An Importance-performance Analysis to Selection Attributes of Chinese Theme Parks: the Case of Fragrant Hills and Happy Valley
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Successful marketing of a theme park requires an understanding of its positioning in the market in today's competitive environment. Marketers are keenly interested in the concept of selection attributes as it relates to travel decision-making. Research in the selection attribute forming in a theme park typically considers the importance and the perceived performance. If research in selection attribute formation is to produce results managerially meaningful, it needs to simultaneously consider the why issue for the gap between the importance and perception. Attitudes are composed of both subjective and objective assessments of attributes that a destination possesses. Adding the objective dimension to subjective performance gives practitioners more strategic options and helps them to understand the visitors’ image formation process. Theme parks are fantasy settings in which both child and adult are actively immersed into fantasy environments inspired by literature, films, television, and so on. Theming is reflected through architecture, landscaping, costumed personnel, rides, shows, food services, and other services that influence the guest experience (Milman, 2010). The number of theme parks is increasing, and the quality of them is thriving in China (China Business Focus, 2009). Most theme park development in China has concentrated on the major populated area around the Guangzhou, Shanghai, and Beijing-Tianjin areas (Lew, et al., 2003). The purpose of this study is to determine the relative importance of factors tourists rely on in their evaluations of a theme park and their assessments of theme parks in China. This research looks to find out visitor’s perceptions to the importance and the performance, or satisfaction in selection attributes between these two different theme parks in location and theme. One is dedicated to a large-scale of natural and historical theme parks in Beijing-Tianjin area. The other is themed as entertainment in Shen Zhen. This study can be utilized as a certain positioning for these two competing theme parks.
Abstract
Successful marketing of a theme park requires an understanding of its positioning in the market in today's competitive environment. Marketers are keenly interested in the concept of selection attributes as it relates to travel decision-making. Research in the selection attribute forming in a theme park typically considers the importance and the perceived performance. If research in selection attribute formation is to produce results managerially meaningful, it needs to simultaneously consider the why issue for the gap between the importance and perception. Attitudes are composed of both subjective and objective assessments of attributes that a destination possesses. Adding the objective dimension to subjective performance gives practitioners more strategic options and helps them to understand the visitors’ image formation process. Theme parks are fantasy settings in which both child and adult are actively immersed into fantasy environments inspired by literature, films, television, and so on. Theming is reflected through architecture, landscaping, costumed personnel, rides, shows, food services, and other services that influence the guest experience (Milman, 2010). The number of theme parks is increasing, and the quality of them is thriving in China (China Business Focus, 2009). Most theme park development in China has concentrated on the major populated area around the Guangzhou, Shanghai, and Beijing-Tianjin areas (Lew, et al., 2003). The purpose of this study is to determine the relative importance of factors tourists rely on in their evaluations of a theme park and their assessments of theme parks in China. This research looks to find out visitor’s perceptions to the importance and the performance, or satisfaction in selection attributes between these two different theme parks in location and theme. One is dedicated to a large-scale of natural and historical theme parks in Beijing-Tianjin area. The other is themed as entertainment in Shen Zhen. This study can be utilized as a certain positioning for these two competing theme parks.
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