Purpose: Whereas investments in new attractions continue to rise within the theme park industry, knowledge regarding the effects of new attractions on theme park performance and attendance remains scarce. In order to isolate these effects, the purpose of this paper is to present the results of an econometric study explaining the variance in theme park visitor numbers and quantifying the effects of new attractions on theme park attendance. Design/methodology/approach: The paper is based on an econometric study, in which models were produced for four European theme parks. No pooled modelling was used, meaning that four different models were created; one for each participating theme park. Various variables affecting theme park attendance were identified and quantified, and subsequently the effects of new attractions on visitor numbers were isolated. Findings: Findings indicate that all new attractions opened at Park D during the research period have had a positive long-term influence on attendance. This positive influence lasted for no more than two years. No significant short-term influence was found. There were significant differences in effect between new attractions which could not yet be explained. Research limitations/implications: The research by design only takes into account the economic effects of new attractions and disregards all environmental and socio-cultural effects. Even though the research provides an accurate approximation of the effects of new attractions on attendance, this effect should, according to the author, not be perceived as a stand-alone effect yet as a part of a complex system. A situational approach taking into account several other situational as well as qualitative factors would do the complex reality more justice than a, even though effective, simplified and general approach. Practical implications: Industry operators can now use the econometric model presented in this paper to determine the effects of new attractions on their theme park's attendance and use this knowledge to further fine-tune their investment policy. Originality/value: The paper presents the first econometric model successful at isolating and quantifying a new attraction's effect on theme park attendance and can thus be a valuable tool in perfecting one's investment policy. The paper furthermore includes a brief introduction to a situational approach of determining a new attraction's effects on theme park performance.
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Whereas investments in new attractions continue to rise within the theme park industry, knowledge regarding the effects of new attractions on theme park performance and attendance remains scarce. In this article results from a research amongst general managers of theme parks in Europe will be presented. Different methods were used to investigate what the impact of adding a new attraction on the number of visitors to a theme park would be, according to the general management. The managers first responded to a written survey and then answered some detailed, elaborative questions by email or telephone. The majority of managers also participated in an in-depth interview. Results show that investing in new attractions is considered to be the most important (controllable) factor on the number of visitors in both the short and long run. Most theme parks in Europe invest in major new attractions once every three years, combining it with a minor investment every year. Large differences in effects were found between parks. Parks that invest once every three years showed the highest effect on number of visitors for their latest new attraction.
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Whereas investments in new attractions continue to rise within the theme park indus- try, knowledge regarding the effects of new attractions on theme park performance and attendance remains scarce. In order to predict the impact of new attractions on the performance of European theme parks, this article presents an Attraction Response Matrix (ARM). The Attraction Response Matrix offers an integrated framework in which research into the effects of new attractions can take place in a systematic manner. The ARM attempts to transform post priori knowledge into a priori knowledge by better understanding the impact of a new attraction and its' mediating causes. The main premise of the ARM is: "in situation A, attraction B will most likely have effect C on target audience D." By performing research into the relevant effects within certain cells of the ARM and consecu- tively investigating the relationship between the various cells, a better insight will be gained in the working of new attractions. ARM is based on an extensive ZMET study conducted in The Netherlands.
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