Abstract: The leisure industry has become a milestone and opportunity in the world industry. Under the active promotion and guidance from the Government, leisure industry has started to rise and plays and important role in the world industry. It also constitutes a crucial part in the community. Leisure industry is developing toward the diversified directions. The industry actively makes good use of its environmental resources and designs activities of novelty and variety to meet different customers’ preferences and demands. The shortage of industry resources, activity items, management style and service quality will directly affect customers’ preferences and feeling as well as hinder interest generating.
Based on the above-mentioned situation, the main purpose of this paper is to explore how the leisure industry innovation affects consumers’ preferences and acceptance. Take theme parks as example, this paper aims to provide the management level with some objective and reasonable recommendations and future directions.
This paper explores the future development trend of movie-based theme parks that are tourist-oriented. Tourists of today are widely exposed under the prevalence of virtual and multimedia technology. To enhance the interaction between the theme park and tourists, theme park brand recognition and customers’ loyalty become urgent issues needed to be addressed.
With the arrival of experiential-play, the park that combined show business and theme park takes advantage of the distinct environment and verified activities as the attractive factors and hopes to provide joyful and unforgettable experiences to tourists. Since it receives much popularity, the academia starts to pay more attention on the development.
This research takes people aged 14-35 years old as participants in the survey. By applying convenience sampling method, tourists who visited the theme park and experienced the leisure industry are chosen as subjects to the survey (Likert scale questionnaire). There are 200 questionnaires distributed and 172 valid questionnaires are returned.
Questionnaires are analyzed through SPSS statistical software, t test, ANOVA variance analysis, correlation analysis, multiple regression analysis. The research aims to explore the correlation among tourists’ characteristics, leisure preferences and innovation factors.
Keywords: leisure industry, consumer preferences, factors, theme park, Disneyland, Universal Studios, creative elements, animation, movies, technology.
Title: Analysis of innovative factors and customer preferences in leisure industry-Use Disneyland and Universal Studios as examples
Author: Ling Yu Yue, Qiao Ming Li
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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