Theme park selection: Factors influencing attendance

Theme parks are continuously changing in response to market trends and the benefits sought by individuals attending a theme park have changed over the years. Marketers are advised to employ multisegmentation strategies in addressing new market expectations. This study identifies factors influential in the selection of a theme park and by determining the characteristics of visitors versus non-visitors analyses attraction and theme preferences. Telephone questionnaires were administered to 3039 households randomly selected from 10 eastern U.S. metropolitan areas. Factor analysis provided insights into attraction and theme preferences. Strategies are suggested to position theme parks effectively.