SCIENTIA GEOGRAPHICA SINICA ›› 2013, Vol. 33 ›› Issue (11): 1362-1369.doi: 10.13249/j.cnki.sgs.2013.011.1362

• Orginal Article • Previous Articles     Next Articles

Development Strategy of Movie and TV Theme Park Based on Tourism Experience: A Case Study of ChangChun Movie Wonderland

Qiu-yu LI(), Yue HUANG, Li-jun ZHOU, JI-sheng LIU   

  1. School of Geography Science, Northeast Normal University,Changchun, Jilin 130024,China
  • Received:2012-12-25 Revised:2013-03-28 Online:2013-11-07 Published:2013-11-07

Abstract:

AS the main form of the theme park, the movie and TV theme park attracts so much public attention. The development of movie and TV theme park has played an active role in promoting local tourism development and improving infrastructure construction. However, since the short history of movie and TV theme park in China, coupled with the unreasonable operation and management and so on, most of movie and TV theme park have fell. We can see that the sustainable and stable development of movie and TV theme park is worrisome. For such situation, this article analyzes primarily from the perspective of tourism experience. In experience, tourists are expecting to seek a more unique and profound tourism experience, not limited to sight seeing. The quality of tourism experience is not only an important measure of tourist satisfaction index, but also represents the development competence of movie and TV theme park. Therefore, it is necessary to analyze the movie and TV theme park from the perspective of the tourist experience to attain the better development. This article is divided into four parts. Firstly it introduces the development status of movie and TV theme park, domestic and foreign scholars’ studies about movie and TV theme park and the necessity of studying from the perspective of the tourist experience.The second part introduces Changchun Movie Wonderland, including its basic information and operating condition;the third part is the empirical analysis. This article takes Changchun Movie Wonderland as an empirical research object from the perspective of tourism experience through questionnaires, tourists’ travel network and interviews, using SPSS and EXCEL statistical software for sample analysis, reliability analysis, extraction of 14 factors IPA analysis. By analyzing we come to the conclusion that affecting tourism' experience factors are mainly high ticket,not sufficient time for traveling, low participation index and so on; The forth part is some advice on the basis of the Changchun Movie Wonderland’s analysis. The recommendations are as follows: First, to strengthen the planning and management. Second, to build brand experience. Third, to make rational ticket price from the perspective of the tourist experience. Fourth, to do experiential marketing.

Key words: movie and TV theme park, tourism experience, the tourists’ satisfaction, Changchun Movie Wonderland

CLC Number: 

  • F592.6