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The marketing of water parks, slides and surf pools at resorts and hotels in Arizona: A case study

Hospitality Management Department at the University of New Hampshire, et{at}christa.unh.edu

Many resorts and hotels in Arizona have introduced family-oriented water parks as part of their guest experience. In a marketing effort to appeal to a broader guest base, these properties have had varying results from this type of investment.

This study explores development of water features at eight major resorts and one independent hotel in Arizona. Some of these developments have slides, others have ‘lazy rivers’ for the tube floaters, lavish waterfalls, wave generators, grotto bars and a smorgasbord of hot ‘jet baths’. Through the use of mainly qualitative data, the various issues involving the research, operation and marketing of these facilities are revealed. An example of development costs is presented.

Key Words: water attractions • water-slides • resort waterparks • resort pools • aquatic recreation

Journal of Vacation Marketing, Vol. 5, No. 1, 82-93 (1999)
DOI: 10.1177/135676679900500107


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