Article ID: | iaor20105626 |
Volume: | 29 |
Issue: | 4 |
Start Page Number: | 721 |
End Page Number: | 737 |
Publication Date: | Jul 2010 |
Journal: | Marketing Science |
Authors: | Dekimpe Marnik G, van Oest Rutger D, van Heerde Harald J |
Keywords: | marketing, investment |
Despite the economic significance of the theme park industry and the huge investments needed to set up new attractions, no marketing models exist to guide these investment decisions. This study addresses this gap in the literature by estimating a response model for theme park attendance. The model not only determines the contribution of each attraction to attendance, but also how this contribution is distributed