attractions management
HTM 3119
Attractions Management
(Petting Park)
Executive Summary
China economic grows rapidly in coastal cities especially Guangdong province in recent decades. Due to the increasing disposable income of Chinese it leads to a drastic competition among theme parks in tourism industry.
Guangdong Chimelong Group is one of leading tourism enterprises in Guangdong Province and the Xiangjiang Safari Park is well known for a variety of animal species.
According to the statistic provided by the safari park, there are 1,200,000,000 visitors recorded in 4 theme parks (Xiangjiang Safari Park, Chimelong Paradise, Chimelong Water Park and Guangzhou Crocodile Park) over the past year and most visitors are Chinese families.
It is believed that there is an intense demand of theme park in China and domestic tourist flow is the main source of tourists for the Chimelong Group. Hence, theme parks catering for Chinese families become a potential and profitable market.
In this report, market study of the Xiangjiang Safari Park is undergone. Characteristics and behavior of target market shows that there is inadequate interaction between animals and tourists particularly children in the safari park. Also, children are crucial influencers towards parent leisure decision.
Based on the analysis, a new attraction “Petting Park” is designated for the target group’s needs. Hence, Petting Park will stress on “edutainment” concept which is educational value and entertainment brought to children. Getting close contact with baby animals is the main feature of the attraction. It aims to satisfy target customers’ needs and increase visitor retention.
Table of content
Introduction
Theme park is an important component in travel industry as an attraction. These days, theme park industry in China is developing rapidly. There are over 2,500 theme parks around China. However, there are 70% of them suffer from loss,
Attractions Management
(Petting Park)
Executive Summary
China economic grows rapidly in coastal cities especially Guangdong province in recent decades. Due to the increasing disposable income of Chinese it leads to a drastic competition among theme parks in tourism industry.
Guangdong Chimelong Group is one of leading tourism enterprises in Guangdong Province and the Xiangjiang Safari Park is well known for a variety of animal species.
According to the statistic provided by the safari park, there are 1,200,000,000 visitors recorded in 4 theme parks (Xiangjiang Safari Park, Chimelong Paradise, Chimelong Water Park and Guangzhou Crocodile Park) over the past year and most visitors are Chinese families.
It is believed that there is an intense demand of theme park in China and domestic tourist flow is the main source of tourists for the Chimelong Group. Hence, theme parks catering for Chinese families become a potential and profitable market.
In this report, market study of the Xiangjiang Safari Park is undergone. Characteristics and behavior of target market shows that there is inadequate interaction between animals and tourists particularly children in the safari park. Also, children are crucial influencers towards parent leisure decision.
Based on the analysis, a new attraction “Petting Park” is designated for the target group’s needs. Hence, Petting Park will stress on “edutainment” concept which is educational value and entertainment brought to children. Getting close contact with baby animals is the main feature of the attraction. It aims to satisfy target customers’ needs and increase visitor retention.
Table of content
Introduction
Theme park is an important component in travel industry as an attraction. These days, theme park industry in China is developing rapidly. There are over 2,500 theme parks around China. However, there are 70% of them suffer from loss,