What I have learned from Theme Park Management course

As I stated in the very first blog posts, I hoped that after finishing this course, I would be able to master the fundamental knowledge and practical experience about Theme Park field in particular and Amusement Park in general. And what I have learned in this course has exceeded my expectation.

Throughout the 18 weeks of the spring semester, I have gained a rather comprehensive knowledge about the Theme Park development history and characteristics. From the origin of European gardens with water fountains, sculptures and ornamental plants, the theme park industry has experienced significant expansion internationally as Disney Land - the first theme park in the history - was built in 1955. Different from amusement park which includes a number of attractions in a small area with many prices, a theme park is designed based on a specific theme in a large-scale area with only one price. Depending on scale and the number of attractions possessed, a theme park can be classified as destination, regional, urban or niche theme park.

I also have a better understanding about two important concepts - McDonaldization and Disneyization - that can be applied for the theme park management process and operation. Including four characteristics: efficiency, quantification, predictability, and control, McDonaldization provides a theme park with a competitive advantage by creating a system catering a large number of people efficiently while Disneyization overlaps commercialization and entertainment at the same time. 

Above all, one thing that interests me the most is the idea of spatial innovation because now, the concept of theme park is not simply limited within a specific theme and amusement facilities anymore but it can be expanded into a leisure complex or applied for a city planning.  I also created a leisure complex for myself which is called the Space Theme Park complex including a wide range of unique attractions never existing before. And I believe that it can be a project for real in the future.

More importantly, I understand that a theme park is a business which means that it must satisfies the guests’ needs and wants in a profitable way by maximizing the revenue and minimizing the costs. Besides, the theme park management level should also examine the challenges which human resource management has to face carefully while consider the safety of not only guests but also the employees and monitor the guests’ satisfaction and maintain its competitiveness. At this point, the information system becomes critically important to facilitate the theme park operation and management process, as well as constant evaluation of its programs and performances.

Furthermore, a theme park has to develop its marketing approach in both tactical and strategic level to make it a famous destination among guests. By dividing the market into different segments according to certain criteria, a theme park can indentify its most potential target market and attract them by constructing a sustainable marketing strategy.

Last but not least, a theme park should not only place its concentration on profit generation but also take good care of social responsibility by practical actions in concerning about the natural environment as well as communities surrounding the theme park, animal’s rights and ethical standards. Since maintaining a public image is absolutely crucial for a service industry like theme park, social responsibility should be seriously considered when you want the support from the society.

In conclusion, through the course of Theme Park Management, I learned that managing a theme park is not an easy task. It includes a great number of steps from before, during, and after the establishment of the attraction. However, as I wrote in the beginning of the semester: “I hope that after finishing this course, I will acquire the ability to contemplate one Theme Park's operation and management not only through one guest's eyes but also a Tourism professional’s.” I think I have possessed that ability now, not very completely, but at least I will never see a theme park as the same way before.