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 旅游娱乐业：Theme Park Dynamics in Southern California（转贴） |
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安普若
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头衔: 海归元勋
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加入时间: 2004/02/21
文章: 26038
来自: 中国美国的飞机上
海归分: 4196257
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作者：安普若 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
Theme Park Dynamics in Southern California
Applied Management Research (AMR) Project Presentation
with
Joy Hogley & Wenxuan Chen, 2005 MBAs
When Joy Hogley and Wenxuan Chen began their research last fall, studying the dynamics of the theme park industry in Southern California, theirs was an exercise born more out of necessity than innovation.
Hogley and Chen, both second-year students at UCLA Anderson, have found new trends in theme park attendances with regard to population growth and unemployment rates – two factors that have largely been ignored in most economic analyses about the industry.
The two business students presented the findings of their research at an event organized by UCLA Anderson's Entertainment and Media Management Institute on May 10, 2005 to a crowd of student, alumni and theme park industry executives.
Hogley and Chen discovered that over the last two decades, the growth in theme park attendance has generally matched the population growth.
"People seem to go to theme parks with a frequency that hasn't changed," Hogley said.
Basing their research around seven major theme parks in Southern California, the two students focused on economic data like theme park attendances, unemployment rates and even fuel prices. Their project was carried out with the help of another second-year business student, Dongmei He, who has since returned to China.
"We did a statistical analysis of factors such as the state of the economy, population growth and unemployment rates to develop a model to analyze the patterns of theme park attendance," Hogley said.
Besides population growth rates, Hogley cites the rate of unemployment as the most important factor in influencing the theme park industry.
"On a year-to-year basis, the state of the economy and the rate of unemployment affect whether a park has a good or bad year," Hogley said. Generally, a high unemployment rate also negatively affects the rate of attendance at theme parks, Chen added.
Hogley and Chen initially began their Applied Management Research Project – which is a graduation requirement for every business student – analyzing the revenues of theme parks. But they soon realized there were other avenues of research open to them.
"We found that there were more interesting kinds of data about consumers that were related to revenue, such as attendance, customer segmentation, age and income," said Chen.
The theme park industry only publicly reveals information about attendance, Chen said, which thus forced them to focus their work in this area.
"We also discovered that there was absolutely no previous literature that analyzed this subject," Chen said.
Their statistical model allowed them to reach several other conclusions that were well-supported, and very surprising, Chen said.
A common assumption within the theme park industry, Chen said, regarded weather and fuel prices as the most significant influences on attendance.
Hogley and Chen discovered that contrary to popular belief, weather was not a factor at all. "Florida had three hurricanes last year, yet Southern California, with all its sunshine, had a smaller growth in attendance," Chen said.
They also found that, rather surprisingly, there was a positive correlation between fuel prices and attendance rates.
"That is probably explained by the links between fuel prices and the state of the economy," Chen said. "While a good economy may have high fuel prices, on the whole, it influences attendance rates positively."
While their research has been both successful and pioneering, Chen believes the restricted access to information within the industry has limited the scope of their research.
"There is a need for local industries to release data that they normally keep private, to allow a more thorough industry-wide study," Chen said.
Chen hopes to set up a study group at UCLA, so that an industry-wide study can be conducted using data from every industry, without the study group releasing any confidential information to an industry's competitors.
While Chen believes their research has been both successful and innovative, she still feels there is a need for further study in this area.
The event is part of a series for business students and media executives who look at "cutting-edge issues" in the industry, said Gigi Johnson, the executive director of the Entertainment and Media Management Institute.
"This is a wonderful opportunity for us to showcase their research, as it challenges what the theme park industry has held dear for so long," she said.
https://www.anderson.ucla.edu/x8406.xml
作者：安普若 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
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 旅游娱乐业：Theme Park Dynamics in Southern California（转贴） -- 安普若 - (4654 Byte) 2005-11-04 周五, 03:14 (2939 reads)
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