HFT 4755: Theme Park and Attraction Management

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HFT 4755 Theme Park and Attraction Management

• Theme Park and Attraction Marketing

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Today..

• Is theme park and attraction marketing different
  from the marketing conducted by other tourism and
  hospitality operations?
• If indeed it is different how is it different how
  so?

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So..

• What is marketing?
• What is hospitality/tourism marketing?
• Is marketing a theme park different?

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What is marketing?

• What do you understand by marketing?
• Advertising?
• Consumerism?
• Marketing?

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Marketing a few definitions

• The evolution
• Product orientation
• Sales orientation
• Consumer orientation
• Kotler (1975, 79)
• design, implementation and control of programs
  seeking to increase the acceptability of an
  idea or practice in target group(s)

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Marketing a few definitions

• The evolution
• Product orientation
• Sales orientation
• Consumer orientation
• Kotler (1975, 79)
• design, implementation and control of programs
  seeking to increase the acceptability of an
  idea or practice in target group(s)

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Marketing a few definitions

• (Foster, 1986, 8)
• BIM Marketing is the management process
  responsible for identifying, anticipating and
  satisfying customer requirements profitably.
• AMA The performance of business activities that
  direct the flow of goods and services from
  producer to customer or user

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Are Theme Parks/Attractions Different?

• Special tourism/hospitality considerations
• Cannot be tested, tasted or sampled - intangible
• Sold sight unseen
• Produced and consumed at the same time
• People and experiences are a large part of the
  product
• Cannot be stored
• Sold through intermediaries
• Subject to seasonality

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Are Theme Parks/Attractions Different?

• What are the critical elements of marketing
• The companys philosophy
• Planning process
• Client retention emphasis
• Segmentation
• Marketing mix

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Are Theme Parks/Attractions Different?

• Why do market research
• To develop successful/ profitable programs,
  products and businesses
• We must understand
• Who are our clients/ prospective clients
• What their needs are
• Buying decision making
• Ways of gathering information
• Process related to buying
• Levels of satisfaction product loyalty

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Are Theme Parks/Attractions Different?

• Are the specific research questions different?
• Who are your present visitors?
• What are their likes and dislikes?
• Who are your potential customers?
• What are their travel preferences?
• What are their destination preferences?
• Preferences in shopping and entertainment?

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Are Theme Parks/Attractions Different?

• Are the specific research questions different?
• What is your competitive situation?
• Trends relative to the competition?
• Markets likely future trends?
• Trends in your market share/segments?
• Market segmentation
• What kinds of marketing programs do you need to
  implement?
• How will these be implemented?

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Are Theme Parks/Attractions Different?

• Are the 4 Ps important?
• Product
• Price
• Place/ distribution system
• Promotion

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Are Theme Parks/Attractions Different?

• PRODUCT
• Anything which can be offered to a market for
  attention, acquisition, use or consumption that
  might satisfy a need or a want (Kotler et al,
  1988, p. 208)
• 3 distinct levels
• Core product (desired outcome)
• Actual product (the experience/activity)
• Augmented product (assistance in helping the
  client to consume)
• Branded/themed experiences
• How are they different

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Are Theme Parks/Attractions Different?

• Product planning and the 5 Rights
• The right product
• The right time to put that product on the market
• The right price
• The right quantities
• The right place

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Are Theme Parks/Attractions Different?

• The PRODUCT
• Participation levels a measure of success but is
  this enough?
• Augmentations make each experience unique
• Delivered by people
• Tangible yet intangible
• Cannot be stored
• Produced and consumed at the same time

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Are Theme Parks/Attractions Different?

• PRICE for What?
• Any cost an individual must forego in order to
  enjoy a product (McCloskey, 1982)
• Can relate to demand and the cost of fulfilling
  that demand.
• Established though
• Cost of service provision
• Value to the participant, and
• Competitive forces

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Are Theme Parks/Attractions Different?

• Price considerations
• Product quality
• Product distinctiveness
• Extent of the competition
• Method of distribution
• Character of the market
• Cost of the product and service
• Margin of profit desired
• Seasonality
• Special promotional prices
• Psychological considerations

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Are Theme Parks/Attractions Different?

• PROMOTION
• Promotional efforts are intended to convey the
  client through the stages of the decision-making
  process (McCarville, 1999, p.423)
• Awareness and positive attitudes
• Knowledge
• Attention
• Behavior
• Persuasive communication

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Are Theme Parks/Attractions Different?

• Who are the target/s of the product/s
• Why is this important
• Dictates the vehicles to be used
• Media to which they are most responsive

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Are Theme Parks/Attractions Different?

• Which vehicles of communication
• Advertising (co-op vs. generic) (trade vs.
  consumer)
• TV, newspaper, magazines, radio
• Internet and e-commerce
• Flyers, direct mail
• Outdoor advertising
• Public Relations
• Promotions
• Consumer
• Trade
• Advertising agencies can provide significant
  support.
• What is the message the benefit and reduced
  risk
• What desired response

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Are Theme Parks/Attractions Different?

• Place Distribution network
• A web or network of distributors
• Local recreation centers
• Intermediaries tour operators and travel agents
• Motivation and payment of commissions?

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Are Theme Parks/Attractions Different?

• WHY ARE THE Ps IMPORTANT
• Impact on demand modeling demand?
• Can one substitute for another
• What happens if you do nothing
• What happens in the public sector
• At the end of the day there are 3 fundamental
  criteria
• Responsiveness
• Accessibility
• Substantiality

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Next class

• Theme Park Human Resource Management
• Milman, Ady (2003). Hourly Employee Retention in
  Small and Medium Attractions. International
  Journal of Hospitality Management. 22 (1)
  17-35.
• Getlan, Michael (2000). Hire a Smile. Funworld.
  16(7) 17.
• Carothers, Scott (2003). The Motivation Game.
  Funworld. 19(6)25.
• Futrell, Jim (2005). Keep them Smiling
  Facilities are always perfecting their employee
  retention program. Funworld. 21(7) 81-82.