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.
|Title of host publication||Emerging Innovative Marketing Strategies in the Tourism Industry|
|Number of pages||17|
|ISBN (Print)||1466686995, 9781466686991|
|Publication status||Published - 3 Aug 2015|