the Easter holiday. He said his wife could not get used to the behavior of mainland visitors in the park. His wife said “Ocean Park has been already occupied, the park was fully packed by the uncivilized mainland visitors and mainland heavy smokers.”
This projects and represents a scene of how mainland visitors occupied the Ocean Park. At the same time, due to this projection of images, people would easily relate to the situation, crowded and messy condition in the park, is definitely caused by those uncivilized mainlanders.
The writer also believed that Ocean Park was the famous local landmark for tourism. However, how come there is lack of traffic signs for the park comparing with the Hong Kong Disneyland. He said that the logo of “sea horse” has not been floated on water yet.
Ocean Park is represented as an educational park
Although visitors of Ocean Park, like my friends and I, went there just for fun, there are still visitors of Ocean Park who go there for educational purpose. For example, on the second field trip to Ocean Park, Alice and I saw a group of kindergarten students following the instructions and introductions of the tour guide of Ocean Park in the Aquarium.
Furthermore, according to the website of “All-rounded Learning activities” (「全方位學習活動」, teachers planned a trip to Ocean Park for a group of Primary 4-6 students. The purpose of the trip to Ocean Park was to provide a variety learning opportunity to students in order to encourage and enhance them to use the knowledge in class and experiences outside classroom. This can enrich students’ learning experiences.
However, these are only the activities held by schools and teachers. I am wondering how many visitors would have the self-initative to know more and take the messages of conservation learnt from the park into their daily lives.
Ocean Park is represented as an entertainment and excitement park
There are 2 blogrings of Xanga . One is called Ocean Park Union and the other one is called Ocean Parkers. For Ocean Park Union, its introduction said “Ocean Park is shinkening everybody pls save save her who love ocean park pls join~~ ya, this is the hong kong ocean park”. (Ocean Park Union – a Xanga Blogring, http://www.xanga.com/groups/group.aspx?id=1711026)
Ocean Parkers introduced its blogrings saying “This Blog is for everyone visiting Ocean park, dayday is Ocean Park Day, Weekweek is Ocean Park week” (Ocean Parkers – A Xanga Blogring, http://www.xanga.com/groups/group.aspx?id=2215775) There are six members of this blogring. The leader of Ocean Parker is called Ocean. Ocean’s Xanga is called Ocean_park. (Ocean_park’s Xanga Site, http://www.xanga.com/home.aspx?user=ocean__park) He/she wrote in the first entry on 30 March 2006 saying that this Xanga was for people, who like going to the Ocean Park like them, to express their feeling and exchange in words. He/she went to the Ocean Park on 21 April, 2006 with friends. They went to the roller coaster “Mine Train”, pirate boat “Crazy Galleon”, Fast swinging “Eagle”, “Raging River” and “Sea Jelly Aquarium”.
Reference:
Citybus – Ocean Park, Retrieved May 14, 2006, from http://www.citybus.com.hk/eng/RouSer/OceanPark/ocean_intro.htm
HKSAR government’s press release, Retrieved May 14, 2006, from http://www.info.gov.hk/gia/general/200604/27/P200604270158.htm
Newsletter of KCR, Retrieved May 14, 2006, from http://www.kcrc.com/upload%20content/news%20centre/press%20release/er/eng/e060228a.htm
Ocean Park, (2006), Ocean Park Animal Close Encounters’ Brochure, Ocean Park, 04-14-2006
Ocean Park, Retrieved May 14, 2006, from http://www.oceanpark.com.hk/eng/main/index.html
Ocean Park Union – a Xanga Blogring, Retrieved May 14, 2006, from http://www.xanga.com/groups/group.aspx?id=1711026
Ocean Parkers – A Xanga Blogring, Retrieved May 14, 2006, from http://www.xanga.com/groups/group.aspx?id=2215775
Ocean_park’s Xanga Site, Retrieved May 14, 2006, from http://www.xanga.com/home.aspx?user=ocean__park
---, (2006), Ocean Park's success, Ming Pao, Perspectives F03 Editorial, 02-05-2006
---, (---),「全方位學習活動」剪影: 海洋公園, http://wks.hkcampus.net/lessondev/oceanpark.htm
林超榮, (2006), 水母打贏米老鼠, 蒼蠅一聲笑, Ming Pao, D07, 27-04-2006