Exploring Marketing Strategies for Theme Park by Using the Stated Preference Choice Model: a Case Study on Janfushan Theme Park

Nevertheless, most of the theme parks in Taiwan are in a desperate situation owing to incapable of recognizing tourists’ needs and preferences clearly and thoroughly, and, even worse, they probably fall into a distressed condition when their new products are introduced into the recreation market.

It is thus a major issue for managers of theme park to choose a best marketing strategy that can reduce the uncertain risk of introducing new products into the recreation market. This study intends to apply the stated preference choice model, having been broadly adopted in marketing, to explore the choice behaviors of theme park tourists, and, by the experimental design of fabricated alternatives, to help managers recognizing how tourists react when confronting with new bundles of recreation products so as to find out the relative importance and effects of attributes in influencing choices of tourists and to afford a reference for managers to formulate effective marketing strategies.