Big Success, Big Mistake, at Big Banana: Marketing Strategies in Road-Side Attractions and Theme Parks

Abstract

As a road-side attraction for 24 years after its construction in 1965, the Big Banana succeeded in three respects, by providing the basis of a profitable business for the proprietor and staff, a satisfying experience for many travellers, and a promotional symbol for its locality. In 1989, perceiving a growing tourist market, new owners built a horticultural theme park. Within months the business failed, and went into liquidation. Examining the case suggests that road-side attractions and theme parks relate to different elements in systems of tourism geography and, therefore, to different kinds of markets. These differences were not clearly recognised in the feasibility report prepared in 1988. Moreover, they tend to be overlooked by perceptions of tourism that focus on destinations and products there, a focus that marketing practice has tended to follow. Pathological research of the sort represented in this review of business at the Big Banana, pinpointing problems in a business venture, might help entrepreneurs, investors and tourism marketing analysts avoid similar mistakes in the future.