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An empirical investigation towards Indian consumer's preference over theme parks

Author

Listed:
  • Gunjan Malhotra
  • Jayanthi Ranjan

Abstract

The type of theme parks nowadays available in India to the public covers a wide variety of businesses. The ratings for theme parks by consumers give an impetus in making consumers informed about various travel and tourism products. The paper empirically investigates by studying first the theoretical information of the theme parks in India followed by empirical analysis of the visitor's choice of the park. The first phase includes the information with respect to five major theme parks in India. The second phase includes survey technique to find why consumers visit a theme park. An empirical application is provided through descriptive and factor analysis, the selection of items is based on researcher's judgement and focus group discussions. This study examines three factors that consumer's perceive while visiting theme parks namely ethnic and cultural values; historical and entertainment factor.

Suggested Citation

  • Gunjan Malhotra & Jayanthi Ranjan, 2013. "An empirical investigation towards Indian consumer's preference over theme parks," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 6(1), pages 22-36.
    • Handle: RePEc:ids:ijbexc:v:6:y:2013:i:1:p:22-36
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