Preliminary Research of Key Success Factor of Theme Parks
Date Issued
2008
Date
2008
Author(s)
Tang, Chia-Ying
Abstract
Due to the improvement of Gross Domestic Product and living standard, people''s lifestyle and concept of value in Taiwan has changed. Ever since the government started the new rule of working hour on the basis of “two-days off per week” nationwide, as well as started to promote Taiwanese people’s travelling on weekends, the domestic tourism market has greatly grown. The number of foreign visitors focusing only for touring in Taiwan has been obviously increasing. The tourism industry has been considering as a kind of star industry as the scientic techonology industry. Besides, under the effects of the recent “open the gate for mainland tourisms into Taiwan” polocy, there are a lot of business opportunities in Taiwan’s tourism. Many enterprise conglomerates can see the optimistic visions, therefore they invest in or transfer their business into the tourism and leisure field one by one. The tourism industy of Taiwan has been flourishing since 1990. The entrepreneurs scrambled to invest amusement parks promptly.This sitution made the domestic tourism market business become saturated, also the high homogeneity of those theme parks can offer the tourists only temparary excitement, but failed to various experiences. Some operators couldn’t set correct running tactics up before their investing. So, not only resources, but also management is insufficient and undersupplied. Theme park is one type of tourism and leisure business, which belongs to customer-oriented facility industry. It should keep changing, renovating to meet the needs of tourists. In these years, owing to the raise of demands for high quality leisure and touring, people have no interest or willingness to revisit those similar machanical facilitated theme parks. They would rather to choose going abroad for tourism. Thus, it makes the running of theme park become more difficult. There are rich natural resources and diverse cultural sights in Taiwan, being highly potential to develop the tourism. But due to the limitation of geographical environment, purpose of developing tourism should focus mainly on domestic market instead of only trying hard to attract foreign tourists. So, the competitiveness of operators is important. They have to attract compatriots to tour inbound. In order to succeed this purpose, they not only should have key success factors and core resources capabilities, but they should equip with competitive advantage and unique style of running, then they can stay flourishing and keep winning the top position in this business. This research is taking the example cases of “Hong Kong Disneyland” which is developed by Walt Disney Company, and Tawain’s 2 theme parks named “Janfusun Fancyworld” and “Leofoo Village Theme Park”, which was claimed “top two” according to a nationwide survey of tourist visiting number in 2006 conducted by Taiwan’s tourism authorities. Doing this research is by way of using theories and documents from books and different writings, information collecting, field study and relevent persons’ interviews, then through the quality analyzing, careful research of those factors of their success and compare each item to draw out a table of those competitive advantages for the purpose of showing different degrees of their edges in each case. Based on research, I’m trying to make practical and useful suggestions focusing on key success factors in order to offer a reference for other operators to assess their own running conditions and following efforts. But the present advantages could change because of time-shift or environment-transform, so those critical factors could not be unchangeable. Therefore I recommend these prevaling experiences, for example, the Disneyland, to be good role models and references of successful running and management. The chief point is that the operators should let the visitors enjoy entertainment, renovation, stimulation and experiences, then the competitiveness of the tourism industry could really be boosted through this type of running, moreover, the whole business could keep growing steadily toward the goal of sustainable management.
Subjects
theme park
entertainment economics
key success factor (KSF)
resource based view
Type
thesis
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