How can a regional theme park survive in China? Studying strategies used by wuhu fantawild dreamland

Bill Xu, Wei Yuan, Erdogan H. Ekiz, Doris Shuk Ting Lo

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)

Abstract

Theme parks have become a vital component of the tourism industry, providing entertainment and excitement to local residents and tourists. Particularly, more and more parks start their business in Asia. In this competitive environment, investigating the success and failure cases may prove very fruitful implications to other practitioners. Among these implications innovative marketing strategies are one of the most important ones. However, few previous studies attached importance to the study of theme park industry and the service performance in China. Given this lack of attention, this study was conducted in attempts to shed some lights for the park managers all around the world in general but also the ones in Chinese market, in particular. A case study of Wuhu Fantawild Dreamland, Anhui, China, was adopted for the survey and interviews. The analyses suggested China's theme park visitors had some unique preferences which can be used while creating innovative marketing strategies.

Original languageEnglish
Title of host publicationEmerging Innovative Marketing Strategies in the Tourism Industry
PublisherIGI Global
Pages322-338
Number of pages17
ISBN (Electronic)9781466687004
ISBN (Print)1466686995, 9781466686991
DOIs
Publication statusPublished - 3 Aug 2015

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