Manual on elective ii - theme parks and attractions

The management
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Theme Parks and Attractions
A well-qualified and experienced management team is critical to the success of an
attraction. Factors that contribute to success include:
• Experienced management – A successful visitor attraction needs a team of
experienced managers across all aspects of the operation including finance,
marketing, human resources and strategic planning. This management team should
have relevant working experience and must be creative and flexible enough to
handle the different day-to-day operational challenges.
• Strong marketing team – There should be a strong marketing division which is
good at:
a.) Market research
b.) Identifying potential market segments
c.) Long-term strategic planning rather than focusing only on short-term tactical
approaches
• Pro-active management – Management and staff should be pro-active to respond
more quickly and effectively than their competitors to changes in the business
environment
.
• Continuous monitoring – It is important to regularly monitor the attraction’s
performance for continuous improvements in terms of product offerings, operations
and how the attraction builds its image
• Sensitivity to market changes – Management needs to be sensitive to the market
place and changes in the business environment, ie political, environmental, social
and technological. Having this knowledge and sensitivity enables more effective
planning for the future.