体验经济时代国内主题公园开发模式研究

体验经济时代已经来临,游客特征呈现出与以前经济时代不同的特点,更加重视游客的参与性,满足游客的个性化需求以使游客获得更多的体验和感受。而国内许多主题公园在满足游客多样化需求方面还存在着一定问题,如没有主题特色、市场定位不准、忽视游客参与、门票经济过重、服务质量低下等。通过比较国内外成功开发的主题公园的开发模式,提出了体验经济时代国内主题公园开发的优化模式,即要注重选址性、体现主题性、加强创新性、强化参与性、重视服务性、提高产业性、注意可持续性等。

THE STUDY OF DEVELOPMENT MODEL ON THE CHINA THEME PARK AT EXPERIENCE ECONOMY ERA

With the arrival of experience economy,tourists features of this era are quite different from those in previous economic times. More attention is paid to the participation and the satisfaction of the individual needs of tourists so that they can get more experience and feelings while travelling. Theme park is a good joint of experience economy to the pervious ones. In nature,tour consumption is a way for tourists to experience and feel the pleasure of travelling,the product design and service equipment of theme park is an ultimate mold for tourists to have unique tour experience. It is necessary and significant to have a study on the development of theme park.Since the successful development of Prosperous China,a theme park in Shenzhen in 1989,a trail of parks with different themes sprang up like mushrooms all over China. Up to Oct. 2004,there were about 2500 theme parks of different scales in China. But in China there exist some problems on how to meet the various demands of tourists in many theme parks. First,some theme parks are just inferior and blind copies of other parks with no theme characteristics of their own. As a result,they cannot meet the demands of tourists. Second,some theme parks have no enough pertinence on market subdivision and no accurate market orientation. Third,there is so much attention paid to static appreciation rather than to the participation of tourists. Fourth,the singular way of income of the theme parks leads to the high price of tickets,which causes a heavy burden to tourists. Some tourists may even give up tour experience because of the high price. Fifth,the management of some theme parks is out of date and their service is not as good as it is expected. Due to this,70% of the theme parks had a deficit;20% of them just made both ends meet;only 10% of them made profit. This article illustrates the optimized model of the China Theme Park in experience economy era by analyzing the successful experience in design,construction and management of the theme parks home and abroad. The optimization of development model involves the following aspects. First,operators should focus on the selection of site at first so as to make tourists have the most impressive and ever-lasting experience in the least time. Theme characteristics must be highlighted. Second,originality must be maintained to make tourists have fresh experience different from daily life and keep the distinct feature of the theme park. Third,the participation of tourists can be strengthened to keep the good interaction between the theme park and the tourists,and improve the relationship between tourists and the park. Fourth,the quality of services,such as the management of service product,service setting and service delivery must be improved. Last,an advisable design of experience consumption and control of the number of tourists is needed in order to improve productivity and keep sustainability.