THEME PARKS - RESPONSE TO COMPETITION - FACTOR'S WITHIN THE SITE MANAGER'S INFLUENCE

Abstract

In recent years, recreational parks incorporating themes have become more popular with the planning authorities, the private sector and the public. This is evident from the various projects in public parks (most of them in public housing estates) to promote a 'special' identity for each to complement the 'neighbourhood identity' encouraged by the housing authorities. Redevelopment projects too have been carried out at different tourist attractions and places of interest such as that of Sentosa Island. The private sector has also taken the initiative to develop theme parks of their own as demonstrated by the proposed Tang Dynasty Village (now under construction) and the re-opened Haw Par Villa (Tiger Balm Gardens).

These emerging new theme parks provide stiff competition for the existing theme parks. This study is concerned with how these theme parks facing competition can respond to it so that it would not have to go out of business. Several factors which a site manager can influence to improve the competitiveness of his site are examined in this study with reference to a case study. Through the case study, we would see how these factors have been affected to render the subject site more appealing to potential visitors.