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| THEORETICAL STUDY ON THE SUSTAINABLE DEVELOPMENT OF IMAGEOF OCT |
| LI Ying-li1, ZHU-Feng2 |
1. Tourism Department, Administration School, Zhongnan University of Economics and lau, Wuhan 430062, China;
2. Business Department, Shandong University, Weihai 264200, China |
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Abstract This thesis proceeds the study on the sustainable development image of Overseas Chinese Town with the settlement of Disney World in Hong Kong, in order to find the way of theme position of OCT.With comparisons from the four aspects of Disney world with those of OCT theme parks, the author points out four differences on four aspects.The first difference is on the original idea of the theme parks when they are established.The establishment of Disney World is in order to escape all the Americans from the negative effects of the World War II to totally relax the American people, both children and adults.While the OCT theme parks, as the reflection of Chinese culture, its aim is to carry forward the traditional Chinese culture such as the splendid landscape of china, the customs of various nationalities of china.The second difference is on the selection of the themes of the individual parks.Disney world has a unified theme of "Dream land" to create a unique experience for the people, and all the particular selected themes are serving the unified theme as well as the market demands, but the OCT parks relatively have been endowed with different themes, which are the results of the marketing operation, and totally market-oriented.And the third difference is on the styles of display.Disney world could be defined as another world from the real world, which uses every possible means to create "the world", with ample imagination space.While the OCT theme parks, generally speaking, are the direct reflection of the real world with little space of image through micro-landscape and the translocation.And the last one is about the substances of culture.Although so many differences in some aspects are existed, there is something in common.So basing on the above, the author proposes a series of rules which are named specificity, consistency, timeliness and restriction and a set of ways of positioning as follow s:consecutive positioning method, re-positioning method and anti-positioning method.
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Received: 15 December 2000
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2003, Vol. 18 
