7Market Identification Of A New Theme Park: An Example From Central Florida

Using the concept of a horse-oriented theme park for Central Florida, this exploratory study used questionnaires to identify potential markets and predict the likelihood that tourists would visit the park A stepwise multiple regression revealed 10 predictor variables regarding respondents ’ likelihood of visiting the park. The study suggests that the process of identifying a new theme park market should consider internal variables pertinent to the particular park rather than external variables relating to travel behavior or demo-graphics. Theme parks are a relatively new concept in tourism, designed mainly to cater to the family as a visiting unit. They attempt to create an atmosphere of another place and time, and usually emphasize one dominant theme around which architecture, landscaping, costumed personnel, rides, shows, food services, and merchandise are coordinated. Amusement parks date back to 17th century England and France, where &dquo;pleasure gardens&dquo; offered balloon ascen-sions, firework displays, or parachute drops. Some of the most famous amusement parks in the last century include