Enriching Knowledge for the SS Tourism and Hospitality Studies Series
Theme Park
02
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03
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Theme parks &their characteristics
Factors contributing to the success of theme park
Attractiveness and visitors’ experiences
Future development
CONTENTS
01 Theme parks & their
characteristics
Definition
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
5
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
6
Types of
theme park
TYPES OF THEME PARK
8
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
TYPES OF THEME PARK
9
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
TYPES OF THEME PARK
1 0
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
Overview of
theme park
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
1 2
OVERVIEW OF THEME PARK
1 3
Resorts of Chimelong Ocean Kingdom
Chimelong Hengqin Bay Hotel
Chimelong Penguin Hotel Chimelong Circus Hotel
Chimelong Marine Science Hotel
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
1 4
OVERVIEW OF THEME PARK
1 5
Resorts of Universal Beijing Resort
The Universal Studios Grand Hotel
NUO Resort Hotel
TOP 25 AMUSEMENT/THEME PARKS WORLDWIDE
(AECOM-THEME-INDEX-2019) (2019)
https://aecom.com/wp-content/uploads/documents/reports/AECOM-Theme-Index-2019.pdf
Features of
theme park
Level 1: Core product
Level 2: Supporting (Tangible) product
Level 3: Facilitating (Augmented) product
1 8
THE FEATURES OF THEME PARK
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
1 9
THE FEATURES OF THEME PARK
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:
2 0
- 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
Level 3: Facilitating (Augmented) product
- make the experience more satisfying and enjoyable - tangible and intangible
Example:
THE FEATURES OF THEME PARK
2 1
- The ancillary services e.g, on-site transport (shuttle bus) - Opening hours
- Weather condition - Location
02 Attractiveness and visitors’
experiences
OVERALL ATTRACTIVENESS
& VISITORS’ EXPERIENCES
2 3
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
OVERALL ATTRACTIVENESS
& VISITORS’ EXPERIENCES
2 4
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
OVERALL ATTRACTIVENESS
& VISITORS’ EXPERIENCES
2 5
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
OVERALL ATTRACTIVENESS
& VISITORS’ EXPERIENCES
2 6
3. Clean and pleasant environment
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
2 7
OVERALL ATTRACTIVENESS
& VISITORS’ EXPERIENCES
2 8
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
03 Factors contributing to the success
of theme park
Adapt to
market
changes
3 1
Senior segment
Environmentally-friendly
‘Edutainment’
Interactive experiences
ADAPT TO MARKET CHANGES
• 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
3 2
Senior segment
ADAPT TO MARKET CHANGES
- 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
3 3
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.
3 5
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!
3 6
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.
3 7
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.
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’
ADAPT TO MARKET CHANGES
3 9
‘Edutainment’
Ocean Park “Explorer R” Experience Hub - Whiskers Harbour
ADAPT TO MARKET CHANGES
4 0
‘Edutainment’
LEGOLAND® Windsor Resort
References: https://www.legolandholidays.co.uk/
• Science of Rollercoasters
• Story Maker
• Lego® Castle Builder
• Lego® Time Traveller
- Visitors are expecting a more interactive and participative experience For example:
- Movies with 5 dimensions (5D) - Virtual Reality
- Augmented Reality - Mixed Reality
4 1
Interactive experiences
ADAPT TO MARKET CHANGES
The
management
THE MANAGEMENT
4 3
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
4 4
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
THE MANAGEMENT
4 5
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
04 Future development of
theme park
THEME PARK
CONSUMER TRENDS
4 7
https://www.oracle.com/industries/food-beverage/sports-entertainment/theme-park-trends/
THEME PARK OF THE FUTURE
4 8
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.
OCEAN PARK’S FUTURE STRATEGY
4 9
• 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