Theme Parkonomics: Making the right investment

Alderson, Thomas

Theme Parkonomics: Making the right investment

Persistent URL

http://hdl.handle.net/10456/26259

Author(s)

Alderson, Thomas

Date Issued

April 4, 2012

Abstract

This study is an analysis of the theme park market from a managerial perspective. Management faces many issues when making yearly investment decisions that carry a great deal of uncertainty. There is very little research done to provide theme park managers with reliable insight as to which investments will hold the highest long and short term payoffs. With this factor of uncertainty, it is difficult to project which investments will be successful and which will force parks into bankruptcy. I conclude that the effects will be different for all parks as they are all diverse in the way they implement strategy and shape their goals. An essential component that shapes market interaction is the “theme” of the park, which is any parks’ core competency. With various themes will come various impacts for specific investments, which forces the market to be seemingly unpredictable. As each park maintains their theme, they must also consider their decisions to be particular to the park and the consumer base.

First Reader(s)

Nonnenmacher, Tomas W.