Facility Design

Topics: Luna Park, Amusement park, Marketing Pages: 32 (7258 words) Published: September 16, 2014
Luna Park Aquatica
Byron Bay

Claudia Waller s42924740
Anna Nicklin s42616287
Tutor: Edward Guglielmino
Submission Date: 25 October 4pm

Claudia Waller s42924740

Facility Design

Contents Page
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2.0

3.0

4.0

5.0

6.0

Introduction……………………………………………………………..3 1.1 Literature Review………………………………….……….……4 Target Market
2.1 Market Segmentation……………………………….………....5 2.1.1 Backpackers.……………………………..……………..……6 2.1.2 Families with young children…….………………….………7 2.1.3 Day-trippers………………………………….……….…….8 Motivation ………………………………………………………………9 3.1 Backpackers.…………………………………………………...……..9 3.2 Families with Children………………………………………..…….11 3.3 Day-trippers………………………………………………….……..11 Positioning and Image………………………………………………12 4.1 Destination Characteristics………………………………………..….13 4.3 The five D’s of positioning…………………………………….……..…14 Layout and Orientation.……………………………………….……15 5.1 Queuing, Crowding and Capacity…………………….………….…15 5.2 Layout……………………..……………………………………..….16 Experience Management + Satisfaction…………………………16 6.1 Experience Management……………………………………….16 6.1.1 Experience Economy……………………........……..…….17 6.1.2 Staging Memorable Experiences ………………………….17 6.1.3 Adding Value.…………………………………….……......19 6.2 Service and Satisfaction Management.………….……….…19 6.2.1 Complaint Management…………….…………………..…19 6.2.2 Managing Service………………….…………………....…20 6.2.3 Satisfaction……………………….………………………..21 7.0 Conclusion………………………………………………………22 8.0 Appendix………………………………………………………..23 9.0 Reference List………………………………………………….30

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Claudia Waller s42924740
Anna Nicklin s42616287

1.0

Facility Design
TOUR2001

Introduction

The purpose of this report is to propose and design a tourism or leisure facility. The proposed tourist park is Luna Park Aquatica, a side project of the existing Luna Park theme parks around Australia. The aim of Luna Park Aquatica is for visitors to experience the magic of the Byron Bay region in Arakwal National Park and Tallows Beach. This facility will be the ultimate destination for fun in Byron Bay, filled with attractions, games, rides and activities brand new to Luna Park theme parks. Packages for day passes, weekly passes or yearly passes for a great value to the visitors will be offered with the option of couple packages, family packages or “mates rates” for groups of friends. The word Aquatica is derived from the existing water theme parks “Aquatica” in San Antonio, San Diego and Orlando, in the United States. According

to

the

International

Association

of

Amusement

Parks

and

Attractions ‘a theme park is an amusement park that has themed attractions, be it food, costumes, entertainment, retail stores and/or rides’ (Cheung & Wong, 1999). In this case, Luna Park’s theme will be Aquatica, with aquatic themed rides, attractions and entertainment. Theme parks are “important products for the leisure and tourism industry” (Pikkemaat, & Schuckert, 2007). At theme parks, customers search for “emotional experiences such as fun, happening, adventure or excitement” which will be incorporated into the Luna Park lifestyle through the many attractions (Pikkemaat, & Schuckert, 2007). Appendix 2, identifies the various success factors of theme parks, of which most will be used in Luna Park Aquatica (Pikkemaat & Schucker, 2007). Luna Park Aquatica will be located in the heart of Byron Bay Hinterland in northern New South Wales, in the area of Arakwal National Park off Paterson Street (See appendix 1 for location). The small town of Byron Bay with the population of about 5,000 people has become a prominent destination for all sorts of people (Gelt, October 3, 2013). However, with no existing theme parks in Northern NSW, Luna Park Aquatica will enormously benefit the community of Byron Bay and attract multitudes of both existing visitors and

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Claudia Waller s42924740

Facility Design

visitors. In 2011, the number of visitors to Byron Bay exceeded 1.4 million with expenditure of up to $400...
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