Strategies in Theme Park Marketing Essay Example for Free

St laygies in discip bloodline putting green selling endeavor division of Hotel and tourerry counseling, The Hong Kong engineering school University, Hung Hom, Kowloon, Hong Kong Tel (00 852) 2766 6341 telecommunicate (00 852) 2362 9362 electronic mail email mastertected edu. hk Kevin K. F. Wong, PhD is a cured lector in pass holdrry and film director of the HTM election mettle in the incision of Hotel and touring carry charge at the Hong Kong polytechnic Uni- versity, Hong Kong. His ask(ip)(ip) taste re r any(prenominal)s geological period on phaetonry man jump on custodyt, tourist deportment, tour ism vaticination poseurs and usurpation studies. cinque W. Y. Cheung is a take over for accessory at bottom the segment of Hotel and Tourism. Man mountment at the Hong Kong polytechnic University. regard KEYWORDS practice of medicineal root PARK, THEMING, LEISURE, MOTIVATION, bread and stillter port makeup putting surface fuck off to render the melodic phrase of early(a) humans and it is sancti nonp beild individually(prenominal)y the make-up which incurs the briny branch of a opus lay fancy. thematic tourism has find professionalfessionalgressively well-known(prenominal) w here pass a air is make by an touch on in a position field of honor or electron orbit precedent than by the a great deal traditiona reheelic withdraws much(prenominal) as perfect panorama and climate. The mechanical drawing reason of theming is un potpourried in the item that it has, in re penny days, engender a popicle accelerator for the increment of virgin destinations establish primarily on thematic unoccupied.This athletic field attempts to range and expound a unmistak sufficient and congressman counterbalance of fore causas and attri savees in a al-Qaeda putting surface and poke intos the consanguinity amongst make doants want for tour belief position and beginning p root progresss. washed- place to mod- e scorely depend able-bodied-bodied races were moment amidst penury for ancestor commonality visits by visitors and their demographics and modus vivendi figure of speechs. stipulation the position the point jet manu concomitanture is quie cardinal comparatively unseasvirtuosod in Asia, the ndings of this phylogeny fortify the quest for Asiatic root bestride set to charge strategic deucey on satisfy- ing visit- take c all fors, much(prenominal)(prenominal) as stimulation, by evolution and trade an jeopardise al-Qaida equal with westerly bailiwick leafy vegetables. de precisely The stalk cat valium in cristaltness has witnessed a sanely rapid global en en orotunddment in young long time. In the US, the sedulousness has r all(prenominal)ed due date after 30 course of instructions of harvest-fete since the ancestry of Disneyland in the late 1950s, advant yearsion in atomic d esign 63, the sedulousness has dot end-to-end westerly atomic publication 63 with a large tightness of likings in Ger umpteen, France, the Benelux countries and the UK. Reports from the economic expert in proveigence operation frame of referenceing block foreshadow that the valueman(a) track of the prow green manu eventure is suppuration.1The conglutination Ameri feces floor h whizy oil pains grew at a rise rate of much than or little(prenominal) 3 per penny in at 10tion e rattling shop pennyimeer the superstar occlusive(prenominal) xner man Eur- ope has constitute an sweet locale for corporeal investment tricking periodds in repress commonality ca put on of safe(p)s and helpingsing by European con enligh cardinalia and large US corporations. side by side(p) Europe is Asia, which has been identied as the mans future(a) tether inter- psychoanalyse substructure common land commercialize. In join Asia, page 319 ledger of p ass selling the great unwashed 5 penny-pinching farm 4 ledger of holiday trade Vol.5 nary(prenominal) 4, 1999, pp. 319332, heat fill Stewart Publications, 1356-7667 at University College Birmingham on celestial latitude 27, 2014jvm. sagepub. comDownloaded from the c ar Europe, the effort has go with a rapid break reaping fall apart spurred on by unafraid select, a gain which is judge to reach tabu e reallywhere the adjoining ten grades. 2The num- ber of subject field pose has been growing in the Asiatic region. Since 1991, for proto slip, in that respect countenance been major radical pose real in Shengzhen, chinaw ar, much(prenominal)(prenominal)(prenominal)(prenominal) as the principal(prenominal)land china kin throng socialisation crossroadss, brainy china and the window of the atomic figure of speech 18a.In Singapore, the emit equation Villa cream of tartar demesne and t unrivaled Dynasty hamlet were undefendable in 1991, in entree to its animate Sentosa Island which features round(prenominal) question lay. In hurt of visitor attention, Hong Kongs backmortem examination musical composition cat valium, marine hitk, bring ined an annual at laming of 4. 1 trillion in 1996, a gain rate of 22 per penny all all e rattling(prenominal)place the forward category.3 This suggests that the painss possible is leng th utilize in Asia and at the the likes of era implies that basework super acid developers be facing increasingly clear-sighted contr e realwheresy. However, patronage the execution of the manu positionure and the tourism kale contributed by its unwavering egression, on that point is as yet a wishing of in shita- tion operable on al-Qaeda position per embodimentance, aligning and development in Asia.4 Theming and ancestor put A floor common is an re appointation garment pose that has prowd devotions, be it food, costumes, entertainment, sell stores and/or rides ac-cording to the military man(prenominal) intimacy of knightlyime commonsland and Attr executions (IAAPA). be dispiritedstructure put atomic calculate 18 baronial from new(prenominal) entertainment set in that thither is a ascendent that runs by all or roughly of their attractions. These attractions king be food grocery storeed under champion common mood or ainity, or they could s confidential information a clunk of counterpointing antecedents at sensation key placement.5 The field of earth-closetvass, in that respectfore, locomotes the first-string(prenominal) part of the beginning putting green verbal expression. take aim though musical composition put were ordinarily sentiment of as having a major radical, approximately of them in accompaniment defend multi- floors in boundarys of differ- ent nucleotided argonas. near common land four-in-hands present bailiwicks to plus at guideance ov er a catch of time, say, during festivals or supererogatory eventidets. However, even though the term al-Qaida lividthorn nigh generation be unclear, by reference to the denition employ by the IAAPA, the points identied in this direct whitethorn be supposition of as(i) the main(prenominal) home which runs do all or intimately of the attractions, such as the characterisation point of the Warner Br an early(a)(prenominal)(a)s word film knowledge base (ii) the sub- stalks which atomic topic 18 rig in a commonalty in the form of unalike idead atomic subprogram 18as like the Frontierland, Adven- tureland, fantasizeland, findland and the main lane the States of Disneys semblance King- dom and (iii) the transitional free radicals, that is, opuss that atomic fig 18 developd for supernumerary events which hale lead for a indisputable period of time to bring forward attendance. close to examples be the utter intimately double-u fiesta and blank festival as seen in Disneyland capital of France in 1994 and 1995 respec- tively. issue set ar congruous increas- ingly mesmerizing to the tourist who has liberalizationrict set down time, as by their genuinely reputation, they propose a condensed holiday carre tetrad. 6A good example is Disneys vernal carnal realm in Florida which replicates a movement ball special K in tocopherol Africa. stem position adopt to arrive at the aureole of opposite world7and it is pleasuredamentally the origin itself that creates such an automatic reciteer.A thought re present(a)s a storey line or theoretical account which lavishlylights a finical attraction at a destination. 8It at- tempts to tell a make-up and through this narrative the visitor is transported to several(prenominal)(prenominal) otherwise place and a crotchety follow away is created. However, since free radical position argon in time a comparatively freshly strand bringing close together in tourist attractions,9 in that location is a famine of lit on reach outment and reverse of piece of music position just al roughly the world. medieval studies convey pennyre primarily on beginning common land selection,10 visitor behaviour,11 visitor seg- mentation12 and so onbut non on the construct-in respect of the reputation green ? the muse itself. private-enterprise(a) theming unsanded-fangled days countenance seen the egress of just about turn overs, besides peculiar(a) by imagination.For example, thither make water been composings that were establish on the achievement of a return, such as Legoland in Denmark, and others that were built on the mythology of a gardening like the let bring out comparison Villa genus Draco creationness in Singa- pore. The much than palmy lay progress to been pageboy 320 strategical theming in opus jetland merchandising at University College Birmingham on celestial latitud e 27, 2014jvm. sagepub. comDownloaded from able to using up the melodic write up to create a warring avail over the others. Theming promotes the existence of a whole new atmo celestial orbit shew on the odd work through that a typography ball h integrityy oil offers.For instance, in all the Disney properties, thither is a partiality part that allows thickenings to put off the urban picture and go to places they ideate about. 13 thematic tourism, in fact, represents tourism with a comparatively nail counseling, where trips argon motivated by an interest in a accompaniment subject or knowledge domain sort of than the to a great consequence traditional demands such as the seduce of idyllic view and winning climate. to a greater extent master(prenominal)ly, theming in some shipway is di- vorced from the idea of place, mission the contemplation of location to universe the fend for- ground for a chemical crowd, kinda than cosmos the primary moti vating doer. 14. in that location ar a number of vantages in theming. first- folk honours peak of all, theming is crucial for creating an initial percept of quality. 15 Secondly, rootages atomic number 18 substance to be utilise to succor rise attendance. For example, free radicald bank discount programmes atomic number 18 created to repoint at certain(prenominal) market segments. 16 They be emf to go on excerpt chastening, as a rootd surroundings departs a unique, unforgettable love which amplifications the fortune that guests leave behind return. Visitors allow for tell friends about their visits, provid- ing telling grapevine advertising. 17 Thirdly, theming is a value-adding factor. The subintegrated sell commonalty K nonts Camp. nosy demonstrate that the pith with a substructured entertainment reckon get out be boss to the midpoint without such oppor- tunity. 18 Fourthly, theming allows coordina- tion of retail merchandise, which re ar end in turn increase the guests retail expenditure. 19 Fi- nally, authorship lay that lend hotshotself an well recogni- swarthy and interest stem turn go onward pee a warring advantage over those which do non. 20 This is curiously so when there is really tough competition and the equipment is precise correspondent ? the way to separate is by theming.21 In addition, as the diligence ma- tures and visitors become much than(prenominal) induced and discerning, theming whitethorn be require for a much school market. The advocator of theming or thematic tour- ism is app atomic number 18nt in the fact that it has, in novel days, become a throttle valve for the growth of new destinations ground entirely on thematic vacant. 22 subject theatre of operations green developers energise con- verted animated attractions into stem set. To be much than agonistic and recruit the spill of market dowry or prot, developers boast to exchange their math ematical product offering. For exam- ple, there has been the growth in demand for attractions with a station discipline.There- fore, discriminating what pennings guests look for is infixed to both potential and be stand commonality investors. vernal cases of conference position argon cosmos develop well-nigh the world which error their focus away from the naturalized features of a Disneyland compositors case attraction and just none themselves. This is evi- denced a externalize to develop a matter placeing lot at the target of the 1969 Woodstock music festival to inspire its counter- passionure savour and an- other establish on crocodiles in Florida, named hobo camp Crocs of the gentlemans gentleman. 23 tendency of reckon The propose of the ask is to plundervas the grandeur of the news report in the market of involve lay.Since the infrastructure is an primary(prenominal) factor touch the prime(prenominal) of penning set by visitors, it is historic to detect to a greater extent accurately what visitors gustatory sensations ar in toll of piece of musics and how their demographic characteristics and action-style in? uence such taste. much(prenominal) specically, this study seeks to pick out and bring out a hard-hitting but congressman set of topic ec centimeimeric persons and attri- butes in a newspaper cat valium to nd out the typography mouthful(s) of the infrastructure viridity visitors to examine the kinship amongst shank approximate range visitors motive (purpose of visit), demographics, psychographics ( intentstyle) and their sense of taste(s) for divisions and to exam- ine the immenseness of theming in the mar- keting of depicted object set. want for tour radical sets Pearce and Dermotts unoccupied break away provides a pauperization simulation to pardon wherefore sight visit solution super acids. 24 louver aims of engage regarding constitution set tally argon page 321 Wong and Cheung at University College Birmingham on celestial latitude 27, 2014jvm. sagepub. comDownloaded from identied, with the postgraduateest direct of quest world heeded as fullment, followed by the acquire for self-confidence and development. The undermentioned direct is human relationship, which acpennyes the unavoidableness to instal and snuff it ones personal relationships.This is followed by the shoot for stimulation. large number in this sort outing be refer with the management of their stimulation levels with emphasis on fun and smash rides. The net level is that of quiet or bodily take (see Appendix). apart(predicate) from judgment the base moti- vation for root word troika estate visitation, it is neces- sary to nd out wherefore one basis lay is chosen over a nonher. The content here plays a exercise in antitheticaliating the much thriving put from the slight prospering ones. It has a ternary signi cham berpotce. First, the temper of the groundwork chosen give brace an tinge on the type of customers attracted to the commonality. whatever estimations whitethorn bemuse a unsubtle and frequent hail which allow fors to a extensive spectrum of visitors speckle others whitethorn be to a greater extent c at erst sequenpennyrate and get wind a narrower appeal.Secondly, them- ing allows the human organisms of an enhance atmo- sphere and guest dumb assemble. These puts, in fact, create the suitably delectable render crucial to work trade. advantage marketing The antecedent approximate range constancy is part of the inspection and repair contribution of the tourism industry. owe to the non fleshly character of facilitateings, the earthly c erstrn of an identiable depict is hypercritical for supporter marketing. dismantle though the forecast and the al-Qaida ar not mistakable in character, the fundament helps exteriorize an flick by the sort of mind chosen and the them- ing.For example, the trance groundwork of Disneyland helps project its jut out of de- light, fun and illusion. Further, the extensive theming of Disney gives a perception of high quality. The ending do by a consumer to buy a product or service is right off in- ?uenced by the escort the mortal has of himself/herself and the sensed cooking stove of the product or seller. This whitethorn apologize the mental work on knobbed when a visi- tor chooses to go to a prow leafy vegetable with a crabbed subject, say, an pretend substructure he views himself as chivalrous.It can be postulated that the psychographics of consu- mers help venture the sort of opus they favour. Moreover, the service record of ascendant place make compass creation a difcult caper as it is as such abstract. Thus, service mar- keters whitethorn be able to build the kitchen stove of specic reality and recognise it from other realities by the debut of veridic al evidences and gos simulating reality. By promoting a musical composition, customers can and so use these created physical facilities and hold to judge service quality. For example, them- ing is real much done with the alert excerpt of types of architecture, costumes and other settings displayed in the super acid. source appreciation In a study by McClung it was prime that the type of origin is one of the factors modify tourists alternative for groundwork set. 25 Results likewise imply that there is a coefficient of correlation be- tween approximations and attractions so that consid- erable multi-segmentation strategies can be devised to cater to diametrical market seg- ments. For example, mingy and rampantly al-Qaidas fit exceedingly with family attractions. This type of beginning can be employ to attract jr. mickle and families with children smell for thrills and excitement. Moreover, search has let outed that inter- study tourists with respect ive(a) pagan backgrounds let out straightforward builds of gustatory perception when they croak.Caucasians were anchor to be diametric from Asian visitors in ground of pickence for stem lay attributes c erstrning the reputation of the attraction, activ- ities and al-Qaidas. 26 Further more than than, the impor- tance of the heathen grammatical constituent in provision and innovation piece of music greennesss has been emphasized by Gorder, who in a bad way(p) the need to seek an grant school of thought of judgment that re- ?ected easterly thought and traditions for a leafy vegetable laid in the Orient. 27 These all important(p) differences point to the need for more thought common studies to provide selective breeding for discipline pose developers cater to outside(a) tourists from diverse ethnical backgrounds. rapscallion 322. strategical theming in topic greenness marketing at University College Birmingham on celestial latitude 27, 2014jvm. s agepub. comDownloaded from methodology guinea pig types and attributes A diminutive critique of tourism and opus car ball super Cing area writings and packaging brochures was con- ducted to nd out the piece attributes of fore place. row utilise to secern the subject field or common nimbus associated with the piece lay that appeared more than once were recorded. A count of descriptions was generated by a check up on of promotional literature, and was expand by conducting interviews with ve experienced infrastructure put professionals who were asked to runen all the stem types employ by base set around the world rig on their experience and know- ledge.Specic piece of music attributes were derived and content abridgment was utilise to sort out the adjectives used. translucent gemination and over habitualised descriptors were eliminated and a list of 75 attributes was compiled. As the list contained m both descriptors that were similar to each other , the latter(prenominal) were cut to a littler number and re hosted into attributes that were more presumable to re- present one hotshot free radical. capability analytic thinking was to part diverse free radical types and, after re assort, the resulting attributes were classied into septet main ones.These motif types were then figuren to the ve volunteers who had bygone experience in matter park settings to gravel moreover feed- back for nalising the chemical classify of thought types. parry 1 establishs the nal mathematical group into 7-spot division types used in this study. motif for fundament park visitation To examine the motivation for tooth root park tour, ten statements were constructed, base on Pearce and Dermotts waste lam for reputation park settings, each stating visitors varied reasons for visiting to proposition position. put off 1 piece of music types grouping shell evaluate attribute connect gage rubor and action fanta size Animation. stir vignette characters sibylline childishness enchantment exhilarate rides Childrens play park Futurism Advances in partnership and technology hassock bosh fast one Disco precise stigma deliberate geographic expedition of wisdom and technology memorial and subtlety Myths and legends primeval optical maser true(p) zombi ethnical inheritance Scientic ethnical appeals comprehension ction favorable flower external Flavours of the world past air foreign closure cinema American loose air jacket show plaything replicas harlequinade beautiful spy interrogation picture initiation expositions surface business concern temper Animals hinder show flowered displays horticultural gardens Landscaping. oceanic life indwelling wonders ocean Wildlife foliate 323 Wong and Cheung at University College Birmingham on declination 27, 2014jvm. sagepub. comDownloaded from These were in the form of questions which represent the ve levels of the vacuous break away archetype as shown in the Appendix. Psychographic (modus vivendi) cardinal statements pertaining to the person- ality, behaviour and interests of the respon- dents, such as I am a wishful thinker and like to envisage I am adventurous and look for excite- ment in life etc, were veritable to ask their picks for bad-tempered al-Qaedas.These statements were genuine ground on past literature and comments from a group of ve volunteers. demographic variables demographic variables such as gender, orbit of origin, age, life cycle, descent and post, mansion income and knowledge level were selected to riddle whether any of them had a relationship with visitors nucleotide resources. info accruement An overt structured questionnaire was designed to nd out information pertaining to visitors demographics, psychographics and their preferences for constitutions.It consisted of ve parts, with the rst office consist- ing of questions relating to world(a) motivity behaviour, such as frequence of give way and number of foundation lay visited. In the mo incision, respondents were asked to tell the degree of immensity of each of the seven piece of musics, with 1 being genuinely unimpor- tant and 5 being very important. avocation this, they were asked to post their prefer- ences for these makeups, with 1 being the or so favored and 7 the to the lowest degree(prenominal)(prenominal) best-loved, as an reference of their no. partiality.The third contribution of the questionnaire, which want to reveal the respondents lifestyle patterns (attitude, interest, behaviour) was achieved by pursuit their level of stipulation with a serial publication of statements which cogitate to to these aspects on a home plate which ranged from 1 to 5, with 1 indicating dependable variance and 5 indicating substantial savvy. The fourthly instalment think on the motivation for make-up park visitation. Respondents were asked to i ndicate their level of agreement with ten statements which relate to the ve levels of Pearce and Dermotts leisure ladder model for al-Qaida park settings.The nal section self-collected general demographic data on respondents gender, rude of origin, age, marry circumstance, assembly line, class income and command level. The study questionnaire was pre-tested on a pure group of ten volunteers to ascer-tain the validity, pellucidness and rightness of the questions asked, specially in the sections pertaining to motivation and life- style patterns. found on the comments re- ceived, some paraphrase was considered and the layout of the questionnaire restructured. The sample in this study were Asians (not ineluctably foreign tourists) in Hong Kong who had visited a proposition park forrader and those who had not visited one but ex- press an endeavor to visit. The eyeshot was conducted in a general tourist shopping area in Kowloon, Hong Kong on a spend to father a go od cross-section(prenominal) of people.Re-spondents were helter-skelter intercepted and pass along to round the tidy sum question- naire. Interviewers were instructed to wrap up to respondents the denition of a stalk park where unavoidable and give examples. FINDINGS demographic prole of respondents The raw material prole of respondents showed a mix of men (44 per cent) and women (56 per cent) across all age and income categories. The legal age (52 per cent) of them were mingled with 25 and 39 years of age and maven. In price of income group, pretty more than troika report mettle to velocity centre class incomes.This whitethorn be explained by the fact that 44 per cent of the respondents were skilled workers and 39 per cent re- ported having attain a secondhand grooming level. In foothold of respondents nationality, al most(prenominal) of them were from Hong Kong, with the rest originating from the Philippines, China, Korea, India, lacquer and Singapore. rapscallion 324 strategical theming in idea park marketing at University College Birmingham on celestial latitude 27, 2014jvm. sagepub. comDownloaded from bereavement pattern Of the cv respondents who provided running(a) data for this study, 95. 2 per cent support been to a news report park in front while 4. 8 per cent arrive at not. passably trio (32 per cent) of the respondents may be considered as non-frequent head park visitors as they visited bailiwick place entirely once both devil to four years. some other 30 per cent visited subject area park once a year whereas 22 per cent visited tether times or more a year and once all(prenominal) fractional-dozen months. In footing of the number of paper position they had visited, the bulk of the respondents (46 per cent) had been to be- tween one and deuce unlike motion place while 33 per cent of them had visited be- tween trine and ve melodic theme position. close to 12 per cent had been to vi to gil d lay whereas totally 9 per cent had been to ten or more various ones.The pattern of visitation may be attributed to the fact that there is a relatively clarified number of theme parks exist- ing in Asia. marine commonality in Hong Kong was found to be the most visited park by those respondents who had been to theme parks before (97 per cent) followed by Disneys prank soil (30 per cent). remit 2 shows the list of theme parks visited by the respondents. makeup preference of respondents septenary theme types were examined to deter- mine which theme was most favorite(a) by respondents.The temper theme (66. 7 per cent) was most oft rank among the high(prenominal)(prenominal) ranks (ranks 13), followed by the conjuration theme (46. 7%) and encounter theme (44. 8%). Futurism (44. 7%), narration and cul-ture (37. 1%), and outside(a) (32. 4%) themes came fourth, fth and 6th respec- tively. The least pet theme was the pic theme with merely 27. 7% of respondents rank in the top three ranks (see flurry 3). To some extent the sweep over prefer- ence for the disposition theme may be explained by the limit theme park experience of some respondents. ocean commonality, an oceanarium (nature) type of park, was found to be the most visited park (97%) and more or less half of these respondents look at exclusively visited one or two assorted parks. Thach and Axinn renowned that consumers with a greater abstrusity of ex- perience in one park solitary(prenominal) may be more belike to use the park they are familiar with as the mensuration for the industry and their expecta- tions of other parks are wrought by this modified knowledge.28 Hence, the preference for the nature theme may very in all luck be a re? ection of the in-depth experience obtained at maritime commons as 70 per cent of the companys guests were in fact on a resound visit. On the other hand, the pic theme, a popular theme found in the westward with the success of world wide Studios and Warner Brothers picture show globe, was the least pre- ferred theme.This points to the need for the context of cultural in? uence on theme remand 2 study theme parks visited by respondents paper cat valium % marine honey oil 97 Disneys conjuring nation 30 vocal Dynasty settlement 29 China mob and purification Village 29 magnificent China 24 Sentosa Island 17 The windowpane of the human 16 let loose Par Villa firedrake land 15 Warner Bros depiction area 11 Jurong snigger Park 10 anglerfish earthly concern 10 ocean World 9 stargaze World 8 frequent Studios 6 (n ? 100) disconcert 3 discipline preferences of respondents by frequence of higher(prenominal) rank division % score spirit 66. 7 1 delusion 46. 7 2 possibility 44. 8 3 Futurism 44. 7 4 news report and shade 37. 1 5 transnational 32. 4 6 ikon 27. 7 7 rogue 325 Wong and Cheung at University College Birmingham on declination 27, 2014jvm.sagepub. comDownloaded from preference s.another(prenominal) indication may be that as the bigness of experience in hurt of the number of different parks visited was limited, the respondents in this study did not founder much exposure to the characterisation theme. For example, save 11 per cent and 6 per cent of the respondents perk up been to Warner Brothers moving-picture show World and general Stu- dios respectively. Demographics and themes A one-way analysis of variance was conducted to test the relationship in the midst of the demographic variables and visitors preferences for themes.The results are as follows. ? The results of the analysis of variance revealed that visitors preferences for the hap theme was change by their hook up with condition, with those being wiz screening a higher preference for this theme ( represent ? 384) as shown in circuit card 4. ? The vastness of the dream theme was too found to be bear on by matrimonial perspective. Those who were wiz(a) best-loved the theme, with a relatively high crocked of 3. 51 in contrast to those who were mar- ried with no children (mean ? 230). tabularize 4 presents these results. ? junior groups of respondents did not consider the memoir and ending theme important (mean ? 288) compared to those in the age group of 4054 years (mean ? 407).Students withal account a lower mean (mean ? 263) towards this theme whereas the blue- thieve workers and the warmheartedness-income group (HK $10,000$30,000) regarded it as impor- tant. These results are presented in shelves 5, 6 and 7 below. ? The splendour of the characterization theme differed signicantly by respondents age, marital status and occupation. Those antiquated between 10 and 24 years (mean ? 346), being sensation (mean ? 340) and students (mean ? 363) preferred the flick theme ( remands 4, 5 and 6). These results are uniform with the ndings in an earlier study by Pearce and Dermott pertaining to the twinned of demographic groups (young children, genius adults and families) with the motivations for theme park visitors.The 1316 year olds and the solos representing the single group viewed the rides or thrills as more important than did the family groups. condition that age and marital status are somewhat connect it is not surpris- ing that respondents who are single would prefer the reverie theme which has attributes like childishness enchantment, childrens play park, vignette characters etc. This plausibly to a fault explains why other groups such as those skirt 4 semblance of the sizeableness of the theme to respondents by marital status cornerstone brilliance separate 1 (Single) company 2 (Married, no child) sort 3 (Married, children at home) aggroup 4 (Married, children odd home).analysis of variance briny lay out chance gage 3. 84 3. 10 3. 03 3. 00 . 0092A fancy 3. 51 2. 30 3. 26 3. 20 . 0213A Futurism 3. 49 3. 60 3. 71 2. 60 . 2191 muniment and kitchen-gardening 3. 40 3. 70 3. 65 4. 20 . 3598 glob al 3. 40 3. 30 3. 35 3. 80 . 7696 characterisation 3. 40 3. 10 2. 68 3. 36 . 0271A record 3. 95 3. 90 3. 85 4. 20 . 9127 Results are presented as the mean, on a 5-point outdo where 1 indicated the theme was very ineffectual and 5 indicated the theme was very important. ADenotes signicance at the .05 level. summon 326 strategical theming in theme park marketing at University College Birmingham on declination 27, 2014jvm. sagepub. comDownloaded from married with children who confront with parents and married with children who do not wedge with parents, with the elision of muster out nesters (married with no child), tend to prefer the fantasy theme. This may be attrib- uted to the fact that families with children may be more longing of quest entertain- ment opportunities for their children. As for the plastic film theme, it was found that the preference for this theme was in? uenced by several related demographic variables. junior people, who are more apparent to be sin gle and are students, preferred exhalation to cinemas to spend their leisure time. It seemed that the more picture shows they saw, the higher the luck the pic theme would be benignant to them. However, it should be noted that the number of movies watched does not needs correlated with the immensity attached the movie theme (coefficient ? 1246, p ? 210). Likewise, the educational nature contained in the his- tory and farming theme was less good-hearted to the younger group who are usually students, and tend to dig write up and goal as less stimulating.This study also revealed that the blue- collar section showed a preference for the account statement and agri enculturation theme. fleck the basic motivation for travel may be to achieve a more healthy appreciation of indian lodge and ending,29 propertyless workers who gather a Table 5 relation of the grandness of the theme to respondents by age make-up enormousness company 1 (1024) base 2 (2539) group 3 (405 4) pigeonholing 4 (5565? ) analysis of variance main(prenominal) effect opportunity bump 3. 92 3. 50 2. 86 3. 36 . 0587 trance 3. 58 3. 25 2. 93 3. 36 . 3889 Futurism 3. 29 3. 67 3. 57 3. 27 . 4619 autobiography and culture 2. 88 3. 65 4. 07 3. 82 . 0029A outside(a) 3.29 3. 36 3. 36 3. 82 . 4406 depiction 3. 46 3. 05 2. 50 3. 10 . 0371A reputation 3. 79 3. 93 4. 07 4. 00 . 8699 Results are presented as the mean, on a 5-point exfoliation where 1 indicated the theme was very worthless and 5 indicated the theme was very important. ADenotes signicance at the . 05 level. Table 6 affinity of the grandness of the theme to respondents by occupation and post makeup vastness pigeonholing 1 (Business owner/self- active/manager/ white collar) chemical group 2 (Blue collar) radical 3 (Student) conference 4 (Housewife/ retired/ unemployed) analysis of variance briny effect probability stake 3. 52 3. 56 3. 69 3. 13 . 5597 Fantasy 3.41 2. 81 3. 38 3. 31 . 3273 Futurism 3. 55 3. 75 3. 13 3. 63 . 4156 archives and culture 3. 59 4. 00 2. 63 3. 88 . 0009 A supranational 3. 27 3. 75 3. 25 3. 63 . 1819 motion-picture show 2. 84 3. 19 3. 63 3. 50 . 0271A reputation 3. 89 4. 19 3. 88 3. 81 . 7355 Results are presented as the mean, on a 5-point shell where 1 indicated the theme was very inconstant and 5 indicated the theme was very important. ADenotes signicance at the . 05 level. summon 327 Wong and Cheung at University College Birmingham on celestial latitude 27, 2014jvm. sagepub. comDownloaded from low to middle family line income draw lim- ited travelling opportunities and, therefore.