The theme and amusement parks Industry

Opportunity Analysis
AMB 207 Entertainment Marketing Assessment 1

Student name: Jiaqi Wang Student number: n9254153 Word count: 1595
Executive Summary

This report describe and analyse the theme and amusement parks industry, which aim to
recognise the recent trend of industry current entertainment market, and seek the potential
opportunities to reach a remarkable development. Initially, based on the 4C’s of
Entertainment Marketing use PESTE analysis that examines the impact of each of these
factors on the business, which involve political, economic, social, technological and
environment. In addition, via SWOT analysis explore these entertainment industry strengths,
weaknesses, opportunities and threat to identify key opportunities and decision two ideas for
the future development and execution in the industry. Finally, two recommended idea
generated from above analysis intend to contribute on organisational improvement. The
theme and amusement park use digital strategy and conform to globalization development
trends, in order to better develop industry. The parks manager use animatronics, 3D digital
attractions, virtual tours and mobile app that provide new experience way for consumers.

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Table of Contents
Executive Summary ................................................................................................................................ 1
1.0 Industry Analysis .............................................................................................................................. 3
1.1Content ........................................................................................................................................... 5
1.2Conduit........................................................................................................................................... 6
1.3Consumption .................................................................................................................................. 6
1.4Convergence .................................................................................................................................. 6
2.0 Key Opportunities in the Industry ..................................................................................................... 7
3.0 Ideas for Future Implementation and Development.......................................................................... 9
4.0 Reference .......................................................................................................................................... 9
5.0 Appendices...................................................................................................................................... 10

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1.0 Industry Analysis

The theme and amusement parks as one of the entertainment industry that in order to satisfy
the demand of consumers diversified entertainment and choices, to build a kind of creative
activity of modern tourism. It is according to the specific topic ideas, and combine with
virtual environment and landscape environment to cater to consumers’ curiosity. Moreover,
the theme and amusement park is also leisure entertainment space. Based on the PESTE
analysis (figure 1) shows that political, economic, social, and technological and environment
factors.

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 • Government regulation as a potential management institutions has responsible
for theme park safety and environment issue(Benn& Griffiths, 2014). About
product safety have strict regulations. Such as food and beverage.
• Tax laws and laws affecting competition are also important determinants for
the success of the company.The animation industry enjoy the preferential
Political policies.
• The theme park development cannot depart from the financial support of the
government( follow the table 1) ( Wilensky,2015).

• The entertainment industry could bring a large number of employment

oppotunities, and improving the national economic income development.Such
as security personnel, lifegurad and technician. In addition, consumer
purchasing power drive economic growth. For example, the theme and
Economic amusement park entrance fee and consumer purchase goods fee.

• The theme and amusement park demographic is mainly families with child,
and young people. Accoding to the Park and Yoon (2009) research data shows
that hey are a stable income groups (follow the table 2).
Social

• The theme and amusement park always have to be aware of new technologies
and to integrate them into their experience that attract to consumers ( Fotiadis&
Stylos, 2016). For example, consumers use digital displays in the parks or offer
apps for smartphones. But technological advances also affect the marketing of
Technological theme parks.Moreover, new marketing strategy come from new technological
which include social media and search engine advertising.

• The theme and amusement park is a large investment and high risk
projects(Damodaran, 2016). Therefore, scientific and rational choose location
that is the key element.Firstly, this entertainment industry should choose the
place with enough in the tourist market, and have a larger population. In
addition, considering consumption ability and habits.Secondly, parks manager
Environment should consider climate conditions. Finally, different geographical features
might be affect the construction of the theme park and budget.

Figure 1 PESTE analysis

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1.1Content

An amusement and theme park designed around a central theme, such as the classic movie
content and character, or divided into areas with different themes. The theme and amusement
park content main contain specific scenic spots and thrill ride, a variety of performances and
themed activity. For example, Big Brother’s dream world as one of the biggest theme parks
that is locates on the Gold Coast in Queensland. Dream world main have theme lands which
include dream works experience, wiggles world, gold rush country, rocky hollow and the
dream world corroboree (O’Regan & Ward, 2014). These lands contain a collection of rides,
animal exhibits, cartoon shows, food outlets and merchandise shops. Dream world has some
interesting campaign in order to attract consumers. For example, visitors to visit the tiger
island, the Bengal tiger and Sumatran tigers would play with the breeder. To join the
"wildlife experience", visitors could enjoy more than 500 species of Australian native
animals.

Furthermore, Disney is one of the world's most powerful brands of multimedia giants that
created a series of pervasive animation image, such as Mickey Mouse, Donald Duck, and so
on. The Disney animated film use colour, excitement, magic and other performance practices
combined with the function of the amusement park, launched in 1955, the world's first
modern theme park (Veness, 2015). According to the Disney movie, it create own brand
products. Worldwide image of the various intellectual property transactions, and publishes
books and magazines. Brand product includes toys, gifts, furniture and stationery that to
extract a fixed proportion of the royalties from the sale of wholesale and retail price of the
product. Disneyland has "Disney Store" in the form of direct introduction of related products
to the market. However, every Disneyland hotel architectural design style based on the movie
scene. Therefore, hotel design style is vivid and interesting, which attracted many consumers
want to live in. Once the Disney has new animation film release in the cinema, the
Disneyland would update new theme activities and park facilities.

Warner bros. movie world is one of the most popular theme parks about movies in Australia's.
Movie world include various movie-themed rides and attractions. Movie world launch a
series of event campaign which include Halloween parade and Carnival festivities.

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1.2Conduit

The theme and amusement park through traditional and social media channel to spread.
Currently, social media play an important role for audience life. Social media is recognized
and public that is the best tool to connect with consumers, the most important way of
communication between users, and offers interactivity (Kietzmann & Silvestre, 2011). In
terms of Disneyland Facebook homepage always updated news message and posts interesting
campaign. Therefore, it is pretty useful and convenient tool that audience could obtain news
notice and share photos with others. In addition, every theme and amusement park has own
websites. Websites homepage would introduce the geographic location of parks, scenic spots
and projects. For some exciting project, designer use multimedia technology post virtual
scene on the internet which provide the real effect to the audience. However, for the tradition
channel, theme park uses television and newspaper advertising to spread new activities and
performance project in order to attract consumers to participate in, reaching promotional
purposes.

1.3Consumption

Many theme and amusement park have retail stores; consumers could purchase their favourite
cartoon character clothes and some souvenirs. Marketers use the Disney brand and the
famous cartoon character that to design and sell a variety of goods. For example, many girl
prefer different princess in cartoon, every girl has a pair of special shoes and dress which are
like the crystal shoes of Cinderella and Snow White dress. However, for the movie fans, they
could purchase movie DVD and CD. The theme and amusement park focuses on consumer’s
experience. Therefore, the park design and layout inspiration come from movie scene that
appeal to consumers experience it.

1.4Convergence

The theme and amusement park use digital strategy to improve and transmit entertainment
marketing development. These digital strategies involve thrill ride technology digital, virtual
tours and mobile apps (Belk, 2013). The application of virtual reality uses the immersive and
interactive in theme park. With the development of virtual reality technology, in order to
increase exciting shock and breathtaking travel experience that would be able to capture

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numerous audience, because it could let audience instantly immersed in unparalleled virtual
space. The theme and amusement park combine with thrill ride technology digital that make
the consumer feel not only a 2D technology, still could feel the 3D and 4D experience. For
example, in terms of marine theme space, consumers watch the marine biological video and
wear 3D glasses, staff using sound and images that consumers have immersive feel.

2.0 Key Opportunities in the Industry

Theme and amusement park is a man-made tourism resource, which focused on particular
ideas around one or more themes to create a series of special projects in order to attract
consumers. As a result, different from other general tourist attractions and playgrounds, the
theme and amusement park offers consumer a unique recreational experience. Based on the
industry and audience analysis, the theme park develop main trends that are entertainment
content innovative and diversified. Entertainment content constant innovation is the driving
force of the development of the entertainment industry (Vogel, 2014). For example,
Disneyland always launches to new characters and events, in order to attract a lot of
consumer participation.

With the technology and globalization development that provides huge opportunities for the
theme and amusement park. The rising popularity of information technology and virtual
technology, combine with simulation experiences and virtual reality (Dawley& Dede, 2014).
The theme park would constantly improve the technological content of products. Enhance the
communication between the technology and art, art and life, improve interaction with the
consumers. In addition, manager should create mobile application that assistant consumers
know parks, which contain touring route, the latest activity message and member preferential
policies.

In addition, the SWOT analysis (follow the figure2) would detailed introduction internal and
external factors about theme and amusement park industry.

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Strengths (Internal factors): Weaknesses (Internal factors):
 Superior geographical position and  High cost of operation.
convenient traffic. For example,  It has variety of product portfolio and
movie world is located on the Gold several different hotels and theme
Coast, Queensland, and Australia. parks. Therefore, the centralized
Because Gold Coast as a famous management monitoring is very
tourist city that provide a large difficult.
number of tourist to the movie world  The parks always appear accident
and dream world. issue due to visitor numbers continue
 Loyal consumers. Such as movie fans to increase.
and kids.
 Good corporate image and technical
force
 Adequate sources of finance
 Constantly innovative
 Type of project is extremely rich.

• Top management. They should offer

high-quality services.

Opportunities (External factors): Threats (External factors):

 The development of tourism and  Strong competition comes from
travel provides a good prospect for different kinds of theme parks.
theme and amusement park.  Because the sheer volume and
 The entertainment industry has rich multiple resort, the operating budget
operating experience and prestige in are expensive.
the international market.  Need continuous updating of
 Release and increase new successful technology.
stories and characters.
 Establish a more eco-friendly image.
 Based on the Global development, the
audience have more opportunities to
travel.
Figure 2: SWOT Analysis
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3.0 Ideas for Future Implementation and Development

The theme and amusement park as an important part of entertainment industry that the
industry has two ideas for the future development and improvement.

Firstly, the development direction of the theme park should be focus on environmental
protection problem. With the increase of visitors every year, the parks environment suffers
pollution and ecological threat. Theme park many projects requires a lot of electric power
resources, as a result energy saving is the main development direction.

Secondly, with the development of globalization, an increasing number of audiences prefer

travel around the world. The theme and amusement park should exploit oversea market.
Specifically, theme parks formulate international strategy that should adopt different mode of
operation depending on different regional markets, and consider the different background of
cultural life. In terms of food, different countries have different eating habits. As a result, the
manager focuses on audience different taste and habits in order to better promote the parks
development.

4.0 Reference

Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3),
477-500.

Benn, S., Dunphy, D., & Griffiths, A. (2014). Organizational change for corporate
sustainability. Routledge.

Damodaran, A. (2016). Damodaran on valuation: security analysis for investment and

corporate finance (Vol. 324). John Wiley & Sons.

Dawley, L., & Dede, C. (2014). Situated learning in virtual worlds and immersive
simulations. In Handbook of research on educational communications and technology (pp.
723-734). Springer New York.

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Fotiadis, A. K., & Stylos, N. (2016). The effects of online social networking on retail
consumer dynamics in the attractions industry: The case of ‘E-da’theme park,
Taiwan. Technological Forecasting and Social Change.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media?
Get serious! Understanding the functional building blocks of social media. Business
horizons, 54(3), 241-251.

O’Regan, T., & Ward, S. (2014). Making screen production work at the margins: path-
dependent development in Brisbane and the Gold Coast.International Journal of Cultural
Policy, 20(2), 186-201.
Park, D. B., & Yoon, Y. S. (2009). Segmentation by motivation in rural tourism: A Korean
case study. Tourism management, 30(1), 99-108.
Vogel, H. L. (2014). Entertainment industry economics: A guide for financial analysis.
Cambridge University Press.
Veness, S. (2015). The Hidden Magic of Walt Disney World: Over 600 Secrets of the Magic
Kingdom, Epcot, Disney's Hollywood Studios, and Disney's Animal Kingdom. " F+ W Media,
Inc.".
Wilensky, H. L. (2015). Organizational intelligence: Knowledge and policy in government
and industry (Vol. 19). Quid Pro Books.

5.0 Appendices
Government budget

Entertainment Industry Medical Industry Education Industry Other Industry

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Table 1 Government budget analysis

80.00%

70.00%

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Up to $20000 $30000 to$60000 More than $100000

Annual income

Table 2 Income analysis profile of the audience analysis

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