Services Marketing in Theme Parks Essay

13450 Words Nov 27th, 2015 54 Pages
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|Services Marketing in Theme Parks |
|MGMT E-6020 | Fall 2011 |
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The focus on Florida locations is in line with tourism concentration for large theme park attractions. Excluding arcades, according to the International Association of Amusement Parks and Attractions (IAAPA) (2009), there are more than 400 amusement parks and attractions in the United States and the largest ones are located in California and Florida.”[ii] The Orlando Visitors Bureau estimates that in Orlando alone a person would need 41 eight-hour days to visit all of the attractions Orlando has to offer.[iii] According to themeparkinsider.com, all 3 Florida-based parks included in this analysis are on the list of Top 10 Theme Parks in the US as determined by 2010 attendance.[iv]

Positioning and Value Proposition

Magic Kingdom, Universal Studios, and SeaWorld are all successful entertainment destinations for reasons that are both similar and unique to each service organization. Each company’s success is driven in part by clearly articulated positioning tied to specific value propositions, as well as a focus on social and environmental responsibility. Key to any service organization is positioning, which distinguishes a brand from its competitors by creating a “unique selling proposition relative to the competition.”[v] While each of these theme parks does not expressly state a particular positioning statement to the

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