Reasons for Mismanagement of Amusement Parks
The amusement park is now developing very rapidly in China, and news of construction of large and small theme parks can often be seen. However, as far as the current status of China’s theme parks is concerned, it is not as profitable as the outside world. Most of the theme parks have suffered losses due to factors such as poor management and single theme， especially some large-scale theme parks, but this has not become a warning to investors, and the enthusiasm of investors remains undiminished.
Although the factors behind the poorly run theme parks are different, careful analysis and observation may lead to some commonalities.
1.Blind investment, lack of consideration
Not all cities are suitable for developing theme parks, and the scale of theme parks varies from one level to another. However, many investors only unilaterally value the role and interests of the theme park, ignoring the objective conditions of the theme park, as a result, the project becomes a passive water after it is completed, and quickly get exhausted.
Unique themes and innovative products are two of the key factors in the success of the theme park. However, many investors in the early stage of the development of theme parks lacked the necessary research on the market, and did not integrate perfectly with the market, resources and cultural characteristics of the region, even copied the themes and products of successful cases at home and abroad, resulting in many theme parks with the same theme, homogeneous product and single form. Therefore, it not only did not achieve the expected goals, but also caused a lot of waste of resources.
3.The level of park planning is poor, and the product level of the scenic spot is low.
The theme park is a special place that can create unique experiences for tourists. Whether it is travel route planning, landscape creation, product content or product design, it should have its own unique requirements. However, the planning and design of many domestic theme parks are mostly designed and operated by non-professionals. As a result, the planning and design schemes of many theme parks are low, as if they were simply piled up by multiple lifeless landscapes, which is lack of core. At the same time, the products inside the domestic theme park still stay on the display exhibition, failing to satisfy the embodiment of the tourists, and thus quickly lose its vitality.
4.Single business model
Large-scale theme parks require a well-planned operating strategy and diversified profit plans due to their size, high investment quota and long construction period. For example, most of the top ten theme park groups in the world emphasize the rolling development of tourism products, commercial facilities and residential products, and adopt a diversified marketing and group development model to create a complete industrial chain to realize the lasting development of the theme park. In contrast to domestic theme parks, except very few of them, most of them still rely on tickets to gain benefits.