Gold Coast Theme Park
Gold Coast Theme Parks
1. Introduction
This report seeks to undertake an environmental analysis on the industry sector of Gold Coast theme parks. The body of the report consists of four parts. First of all, the report will have a description of Gold Coast theme Parks including its size, customer groups and core business of key players; Next, Porter’s Five force model will be applied to analyze the sector’s task environment; an established broad environment model is used to conduct a detailed analysis of the broad environment; finally, based on above analysis, three key strategic issues will be identified in the sector.
2. A description of Gold Coast Theme Parks
Theme park is a kind of man-made tourism resources that focus on special conception to create a series of unique environment and atmosphere oriented on one or multiple themes so as to provide tourists with unique entertaining experience than other scenic spots (Young & Riley, 2002).
2.1 Approximate size
Tourism is the pillar industry of Gold Coast. Tourism in Gold Coast contributes 4.4 million USD to city’s economy every year and providing one in four jobs in the city. For the year ending June 2010, domestic overnight visitors to Gold Coast spent 3 billion USD; domestic one day visitors spent 563 million and international visitor spent 1 billion in the Gold Coast. (Tourism Queensland, 2011)
2.2 Customer groups
The customer groups of Gold Coast can be classified as domestic visitors and international visitors. According to National Statistics of Australia, Gold Coast has received 3,396,000 domestic visitors in 2010, with a 5% rise compared to 2009. In average, the visitors will stay here for 4.1 nights. Among them, 59.1% are for holiday; 28.6% are to visit friends or relatives, 9.0% for business and rest are for other purposes. As for international visitors, the total amount in 2010 is 817,000, rise by 5% compared to 2009. The average stay is 9.9 nights. Referring to their purpose of visits,
1. Introduction
This report seeks to undertake an environmental analysis on the industry sector of Gold Coast theme parks. The body of the report consists of four parts. First of all, the report will have a description of Gold Coast theme Parks including its size, customer groups and core business of key players; Next, Porter’s Five force model will be applied to analyze the sector’s task environment; an established broad environment model is used to conduct a detailed analysis of the broad environment; finally, based on above analysis, three key strategic issues will be identified in the sector.
2. A description of Gold Coast Theme Parks
Theme park is a kind of man-made tourism resources that focus on special conception to create a series of unique environment and atmosphere oriented on one or multiple themes so as to provide tourists with unique entertaining experience than other scenic spots (Young & Riley, 2002).
2.1 Approximate size
Tourism is the pillar industry of Gold Coast. Tourism in Gold Coast contributes 4.4 million USD to city’s economy every year and providing one in four jobs in the city. For the year ending June 2010, domestic overnight visitors to Gold Coast spent 3 billion USD; domestic one day visitors spent 563 million and international visitor spent 1 billion in the Gold Coast. (Tourism Queensland, 2011)
2.2 Customer groups
The customer groups of Gold Coast can be classified as domestic visitors and international visitors. According to National Statistics of Australia, Gold Coast has received 3,396,000 domestic visitors in 2010, with a 5% rise compared to 2009. In average, the visitors will stay here for 4.1 nights. Among them, 59.1% are for holiday; 28.6% are to visit friends or relatives, 9.0% for business and rest are for other purposes. As for international visitors, the total amount in 2010 is 817,000, rise by 5% compared to 2009. The average stay is 9.9 nights. Referring to their purpose of visits,
References: Young, T. & Oaks, (2002). Theme park landscapes: antecedents and variations. NY, USA, Dumbarton, 2002. Tourism Queensland, (2011). Queensland regions: Tourism facts: Queensland Data Sheet. Assessed on March 2011. . Tourism Queensland. (2011). Gold Coast Tourism Economic Facts. Assessed on November 2010. . Travel on line, (2011). Gold Coast Theme Parks. Assessed on August 2011.