"CTPI Special Topic" Market model innovation of theme parks in the era of experience economy (Part 2)

/Introduction/

Theme park is a modern tourism place with creative activities built to meet the diverse leisure and entertainment needs and choices of tourists. It is based on specific theme creativity, mainly using cultural reproduction, cultural transplantation, cultural display and high-tech means, using virtual environment shaping and garden environment as the carrier to cater to consumers' curiosity, and the theme plot runs through the leisure activities of the entire amusement project. Space for recreational activities. Theme parks generally have a specific theme, incorporate high-tech technology and a variety of creative activities, and are modern tourist destinations integrating leisure, entertainment and basic equipment.

As a new economic form, the significance of the experience economy to the development of theme park tourism and entertainment products is that the experience economy is demand-centered and emphasizes the upgrading of the demand structure, that is, from survival and development to self-realization. and consider the economic form of production from a consumer perspective. Therefore, when providing tourism experience services, special attention should be paid to shaping principles.

Experience design of theme parks

The construction of theme parks must use the new breakthrough point of experience economy to launch experience services and increase experience value. The following experience design must be carried out:

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Two aspects need to be paid attention to when creating theme park experience themes:

First, the experience theme must be novel and able to impress tourists;

Second, the experience theme must be in harmony with the operator The core competencies are consistent.

A good creative tourism entertainment experience theme should generally include an attractive theme, which must adjust people's real feelings. The experience theme must integrate space, time and things into a coordinated reality as a whole; a good theme park The experience theme should be able to layout multiple attractions and plots in the park, and the experience theme must conform to the characteristics of the theme park itself.

The goal of tourism experience planning and design is to create a personalized, unique and wonderful tourism experience for tourists, and to provide tourists with the most suitable experience venues to satisfy their tourism experience. Theme parks gain the favor of tourists by creating first-class experience venues or amusement projects, improving the quality of tourism and entertainment experiences, and making them sustainable. Experience increases the added value of goods and services for operators, thereby achieving an economic model with higher profits. For tourists, in this process, consumption and services are no longer a mechanical transaction process, but an aesthetic experience. Under the background of experience economy, tourists pay more attention to the experience process and enjoy novel feelings during the tourism and entertainment process, pursue the highest level of self-realization needs, and enhance self-awareness and satisfaction. According to Pine and Gilmore, the experience economy gives tourism activities a new connotation that integrates entertainment, education, escape, and aesthetics. Only when these four conditions are met during the tourism and entertainment process can tourists obtain a more perfect experience.

Therefore, in the development process of theme park, tourism and entertainment products, we must continue to be market-oriented and meet the highest goal of consumer experience, which requires continuous innovation, integration of experience design, and layout planning. What must be provided to tourists is not just static and ornamental, but must include participatory, interactive, interesting and entertaining entertainment products. The main thing that tourism products bring to consumers should be a psychological feeling characterized by spiritual pleasure, so the design of tourism products should be reflected in the process of product experience. Based on the above requirements, the design principles of theme park products should follow the following aspects:

Experience economy and market model innovation of theme parks

Inspired by the experience economy, the current theme Whether it is landscape design or interactive design, whether it is management mode or marketing strategy, parks are increasingly emphasizing tourists’ feelings and the uniqueness of their experiences. In the era of experience economy, theme parks need new development and can innovate experience services from the following aspects.

1. Themed services—landscape and project design under the experience economy

A distinct theme is the core of the theme park, and the service theme is an important part and support of the overall theme. factor.

Themed services revolve around the overall theme in content and express the overall theme in form, which is conducive to providing tourists with distinctive experience guidance, enriching their park experience, and enhancing the value of the overall theme experience. Service thematization is reflected in two levels, namely cultural and market.

Theme park is an innovative cultural product that meets the experience needs of tourists through cultural creativity and planned activities, taps rich cultural connotations to establish distinct service themes, and uses rich cultural means to display The service theme can make the service theme novel, deep and attractive, reflect high taste, avoid vulgar themes, and thus create higher experience value.

The fundamental purpose of service theming is to attract tourists. Therefore, studying people’s experience needs and grasping changes in tourists’ leisure concepts are the basis for service theme design. A survey shows that with the changes in people's leisure concepts, tourists hope that the theme will develop in the direction of entertainment and education, and receive education in history, culture, technology and other aspects in entertainment. Therefore, the service theme must seek the cultural connotation and expression form that the target market is willing to accept, and strive to be both culture and the times.

2. Performance services - interactive methods under the experience economy

Participation is the basic condition that determines the effective supply of theme park products. Compared with static viewing services, performance services The service can enable tourists to gain entertainment, education, aesthetics and escapism experience in the process of participation. Participatory service products can create charisma and affinity and enhance the value of tourists' experience.

Performative service actually uses service to create a theater stage for tourists' experience, forming a script with service themes and service scenarios, combining environmental atmosphere, clothing, music, and colors into props, with service personnel acting as actors. Various forms of service activities are performances, allowing tourists to participate in the performances and gain the most direct experience. Therefore, the theme park's performance service planning can refer to the form of dramatic performances and express general activities through dramatic performances to give tourists an unforgettable experience.

3. Personalized services—marketing strategies under the experience economy

Experience has personalized characteristics. More and more tourists expect to realize themselves through personalized experiences. Theme parks serve different social roles, and their experience needs are bound to be different. We try to figure out the aesthetic characteristics, psychological habits, consumption concepts, and hobbies of different tourists to tailor service products. The same tourism project also reflects different service priorities. Personalizing the experience and arousing the excitement of tourists is an important part of theme park service innovation.

The implementation of personalized services includes two levels.

First, provide standardized and standardized services. This is the basis of quality service and can guarantee the basic satisfaction of tourists.

The second is to emphasize personalized design and deepen personalized services. The products and services provided by the theme park can be designed into a comprehensive service module, which can be selected and combined by tourists according to their own needs, so that tourists can enhance their experience during the process of participating in product design, and ultimately meet differences through personalized services. preferences and needs.

4. Emotional services - management model under the experience economy

Theme parks are places where tourists feel happiness and create experiences for tourists. The face-to-face service form determines the uniqueness of amusement services. Emotionally intensive characteristics.

First, to realize emotional services, we must establish a "people-oriented" business management concept, be close to the market, fully consider the experience needs of individual customers, create emotional experiences for tourists with human warmth, and enhance tourists' experience value.

Second, emotional services are diversified. Through ever-changing services such as nuance, extension, personalization, and humanistic care, tourists can have emotional experiences such as pleasure, surprise, excitement, and touching. , allowing the respected emotional experience to reach directly to the soul.

Third, service is an important source of intimacy and pride for tourists. The warm, friendly, competent and dedicated service staff, as well as thoughtful and meticulous humanistic services, can make tourists feel respected and cared for everywhere, creating a pleasant and warm emotional experience.

Summary

Although domestic theme parks face various challenges and threats, most theme parks are still at the forefront of this industry. So the leaders of these theme parks What do you rely on to stand firm?

Location, culture, innovation, diversity and branding are must-haves.

First of all, site selection is the cornerstone. The customer source market, traffic conditions, and regional economic development level in the surrounding areas are the foundation for building a theme park.

Secondly, culture is the key point. It affects the scale and layout of customer sources. Therefore, a unique, extensible and experiential theme culture will be of great significance to the scale and layout of customer sources. On the basis of culture, continuous innovation is the core pursuit of operating a theme park. Only continuous innovation can achieve better development. If theme parks want to continue in the long term, they also need to adopt a diversified and branded development strategy.

The National Culture and Tourism Administration pointed out that during the "Thirteenth Five-Year Plan" period, our country will promote scenic area entertainment models such as "scenic spots + entertainment", "scenic spots + theater" and "scenic spots + performing arts"; support high-tech tourism and entertainment enterprises Development; introduce international theme amusement brands in an orderly manner, promote the groupization and international development of local theme amusement enterprises, and enhance the tourism function of theme parks.

Therefore, the future development trend of theme parks should mainly focus on the following aspects:

Second, industrial integration. Nowadays, industrial integration is an inevitable trend for the development and growth of theme parks. In addition to the tourism industry, theme parks in the future will also introduce film and television, sports, performing arts, exhibitions, catering, hotels, commercial real estate, high-tech and other industries to allow enterprises to survive, develop and grow, and ultimately achieve maximum benefits in the global market change. Industrial integration not only enhances the richness of experience in the tourism industry, but also drives the development of related industries and reduces risks.

Third, with the support of high-tech technology, the new generation of theme parks will definitely apply these high, sophisticated and cutting-edge technologies to the popular science and entertainment projects of the theme parks.

Fourth, with the advent of the international era, domestic brands have gradually begun to go abroad, and well-known foreign brands have also begun to enter the country. Such as the opening of Shanghai Disney in 2016 and Huaqiang Fantawild’s strategic layout abroad. I believe that in the era of experience economy, staying on top of the pulse and adhering to model innovation in theme park development will surely promote the rapid development of theme parks.