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Theme parks attempt to create an atmosphere of another place and time, and usually emphasize one dominant theme around which architecture, landscape, rides, shows, food services, costumed personnel, retailing are orchestrated. In this definition, the concept of themes is crucial to the operation of the parks, with rides, entertainment, and food all used to create several different environments. These themes are used to create and sustain a feeling of life involvement in a setting completely removed from daily experience.
Most theme parks are isolated, self contained units.
Furthermore, it needs to be noted that most theme parks are developed, targeted and managed as private sector companies, and are commercial enterprises. Competition in the theme park market is growing also in terms of an increasing number of parks, but also relative to other uses of leisure. But in different areas, the theme park market in seems to be reaching its saturation point and the parks have to cater for visitors who are getting more and more experienced and demanding.
Given these trends of growing theme park supply, environmental constraints and increasingly discriminating consumer demand, it can be concluded that theme parks, to survive in this competitive market, must optimize is, given an ever increasing number of parks and future trend of consumer behavior. The world’s best known theme parks arguably are the Disney parks, such as Disneyland, Disneyworld and Euro Disney. Types of Themes (Contemporary Theme Park) history-periods fairy tales animals water marine futurism Theme Park Features (i) A single pay-one-price admission charge;
(ii) The fact that they are mostly artificially created; and (iii) The requirement of high capital investments.
Theme Park Components First, the theme park service is intangible; the visitor cannot see the result before it is purchased. A visitor does not know what the result of roller-coaster ride will be before he or she actually participates in the ride. Also, there is no tangible product to take home for the visitor. After the roller-coaster ride, there is only the experience and memories left in the visitor’s mind. Also, consumers cannot inspect the product before purchase.
To reduce uncertainty, a consumer will look for signs or evidence of service quality. Sources of information on which consumers make a decision for purchase therefore assume a great importance for marketers. This explains the fact that good customer service, effective public relations, and quality literature are integral elements of theme park marketing. Second, the theme park product is inseparable: service products are produced and consumed at the same time. Therefore, the service a visitor receives must be right the first time.
Also, as a consequence of inseparability, tourism products offer only shared use rights. A visitor in a theme park has to share the whole park, attraction and facilities with the other visitors. If different users have conflicting expectations and attitudes, this can result in problems. For example, noisy teenagers and elderly people in a museum may not be compatible. Third, theme parks offer only temporary use rights. Usually, visitors buy a ticket that allows them to spend one day in the park after which their use rights are over.
Within the limited day visitors need to maximize the use of the rides, activities, exhibits and facilities available in the park. Fourth, the theme park product is perishable and cannot be stored. This is not a problem when demand for the services is steady, because it is easy to staff the services in advance. However, when demand fluctuates, these fluctuations can cause problems for the park. For example, when most visitors arrive at the same time in the morning at the entrance of the park this may cause congestion, or when all visitors in a park follow the same routing there can be time specific peaks at the entrances of the rides, activities and exhibits.
Capacity planning and routing, to deal with this fluctuating demand, is therefore a vital planning task. For example, differential pricing may shift some demand from peak hours to off-peak periods. Also, extra services can be offered during peak times, for example entertainment for visitors waiting in line for an attraction. Finally, theme park services are highly variable. Theme park staffs are involved in producing and delivering the service and are part of the product itself.
Visitors are directly exposed to the strengths and weaknesses of the staff. Therefore, successful parks such as Disney World place a strong emphasis on staff recruitment, training, and performance. Also, theme park visitors themselves are directly involved in the production process. In the use of the product they will reflect their own attitudes, expectation and experiences, and by doing so, will customize the product to some degree. There are also external factors, like the weather, that may change the theme park product. For theme park planners this is essential to keep in mind.
1. 2 OBJECTIVES OF THE STUDY The aim of this research will be to analyze some theme park industry and be able to plan a theme park. In order to achieve this aim the objectives of this research will be: To review the main characteristics of the theme park industry; To investigate two case studies of theme park located in the Philippines that would help the proposal of the theme park; To examine three different areas just right for theme park construction and be able to select the ideal site; and To be able to plan theme park.
To achieve these objectives, different types of research have been carried out by the researchers. 1. 3 SCOPE AND LIMITATION This study limits its coverage on the theme park located in the Philippines. Theme parks located outside the country may be mentioned for the purpose of basis only, since theme parks did not originate in the Philippines. Its main purpose is to plan a theme park that would be located at the City of Dasmarinas, Cavite only.
This study considers the components of theme park such theme park rides, activities and exhibits; supporting facilities and services; accessibility of the theme park; image of the theme park and price for the consumers. 1. 4 KEYWORDS Food Theme Park Food theme parks specializes in one type of food or dish and give visitors the opportunity to taste various versions of that dish in one place. Many are atmospherically decorated according to a specific epoch or fantasy theme. Theme The primary functions of theming are the setting of stories in place and time, and the communication of story to the audience. Theme Park.
A social artwork designed as a four-dimensional symbolic landscape, evoking impressions of places and times, real and imaginary. Theme parks are extreme examples of capital intensive, highly developed, user-oriented, man-modified, recreational environments. Theme Parks are a total-sensory-engaging environmental art form built to express a coherent but multi-layered message. Theme Parks are symbolic landscapes of cultural narratives. It is the multi-dimensional stories in which the “guests” – in the theme park parlance – can immerse themselves. Theme Park Components.
Theme Park Rides, Activities and Exhibits – largely determine the tourists’ motivation and choice for a park. Supporting Facilities and Services – allow visitors to enjoy and participate in the rides, activities and exhibits. Accessibility of the Theme Park – determine by aspect like public transport, frequency and range of transport services and roads. These all affect the cost, speed, and convenience with which a tourist may reach the park. Image of the Theme Park – not necessary grounded in experience or facts, but may strongly influence the motivation to visit a particular park.
Images and the expectations of trip experiences are closely linked in prospective consumers’ minds. All theme parks have an image, often based on more historic rather than current events, and it is an essential objective of theme park marketing to influence future tourists’ images. Price to the Consumer – most theme parks charges a pay-one-price admission, but consumers also face extra cost, for example to pay for their travel to the park. Therefore, some parks provide joint package fees for travel, entrance and accommodation to support accessibility of the park.
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