Study On The Evaluation System Of Theme Park Competitiveness

Theme park is a place full of imagination,vitality and creativity,meanwhile,developing theme park industry has already been an important trend of tourism development in the future.With the opening and operating of Shanghai Disney Resort last year and entry of international entertainment business giants such as Universal Studios and Time Warner who are going to build theme parks in China,the competition in the theme park market of China is increasingly fierce.It is essential for theme park companies to identify their own competitiveness so that they could keep competitive in the market.Firstly,this paper researched the literature related to theme park and its competitiveness,then reviewed the literature about the competitiveness of cultural industry which theme park belongs to,as well as company competitiveness.Based on the theory and model mentioned above,it analyzed the influencing factors of theme park competitiveness from two aspects,one is through the diamond model analyzing the competitiveness factors in the industry angle,another is through the value chain model analyzing the competitiveness factors in the company angle,meanwhile,it also combined the factors which are more consistent with the theme park reality from the literature about the company competitiveness and culture industry competitiveness,according to all the aspects analyzed above,this paper summarized and conclude the factor system of theme park competitiveness,including brand and culture competitiveness,marketing competitiveness,operation and management competitiveness,innovation competitiveness,supporting industry competitiveness.Then this paper constructed the evaluation index system of theme park competitiveness,including 5 primary indicator and 26 secondary index,and finally used this evaluation index system to evaluate the competitiveness of Shanghai Disney Resort through the fuzzy comprehensive evaluation method based on the analytic hierarchy process and verified the result,then evaluated the competitiveness of Chimelong Ocean Park,Shanghai Happy Valley,Nanchang Wanda Theme Park,and made a contrast with the result of Shanghai Disney Resort,further verifying the evaluation system of this paper.This paper’s research on evaluation system of theme park competitiveness not only enriched the academic research on the theme park,but also provides the theoretical guide on how to evaluate and enhance their own competitiveness for the theme park companies.