Talking about the theme park profit model
Abstract: The assessment and analysis of the development of domestic and international theme park to explore the theme park development mechanism. Author believes that the unique tourist culture of the theme park
development in the core and soul of the theme park, the profitability of the existing model of a single question of how to suggestions for improvement.
Keywords: theme park; profit model; Tourism and Culture
Abstract: Through appraises and analyzes the domestic and foreign theme park the development condition, has discussed the theme park development mechanism. The author thought that the unique traveling culture is the theme park development core and the soul, proposed to the theme park
existing sole profit pattern how to perform the suggestion which improves.
key word: Theme park; Profit pattern; Traveling culture
I. Background
Although the theme park in China started late, but the starting point is not low, successful examples of many; they are already in our country with a large tourist resources shine as enrich our tourism products to meet the local and foreign tourists travel needs of a growing support force.
Since 1989, Shenzhen Overseas Chinese Investment to create a "Fairview
China" scenic construction and opening to the building of more than a decade opened one after another "Chinese Folk Culture Village", "Window of the World," "Happy Valley" such as a large cultural theme park, both have to succeed. Large-scale theme park in China opened up a new situation,
Beijing's "World Park" in Suzhou, Jiangsu's "Suzhou Paradise", Hangzhou's "Songcheng" and "Hangzhou Paradise", Yunnan, Kunming, "Yunnan Ethnic Village" and "World Gardening Exposition, "Sanya, Hainan's" Nanshan
Cultural Tourism Zone, "Guilin" Le Montreal, "and other major theme parks, have all achieved a high level. Heilongjiang Province, Harbin Ice and Snow Festival in recent years created during the "Songhua River Ice and Snow World", also known as a specific period of time for a theme park, its
planning and management levels has been largely with international practice.
Second, of the problem
More than 10 years ago, along with the theory of a tourism industry can move (copy) of the academic discussions, hundreds of tourist theme park
(including a variety of movie) before the tourists came. Unfortunately, the Chinese tourists have yet to see a theme park with Chinese characteristics, many with movie theme park, as represented by the decline has already begun, a large number of idle fixed assets, theme parks go from here has become a serious issue of industrial development.
In the profit model, the current existence of the domestic theme park profit model on a single issue, there are many theme park ticket sales a
profit of almost only way to structure their profit model. Due to poor economic returns, the theme park industry is headed toward recession.
At present, China's theme park communities are facing a difficult transition, with a large number of stock assets and land resources are the material basis for the transformation of the theme park, theme park and then through the understanding of re-enactment theme park's development
strategy is to achieve the theme Park transformation basis.
3, theme park development mechanism
We can be understood as a theme park for the purpose of economic profit, according to the selected cultural background, mainly relying on man-made
attractions and facilities to help visitors get to experience the closed nature of attractions and scenic spots.
1, theme parks Category
According to the theme park can provide the type of travel experience (product form) to its classification, the current theme park, mainly in
the following categories:
? Scenario simulation model: a variety of movie types of theme parks, such as the three movie (Wuxi).
? pleasure type: for example, Suzhou Park, Jinjiang Amusement Park (East China), Dream Watertown (Zhuhai).
? tourism type: Splendid China, Window of the World (Shenzhen) and so
on.
? Theme type: Kiev aircraft carrier (Tianjin), Minsk aircraft carrier (Shenzhen), a variety of aquarium.
? style experience type: all kinds of ethnic villages, folk village, such as China Folk Culture Village (Shenzhen).
The above classification is only a simple analysis, if the strict sense of the theme park classification, the theme park's "theme" in itself implies a proposition about the culture can be derived from many types of theme parks.
2, theme parks and cultural characteristics of Analysis
Theme parks are cultural enterprises. From the domestic and international operational experience of the successful theme parks can be drawn: the unique culture is a theme park tour of the heart and soul of successful development. Disneyland in the world, many countries have achieved tremendous success, we also see Disneyland in France, once failed, it just should permit the theme park business culture is a form of tourism industry, judgments. American-style fast-food culture and French
civilization in the cultural values that lead to differences in theme park visitors the choice of different products. Is essentially a cultural identity caused by the operation of the risk of failure.
Therefore, in this sense: the theme park is above all a cultural
enterprises, followed by tourism enterprises, theme parks have to offer is a way to tourism and cultural products are consumed.
If the theme park as a tourist product or experience to analyze the manufacturer, we will find the theme park should be, or be able to give
the visitors a product or experience, there are roughly the following
features:
(1) Education Communication functions (such as to promote culture and glorious history of the tourists).
(2) to meet the aesthetic, or emotional function (to experience an atmosphere or a specific psychological needs and visitors consistent with the environment, such as: to join the Film and Television environment).
(3) entertainment or gaming features (in particular, in which visitors
can participate in activities such as competitive sports).
(4) Cultural activities to showcase features (on the person's unique values, as expressed in behavior, such as watching performances).
In accordance with Maslow's psychological theory of the above
features can be summed up as: love, self-awareness, self-fulfilling three
levels of psychological needs, and a variety of culture on how to meet the needs of these three forms of culture as well as the corresponding behavior is a based on the common extreme differentiation. Such as education: classroom teaching can also be a test, or even through the act itself to the performance. Therefore, the theme park should be an organization of cultural products, or manifested in the form of cultural
tourism products and special experience for manufacturers.
Now famous Disneyland as an example to illustrate this reasoning: Disneyland is the world's leading investors in Disney, Walt Disney Company itself is a cultural enterprise, it is to provide cultural products (ie,
the United States-style animation) is known, The tourists come to
Disneyland is experienced by visitors consider themselves into the Disney Animation (cartoon) The World is supposed to experience something, which is provided by Disneyland's core product, the other in respect of
pleasure, shopping and other ancillary services are designed to to complete or enhance the core experience. Disney profit methods are: tickets, food, travel shop rent, with the characteristics of tourist souvenirs of intellectual property sales and other charges on service. The entire profit model of the structure is: The ever-increasing brand
awareness to attract tourists, access to ticket sales, while the characteristics of intellectual property through the sale of tourist
souvenirs have get a second profit, and because of the sale of tourist souvenirs to further expand the influence of the Disney brand This profit model to Disneyland with a tenacious vitality.
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Based on the theme park is a special form of tourism for the management of cultural products manufacturer, the other hand our theme park business model, there is no culture to culture, or by design, providing visitors willing to buy the tourism product (experience) in order to achieve profitable way and means less than it is its fatal flaw. Secondly, with regard to the culture of domestic abuse is another theme park design and operation of Mishap. The nature of the culture should have distinctive
characteristics of cultural products, and this feature should have a mass base that can be appreciated from the perspective of return on investment are: cultural influence, as well as the corresponding groups of cultural consumption is to determine the theme park a "cultural theme" The key
factor in the profit model structure of the economic base.
3, theme parks profit model
Generally speaking tourist attractions (theme park) and there are several main methods of profit, while its profit model is a mixture of
these types of revenue streams.
? the provision of primary experience (experience) the opportunity to transfer, such as: selling tickets.
? to provide help to enrich the experience (experience) and related services and the corresponding service experience itself, such as: provision of catering and accommodation services.
? to sell around the tourists (potential tourists) caused by the consumption power of the possible revenue opportunities, such as: tourism investment area, scenic festivals commercial sponsorships.
? access to capital investment in the tourism project site after the earnings premium to other commercial development, such as scenic spots, tourist destination, real estate development.
? transfer, sale of goods with the characteristics of intellectual
property rights, such as: toys, handicrafts, souvenirs and so on.
? provide guarantees for the residents within the scenic tourist attractions can be market-oriented public service, such as: water,
electricity and so on.
The profitability of more than six major way is based on the arrival of tourists on top of this basic truth, even the establishment of local residents in the scenic area's spending power based on the profitability of ways to achieve through the arrival of tourists, the relative economies
of scale.
First, from a revenue perspective, with more than six kinds of profitable ways to analyze the profitability of the theme park model, is not difficult to find that the current existence of the domestic theme parks profit model on a single issue, there are many theme park ticket sales almost only way a profitable to structure their earnings models. It can be seen on the theme park industry, the decline is not surprising.
Second, from an investment point of view, a single profit model is
itself a risk, which makes a theme park manager effective financing difficult to obtain results, which set up in a theme park of the various fixed assets, in the absence of the case of passenger flow almost worthless. Hence the need to re-understanding of a theme park.
4 Conclusion
Theme parks have to offer may require the visitor to meet consumer demand for a range of core functions of the portfolio as a basis, the product can meet the individual requirements of tourist capacity (opportunities), will
be an important component of the product.
Visitors need to acquire knowledge from the theme parks, access to education, he may listen to explanations, see displays, or looking for information on their way to meet this demand, but tourists are often the
most favorite way: through the game to achieve is the purpose of education . Therefore, the theme park managers need to address the problem is this: all the possible ways to meet the needs of visitors to theme parks permutations and combinations of products to meet the needs of
tourists, which will determine the level of satisfaction of tourists willing to pay the ticket price, or buy Which species (products) services, especially tourists are willing to purchase theme park tickets, the
purchase of related services, products (experience) is the demand for premium products, ability to theme parks. Of course, in reality, the operator can by tickets will be sold this content package.
To sum up, the theme park is a way to provide cultural tourism product
(experience) of cultural enterprises. From the perspective of tour operators, theme parks generally are profitable ways: to sell tickets and provide help to enrich the tourist experience of services (including basic
services and special services), transfer of profit opportunities in the face of tourists (shop rentals) and the transfer of the attention of tourists themselves (commercial sponsorship), the design features of the sale of souvenirs with intellectual property rights.
Theme parks and cultural tourism should be closely blend together to create their own brand of culture must also be operated as a tourism industry, through the discovery and promote the culture of an integrated development of tourism; to operate by way of tourism multi-dimensional way
cultures, to give the tourism product to enrich the cultural connotations, thus creating a tourism culture with distinctive characteristics.
Many theme parks adapt to the new century, the development needs of the tourism industry, with its superb planning, exquisite architecture, rich content and the level of first-class management services, and soon a
sensation at home and abroad. Their success has been raised to a revelation: a successful theme park, can achieve good input and output
efficiency and a wide range of social benefits. The building of theme parks in tourism resources, the resource-rich region is the product of an
important complement to, not very rich in tourism resources, the region is a breakthrough in the development of a "bottleneck" an important measure has broad market prospects. Build a theme park, the key is doing a good job market research and project planning and selecting the right theme, create masterpieces; well-managed and theme parks, the key lies with the
times, constantly enrich the connotation, get rid of them attractive to live forever.
References:
[1] He Jianwei. Shenzhen Overseas Chinese Town tourism and cultural characteristics and Analysis】 【J. Tourism Tribune, 1999, (5).
[2] Wang Xinmin. Theme park in miracles and value-oriented high
efficiency】 【J. Tourism Journal, 1994,9 (6).
[3] Bao Ji-gang. Pearl River Delta, the theme park Development Review】
【J. Guilin Tourism College,
2000, (2) reposted elsewhere in the paper for free download http://