Theme Park Managers Research Articles

A Study on Estimating Theme Park Attendance Using the AdaBoost Algorithm Based on Weather Information from the Korea Meteorological Administration Web

The purpose of this study is to propose an efficient machine learning model based on five years of data for Seoul Grand Park in Republic of Korea, depending on the weather and day characteristics, and to increase its effectiveness as a strategic foundation for national theme park management and marketing. To this end, the AdaBoost model, which reflects the characteristics of the weather and the day of the week, was recently compared with the actual number of visitors and the predicted number of visitors to analyze the accuracy. The analysis showed 30 days of abnormal cases, and the overall annual distribution was found to show similar patterns. Abnormal cases required details of wind speed, average relative humidity, and fine dust concentration for weather information, and it was derived that more accurate predictions would be possible considering variables such as group visitors, new events, and unofficial holidays.

Analysis of Factors Influencing Wait Times at Disneyland Resort

This paper aims to enhance the accuracy of wait time predictions and optimize park management at Disneyland, a popular leisure destination facing long wait times for attractions. These wait times adversely affect visitors' immediate experiences and overall evaluations, influencing their willingness to return. These wait times adversely affect visitors' immediate experiences and overall evaluations, influencing their willingness to return. The study employs advanced data analysis and machine learning algorithms to develop high-precision wait time prediction models. Utilizing big data techniques, the research integrates multi-dimensional data, including weather, visitor flow, and historical wait times, to optimize resource allocation and improve operational efficiency. optimize resource allocation and improve operational efficiency and visitor satisfaction. The study further explores the application of these models in other domains such as healthcare, healthcare, and healthcare services. The study further explores the application of these models in other domains such as healthcare and transportation, demonstrating the potential for cross-disciplinary technology transfer to enhance overall service quality and efficiency. The findings underscore the significant impact of big data behavior analysis in theme park management, contributing to the findings underscore the significant impact of big data behavior analysis in theme park management, contributing to increased visitor satisfaction, enhanced competitiveness, and long-term sustainability of the park.

The Impact of Theme Park Experience on Satisfaction and Loyalty

Theme parks have become more successful in recent years. Furthermore, theme parks have grown in popularity as urban leisure destinations and tourist attractions that offer visitors a variety of experiences. Understanding visitors' interactions in the theme park is important because customer satisfaction and loyalty are heavily influenced by their experiences. The study's goal was to determine the impact of theme park experience on satisfaction and loyalty. Specific objectives were to describe the respondents’ demographic profile, determine the respondents’ perceptions toward their theme park visit in terms of theme park experience, theme park satisfaction, and theme park loyalty, establish a significant difference between the respondents’ profile and their perception towards theme park experience, theme park satisfaction, and theme park loyalty, and establish a significant relationship between the respondents’ perception towards their theme park experience and their theme park satisfaction and theme park loyalty. This study adopted the descriptive-correlational method.The survey was completed by 389 visitors who had visited the three major theme parks in the Philippines during the past few years. The research used a combination of convenience and snowball sampling in order to reach all respondents during the pandemic. The statistical tools used were frequency counts, percentages, mean, chi-square, and Spearman’s rank correlation coefficient. It can be gleaned from the study that theme park visitors' satisfaction is based on their happiness with all their experiences in the theme park. The key findings demonstrated that theme park experience, theme park satisfaction, and theme park loyalty are significantly and positively related to respondents’ assessments when visiting theme parks. The results suggest that theme park operators and management should focus on maintaining a good physical setting that will entertain and satisfy theme park visitors.

What makes a theme park experience less enjoyable? Evidence from online customer reviews of Disneyland China.

The aim of this study was to explore the causes of tourists' lesser enjoyment of theme parks through an unsupervised machine learning approach-structural topic modelling. Specifically, the research extracted a comprehensive list of discussion topics about the travel experience of tourists through the analysis of 112,000 customer reviews released by visitors to the Shanghai Disney Resort from 16 June 2016 to 4 March 2022. Then, we used sentiment analysis to distinguish positive and negative topics and to explore the relationship between tourists who buy different ticket types and sentiments in negative topics. The results show that problems such as "parking," "service attitude," "recommendation feeling," "experience comparison," and "entrance" may be the main reasons for an unpleasant experience. In addition, we also found that when tourists travel in groups (e.g., via family tickets), customers feel unhappy because of parking and fast track problems. Moreover, when tourists travel alone or with small groups, staff service attitudes, experience comparisons, and entrance processes are the sources of greater concern. Our findings can help theme park managers to better understand the expectations of tourists and take effective measures to tackle issues causing customer dissatisfaction, and they can also contribute to theme park studies in tourism management.

Customer experience through online reviews from TripAdvisor: the case of Orlando theme parks

In the last years, the development of social media and digital technology has empowered customers to strongly engage with firms, to freely behave choice wisely and to influence other customers either positively or negatively. This study sought to extract latent information on theme park visitor perception and experience through sentiment analysis from user generated content. In general, satisfaction and sentiment differed between the eight theme parks, wherein the three theme parks with higher positive sentiment were Disney's Animal Kingdom, followed by Universal's Islands of Adventures, Discovery Cove and finally SeaWorld. Furthermore, it was found on the one hand that drivers of customer's satisfaction were associated with sentiments such as 'fun', 'great', 'lovely' and 'amazing', and on the other hand experience and services like 'rides', 'water', 'dolphins', 'experience' and 'show'. Those results are valuable to support theme park management to improve guest experiences and consequently achieve sustainable competitive advantage.

Prioritization of the Theme Park Satisfaction Criteria with Multi-Criteria Decision-Making Method: Level Based Weight Assessment Model

The theme parks, whose number has increased rapidly since the end of World War II, are frequently visited by visitors who want to spend their leisure time in recent years. The theme parks, which are pioneers among entertainment centers with the development of the experience economy, should give importance to satisfaction to create competitive advantages in terms of visitor satisfaction. Satisfaction is a very key factor, especially in the competitive environment in the entertainment and tourism industry. So, entertainment and tourism businesses should determine well how to provide and measure satisfaction. This research focuses on identifying key criteria that affect theme park satisfaction. Satisfaction criteria were determined by using the literature and some contributions of the authors. The criteria were evaluated by asking the importance levels of the satisfaction criteria to the visitors who experienced the theme park. Level Based Weight Assessment (LBWA) Model, a new model, is used in multi-criteria decision-making methods in evaluating the determined criteria and determining the weight coefficients. With the findings of the study, the criteria that affect customer satisfaction were determined. To achieve long-term success and competitive advantage, it is necessary to focus on customer satisfaction criteria. Therefore, among the criteria determined, it is recommended that theme park managers should necessary to focus more on which criteria. This study presents results that should be taken into account in solving problems, improvement plans, and marketing strategies.

The Study of Electrical Energy Consumption Generated from Solar Energy as A Renewable Energy Resource Applied by Theme Park in Malaysia

The vast amounts of energy are required to keep theme parks operating. Thus, the problem of air pollution may be exacerbated by the increased use of electricity to power the attractions and facilities. Renewable energy technology is vital in reducing energy consumption and maintaining a clean environment. The purpose of this study is to identify the energy consumption of electricity generated from renewable energy technology of solar and to identify the barriers to implementing renewable energy technology at Malaysia’s theme parks. Different parameters of energy systems such as electricity consumption and electricity charges have been proposed to answer the energy consumption of electricity generated from renewable energy technologies applied by theme parks in Malaysia. The investigation involved site observation and interviews at two theme parks in Malaysia, followed by questionnaire surveys at eleven theme parks that did not use renewable energy technologies. It is found that using renewable energy technology such as solar energy at ESCAPE theme park saves the cost of electricity charges by about 44%. The total cost of the ESCAPE theme park is not higher cost for about RM 1,074,644.60 compared to the total cost of Lost World of Tambun, which is about RM 1,849,784.40, based on a five-year estimation of all three costs for the theme park management in terms of initial cost, installation cost, and operation & maintenance cost for solar energy and electricity. The findings of this study can assist Malaysian theme parks to reduce energy usage and; as a result, spending less on electricity by utilising renewable energy technologies.

Horizontal Tourism Coopetition Strategy for Marketing Performance - Evidence From Theme Parks.

Unprecedentedly impacted by COVID-19, tourism enterprises are pushed to adopt new strategic management to cope with the changes in tourists' consumer perception for sustainable development, such as corporate and compete simultaneously with their competitors. Our study aims to investigate the intermediate role of coopetition, including the three dimensions of resource similarity, market commonality, and willingness to cooperate in the marketing and performance relationships. Primary data on 360 observers were collected via questionnaire distribution to theme park managers in China with 85.3% accuracy in response rate. Structural equation modeling (SEM) was used to verify the intermediate effect of coopetition on marketing performance in tourism enterprises. The results of SEM indicate (1) the intermediate role of tourism coopetition, including the three dimensions existing in the relationship between tourism marketing and performance, (2) more significant positive impact on non-financial performance than that on financial performance, and (3) the mechanism of implementing coopetition. This study gives supportive evidence for tourism enterprises to implement coopetition and highlights the implications for appropriately developing coopetition strategies and tactics to achieve the synergy effect for the individual enterprises and the spillover effect for the destination regarding policy-making, mindset, and partner selection.

Segmenting visitors of a Greek recreational theme park using factors that motivate attendance

ABSTRACT Purpose This study aims to segment visitors to a Greek theme park using factors that motivate attendance. Research methods Three hundred and twenty-two young and adult visitors of an outdoor recreational theme park, located in the midlands of Greece, completed a questionnaire that measured four dimensions: motivation, service quality perceptions, intention to revisit, and word-of-mouth communication. Results and Findings A principal component analysis of the motivation items revealed a clear five-factor structure. Thereafter, a cluster analysis of the five factors was performed. This classified participants into three psychographic segments: “incurious to activities and social life”, “recreation and nature oriented”, and “outdoor activities enthusiast”. An analysis of variance test successfully validated the three segments relative to visitors’ perceptions of service quality and future behavioural intentions. Practical implications Theme park management can use this study’s newly developed visitor segmentation to better understand, commercialise, and personalise their services. Managers can more effectively execute visitor management strategies to attract customers and develop marketing techniques to create new competitors’ advantages. Research contribution The study successfully developed three validated psychographic theme park visitor segments: “incurious to activities and social life”, “recreation and nature oriented”, and “outdoor activities enthusiast”.

Integrating the tourist gaze with the social servicescape: Implications for creating memorable theme park experiences

This research examines how the social servicescape-directed gaze (i.e., perceptions of similarity, appearance, and behavior of other customers) influences theme park visitors’ affective states and experiences. A quantitative, survey-based research design was adopted with a total of 561 theme park patrons participating in the study. Results of structural equation modeling analyses reveal that similarity and behavior positively affect visitors’ feelings of arousal and curiosity, which in turn contribute to memorable theme park experiences. Other visitors’ appearances, however, are not a significant predictor of affect/experience. From a theory standpoint, this research represents a first attempt to study the tourist gaze at theme parks and makes a unique contribution by integrating the three dimensions of the social servicescape with the theoretical lens of the tourist gaze. Practically, this research provides suggestions for theme park management to create more memorable experiences by leveraging the social servicescape-directed gaze among visitors.

Topic modelling for theme park online reviews: analysis of Disneyland

ABSTRACTThis study introduces topic modelling into the analysis of theme park online reviews to determine visitor behaviour and experiences. An exploratory analysis involving major Disneyland theme parks is presented using a large-scale review data set. A comprehensive list of the topics discussed by visitors when visiting Disneyland theme parks is constructed. Insights into the interests and concerns of various visitor groups across theme parks are revealed. The proposed approach and findings are beneficial to support theme park managers in understanding visitors’ perception, through which effective marketing and improvement plans can be developed to attract and retain future customers.

Role of Service Experience on Vivid Memory and Loyalty

ABSTRACT Creating memorable experiences has become one of the key success factors for the theme park business. However, few studies focused on ‘visitors’ memorable experiences’ in the context of theme park service settings. Further research is required to understand the factors that make certain experiences as special and memorable, specifically in the context of theme parks. This study examines the role of theme park visitors’ subjective experiences on their vivid memory and loyalty. Results revealed that theme park visitors’ service experience impacts visitor loyalty through vivid memory. Each dimension (hedonics, peace of mind, involvement, and recognition) of service experience significantly influences vivid memory and loyalty. The study‘s conclusions provide valuable implications for theme park managers in terms of designing and creating memorable experiences for visitors.

Analysis of U.S. theme park selection and international implications

ABSTRACTTheme parks face stiff competition in local and international markets. Theme parks tend to create competitive advantages in the market by investing in different factors which influence visitors’ selection of a theme park. Theme parks attract visitors from all nationalities. The purpose of this study was to explore six influencing factors on U.S. theme park visitors’ choice that can be applicable in different geographic positioning parks. A choice-based conjoint (CBC) model was designed with respective levels for six considered influencing factors: type of park, price, distance from accommodation, children friendly, and online reviews. The findings revealed that online reviews were the most important relative factor followed closely by price and type of theme park. The other factors shared a lower relative importance. CBC analysis results generated the best and the worst profile for theme parks, which can serve as a guide theme park managers as they invest and plan strategically for success. Results of this study of U.S. parks but as theme parks are targeted toward similar populations the results could have implications internationally.

Does spatial layout matter to theme park tourism carrying capacity?

In order to optimize theme parks’ tourism carrying capacity, one must understand how park spatial structure influences visitor distribution and, in turn, congestion. This study applied a mixed-methods approach of statistical and spatial analyses of survey data from a theme park in China, to determine how attraction and spatial layout attributes affect theme park visitor movement. Results indicated that visitor movement is influenced by attraction attributes (e.g., attraction type, experience value, facility capacity, floor area, and indoor feature) and spatial layout attributes (e.g., distance between attractions, path network, entrance location, and attraction distribution). Theories relating intuitive and rational choices supported the effects of attraction and spatial layout attributes on visitor movement in light of the objective environment, benefits, costs, available information, and available options. Overall, these findings may inform theme park capacity design and management.

A comparison of photo-taking and online-sharing behaviors of mainland Chinese and Western theme park visitors based on generation membership

This research investigates and compares the photo-taking and online photo-sharing behaviors of mainland Chinese and Western theme park visitors using decade length generations. Given the rapid growth in digital photography and growing popularity of online sharing of photos, an enhanced understanding of the photo-taking and photo-sharing behaviors of visitors based on generation membership will assist theme park managers develop new social media marketing strategies. Most previous research has employed Western definitions of generations such as baby boomer, generation X, and generation Y. These definitions do not always apply in non-Western settings indicating the need for an alternative approach. This study uses a decade length definition of generations: the post-70s, post-80s, and post-90s. Results of the survey found that photo taking and online photo sharing are very popular but do vary between generations and cultures. For example, mobile phones were found to be the most popular photographic equipment for mainland Chinese and the least popular for post-90s Western respondents. All generations rated family/friend, landscape, and selfies as the top three areas of photo content. Selfies were twice as popular with mainland Chinese post-90s as their Western counterparts in the same generation. The findings highlight the usefulness of decade length generations and of identifying photo-taking and photo-sharing activities based on cultural groupings. The findings also indicated opportunities for co-creation at least in the area of photo taking in a theme park setting.

Priority Systems at Theme Parks from the Perspective of Managers and Customers

Waiting times are becoming an increasingly important customer-experience challenge in theme parks. The seemingly ever-present problem of long queues for rides and attractions is being tackled by the development of priority systems. These innovations allow customers to join an alternative queue that bypasses the congestion faced by regular customers. In other words, by paying extra, customers can purchase the right to be served sooner. Such systems are becoming prevalent, but there is a lack of empirical research into priority systems at theme parks in the academic and management literature, which suggests that in-depth empirical analysis is necessary in order to understand the consumer decision-making process when making this purchase. This article examines priority systems at theme parks both from the viewpoint of park management and of customers. To address this gap, we surveyed nearly 1,000 customers at a major theme park in Spain and conducted semi-structured interviews with 10 theme park managers to assess both customer and manager attitudes towards waiting generally and priority systems specifically. Our results reveal that these priority systems facilitate market segmentation. When theme parks offer this or option, different groups of customers are identified based on their attitudes: those who wait in regular lines and those who are willing to pay to avoid lines. Thus, this innovative system creates an important source of new revenue while also improving the customer experience by reducing waiting times and minimizing congestion. Following a discussion of our results, we offer practical recommendations to managers who need to address the challenges of waiting times in theme parks and wish to improve both profits and customer experiences by implementing a priority system. People nowadays like to be together not in the oldfashioned way of, say, mingling on the piazza of an Italian Renaissance city, but, instead, huddled together in traffic jams, bus queues, on escalators and so on. It's a new kind of togetherness which may seem totally alien, but it's the togetherness of modern technology.

Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks

Abstract Responding to the need of studies covering the interplay between customer experience and emotions within specific facets of the tourism industry, this study proposed a model to assess vistor experience and its effect on their delight, satisfaction and loyalty in Malaysian theme parks. Based on convenience sampling, a sample of 292 visitors at two theme parks in Malaysia was selected. Data was subjected to partial least squares analysis based on structural equation modelling (PLS-SEM). Findings showed that all of the hypotheses were supported, indicating that physical setting, interaction with staff and interaction with other customers had a significant impact on both customer delight and satisfaction. Moreover, customer delight influenced customer satisfaction and customer loyalty. The results suggest that theme park managers need to pay attention to maintaining a good physical setting, managing their human resources well and managing the behaviour of other customers in order to ensure that their customers receive delightful experiences.

Service Quality at Theme Parks

ABSTRACTThe understanding of the customer’s attitude to a product is essential for the market analysis. This type of analysis can identify the factors that contribute to a higher level of customer satisfaction, through its contribution to planning of effective marketing strategies. Service quality information can be used by marketing professionals to manage consumer expectations or to implement quality improvements, which lead to higher overall customer satisfaction, brand reputation and product sales. A modified Importance–Performance Analysis (IPA) model was used to evaluate a sample of 655 E-Da World theme park visitors in Kaohsiung, Taiwan, where the gap between importance and performance was assessed. The findings indicate that managers of E-Da theme park should focus on safety and value, since they to have high importance and low performance. The research findings indicate that IPA is an effective model and has the potential to become a valuable strategic management and decision-making tool. This article contributes to the literature by extending the use of importance-performance model for theme park management decision-making.

Investigating the Effects of Memorable Experiences: an Extended Model of Script Theory

ABSTRACTProviding visitors with unique and memorable experiences is believed to be a competitive advantage of theme parks. The purpose of this study was to examine the impact of theme park visitors’ experiences on their recollection-based memories, satisfaction, and loyalty using the foundation of script theory. Surveys were collected from visitors at the Fantasilandia theme park in Santiago, Chile. The findings indicated that satisfaction partially mediated the relationship between experience and recollection, and that both satisfaction and recollection influenced loyalty behaviors. The study is anticipated to provide theme park managers with effective strategies for the design of attractions and activities, as well as for the development of marketing techniques.

Competitive strategies in the US theme park industry: a popular media perspective

Purpose – This paper aims to examine the competitive strategies employed by two of the largest theme park operators in Florida, based on a content analysis of popular media articles about theme park giants in the USA. It aims to provide a comparative examination of their competitive strategies, to develop a conceptual model of the same and to expand knowledge about current competitiveness in the theme park sector. Design/methodology/approach – This study used directed content analysis to identify and analyze strategies applied in the theme park sector as manifested in the mass media. Each database was searched using the following four key terms: competition, strategy, Disney and Universal Studios. Results were screened for relevance based on their inclusion of all four key terms. At the conclusion of the search, 87 articles from 34 US-based sources were amassed, varying in circulation size and published between 1985 and 2013. Each article was read, and sentences that suggested the use of a strategy were recorded. Although the intention was to leave each data point at a one-sentence maximum, occasionally, a second sentence was included for context and clarification. Each article was read twice to ensure the inclusion of all potential data points. Findings – The findings suggest that the largest US-based theme parks utilize strategies of value, uniqueness, niche markets, innovation, variety and quality as highlighted in the research literature. However, this study also confirms two additional competitive strategies that have heretofore not been examined in tourism studies – currency and convenience – as advantageous management and promotional mechanisms against their competitors. Research limitations/implications – Limitations to this research include a limited number of popular media articles available for analysis. This precluded a random sample of articles. In addition, the study was based on print media statements and keyword identification, which could also limit the generalizability of the findings. Nonetheless, it is believed that the case studies researched in this paper are indicative of many of the competitive strategies used by theme park managers throughout the world. Practical implications – The paper developed a competitive strategy model that has utility for them park planners and managers, as they attempt to understand the competitive advantages and those of their direct competitors. The findings in this study have broader implications for other theme parks throughout the world. Social implications – The social implications of this study are manifold. They include the notion that theme park attendees manifest certain behaviors and seek out certain experiences as they make decisions on which parks to attend. The notions of value, uniqueness, niche markets, innovation, variety, quality, currency and convenience all reveal how some consumers determine their choice of venue for recreational travel. Originality/value – This paper provides an original research of the theme park sector by examining two of the USA’s largest theme park giants and the strategies they use in a comparative and competitive manner to attraction clientele and maintain visitation. In particular, the paper develops a conceptual model based upon the review of strategies literature and, then, tests it and modifies it based on the findings of the study.