Future Development of theme parks with the help of a
comparison between SeaWorld, Orlando and
Oceanpark, Hongkong

by: Anne Tucholka and Steffanie Weese

2nd semester

Table of Contents

1. Introduction 2

1.1 Definition 2
1.2. Socio- cultural aspects 3
1.3. Current market situation 3

2. Comparison Sea World, Orlando and Ocean Park, Hongkong 5

2.1. Sea World 5

2.1.1. General Information 5
2.1.2. Specials 7
2.1.3. Future planning 8

2.2. Ocean Park 10

2.2.1. General Information 10
2.2.2. Specials 11
2.2.3. Future planning 13

2.3. Comparison 14

2.3.1. Similarities 14
2.3.2. Differences 15
2.3.3. Conclusion 15

3. Future Development 16

3.1. General trends 16
3.2. Criticism and risks 21
3.3. Summary 22

4. Bibliography 23

1. Introduction

1.1. Definition

A theme park is an amusement park in which all the settings and attractions have a central theme, such as the world of the future. So the question is how an amusement park is defined.

It is a commercially operated park offering various forms of entertainment, such as arcade games, carousels, roller coasters, and performers, as well as food, drink, and souvenirs. Amusement parks differ from circuses, carnivals, and world′s fairs (see exposition) in that, parks are permanently located entertainment complexes, open either all year or seasonally every year. Some amusement parks, known as theme parks, are designed to evoke distant or imaginary locales and/or eras, such as the Wild West, an African safari, or medieval Europe. Theme parks usually charge a substantial admission fee, whereas traditional amusement parks, such as those at Coney Island, do not charge entrance to the midway; theme-park admission, however, typically includes the cost of the rides, which are paid for individually in a traditional amusement park (http://www.answers.com/topic/amusementpark). Amusement parks were the historical precursors to modern theme parks as well as the more traditional midway arcades and rides at county and state fairs (in the United States). Today, amusement parks have largely been replaced by theme parks, and the two terms are often used interchangeably (http://en.wikipedia.org/wiki/Amusement_park). In today’s theme parks more or less exotic worlds which do not exist in reality are staged on a delimited area as a setting for entertainment (cp. Stemshorn 2000, p.9). A huge number of leisure opportunities are packaged within a theme park and serve as a contrast to everyday life (cp. Opaschowski 1998, p.24 et seq.). They are characterized by following features:

• Sophisticated, extensive services for different target groups( families, children, disabled people, seniors);
• Extensive and differentiated gastronomic offers;
• all inclusive entertainment range (normally, an entrance fee enables the consumption of all offered services and their repeated usage, except the gastronomic offer);
• Continuity and change (rule of thumb: two third standard available capacity stay as they are, whereas one third of the range changes for creating a name and an identity as well as bringing variety for repeated consumption and get regular guests);
• Usage of marketing instruments like special prices or special offers, joint venture or special offers for target groups;
• Possibilities for overnight stays by integrated or nearby situated hotels;
• Perfection and professionalism as quality mark; intensive training of staff;
• Attractions: the general range of attractions includes rides with a lot of thrill, nostalgic carousels, clowns, shooting galleries and so on;
• Artists, stunt- shows, music- shows, parades, animal- shows, firework and more. (www.kuwi.uni.linz.ac.at/LehreUniLinz.htm)

1.2. Social- cultural aspects

The idea of theme parks is to create an illusory world, a contrast to the reality which is often full of problems, worries, aggressions and conflicts. People are looking for an ideal world, a dream which shows only the beautiful sides of life. They want amusement, entertainment and recreation at the same time. Next to the wish to experience a perfect world with sunshine year round it seems to be a paradox that visitors want the artificial production to be as authentic as possible or even beat the reality.

Furthermore, the modern customer wants to be a part of the show not only a spectator. One wants to participate, to be involved and to get an intensive, sensual buzz from this adventure. Therefore theme parks must create a culture for touch. They try to cover nearly all needs of their customers to have a wider target group. Therefore they install a great variety of gastronomic highlights, rides, shows and other attractions. Today people search for as much experience as possible in less time. This phenomenon is called fast food style. It develops more and more addiction to impulse. It is not anymore the sustainability of life but the arrangement of it (cp. Zellmann 2000, p.29). It implements the new way of life. We are now living in a performance- oriented society and an experience society, how Schulze calls it in his book “Die Erlebnisgesellschaft”. Leisure time has become one of the most important parts of life. Effort and pleasure are no contrasts anymore. The young generation has got a new understanding of life. Values have changed. Emotions shall be integrated in everyday life. Above that, everything is adjusted to experiences and entertainment. In the modern society a central topic is not only preservation of life but also the design of life (cp. Stemshorn 2000, p.28 et seq.).

“Live, personnel, sensual and social: These are the four dimensions of the experience society” (Opaschowski 1998, p.28). The visitors are not just yearning for amusement but also for education. Another important aspect of the socio- culture is the demographical situation. Nowadays there are more elderly people than before so theme parks have to offer an incentive for them. They are important customers because they have enough time and money to travel but they must have the accessibility. In addition one has to recognize the ethnic diversity and the increasing interest of people in environment and animal welfare as well as social responsibility. It follows that all these aspects are the reason why theme parks are permanently developing. They have to implement new concepts in order to attune to the new lifestyles.

1.3. Current market situation

There are round about 190 larger theme parks worldwide today and their number increases. Theme parks have different catchment areas. Most attract up to 90% of visitors from within a 2-hour drive zone and many have populations of more than 15 million within this zone. Only a few attract visitors from a national or international catchment area, most have mainly regional appeal. The theme park market is highly seasonal with most parks only opening between Easter and October (cp. Swarbrooke, 1998, p. 75 et seq.). The most important factor is to have a growing market which is determined by the changing tastes of the consumers. This is why the socio- cultural aspects listed above should be mentioned here again:

• more older people with disposable income as well as leisure time
• desire to learn a skill or gain knowledge
• become an active part in the attraction
• find attractions for children
• interest in green issues and healthy lifestyles
• interest in ‘leisure’, rather than utilitarian, shopping

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