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Table Of Contents

I. Introduction
I.1. Context and rationale
I.2. Research aim and objectives
I.3. Introduction to the methodological approach
I.4. Limitations, validity and reliability
I.5. Dissertation structure
II. Literature review of the experience economy concept
II.1. Introduction
II.2. Experiences – the new emerging value?
II.2.1. Experience economy
Table 2-1: Evolution of service economy
II.2.2. What is an experience?
II.2.3. Experience economy versus entertainment economy
II.2.4. Is the experience economy really an ‘economy’?
II.3. New consumer behaviour in the experience economy
Table 2-2: Major determinants of new consumer behaviour
Figure 2-3: Buyer decision process
Table 2-3: Model of consumer’s behaviour
II.4. Different approaches in the experience economy context
II.4.1. Success factors
Table 2-4: Success factors for the management of theme parks
II.4.2. ‘Experience rules’
Figure 2-4: Defining the experience from the customer’s perceptive
II.4.3. Imagineering
II.4.4. Blue Ocean Strategy
II.5. Conclusion
III. Theme/water parks industry
III.1. Theoretical framework of theme/water parks
III.1.1. Definitions of theme/water parks
III.1.2. Characteristics of water parks and their customers
III.2. Current management approaches to theme parks
III.3. The Bulgarian perspective – Action Aquapark
III.3.1. History and background
III.3.2. Customers of Action Aquapark
III.3.3. Competitors of Action Aquapark
III.4. Main problems of Action Aquapark
IV. Methodology
IV.1. Introduction
IV.2. Aim and objectives of research
IV.3. Primary and secondary research
IV.3.1. Primary research approach
IV.3.1.1. Quantitative primary research
IV.3.1.2. Qualitative primary research
IV.3.2. Secondary research approach
V. Main findings of research
V.1. Introduction
V.2. Findings through questionnaires
V.2.1. Demographic profile
V.2.2. Holiday patterns of behaviour
V.2.3.Perception of a water park and past experience
V.2.4.Customers’ perception of Action Aquapark
Table 5-1: Factors influencing a future visit to Action Aquapark
V.2.5. Correlation analysis
V.3. Findings through interviews
V.4. Conclusion
Appendix 2: Distribution of theme parks in Western Europe
Appendix 3: Distribution of water parks in Western Europe
Appendix 6: Map of Action Aquapark, Sunny Beach, Bulgaria
Appendix 8: Questionnaire distributed among Action Aquapark’s
Aqualand Water Park in Portugal
Zoomarine Park in Portugal
and Splash Water Park in Portugal
Action Aquapark in Bulgaria
Appendix 14: Figures of findings from the questionnaires
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Management Strategy of Theme Park

Management Strategy of Theme Park

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Published by Zubaid Al Hafiz

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Published by: Zubaid Al Hafiz on May 26, 2012
Copyright:Attribution Non-commercial


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