Operations Management Report

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INDIVIDUAL ASSIGNMENT
STUDENT ID: s2837070

NAME: PETER BANDA
COURSE CODE: 7201HSL

COURSE: OPERATIONS MANAGEMENT.
ASSIGNMENT TYPE:FINAL REPORT

DUE DATE:3RD MAY, 2013

ENROLMENT:INTERNAL
CAMPUS:GOLD COAST

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COURSE CONVENOR: DR. AISHATH SHAKEELA

WORD COUNT:1555

Table of Contents

1.0Executive Summary3

2.0Brief description of business and context-Movie World Theme Park3

3.0Identification and analysis of Operations Management challenge-Long queues4

4.0Possible solutions to the challenge5

5.0Conclusion/Recommendations6

References8

1.0Executive Summary

This paper is a report of a critical evaluation of the operations at Movie World Theme Park and analyses how some aspects of selected functions of the business affect the overall guest satisfaction. The report sets out by giving a brief background of the selected business as well as the context of the discussion. It outlines the findings of an observation made on Saturday, 30th March, 2013 which established that long queues are a common occurrence at Movie World theme park particularly during peak times. The report will examine the body of knowledge in the existing literature with regard to queuing at theme parks and how it affects guest satisfaction, it will then suggest possible solutions, drawing from the literature review and then provide an evaluation of the alternative solutions as well as recommend appropriate methods for the resolution of the queuing challenges at Movie World Theme park. The report concludes by reiterating the importance of effective queue management and its potential to reduce the level of moment of truth, a factor which is very critical to guest satisfaction.

2.0Brief description of business and context-Movie World Theme Park

Movie World theme park is a popular movie related theme park on the Gold Coast in Australia which is owned and operated by Village Roadshow Limited and is the only movie related park in Australia. Movie World operates various movie-themed rides and attractions ranging from motion simulators to roller coasters and slow river rides. It also boasts of  costumed character performers who patrol the park, allowing visitors the chance to take photos with them. This paper will analyse the operations of the theme park as observed on Saturday, 30th March, 2013 with particular interest on queue management. Long and disorderly queues were observed on the day, this report will discuss queue management as an operation management problem that Movie World Theme Park needs to address, particularly at the ticketing offices and as visitors were waiting to get on roller coaster and slow river rides. This is because according to Norman (2009), long lines at theme parks are a continual source of irritation for visitors and may impact on the quality of their experience.

3.0Identification and analysis of Operations Management challenge-Long and disorderly queues

At the ticketing offices, the queues are very long and sometimes disorderly; this is exacerbated by the fact that not all the booths are open at the same time in most cases. Heung, Tsang and Cheng (2009) suggest that most activities in which a service is provided require customers to wait in a queue during the experience, the problem of queuing is quite common in theme parks where visitors who patronise popular new attractions appear to be spending more and more time queuing, as they are forced to wait for a significant length of time simply to play a game or take an adventure ride at a theme park. They contend that waits for rides at attractions are the top complaints among guests. Research has shown that one thing that is inherent in waiting lines is the universal...
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