In contemporary times, theme parks enjoy great popularity worldwide from the very concept of fun and entertainment they offer. They are generally considered as large spaces conceived so that their visitors, mainly families, enjoy their free time in a place where they can or make them get away enough from the task of their daily lives. The creation of new jobs and the entry of important investments in the territories where they are located, as well as the displacement that it generates, promote the development of tourism.
According to Global Industry Analysts (2015), by 2020 the theme park market will reach US $ 44.3 billion. Likewise, it states that this trend will be motivated by: the growth of consumer spending per capita on entertainment and leisure platforms, an increase in attendance by Baby Boomers, new innovations in roller coasters and other attractions, the incorporation from new technologies to attractions, the increase in the base of the people that make up the middle class in the world that will increase family income, as well as the level of urbanism in developing countries and the popularization of the media of communication.
In the United States alone, the theme parks and attractions sector is projected to reach a figure of US $ 21.87 trillion by 2020, which represents 49.37% of the total revenue of the sector for 2020 worldwide.
History and evolution of theme parks
The origins of theme parks, as they are known today, go back to recreational gardens where Renaissance aristocrats found a place where the rediscovery of man himself and his place in the universe led them to consider nature from a humanistic perspective. Of course, the parties and entertainment that were organized in those gardens were proof of this new humanism.
An example of these recreational parks were the gardens of the Villa del Este in Tivoli with various attractions for the leisure of the aristocracy. Another of the most historically relevant examples was the case of Versailles, where apart from the magnificence of the gardens and palatial facilities, there was a menagerie, automata and numerous attractions with the aim of entertaining the courtiers of the Sun King (Louis XIV) and their descendants.
However, the first documentary “recreation park” was built at the end of the 13th century by Roberto de Artois in Vieil Hesdin, in the north of France. Its design was curiously modern and included as attractions: a revolving castle, a grotto in which rain or snow could be imitated at will, animated puppets, sinking bridges, as well as exotic plants and animals that symbolized paradise.
Despite this small historical recapitulation about the history of theme parks, its modern concept is nothing more than the result of a long process of integration that ranges from recreational parks and collective amusement parks to amusement parks such as its most immediate antecedent. (Esteve, 2001).
The theme parks resulting from this integration process turned out to be large recreation centers where a set of elements were present that make them a special place. And it is precisely that they become centers of entertainment, fun, spectacle, culture, learning, technology, science, tradition, history, interactivity, etc.
The previous graph shows the close link between these different entertainment spaces, but at the same time their possibility of creation from their combination is evidenced. An example is the combination of landscape parkswith zoological parks: Cabárceno in Santander, Selwo in Malaga and Valwo in Valladolid. Another example is the case of interactive museums that are combined with animal facilities such as the Science Park in Granada; or with modern imaging technologies such as the Futuroscope in Poitiers; or parks of educational interest such as the Flevenhof in the Netherlands on the agriculture of the polders, etc.
Despite the fact that parks with mechanical attractions already existed in Europe since the end of the 18th century, such as the Prater park in Vienna, created in 1766; these were not conceived as a fun business until the late 19th century in North America. The first modern amusement park was opened in 1887 on Conney Island, New York. From that moment on, numerous tram and trolleybus companies opened, on the outskirts of American cities, numerous parks with the same characteristics in the vicinity of the lines covered by these means of transport, as a way of creating centers of attraction for traffic to those sparsely inhabited areas and make the lines profitable.
In this way, by the end of the second decade of the 20th century, some 1,500 amusement parks had been created throughout North America. Some already, with a degree of specialization as a formula to gain competitiveness against the competition and attract more visitors. An example of this was the case of Luna Park, which by 1904 was recreating a kind of space travel that laid the foundations in relation to the sensations and experiences offered by today's theme parks.
Unquestionably the fact that marked the beginning or emergence of theme parks as they are known today was the founding, in 1955, of Disneyland in Anaheim, California. The great film company, aimed at children, decided to recreate in a physical space the fantasy world reflected on the screens and bring it to reality.
Then, another technological leap occurred when in 1975 the same company created Disney World Resort in the vicinity of the city of Orlando, Florida. From this moment on, an immense leap was made to the integral exploitation of the attraction, adding accommodation facilities, restaurants, shops, etc. acquiring in this way a tourist dimension; when the five consumptions of this nature converge.
Years later he was joined by Disney World Resort with its four theme parks; in 1988 SeaWorld San Antonio, the largest water park in the world and in 1990 Universal Studios Florida, another park whose attractions are linked to film themes.
With all this set of theme parks, a tourist attraction area has been created -Orlando, Florida- that is among the top five world tourism powers, attracting more visitors than China, according to UNWTO data from 2015.
Definitions and characteristics.
Before starting to define theme parks, it is important to note that they have been conceptualized in various ways, taking into account the evolution they have experienced from the point of view of their functions and extensions.
According to the Royal Academy of the Spanish Language, the word park means "the closed land or site with plants, for hunting or recreation, generally close to a palace or a town."
According to Sorkin (1992) cited in (Matos, 2005), the objective of theme parks is to facilitate the reproduction of tourist and recreational experiences in an illusory framework, simulating other spaces and historical situations that even exceed reality.
A theme park is a closed space (isolated from the outside and with its own environment), conceived around one or more themes, organized for intensive attendance, with a recreational vocation, which offers a recreational and / or pedagogical experience and the unlimited enjoyment of attractions for a single payment (entry), in which special attention is paid to details and quality and which involve large-scale investments. (Ros, 1999) cited in (Matos, 2005)
According to Bruneau (2000), its aims are fun, discovery, escape and imagination. Sometimes attractions are based on sophisticated technological capabilities (holographs, lasers, interactive games, robots, etc.). They have a thematic identity or planned thematic areas that determine the alternatives in terms of attractions, activities, services, etc., which allows the visitor to identify the product in an environment of quality and customer satisfaction. (Matos, 2005)
According to Esteve (2001), in this concept there are three key elements to begin to define the theme parks. In the first place, it is a closed place, in the second place, it has plants and, finally, its purpose is recreation. It is necessary to emphasize that the immediate element to a palace or a town is not considered at all since technological advances have made possible the development of transport, making it possible that what was considered distant before, is no longer so today. Therefore, one or two hours of travel by car or bus can be considered immediate.
On the other hand, the word thematic infers the existence of some motivation that relates all the elements that coexist in it. This theming presents an intangible and tangible character, since in the first instance it is intended that visitors have even more fun from the theming and secondly it is expected that the visitor will increase their spending in the park for this concept.
Another important aspect covered by theming is that of specialization. A theme park is a place specialized in satisfying a demand for leisure and recreation, from the isolation of its visitors from the everyday environment to insert them into a completely unreal world.
To achieve this immersive climate and that satisfaction of its visitors, the location of a theme park constitutes a strategic element. The place in which the construction of a theme park is planned must have inescapable characteristics such as: natural beauty, cleanliness, order, security and isolation. (Esteve, 2001)
Now, knowing the above elements, a theme park is: "a large enclosed area, in which the fun of its visitors is fundamentally intended through the experience of a" magical "world and the enjoyment of a set of mechanical attractions specially organized around one or several ideas or thematic axes that give homogeneity to the whole ”. (Esteve, 2001)
In short, it is a set of attractions, physically delimited, that revolve around a global theme or various specific themes with the aim that people feel in that world recreated for recreational and educational purposes.
Among its fundamental characteristics:
- Enclosed space Conceived around one or more themes With various attractions Organized for intensive frequentation Playful and / or pedagogical experience With large-scale investments Versatility of attractions
On the other hand, Matos (2005) argues that any leisure and mass communication space can be understood as a theme park, built around a theme, which serves as a script and link to the set of offers that are presented to visitors.
In studies carried out about theme parks by international organizations such as the Economics Research Associates (ERA) cited in (Ayala, 2007), several of the characteristics common to them are defined:
They are family-friendly, so they have entertainment adapted to all age groups, which makes them multi-attractive from the perspective of demand; a situation whereby they must be kept open all year round, as they are aimed at the entire population as a leisure offer.
They may contain one or more themes, that is, they do not necessarily have a single thematic element; since in a certain way this uniqueness or variety of topics is related to their size, which also affects their physical configuration, since in the case of variety, each environment is usually found around a central core of common services.
Another characteristic is the presence of environmental entertainment, such as: traveling musicians, actors, costumes and, in general, free performances and shows that create atmosphere.
A single price policy is usually characteristic of theme parks, that is, you pay a ticket and you have access to all the attractions.
Every theme park must revolve around the central theme or the themes it addresses, that is, its fundamental characteristic is homogeneity. This homogeneity is divided into five elements that show the range of characters present in these enclosures. (Esteve, 2001)
If the characteristics of theme parks are analyzed only in their sense as a tourist product, it can be said that they are clearly unique, versatile in relation to the type of leisure they offer, oriented to the family segment, which may present a singular character as elements of tourist attraction, that is, as complete tourist destinations or, on the contrary, consist of a complementary attraction in a tourist package.
If the classification of tourist products of Professor Ramón Martín is taken into consideration, in which it divides them into three large groups: Travel, Facilities and Territories; A categorization of theme parks could be made within these product groups with their different levels of complexity.
Another of the most important characteristics is accessibility; referred not only to the location of this recreation center, but also to the economic and psychosocial aspects, it plays a fundamental role in the success of the park. From the physical point of view, it should be located near or in cities with large concentrations of people and important avenues and highways with large transportation flows.
From an economic point of view, the price of the entrance must be attractive enough so that it is not an obstacle when making the visit. It is necessary to clarify that the additional expenses once inside, that is, those expenses in food, gifts, etc., are those aimed at achieving the profitability of the recreational facility. In this way, an attractive price will allow a massive consumption of the product, making it a must-visit option for families.
A study carried out by IAAPA in 2015 shows that 47% of the facilities under analysis operate under the "pay-one-price" mode, that is, customers mostly pay a price at the entrance and attractions are included in that price. 38% combine the “pay-oneprice” and “pay-as-you-go” modalities, the latter referring to the fact that each attraction has an individual value, forcing the customer to pay for each attraction they want to enjoy. The remaining 15% only use the "pay-as-you-go" mode. (Pouliagkos, 2017)
Finally, the psychosocial aspect is directly linked to the capacity of the park and all its attractions to captivate and attract the attention of each and every visitor; from the child to the grandparents. In this way, the capacity to cover each of the dimensions of leisure is substantial.
Regarding the classification of theme parks, there are two fundamental criteria, in which various elements are taken into account that refer to their physical dimension, but also to the emotional element based on the themes they address.
The first classification criterion is the one referred to its size: this includes the physical dimension of the venue, the investment volumes and the flow of visits that they generate. Following this approach, they are divided into four levels (Ayala, 2007):
- The mega-parks: they are reasons of tourist attraction worldwide and constitute tourist destinations in themselves. They are capable of attracting more than 5 million visitors a year and require investment volumes of more than 1 billion dollars. Examples of these are the Disney parks and Universal Studios in the United States. Parks of continental dimension: they have the vocation of tourist destination at this scale, and are usually located in areas with a very high population density. Attendance levels are between 5 and 10 million visits per year. Euro Disney, in Paris, is the only one included in this category. International parks: the volume of visits ranges between 2 and a half million and 5 million per year. An example is the Port Aventura, in Spain. National parks: whose demand ranges between one million and two and a half million annual visitors. Isla Mágica, in Seville, is a prototype of this type of park.
Knowing the above, it can be concluded that this classification is based, in addition to physical size, on the implementation of commercial strategies aimed at finding new markets outside the environment in which it was initially created, which are capable of carrying out in the course of its life as a product, during which it may or may not transcend in such a way that it acquires a different classification than the one it had for the purposes of its inauguration.
Regarding the topic addressed, the following are classified:
- Parks of regression to childhood: The model is the Disney parks. But the experience predates the first Disneyland in Los Angeles, since it began in Europe in 1952 with De Eftelin, a Dutch theme park based on children's stories from European literature. Other parks of these characteristics are the Big Bang Smurfs in Lorraine or Legolandia in Denmark. Parks of regression to history: through recreation on natural or artificial settings of that history, regardless of its real or mythical character. The French park of Asterix is a good example of this, but so is the recently inaugurated Tierra Mística in Benidorm, or X-Caret, in the Mexican Mayan Riviera, which is a new concept of archaeological-historical-natural park of great interest.Parks linked to the world of fiction and non-children's dreams: These are theme parks that are based on the recreation of films that had a great impact in the past, even with the reuse of the original sets. Parks linked to nature: The best example is SeaWorld, one of the theme parks in the Orlando complex whose attractions and shows all revolve around the sea and its creatures. But also the so-called nature parks, as a modern presentation of the old "menageries", where fauna from all over the world is exhibited but not caged as in the past but in spacious environments that are as natural as possible. This scope could include "national parks" and the whole range of public natural spaces that, with a greater or lesser degree of protection, facilitate the knowledge, study, enjoyment, protection and research of native flora and fauna. Parks linked to new technologies: whose most characteristic example could be Futuroscope, in Poitiers (France). And within this typology the science parks that are beginning to proliferate everywhere could also be included. Specialized theme parks: such as the City of Sciences and Industry in Paris, those that are being built in Jerez around the motor world, or in Teruel and Burgos in relation to prehistory and paleontology, etc.
On the other hand, theme parks have also been classified according to their functions and level of complexity.
According to the function (Matos, 2005):
- Fun or entertainment function: such is the case of: Walt Disney World, in Orlando; Disney Resort Paris, SeaWorld, Astrix, among others. Cultural and educational function: such as the Futurescope in France. Ecological and environmental function: as is the case of Busch Gardens Tampa Bay park.
It should be noted that currently it is observed; as part of the theme park evolution process itself, largely conditioned by demand and competition, an interrelation or rather an integration of the above elements. One of the current trends is to integrate the playful function with learning and awareness about caring for the environment.
In addition to being linked to the function and objectives of the park, the level of complexity is an element that is closely related to its dimensions, since the greater it is, in terms of geographic space, economic income and the flows of visitors that they generate, the greater its complexity.
According to the level of complexity (Ortiz, 2010):
- Fairs: Traditional attractions of a temporary nature and small size. Amusement parks: Traditional attractions with some of the latest generation based on simulators in most cases, large size and fixed location. Family Entertainment Centers: They are covered parks, open all year round, close to an urban center, where what they seek to attract are families. Traditional theme parks:Traditional attractions adapted to the theme, with narrative development, staging and adapted environments (including staff), traveling or fixed shows within the park of a theatrical nature, parades, comic gags or demonstrations, etc. Large size, restaurant services and sometimes attached to tourist areas with hotel services outside the park. Resorts: They include theme parks with several areas (land attractions, water park areas, state-of-the-art attractions), as well as nightlife areas, themed hotels circumscribed and owned by the park.
In this last classification it is clear that the first three do not refer to theme parks at all, as they are only traditional amusement parks and leisure and recreation centers that do not follow a thematic line. Therefore, the only two classifications that are important based on dimensions are; traditional theme parks like SeaWorld and Universal Studios and resorts like DisneyWorld Resort, which today has become even more complex: a specific destination, attracting millions of people to just enjoy its facilities and attractions each year.
Worldwide development of theme parks
The theme parks have been a success as an entertainment and leisure proposal worldwide. The regions where they have found the greatest development have undoubtedly been: the United States, Europe –with France, Germany and the United Kingdom as leaders-, China and Japan. This development being uneven, in terms of number of visitors and income, in each of the aforementioned regions.
U.S
According to data from the IAAPA (International Association of Amusement Parks and Attractions), there are more than 400 amusement and leisure parks in the United States, for a total of 291 million visitors in 2010. These parks generate $ 12 trillion in revenue, contributing approximately $ 57 million to the US economy. Similarly, they employ about 600,000 people a year, 100,000 all year round and 500,000 seasonally. (Guerrero, 2014)
The following table shows the 25 most important theme parks in the world, taking into account the number of visitors in 2016.
Table 1: The 25 most important theme parks in the world in terms of number of visitors.
| No Park, location.
. |
Number of visitors 2016 | |
| one | Magic Kingdom (Walt Disney World),
USES |
20,400,000 |
| two | Disneyland, Anaheim. USES | 17,940,000 |
| 3 | Tokyo Disneyland, Japan | 16,540,000 |
| 4 | Universal Studios, Japan | 14,500,000 |
| 5 | Tokyo Disney Sea, Japan | 13,460,000 |
| 6 | Epcot (Walt Disney World), USA | 11,710,000 |
| 7 | Disney's Animal Kingdom, USA | 10,840,000 |
| 8 | Disney's Hollywood Studios, USA | 10,780,000 |
| 9 | Universal Studios Orlando, USA | 10,000,000 |
| 10 | Islands of Adventure, USA | 9,360,000 |
| eleven | Disney's California Adventure, USA | 9,300,000 |
| 12 | Chimelong Ocean Kingdom, China | 8,470,000 |
| 13 | Disneyland Park, France | 8,400,000 |
| 14 | Lotte World, South Korea | 8,150,000 |
| fifteen | Universal Studios Hollywood, USA | 8,090,000 |
| 16 | Everland, South Korea | 7,200,000 |
| 17 | Hong Kong Disneyland, Hong Kong | 6,100,000 |
| 18 | Ocean Park, Hong Kong | 6,000,000 |
| 19 | Nagashima Spa Land, Japan | 5,850,000 |
| twenty | Shanghai Disneyland, China | 5,600,000 |
| twenty-one | Europa Park, Germany | 5,600,000 |
| 22 | Walt Disney Studios Park, France | 4,970,000 |
| 2. 3 | From Efteling, The Netherlands | 4,760,000 |
| 24 | Tivoli Gardens Copenhagen, Denmark | 4,640,000 |
| 25 | Seaworld Florida, USA | 4,400,000 |
As you can see, 10 of the best theme parks in the world are located on US soil, of which 7 are among the top 10. They add up to a total of 112.82 million visitors in 2016, representing 48.41% of the total visitors to the 25 parks together. Similarly, 12 of these 25 are part of Walt Disney Parks and Resorts, which is the division of the Walt Disney Company that directs, builds and coordinates the company's theme parks and vacation resorts, as well as the Disney Cruise company. Line. With a total of 233, 060,000 visitors among the 25 parks, the visitors of the 12 Disney parks that are part of this ranking add up to a total of 136, 040,000 visitors, which represents 58.37% of the total visitors of the 25 parks together.Based on this information, it can be concluded that Walt Disney Parks and Resorts is the world leader in the theme parks sector, and the United States also leads the market for having such a high participation share (48.41%) among these 25 parks.
Europe
According to D & J International Consulting & Morisetti Associates (2014), the European theme and amusement park sector generated in 2012, with a total of
495 attractions, a total of 225.9 million visitors, € 5.732 billion and employed 70, 369 people. In this way, the aforementioned sector contributed € 11.8 billion to the European economy, employing a total of 144,806 people.
France leads the European market for theme and amusement parks with a direct economic impact of total revenues in 2012 of 34%. Germany and the United Kingdom also play an important role in the sector with 16 and 12% respectively. Other countries with a significant share in this market are Denmark, Spain, the Netherlands, Sweden and Italy. These eight countries together constitute 92% of the total economic impact of the sector and 88% of total visitors. (D & J International Consulting & Morisetti Associates, 2014)
France
The French leisure and recreation market is the most important in Europe thanks to Disneyland Resort Paris. Its offer is made up of some 44 theme and amusement parks, which received an estimated 29.1 million visitors in 2012. Five of the 44 aforementioned parks operate hotels within their facilities. Only Disney Resort Paris (Disneyland Paris and Walt Disney Studios) manages a total of 5,760 hotel rooms.
According to D & J International Consulting & Morisetti Associates (2014), the sector in question generated nationally € 1.7 billion in revenue in 2012, of which 69% is directed to park expenses, 26% to hotels and 5% to sponsors, corporate events, etc. On the other hand, French theme and amusement parks employed a total of 17,100 people in 2012, who together earned a total of € 644 million in salaries that year. Spending on French parks represents 12% of total sector revenue with € 197 million. An estimated € 158 million was spent in France and € 30 million in the rest of Europe and the remainder outside the region. In addition, it is considered that it had an additional impact on the French economy of € 1.4 billion, which includes operating costs, salaries,expenses originated by the supply chain, etc. Contributing a total of € 3.1 billion to the economy.
Germany
Germany is the second largest entertainment and leisure market in Europe with 27.2 million visitors in 2012. There are about 77 theme and amusement parks in the country, six of which are large theme parks: Europa Park, LEGOLAND Deutschland, Heide Park, Movie Park, Phantasialand, and Hansa Park. Nine German parks operated in 2012 a total of 14 hotels within the vicinity of the parks, 4 of which are located in Europa Park.
The German theme park and amusement park sector generated an estimated € 778 million in revenue in 2012. It also employed a total of 9,650 people, who together received a total salary of
€ 220 million and had an impact on the economy of € 1.3 billion. (D & J International Consulting & Morisetti Associates, 2014)
UK
According to D & J International Consulting & Morisetti Associates (2014), the market for theme parks in the UK is relatively significant. It includes some 58 theme and amusement parks, which in 2012 received a total of 24.2 million visitors. There are 6 large theme parks and 3 large amusement parks. Seven parks manage hotels within their perimeters. Among the most prominent British parks are:
Alton Towers, Thorpe Park, Legoland Windsor Resort, Chessington World of Adventures, and Drayton Manor.
The sector generated a total of £ 473 million in revenue in 2012; employed a total of 7,280 people, who together totaled £ 137 million in wages, contributing a total of £ 857 million to the British economy.
Asia
The Asia region is expected to emerge as the fastest growing theme park market globally with 12.2% growth, this region being led by China. This growth is due to increased personal income, the opening of new theme parks by foreign companies and an increase in the attendance of people belonging to the middle class, with an estimated 1.75 billion people by 2020. (Global Industry Analysts, 2015)
In 2009, total visitors to the top 15 theme and amusement parks was 77.6 million. (AECOM / TEA, 2009)
IAAPA (2016c), states that attendance at theme and amusement parks is expected to increase in the region at an annual rate of 7.3% for a total of 595 million visitors in 2020. Likewise, the region will constitute 47% of the total attendance worldwide for the same date, which was 42% in 2015. On the other hand, per capita spending will increase at an expected annual rate of 2.7%; However, the low standard of living in many of the countries that make up the region will continue to negatively affect per capita spending. By 2020 the visitor is expected to spend around $ 34.72 in the theme parks. Global spending will increase at an annual rate of 10.1%, increasing from $ 12.7 trillion in 2015 to $ 20.7 trillion in 2020.
The theme park and amusement industry in Asia will benefit from an increase in the opening of new parks and attractions in the coming years. In China, more than 50 parks are expected to open by 2020. In addition to the opening of Shanghai Disney Resort in 2016, other major openings include Polar Ocean Park in 2017, Haichang
Dream World in 2018 and DreamWorks Shanghai park in 2019. Also, other companies such as Six Flags, Legoland and Universal Studios hope to have a presence in Chinese territory soon. In Japan, Huis Ten Bosch opened its “robot kingdom” in 2016, as well as Legoland Japan and Moomin World in 2017. A Jurassic park-themed area is planned at Universal Studios Japan, while Nintendo Land is planned for 2020. Tokyo Disneyland and Tokyo DisneySea, plan improvements and new attractions for 2020 with a view to the celebration of the Tokyo Summer Olympics that year. (IAAPA, 2016c).
Industry trends
According to Guerrero (2014), at the IAAPA Attractions Expo 2013, held in Orlando Florida, the trends that would mark the development of the theme park and amusement sector from that moment were revealed. They are based on interviews with representatives of important companies in the sector; including Universal Studios, IAAPA, Adventureland and others.
Among these trends, the following stand out (Guerrero, 2014):
- Continuous innovation for entertainment: this refers to the reinvestment of profits in the adaptation, conditioning and renovation of parks; This is, without a doubt, the pillar of this growth. Much of the increase in visitors to the most notable American theme parks has been the inauguration of new attractions or theme areas within them. Reinvestment in theme parks is what has been saving the sector in recent years and I believe it will continue to save. This means modifying, adding and improving existing facilities. The introduction of new ideas and original concepts of fun, together with the use and application of new technologies, become essential factors for the success of this reinvestment. New technologies, experience in two worlds:it is nothing more than the insertion of new technologies. In the new attractions, the two worlds are combined, the real and the virtual; and technologies, virtual reality and augmented reality are combined; and realities are created through holograms. Tradition versus modernity: this means that despite having inserted attractions with the most modern technologies, the "money makers" continue to be the "old fashion attractions", such as the carousel. Changes in consumption habits and lifestyles: after the crisis, the term “staycation” emerged, which refers to the fact that people do not make long-distance trips, but rather stay in areas close to their usual environment. This has led to the emergence and proliferation of smaller, local amusement parks. Another element is development,by shopping centers, parks and attractions with the aim of making the shopping experience better and more lucrative. A final element is the fact that theme parks, driven by innovation and creativity, grow to the point of becoming specific destinations that satisfy all the needs and expectations of the customers who come to their facilities. A clear example of the latter is the Walt DisneyWorld Resort in Orlando, Florida. Continuous interactivity: this trend is aimed at giving customers a leading role that makes them feel part of the story that these parks tell and that can as a result create experiences Make them unforgettable and make repetition a habit. These experiences are shared by customers through social networks,which constitute an excellent platform to captivate day after day the attention of loyal customers and new customers. Respect for the environment: this trend is part of almost all industries and productive chains in the world; Therefore, it is not only a global concern, but also the client increasingly values respect for the environment on the part of the park management companies. This refers to the use of containers for the construction of food outlets, the use of solar panels, among others. An example of the consequences that disrespect for the environment can bring to a facility is suffered today by SeaWorld parks, because after the documentary Blackfishwell after the documentary Blackfishwell after the documentary BlackfishThis trend is part of almost all industries and production chains in the world; Therefore, it is not only a global concern, but also the client increasingly values respect for the environment on the part of the park management companies. This refers to the use of containers for the construction of food outlets, the use of solar panels, among others. An example of the consequences that disrespect for the environment can bring to a facility is suffered today by SeaWorld parks, because after the documentary BlackfishThis trend is part of almost all industries and production chains in the world; Therefore, it is not only a global concern, but also the client increasingly values respect for the environment on the part of the park management companies. This refers to the use of containers for the construction of food outlets, the use of solar panels, among others. An example of the consequences that disrespect for the environment can bring to a facility is suffered today by SeaWorld parks, because after the documentary BlackfishThis refers to the use of containers for the construction of food outlets, the use of solar panels, among others. An example of the consequences that disrespect for the environment can bring to a facility is suffered today by SeaWorld parks, because after the documentary BlackfishThis refers to the use of containers for the construction of food outlets, the use of solar panels, among others. An example of the consequences that disrespect for the environment can bring to a facility is suffered today by SeaWorld parks, because after the documentary Blackfish The influx of the public to its facilities and, therefore, its income has been affected. Design food and adapted food: this refers mainly to the fact that the food services in the parks must comply with certain aspects to provide a quality service:
- Mobility: the use of carts or stands that can be easily moved around the venue is recommended. Convenience: they are easily accessible and easy to move. Cleanliness: undoubtedly an essential requirement for the experience in the park to be well perceived.Compactas: that present various consumption options in the same space (drinks, ice cream and solid foods).
In addition, innovations have been introduced to meet all the potential demand for theme parks. Between them:
- Substitution of normal ice for dry ice; Inclusion of adapted food menus, such as gluten-free products or the creation of specific menus for vegetarians4Introduction, of materials and packaging both to cover the food and to serve it, that are friendly with the environment; Innovation in the way of presenting food, through the use of new colors and shapes, which make dishes more attractive.
- Education and entertainment: entertainment is good in itself, but it is even more satisfactory if, in addition, it contains an educational factor.Monetization of the experience: the need to configure the space in such a way as to generate purchase and consumption opportunities accessible to users. Customers will result in higher dividends for theme park management companies. Making the visitor experience more tangible is possible thanks to the promotional items available in the parks stores.
Conclusions
The new theme park concept is undoubtedly related to the emergence of Disney parks, especially with the opening of Disneyland in Anaheim, California in 1955. It is also interesting that they constituted a starting point for the analyzes carried out by Pine and Gilmore (2000) for the economy of experiences and that even today constitute an example of them; supported by technology and a strong management of innovation involve all the senses and build experiences of all kinds.
Theme parks are large recreational centers, intended for the entertainment of their visitors based on one or more thematic lines that characterize each of the tangible elements of the park, as well as the philosophy of services and that immerse these clients in an imaginary world, making them live unique experiences.
The theme lines of the parks constitute a commercial strategy to face the competition based on the differentiation and in this way increase the spending by the visitors in each of the attractions that make up the service offer of these parks.
They constitute holiday centers visited by intergenerational groups and different psycho-graphic groups, therefore, their services and attractions must be adapted to the demands of each one in order to satisfy their needs and expectations as clients.
Some of these parks, such as the Walt Disney Word Resort in Florida, have become more than just theme parks by presenting such a broad and complex service structure. It currently constitutes a specific destination, managing to attract millions of visitors every year to enjoy only its attractions, combining installation, motivation, travel and destination.
The success of this type of tourism product is based, and will continue to be so in the future, on the level of innovation to develop new attractions and expand into new markets, as this will determine the level of attractiveness and will be the main factor to differentiate itself from the competition.
Bibliography
- AECOM Economics & TEA (2009): “The Global Attractions attendance report”. Available at: http://www.teaconnect.org/images/files/TEA_24_693197_140617.pdf Accessed on January 3, 2018. Ayala Castro, H. (2007): “Tourist Modalities. Characteristics and current situation ”. Tourist study center. University of Havana. D & J International Consulting & Morisetti Associates (2014): “European Amusement and Theme Park Industry. An assessment of economic impact in figures ”. IAAPA Europe. Available at: https://www.recron.nl/l/library/download/urn:uuid:3478900a-4b36-4814-9427-dd0ded50f2f1/iaapa%2Beurope%2Beconomic%2Bimpact%2Bstudy%2B(1).pdf% 3Fformat% 3Dsave_to_disk% 26ext% 3D.pdf Accessed January 3, 2018.Esteve Secall, Rafael (2001): “New emerging tourism segment: theme parks”. Tourism Notebooks, no. 7, pp.35-54. University of Murcia. Spain.Global Industry Analysts (2015): “Amusement and Theme Parks: A Global Strategic Business Report”, obtained at http://www.strategyr.com/pressMCP–1060.asp, consulted January 3, 2018. Guerrero Jiménez, V. (2014) "Trends in the theme parks and entertainment sector in the United States as a source of opportunity for Andalusian companies". Miami Business Promotion Office, International Association of Amusement Parks and Attractions (IAAPA) and W&G. (2016c). IAAPA Global Theme and Amusement Park Outlook. 2016–2020. Available at http://www.iaapa.org. Consulted on January 3, 2018. Matos, H., (2005): “General vision of the development of theme parks”. Available at: http: //www.gestiopolis.com / marketing2 / diagnostico – del – mix – de – marketing – del – product – spa – hicacos – cuba.htm Accessed on January 3, 2018.OMT (2016): “World Tourism Barometer”. España.Ortiz, JA (2010): “Designing an Investment Proposal for the Creation of the Theme Park Between Vuelta and Ñapas in Bolívar State”. Otesum CA Venezuela.Pine, Joseph B. and Gilmore, James H. (2000) Marketing one to one. Compilation of Harvard Business Review. Ed. Norma. Bogotá, Pouliagkos, Vasileios (2017). Analysis of the Global Amusement Park Industry. Thesis for Bachelor of Business Administration. Helsinki Metropolia University of Applied Sciences.Venezuela Pine, Joseph B. and Gilmore, James H. (2000) Marketing one to one. Compilation of Harvard Business Review. Ed. Norma. Bogotá, Pouliagkos, Vasileios (2017). Analysis of the Global Amusement Park Industry. Thesis for Bachelor of Business Administration. Helsinki Metropolia University of Applied Sciences.Venezuela Pine, Joseph B. and Gilmore, James H. (2000) Marketing one to one. Compilation of Harvard Business Review. Ed. Norma. Bogotá, Pouliagkos, Vasileios (2017). Analysis of the Global Amusement Park Industry. Thesis for Bachelor of Business Administration. Helsinki Metropolia University of Applied Sciences.
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It is derived from landscaping, which is the activity aimed at modifying the visible, physical and emotional characteristics of a space, whether rural or urban. Therefore it can be concluded that a landscaped park is nothing more than a closed space whose visible, physical and emotional characteristics have been modified for its beautification and enjoyment of people. (http://wikipedia.com)
Polder is a Dutch term for land reclaimed from the sea. This technique is used for agriculture. Among the most important examples of the polder is Lake IJssel, which has been partially dried out and later cultivated. The polder tries to isolate, through dikes, an area that is covered by the sea, either permanently or only when the tide is high. Other meanings of the term is to designate any wet land (marshes, lakes, alluvial plains), which have been dried to work agriculture in them. Therefore, the agriculture of the polders is the agriculture that is carried out on land reclaimed from the sea. (http://www.arqhys.com)
Magic Kingdom, Epcot, Disney's Hollywood Studios and Animal Kingdom.
Founding Dean of the Faculty of Tourism of the University of Havana, Cuba; and national president of the Bachelor of Tourism career.
Blackfish, is a documentary that denounces the captivity of killer whales in SeaWorld parks, recounts the accidents that have occurred at its facilities over the years, in which three deaths have been reported to date.
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