Manual on elective ii - theme parks and attractions

Theme Parks and Attractions
1.5 The visitor attraction product
In the attractions sector, the product is a combination of facilities and services. It is a
bundle of benefits designed to satisfy visitors’ needs. The attraction products are
composed of both tangible and intangible elements. They can be as simple as a kid’s
ride or as abstract as an experience.
If we apply the attraction product concept to a theme park, the ‘product’ we purchase
and consume includes:
Tangibles
• Rides
• Costumed characters
• Shops
• Restaurants
• Themed decorations
• Clean and pleasant environment
• Appearance of the staff
Intangibles
• Feeling or atmosphere of fun and excitement
• Pleasant and comfortable atmosphere
• Staff attitude and behaviour
• Service provided
The nature of service products (eg a packaged holiday offered by a tour operator) is
different from tangible products (eg a camera bought from a shop). You may see, touch
and test a camera before buying it in a shop and bring it back home after you have
purchased it. You may also make a purchase online and have the goods delivered.
However, this is not the same for service products which also have abstract elements or
characteristics.
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