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Enriching Knowledge for the SS Tourism and Hospitality Studies Series

Theme Park

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02

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Theme parks &their characteristics

Factors contributing to the success of theme park

Attractiveness and visitors’ experiences

Future development

CONTENTS

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01 Theme parks & their

characteristics

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Definition

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Industry’s definition

“a theme park is an amusement park that has themed attractions, be it food, costumes, entertainment, retail stores and/or rides”

- International Association of Amusement Parks and Attractions (IAAPA)

“the theme park is a place of escape –a chance to step away from the big burdens of the everyday”

- Forrrec, 2015

DEFINITION OF THEME PARK

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Academic definition

“Theme park as an aggregation of themed attractions, including architecture, landscape, rides, shows, foodservices, costumed personnel, and retail shops”

- Heo, 2009

“Theme parks are extreme examples of capital intensive, highly

developed, user-oriented, man modified, recreational environments

- Pearce, 1988

DEFINITION OF THEME PARK

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Types of

theme park

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TYPES OF THEME PARK

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Type of theme park Attributes

1. Adventure

• Excitement and action

• Frightening

• Mysterious

• Thrill rides 2. Futurism

Advances in society and technology

Discovery

Exploration of science and technology

Robotics

Scientific

Science fiction 3. International

Flavours of the world

International village

Miniature replicas

Scenic spots

World expositions

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TYPES OF THEME PARK

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Type of theme park Attributes

4. Nature

Animals

Floral displays

Horticultural gardens

Landscaping

Marine life

Natural wonders

Ocean

Wildlife 5. Fantasy

Animation

Cartoon characters

Childhood enchantment

Children’s play park

Fairy tales

Magic

Make believe

Myths and legends

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TYPES OF THEME PARK

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Type of theme park Attributes

6. History and culture

• Aboriginal

Authentic

Cultural heritage

Cultural village

Gold rush

Historic ambience

7. Movies

American Wild West shows

Comedy

Motion pictures

Show business

Stunt shows

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Overview of

theme park

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Chimelong Ocean Kingdom

Location: Fuxiang Bay, Hengqin, Zhuhai, China Opened: 29 March 2014

Theme: Marine Themed areas: 8

Slogan: World Leading Ocean Theme Park

OVERVIEW OF THEME PARK

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OVERVIEW OF THEME PARK

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Resorts of Chimelong Ocean Kingdom

Chimelong Hengqin Bay Hotel

Chimelong Penguin Hotel Chimelong Circus Hotel

Chimelong Marine Science Hotel

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Universal Beijing Resort

Location: Wenjing Subdistrict, Tongzhou District, Beijing, China Opened: September 1, 2021

Theme: Show business, Universal works Areas: 130 acres

Themed areas: 7

OVERVIEW OF THEME PARK

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OVERVIEW OF THEME PARK

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Resorts of Universal Beijing Resort

The Universal Studios Grand Hotel

NUO Resort Hotel

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TOP 25 AMUSEMENT/THEME PARKS WORLDWIDE

(AECOM-THEME-INDEX-2019) (2019)

https://aecom.com/wp-content/uploads/documents/reports/AECOM-Theme-Index-2019.pdf

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Features of

theme park

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Level 1: Core product

Level 2: Supporting (Tangible) product

Level 3: Facilitating (Augmented) product

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THE FEATURES OF THEME PARK

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Level 1: Core product

- the most fundamental level - intangible

Example:

- Excitement - Atmosphere - Fun

- Value for money / Variety of on-site attraction - The company of others / family gathering

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THE FEATURES OF THEME PARK

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Level 2: Supporting (Tangible) product

- supporting product is extra products to offer the added value to the core product itself and help to differentiate it from the competitors

Example:

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- Rides, activities and shows - Catering outlets

- Souvenir shops

- Clean, pleasant and safe environment - Well-trained staff

- Environmentally friendly theme park’s design

THE FEATURES OF THEME PARK

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Level 3: Facilitating (Augmented) product

- make the experience more satisfying and enjoyable - tangible and intangible

Example:

THE FEATURES OF THEME PARK

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- The ancillary services e.g, on-site transport (shuttle bus) - Opening hours

- Weather condition - Location

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02 Attractiveness and visitors’

experiences

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OVERALL ATTRACTIVENESS

& VISITORS’ EXPERIENCES

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Major features to maintain viable in a highly competitive market environment:

Unique and interesting theme

Value for money / Variety of on-site attraction

Clean and pleasant environment

Motivated and well-trained staff

Good location

Quality and consistency in services &

facilities

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OVERALL ATTRACTIVENESS

& VISITORS’ EXPERIENCES

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1.Unique & interesting theme

“the best theme parks are completely immersive, always entertaining and, through clever creative execution, are able to sustain the feeling of getting away from it all.”

- (Forrec, 2015)

Innovative Immersive

Interactive Inspiring

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OVERALL ATTRACTIVENESS

& VISITORS’ EXPERIENCES

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2. Value for money /Variety of on-site attraction

Feel excited and experience something new

e.g, parade, fireworks display, and special events

Enjoy high quality service

e.g, clean and pleasant environment, well-trained staff

Feel secure, the entertaining facilities have a high safety standards e.g, Theme park as being professional and caring in terms of visitor’s safety

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OVERALL ATTRACTIVENESS

& VISITORS’ EXPERIENCES

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3. Clean and pleasant environment

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OVERALL ATTRACTIVENESS

& VISITORS’ EXPERIENCES

4. Motivated and well-trained staff

• Ensure high standards of customer service as the service production process

• Staff should be enthusiastic, well-trained to provide efficient and reliable services from the heart

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OVERALL ATTRACTIVENESS

& VISITORS’ EXPERIENCES

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5. Location

should be located in a popular tourist destination with high accessibility

easy access to the city centre can expect a high percentage of attendance 6. Quality and Consistency in Services and Facilities

movement of people and goods, are carefully studied and planned

back-up or contingency plans and arrangements are prepared

special services and facilities for the physically challenged visitors

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03 Factors contributing to the success

of theme park

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Adapt to

market

changes

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 Senior segment

 Environmentally-friendly

 ‘Edutainment’

 Interactive experiences

ADAPT TO MARKET CHANGES

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• Senior visitors are the key potential visitors who generally have higher disposable income and leisure time

• Offer indoor activities, shows and events

• Experience different kinds of delicacies

• Enjoy beautiful garden landscape

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 Senior segment

ADAPT TO MARKET CHANGES

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- more aware of the need to preserve and conserve the environment - environmentally-friendly be part of the theme park’s overall design For example:

Construction of green buildings green transport

Use of renewable energy

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 Environmentally-friendly

ADAPT TO MARKET CHANGES

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 Environmentally-friendly

ADAPT TO MARKET CHANGES

GREENWOOD FAMILY PARK

Greenwood Family Park in Wales, UK, is another

maverick when it comes to finding creative ways to better their environmental impact. It boasts the

only people-powered rollercoaster in the world! It is also home to the very first solar-powered water ride in the UK too.

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 Environmentally-friendly

ADAPT TO MARKET CHANGES

Universal Parks & Resorts is so dedicated that they have a website purely for their eco practices. Their commitment to waste

management means that they recycle over 10,000 tons of material every year.

The Universal Orlando Resort also collects food waste from more than 30 restaurants daily, which is placed in an onsite compactor and then sent to an anaerobic digester to generate energy. This means that you can eat those calorific theme park meals almost guilt-free!

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 Environmentally-friendly

ADAPT TO MARKET CHANGES

Siam Park in Tenerife is considered the world’s first, all green water park. It boasts it’s own desalination plant on site, which converts

1.800m³ of saltwater into 600m³ of freshwater.

After the water is used in the rides, the park then recycles the

water by using it to water the plants. No wonder it’s considered an ecological centre for excellence.

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 Environmentally-friendly

ADAPT TO MARKET CHANGES

One of Six Flag’s initiatives has been to build solar panelled carports over the car parking at the Discovery Kingdom in

Vallejo, California, and a second system at Magic Mountain, near LA.

This is clever as it’s creating dual efficiency out of one space, carports to shade the cars of guests, while also ‘powering’ the guest experience in the parks.

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ADAPT TO MARKET CHANGES

- growing trend among visitors wanted to learn new things

- combines education and entertainment will have a competitive edge For example:

Ocean Park Hong Kong  a mix of thrilling entertainment and educational

encounter with animals. Rain Forest, incorporates a thrilling water rapids ride

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 ‘Edutainment’

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ADAPT TO MARKET CHANGES

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 ‘Edutainment’

Ocean Park “Explorer R” Experience Hub - Whiskers Harbour

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ADAPT TO MARKET CHANGES

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 ‘Edutainment’

LEGOLAND® Windsor Resort

References: https://www.legolandholidays.co.uk/

• Science of Rollercoasters

• Story Maker

• Lego® Castle Builder

• Lego® Time Traveller

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- Visitors are expecting a more interactive and participative experience For example:

- Movies with 5 dimensions (5D) - Virtual Reality

- Augmented Reality - Mixed Reality

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 Interactive experiences

ADAPT TO MARKET CHANGES

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The

management

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THE MANAGEMENT

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1. Pro-active management

- pro-active to respond

- Foster collaboration as a value

- Offer mentorship opportunities

- Invite co-creation

- Encourage open communication

- Use shared tools

- Strong organizational structure and culture

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THE MANAGEMENT

2. Strong financial resources and on-going investment

- Stable cash flow or funds

- periodically invest in the provision of new attractions

- offer a major new ride as well upgrade or replace the rides, facilities and services

3. Strong marketing team

- Identifying potential market segments

- Long-term strategic planning in marketing

- Long-term relationship is a key to success

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THE MANAGEMENT

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4. Maintenance

Ensure safety and a high-quality experience

- have a safety programme to ensure it has a safe environment Considerations:

In full compliance with the local laws

Medical services

Security

Weather conditions

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04 Future development of

theme park

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THEME PARK

CONSUMER TRENDS

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https://www.oracle.com/industries/food-beverage/sports-entertainment/theme-park-trends/

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THEME PARK OF THE FUTURE

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https://www.oracle.com/industries/food-beverage/sports-entertainment/theme-park-trends/

With customers keen to strap in for the ride but still worried about safety, theme parks have an opportunity to offer their visitors peace of mind through technology.

They can make customers feel in control by giving them the chance to plan ahead and by helping them avoid crowds and queues to the best of their ability.

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OCEAN PARK’S FUTURE STRATEGY

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The future strategy will see a complete transformation of the Ocean Park into a major resort and leisure destination with a focus on

education and conservation.

3 new zones will be developed on top of its animal attractions, education programmes and thrill rides.

The Lower Park will be transformed into a brand new admission free Retail, Dining and Entertainment zone.

Two other new zones will be developed at The Summit of the Park with adventure and wellness themed attractions.

Refences: https://www.oceanpark.com.hk/en/ocean-park-future-strategy

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Thank You

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