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Strategic theming in theme park marketing

HTM Resource Centre in the Department of Hotel and Tourism Management at the Hong Kong Polytechnic University, Hong Kong, hmkevinw{at}polyu.edu.hk

Phoebe W. Y. Cheung

Department of Hotel and Tourism Management at the Hong Kong Polytechnic University

Theme parks aim to create the atmosphere of another world and it is essentially the theme which becomes the main part of a theme park experience. Thematic tourism had become increasingly popular where travel is motivated by an interest in a particular subject or area rather than by the more traditional motivations such as idyllic scenery and climate. The drawing power of theming is evident in the fact that it has, in recent years, become a catalyst for the growth of new destinations based mainly on thematic leisure.

This study attempts to identify and describe a distinct and representative set of theme types and attributes in a theme park and examines the relationship between visitors’ motivation for visiting theme parks and theme preferences. Weak to moderately strong relationships were found between motivation for theme park visits by visitors and their demographics and lifestyle patterns. Given the fact the theme park industry is still relatively young in Asia, the findings of this study reinforce the need for Asian theme parks to focus strategically on satisfying lower-level needs, such as stimulation, by developing and marketing an adventure theme comparable with Western theme parks.

Key Words: theme park • theming • leisure • motivation • lifestyle

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