ANALYSING THE IMPACT OF EVENT AND EXPERIENCE DESIGN ON THE SUCCESS OF A TOURIST ATTRACTION: A CASE STUDY ON WALT DISNEY WORLD
Cardiff Metropolitan University
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The purpose of this research project was to analyse the impact of event and experience design on the success of a tourist attraction and was based around the case study of Walt Disney World. The project consists of an introduction, literature review, methodology, results analysis and discussion and conclusions and recommendations. The introduction will provide the reader with a background of relevant information and will justify the research question. The literature review will explore existing literature on motivational theories, tourist attractions, event design, experience design and customer experience and interaction. The methodology chapter will will concentrate on the use of quantitative and qualitative data for this study and the justification behind these methods. The analysis and discussion of results will display the findings and patterns within the research and identify findings that may be similar or different to those that already exist. Lastly, the conclusions and recommendations will review the key findings and will offer the author the chance to make any recommendations. The researcher collected primary data through both quantitative and qualitative methods which consisted of 104 Internet mediated questionnaires and 3 semi-structured interviews. These were collected through self-selection and purposive non-probability sampling. The results collected were analysed by both histograms and pie charts and descriptive and thematic analysis. From these results, the researcher found that the use event and experience design within the appearance and special events of tourist attractions can impact on potential customers motivation. They also found that the use of theming, immersion and interaction can influence on customers experience, aencourages revisits for existing customers and therefore impacts on both the attendance and competitive advantage of a tourist attraction. From these findings the researcher was able to develop a conceptual framework that tourist attractions can use to gain competitive advantage and was also able make recommendations for future research.
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