I. Overview of the theme park report
A theme park is a modern tourist destination with creative activities, which is based on a specific theme, adopts modern technology and multi-level activities, and integrates many entertainment activities, leisure elements and service reception facilities.
According to the data of TEA/AECOM's report on theme parks and museums in 2000, 2000 was a landmark year for theme entertainment industry. The total number of tourists from the top ten theme park groups in the world exceeded 500 million for the first time, with a growth rate of 5.4%. The number of tourists in several theme parks in Chinese mainland has greatly increased. With the combination of animation IP, VR and AR technology, circus and water park, domestic theme parks OCT, Huaqiang Fante and Chimelong stand out in terms of tourist attraction, forming a three-legged competition with Disney.
So, from the perspective of market audience, which theme parks in Chinese mainland have the highest popularity and satisfaction? How do tourists feel about different types of theme parks? As the leader of the world and Chinese mainland theme park group, a series of questions about tourists' impression perception characteristics will reveal the development status and future promotion trend of Chinese mainland theme parks.
Chinese mainland Theme Park Public Opinion Report, based on the whole network data of Dida Cloud Travel Public Opinion Platform, conducted online public opinion big data monitoring on 376 proposed and built theme parks nationwide, covering the period from 1 in September 2000 to 3 1 in August 2000, with a total of 659 14 1 comments. The data carrier is the original comments published by tourists, that is, tourism UGC (user-generated content).
20 10-20 12, based on the word-of-mouth public opinion platform of Didi Yunyou and the OTA data of the whole network, the theme parks in Chinese mainland were identified on the whole network, aiming at analyzing the network popularity, satisfaction and tourists' perception of 376 theme parks in Chinese mainland through the tourism UGC data.
(1) Chinese mainland theme park ranking
According to the tourist data of Chinese mainland theme parks from September 2008 1 to August 3, 2008/,the popularity indexes of these parks are ranked: among them, Shanghai Disneyland Resort, Guangzhou Changlong Resort and Qingdao Haichang Polar Ocean World have higher tourist popularity indexes, which are 98.00, 94.69 and 70.73 respectively, ranking in the top 20 popularity rankings.
Table 1 Top 20 Hot List of Chinese mainland Theme Parks
Hot list of summer theme parks in Chinese mainland.
Taking August as the concentrated period of summer vacation, this paper extracts the tourist data of Chinese mainland theme parks during this period, and uses the TOP20 heat index to rank them. Different from the data distribution in the whole year, summer vacation is mostly influenced by family tourists and parent-child tourists. Guangzhou Changlong Tourist Resort, as a local brand, is more attractive to this kind of tourists with its comprehensive theme product configuration and status as a popular science education base, with a visiting popularity index of 98.00; Followed by Shanghai Disneyland tourist resort, the tourist heat index is 92.06; Qingdao Haichang Polar Ocean Park ranked third with a tourism heat index of 86.56.
Table 2 Top 20 Summer Hotspots in Chinese mainland Theme Park
(3) Chinese mainland theme park satisfaction ranking.
Based on the UGC data of Chinese mainland theme park on Dida word-of-mouth platform and OTA platform of the whole network, this paper analyzes the TOP20 of tourist satisfaction index list: Chinese mainland theme park presents the phenomenon of cake cutting by several major groups such as OCT, Chimelong, Huaqiang Fangte and Haichang; Window of the World, Sanya Atlantis Water World, Tianjin TEDA Aircraft Carrier Theme Park, etc. Ranked in the top three of the list with high satisfaction rates of 96.64, 96.62 and 95.03 respectively.
Table 3 Top 20 Satisfaction of Chinese mainland Theme Parks
(4) The popularity satisfaction distribution of theme parks in Chinese mainland.
Establish a coordinate system, select the most representative theme parks from more than 300 theme parks in China, and analyze the distribution of the following ten theme parks in each quadrant according to the satisfaction data of the whole network. The upper right part is the first quadrant, the upper left part is the second quadrant, the lower left part is the third quadrant and the lower right part is the fourth quadrant.
The first quadrant: the area with high heat and satisfaction. The scenic spot located in this quadrant has great advantages in the number of tourists and the praise of tourists.
The second quadrant: the area with low heat and high satisfaction. The scenic spots located in this quadrant, on the one hand, are influenced by a certain tourist base and have high satisfaction; On the other hand, the publicity is weak, the market awareness is low, but the quality is good.
The third quadrant: the area with low heat and satisfaction. The theme park located in this quadrant should strengthen the upgrading of supporting facilities and other hardware and personnel services, amusement products and marketing and publicity software.
The fourth quadrant: the area with high heat and low satisfaction. Theme parks located in this quadrant are generally time-honored scenic spots with strong popularity, but lack of continuous operation and promotion in the later period leads to high popularity and low satisfaction, which is difficult to meet the spiritual and material needs of tourists.
Figure 1 Chinese mainland Theme Park Thermal Satisfaction Distribution Map.
(5) The heat distribution of theme parks in different areas of China.
In this paper, the data of Chinese mainland theme parks are extracted from the whole network OTA platform, and the average heat index is divided by region, so as to analyze the distribution of heat index of theme parks in various regions of Chinese mainland: East China, as a well-developed region of theme parks, has a high public awareness, ranking first with a heat index of 98.00; Secondly, Changlong, which has been rooted in South China for a long time, has made great contributions through marketing methods such as featured products, launching new attractions, holding Spring Festival Evening, large-scale night shows and high-exposure packages, with a heat index of 84.95; Northeast China ranks third with its distinctive marine theme parks, with a heat index of 66.95.
Heat distribution of theme parks in different regions of China.
(6) Regional heat ranking of theme parks in Chinese mainland.
According to the seven geographical divisions of Northeast China, Central China, North China, East China, South China, Southwest China and Northwest China, the theme parks are ranked according to the OTA platform data of the whole network.
Among them, Dalian Shengya Ocean World, Dalian Haichang Dalian Discovery Park Theme Park and Dalian Tiger Beach Ocean Park rank among the TOP3 theme parks in Northeast China with their high heat index. It is not difficult to find that the marine theme in Northeast China is very attractive.
Table 4 Top three popular theme parks in Northeast China
Tianjin Haichang Polar Ocean World, Tianjin Fangte Happy World and Tianjin TEDA Aircraft Carrier Theme Park occupy the first, second and third positions in the hot list of theme parks in North China respectively. Among them, Tianjin TEDA Aircraft Carrier Theme Park has demonstrated its strong attraction with its cool theme performances and distinctive large-scale military themes.
Table 5 Top three popular theme parks in North China
As a relatively mature region of theme parks, East China has a hot index ranking. Shanghai Disneyland Resort, Qingdao Haichang Polar Ocean World and Shanghai Haichang Ocean Park are the top three theme parks in East China. Among them, Shanghai Disneyland Tourism Resort ranks first with absolute advantage. Although he made his debut in Group C, Hai Chang won the second place, Tan Hua. Chang's theme parks are booming.
Table 6 TOP3 Ranking of Theme Parks in East China
Guangzhou Chimelong Tourist Resort, Zhuhai Chimelong Ocean Kingdom, Window of the World, Chimelong and OCT are highly competitive. Three theme parks occupy the TOP3 of the heat list of South China theme parks with high heat index. Among them, Guangzhou Changlong Tourist Resort has a comprehensive product portfolio, which is attractive to families and parent-child tourists and has obvious advantages.
Table 7 TOP3 of the heat ranking of South China theme parks
Zhengzhou Fangte Tourist Resort, Wuhan Haichang Polar Ocean Park and Nanchang Rongchuang Paradise (formerly Wanda Paradise) are the top three theme parks in Central China. Among them, with the rapid development of Zhengzhou's cultural tourism industry in recent years, its own product experience and party activities. Zhengzhou Fangte Tourist Resort ranks first.
Table 8 Top Three Popular Theme Parks in Central China
Chengdu Haichang Polar Ocean Park, Colorful Yunnan Happy World and Chongqing Lehe Ledu Theme Park rank among the three major theme parks in Southwest China. Among them, colorful Yunnan Happy World, as an important part of the tourism culture plate of "colorful ancient city of Yunnan" in Kunming, Yunnan, is not difficult to see its hot influence.
Table 9 Top Three Popular Theme Parks in Southwest China
(7) Regional satisfaction ranking of theme parks in Chinese mainland.
Based on the UGC data of Dida's word-of-mouth public opinion platform and all OTA platform data, the satisfaction index of inland theme parks in China is ranked according to the seven geographical divisions of China.
Among them, Dalian Haichang Dalian discoveryland Theme Park, with its pop music festival and fireworks show, occupies the first place in the satisfaction ranking of theme parks in Northeast China. Followed by the second Dalian Shengya Ocean World and the third Royal Ocean Theme Park.
Table 10 Northeast Theme Park Satisfaction Ranking TOP3
Tianjin TEDA Aircraft Carrier Theme Park, Tianjin Haichang Polar Ocean World and beijing happy valley occupy the first, second and third places in the satisfaction ranking of theme parks in North China respectively. Among them, beijing happy valley, as an old theme park founded by OCT in Beijing, is full of new impetus for development with the official opening of Shangri-La District in the new district.
Table 1 1 The satisfaction ranking of theme parks in North China is TOP3.
Hengdian Film City, Shanghai Disneyland Tourism Resort and Shanghai Haichang Ocean Park occupy the top three satisfaction rankings of theme parks in East China with high satisfaction index.
Table 12 East China Theme Park Satisfaction Ranking TOP3
Window of the World, Sanya Atlantis Water World and Zhuhai Chimelong Ocean Kingdom occupy the top three satisfaction rankings of theme parks in South China with their unique product settings, distinctive activities and performances, and excellent staff services and facilities.
Table 13 south China theme park satisfaction ranking TOP3
Wuhan Haichang Polar Ocean Park, Changsha Window of the World and Zhuzhou Fangte Tourist Resort occupy the top three satisfaction rankings of theme parks in Central China respectively. Among them, Wuhan Haichang Polar Ocean Park, as the first marine theme park built by Haichang in Central China, ranks first with good service facilities satisfaction index.
Table 14 Central China Theme Park Satisfaction Ranking TOP3
Yunnan Colorful Happy World, Chongqing Lehe Ledu Theme Park and Chengdu Haichang Polar Ocean Park ranked first, second and third respectively in the satisfaction list of theme parks in Southwest China with high satisfaction index.
Table 15 satisfaction ranking of theme parks in southwest China TOP3
Second, the popularity and satisfaction of theme parks.
(A) analysis of tourists' perception of different types of theme parks
Up to now, theme parks have formed a modern tourism destination form with diverse themes, different scales, wide distribution and far-reaching influence. Different types of theme parks can understand the future development trend and tourist orientation of various theme parks by analyzing the perception of different types of theme parks on behalf of tourists.
1. Window of the Miniature Landscape World
The miniature theme park will imitate the famous cultural landscape or natural landscape in a certain proportion and concentrate it in one place, so that visitors can enjoy the cultural and natural landscapes around the world in a short time.
As the leader of China miniature theme park, Window of the World is a large-scale cultural tourist attraction jointly invested by China Travel Service and OCT 1994. It is located in Shenzhen Bay, covering an area of 480,000 square meters. The window of the world has gathered the essence of thousands of years of human civilization. Since its opening, China Theme Park has continuously set new records in all aspects, becoming the preferred venue for important reception and activities in Shenzhen and a must-see attraction in Shenzhen.
Taking Window of the World as an example, based on the actual visiting data of tourists, the impression perception of tourists is formed through semantic analysis system, which can be used as a reference for developing similar miniature models.
Figure 3 Tourists' perception of the window of the world
It can be seen from tourists' perception that the key word of tourists' perception of the window of the world is "world", which is consistent with the tourism image conveyed by theme parks. On the cognitive level of content, "performance", "fireworks" and "Oktoberfest" are the most attractive product contents of theme parks, which leave a deep impression on tourists. On the emotional cognitive level, "queuing" and "too hot" are the main perceptions, which shows that the theme park has a large number of tourists, and its carrying capacity has certain limitations, and most of them are tourists in summer.
Through the analysis of tourists' perception of the window of the world, as a representative of miniature landscape, such parks can consider building brands with representative festivals as the core to improve the congestion of scenic spots and seasonal differences in tourism. So as to improve its competitiveness.
2. Comprehensive Recreation Wuhu Fangte Tourist Area
Comprehensive amusement theme park is the most basic and main form of theme park, which is composed of various independent amusement facilities and has certain entertainment stimulation. Wuhu Fangte Tourist Area, as the representative of domestic comprehensive amusement theme parks, is the representative work of shenzhen huaqiang Fangte Group. Since its opening, it has attracted wide attention from all walks of life, and won many honors such as "Top Ten Theme Parks in China" and "Best Popularity Award for High-tech Cultural Theme Parks in China". It is also the first 5A scenic spot in Wuhu history. It has formed three major tourism brands, namely, "Mount Huangshan made by heaven, Mount Jiuhua made by Buddha and artificial fangte", making Wuhu quickly become one of the influential tourist cities in Anhui and even the Yangtze River Delta.
Taking Wuhu Fangte Tourist Area as an example, based on the actual tourist data, the impression perception of tourists is formed through semantic analysis system, which provides reference for the development of similar comprehensive amusement theme parks in the future.
Figure 4 Tourists' Perception of Wuhu Fangte Tourist Area
From the tourists' perception, it can be seen that the key word of tourists' perception of Wuhu Fangte tourist area is "project", which is consistent with the tourism image conveyed by the theme park. In terms of content cognition, "roller coaster", "haunted house" and "dinosaur crisis" are the most attractive product contents of theme parks, which leave a deep impression on tourists; On the emotional cognitive level, "stimulation", "queuing" and "children" are the main perceptions, which shows that theme parks are mainly family and parent-child tourists, and the overall evaluation is positive, but there are still many problems in queuing.
Through the analysis of tourists' perception in Wuhu Fangte Tourist Area, this kind of park, as a representative of comprehensive amusement, can consider building characteristic brand entertainment projects, dispersing project facilities and improving queuing to enhance its competitiveness.
3. Film and Television Theme Types Huayi Brothers Movie World
Theme theme park is the perfect combination of virtual characters, leisure tourism and theme park in film and television. It takes the characters in specific movies, TV series, comics and other works of art as its core selling point, reproduces the theme of film and television through artificial landscape, and realizes the diversified development path of IP value through entertainment equipment, souvenirs and other carriers. Huayi Brothers Film World is a world-class film cultural experience project with the theme of self-sustaining film intellectual property rights built by Huayi Brothers Group with huge investment. It is a movie dream world that subverts the traditional entertainment experience, conveys emotions and displays the essence of China culture.
Taking Huayi Brothers movie world as an example, based on the actual visit data of tourists, the impression perception of Huayi Brothers movie world is formed through semantic analysis system, which can be used as a reference for the development of similar movie theme parks in the future.
Figure 5 Tourists' perception of Huayi Brothers' movie world
From the word cloud of tourists' impression perception, we can see that the key words of tourists' perception of Huayi Brothers' movie world are "night show" and "roller coaster", and "movie" is also the main part of their perception. Tourists' cognition of movie theme parks is vague, and they prefer to compare with other types of theme parks.
By analyzing tourists' perception of Huayi Brothers' movie world, as a representative of film and television themes, this kind of paradise can consider strengthening the characteristics of theme parks and forming different theme parks.
Historical theme parks are the product of the integration of modern parks and historical culture. As a manifestation of history and culture, theme parks exist in cities, which not only meet the purpose of tourism, but also promote the development of urban economy. Hangzhou is a typical representative of historical and cultural theme parks. Hangzhou is the first theme park that embodies the cultural connotation of the Song Dynasty. 20 15 was selected as the most popular theme park in Chinese mainland by TEA, an international authority on theme parks and scenic spots.
Taking Song Cheng as an example, based on tourists' actual visiting data, visitors' impression perception is formed through semantic analysis system, which provides reference for the development of similar historical and cultural theme parks in the future.
Figure 6 Tourists' perception of the influence of Hangzhou Song Cheng.
As can be seen from the tourist perception map, the key words of tourists' perception of Wuhu Fangte Tourist Area are "ancient sentiment", "hydrangea" and "ancient costume", which are the most attractive products of the theme park and leave a deep impression on tourists. On the emotional cognitive level, "shock" and "crossing" are the main perceptions, which are consistent with the overall tourism image created by theme parks.
Based on the analysis of tourists' perception of Song Cheng, a historical and cultural representative, such parks can continue to make use of their own cultural advantages, convey cultural connotations and enhance their competitiveness.
5. Ocean Park-Qingdao Haichang Polar Ocean World
World-class theme parks introduce marine elements, display rare polar animals and large marine animals in urban parks by artificial means, and provide visitors with close-up viewing and interactive experience. Qingdao Haichang Polar Ocean World, which opened in 2006, is located in Qingdao Shilaoren National Tourism Resort and is a bright pearl of Qingdao Gold Coast. Park is a large-scale open tourist attraction with the theme of Ocean Park, which integrates eating, living, traveling, traveling, shopping and entertainment.
Taking Qingdao Haichang Polar Ocean World as an example, the impression perception of Qingdao Haichang Polar Ocean World is formed through semantic analysis system, which provides reference for the development of similar marine parks in the future.
Figure 7 Tourists' Perception of Qingdao Haichang Polar Ocean World
As can be seen from the tourist perception map, the key words of tourists' perception of Wuhu Fangte tourist area are "polar region", "dolphin" and "performance", which are the most attractive and impressive products of the theme park. At the same time, high-frequency words such as "bringing children" show that the guests of this theme park are mostly family and parent-child tourists.
Through the analysis of tourists' perception of Qingdao Haichang Polar Ocean World, as a representative of marine parks, such parks can consider enriching the experience products of family and parent-child tourists, strengthening their own attraction and enhancing their competitiveness.
(B) Analysis of tourists' views on the most popular theme parks in the Mainland
1. Shanghai Disney Resort
As a leader in the theme park industry, Disney has a long history and a long reputation. China Shanghai Disneyland Theme Park officially opened on 20 16, with a total investment of 5.5 billion US dollars. There are seven theme parks, including Mickey Street, Fantasy Garden, Adventure Island, Treasure Bay, Tomorrow World, Fantasy World and Toy Story, covering hotels, retail, restaurants and entertainment centers. By the end of the year, the number of visitors to theme parks had reached 1 1.8 million, an increase of 7.3% over the previous year.
(1) positive and negative word-of-mouth distribution
Based on the tourism UGC data of Dida Yunyou word-of-mouth public opinion platform and the whole network OTA platform, this paper extracts the word-of-mouth data of tourists to Shanghai Disneyland tourist resort, and obtains the distribution of positive and negative word-of-mouth as follows: Shanghai Disneyland tourist resort is the best theme park in China, with a high favorable rate of 93.25%; Negative evaluation accounted for 2.97%.
Figure 8 Distribution of Positive and Negative Word of Mouth in Shanghai Disney Resort
(2) tourists' impression perception
Extract the data of tourists' public opinion about Shanghai Disneyland tourist resort, and analyze tourists' impression perception of Shanghai Disneyland tourist resort through Dida's semantic analysis system;
1. Tourists have a strong sense of entertainment in Shanghai Disneyland;
Tourists are interested in St. Petersburg.
6. Affected by the large scale of theme parks, many tourists pay more attention to issues such as strategy, recommendation and route.
Figure 9 Tourists' perception of Shanghai Disney Resort
2. Guangzhou Changlong Tourist Resort
Guangzhou Chimelong Tourist Resort is the first comprehensive theme tourist resort under Chimelong Group, with five theme parks and three hotels, including Chimelong Happy World, Chimelong International Circus, Chimelong Water Park, Chimelong Wildlife World, Chimelong Bird Park, Chimelong Xiangjiang Hotel, Chimelong Panda Hotel and Chimelong Hotel. Over the years, it has received more than 6.5438+million tourists every year, ranking among the top theme scenic spots in the world and becoming the benchmark of China's tourism industry in the world. It is the "cultural industry demonstration base" in China, "popular science education base" and the first batch of national AAAAA scenic spots in China.
Among them, Chimelong Happy World ranks 25th among the total number of theme park visitors in the world and 1 1 among the theme park visitors in the Asia-Pacific region. In the whole year, it received 4.68 million tourists, up 1 1.9% year-on-year.
(1) positive and negative word-of-mouth distribution
Based on the tourism UGC data of Didi Yun tourism public opinion platform and the whole network OTA platform, this paper extracts the word-of-mouth data of tourists to Guangzhou Changlong tourist resort, and draws the following conclusions: Guangzhou Changlong tourist resort is developing day by day, and with the operation of various activities, Guangzhou Changlong ranks second in the hot list of Chinese mainland theme parks, which is comparable to Shanghai Disneyland tourist resort. From the positive and negative word of mouth, its praise is relatively high, reaching 88.19%; Negative evaluation accounts for 5.37%, and there is still room for improvement.
Figure 10 Distribution of positive and negative word-of-mouth in Guangzhou Changlong Tourism Resort
(2) tourists' impression perception
The data of tourists' public opinion in Guangzhou Changlong tourist resort is extracted, and the impression perception of tourists on Guangzhou Changlong tourist resort is analyzed through the semantic analysis system of earth trip.
1. Tourists line up to express their great opinions;
2. Animals, performances, etc. Attractive to tourists;
3. Guangzhou Changlong is the first choice for families and parent-child tourists;
Tourists are more concerned about the ticket price.
Figure 1 1 Tourists' perception of Guangzhou Changlong Tourist Resort
From September, 2065438 to August, 3, 2065438, the theme park industry in China fluctuated slightly due to many factors, but the overall performance was excellent, and the tourist base of most theme parks continued to grow at a considerable speed. Although Chinese mainland theme park started late, it has great market potential and has gradually become the largest consumer market in the world. For example, Shanghai Disneyland Resort, Guangzhou Changlong Resort, Zhuhai Changlong Ocean Kingdom, Qingdao Haichang Polar Ocean World and other projects have achieved double-digit growth in the number of people entering the park every year. The contribution of special festivals, the opening of new scenic spots and successful marketing strategies to passenger flow growth can not be ignored.
Secondly, IP has gradually become the core competitiveness of the long-term development of theme parks. IP helps the brand development of theme parks, and theme parks bear the value and connection of amplifying IP. As a typical representative of IP realization, 60% of the income of Shanghai Disneyland tourist resort comes from the secondary consumption brought by IP realization. Chimelong, OCT, Huaqiang Fante, Haichang Ocean Park, Song Cheng Performing Arts and other local head groups have gradually seen the development dividend brought by IP innovation, and have expanded their product extension through animation, film and television, theme restaurants, theme hotels, cultural and creative products, and event performances. , and strive to build a big IP. This is also the main factor of Matthew effect in Chinese mainland theme park industry.
At the same time, from the list of "Top 20 Theme Parks in Chinese mainland" and "Top 20 Theme Parks in Chinese mainland", it is not difficult to see that Guangzhou Changlong Tourist Resort, as a local brand, has a high advantage in the market for family tourists and parent-child tourists. Combined with the analysis of tourists' perception, there is a great correlation between high popularity and high satisfaction. The satisfaction of the theme parks under Tuantou comes from high experience, rich product settings, distinctive theme activities and rich tourism resources.