Visitor Experience Analysis: Madame Tussauds Sydney Attraction

This report provides an analysis of the visitor experience at Madame Tussauds in Sydney, a popular tourist attraction owned by Merlin Entertainments. The report examines the various zones within the museum, highlighting the experiences visitors have with wax statues of celebrities and historical figures. Key attributes such as authenticity, market position, and accessibility are discussed. The report also identifies the strengths and weaknesses of Madame Tussauds, focusing on aspects like skilled manpower and parking limitations. Recommendations are made to improve pricing strategies and queue management, ultimately aiming to enhance the overall visitor experience. The analysis concludes that Madame Tussauds offers a unique and memorable experience, attracting a large number of visitors annually.

ASSIGNMENT 3
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Executive summary
Presently, traveling to the different places has become a trend for the people. There is a large
number of people who are visiting Australia as there is several visitor’s attraction points.
Australia has several tourist attraction places and is drawing the attention of visitors towards
the several beautiful places in the nation. Here the study has informed about experiences that
visitors get while visiting the Madame Tussauds. It has been learned that the visitors are
attaining lots of experiences and along with this the place is focusing on attributes like its
authenticity, market position, accessibility all are the factors which are drawing the attention
of the people more towards the place.
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Contents
Executive summary..................................................................................................................2
Introduction..............................................................................................................................4
About Madame Tussauds........................................................................................................5
Zones of Madame Tussauds....................................................................................................6
Attributes of Madame Tussauds.............................................................................................7
Strengths and weaknesses........................................................................................................8
Recommendations....................................................................................................................9
Conclusion...............................................................................................................................10
References...............................................................................................................................11
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Introduction
Madame Tussauds is one of the visitor’s attractions in Sydney which is been owned and
effectively operated by Merlin Entertainments. This is basically a Wax Museum which is
located in Sydney where the human structures are made of wax. The statues are mostly of the
celebrities (Japanese, 2015). In this report, the strengths and weaknesses of the place will be
analysed. Along with this the experience that the visitors attain from the place will also be
discussed to understand the attractiveness of the chosen destination in the country. The study
also focuses on gathering the data and information through which the destination can be able
to improve its deliverance of services.
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About Madame Tussauds
The Madame Tussauds is one of the famous places which is situated in Australia. This is very
attractive destination located on the darling Harbour near to Sea life. Madame Tussauds
basically started and opened in London in the year 1836. This place is eventually visited by
most of the people from worldwide. The museum is full of statues of different celebrities
which is fully formed by wax (Kornmeier, 2017). The statues look very similar to the real
people as one can get totally gets confused whether a real or a wax statue is placed. The only
difference that as a viewer can analyse is that the wax is not able to move unless each an
everything every part is very much similar to the real person.
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Zones of Madame Tussauds
A large number of visitors can be seen visiting here and all are having fun and also, they get
to learn different and new things (Rydges, 2018). Basically, there are nine zones that
Madame Tussauds is having such as-
History zone is one of the zones where the visitors can be able to get to know about Captain
Cook with a sailor hat as an aviation clobber and is with Sir Charles Kingsford Smith
becoming the partner for a crime with Ned Kelly.
The other is of a leader zone where one can see the leaders both spiritual a well as political.
The statues of people like Dalai Lama, Julia Gillard, Barack Obama and so on.
The third is of sports zone where the various players can be seen in different poses which
seemed to be like as if they are playing the sport in the field. The players like, Don Bradman,
Shane Warne, Layne Beachley and Cathy Freeman (McEvoy, 2016). The visitors can be able
to take clicks and experience the real feel of meeting with the well-known celebrities. Even
the visitors can be able to experience that they are playing the sports with the players.
The next zone is music zone where the iconic stars can be seen, different signers and
musicians are there with whom the visitors can be able to take photos doing several poses.
Katy Perry, Lady Gaga, Kylie Minogue and Ricky Martin are the famous people whose wax
statue has been made. The visitors can be able to experience the life of singer and musician in
this zone (Wilcox, 2017). They can make poses and pictures which will be assisting the
people to create their lifetime experiences.
The cultural zone is also there where Eddie Mabo, pose with Henry Lawson and Banjo
Patterson can be met by the one who visits the place. Also, in the TV zone, the people can be
able to take the feel of facing the TV interviews with respected people.
Film zone is the area in the Madame Tussauds where the visitors of the one who are visiting
the place can be able to act and make ideas like they are acting with the iconic actors. A-List
Zone is the fun zone area where the people can be able to enjoy and have fun (Mitman &
Wilder, 2016). Marvel Super-Hero zone is the last zone where the visitors can be able to face
the Spiderman, Thor, and Batman and so on. The destination is full of several moments and
experiences that they can attain by visiting the place once in their life.
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Attributes of Madame Tussauds
Ownership of the Madame Tussauds is in the hand of Merlin Entertainments which is one of
the entertainment organisation which is availing various services. Under this, there are
different visitor’s attractions which are availing the services to the society of different nation
where a large number of the crowd is able to visit and experience different things.
The presence of Authenticity is there at the chosen destination as the place is very well
managed and controlled by the Merlin Entertainments which is registered under the
government policies and norms (Hollindale, 2015). This is basically a public sector,
organisation which is effectively and properly following all the norms and rules of the nation
as to operate the entertainment world. Therefore, the operations of the Madame Tussauds are
very valid and authenticated.
The current Status of Madame Tussauds is that it is carrying out all its operations and
activities in the proper an effective manner (Bradnock, 2015). The business is actively
performing the operations regarding the services of entertainment and the visitor’s attractions.
Accessibility of the place is not easy as also it is no hard too. The target customers are of all
the group, therefore the accessibility for the destination is easily attained but the prices and
the entry charges are bit high which will lead to a situation where many people cannot be able
to experience the services.
Market position of the destination is very high as the customers in the nation and this
particular place are very high (Ashworth & Goodall, 2013). A large number of visitors can be
seen here every year that comes and attain the services and attain experiences.
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Strengths and weaknesses
Strengths
The strength of Madame Tussauds is that the manpower of the organisation is very well-
skilled and knowledgeable; they are very effectively and appropriately serving the customers
and the visitors who are visiting the place. This is one of the strongest at that the organisation
is having and according to this the organisation is able to attract a large number of visitors.
The destination is well recognised brand globally with a very strong reputation. This is one of
an organisation which is very effective and is serving the market people different experiences
(Grundy, 2012). Madame Tussauds is basically aiming at providing the services to the clients
in such a manner that they can be able to attain experience which is very beautiful and
memorable which will last for long.
The administration of the destination is allowing the visitors to take photographs and videos
so that they can be able to share their memories and experiences with others. The art and
entertainment are the main services and offerings that are been offered by Madame Tussauds
which is making the customers getting more involved in the work and activities of the
destination (Forsberg, 2016). This is helping the customers to attain different experiences and
the management of Madame Tussauds to attract a large number of visitors towards it.
Weaknesses
The main problem and weakness of Madame Tussauds are regarding the parking and the
available space is very less and it is very necessary for the coaches to have huge parking
places. This is creating problems and issues at the time of peak period and also when there is
visit in a high number (Nöth, 2015). The time of peak is when there is a large number of
people who are visiting the place but due to high rush and queue, the visitors are stepping
back. So many issues are coming from the people such as crowds around wax figures and
statues, parking issues and also the long queue problems.
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Recommendations
It is recommended that Madame Tussauds need to manage the pricing strategy as there are
many people who wish to visit the place but due to the high prices the people are not able to
visit the destinations. They just dream to meet and to reach the place, hence, it is important
for Madame Tussauds to take initiatives and make the effective and appropriate strategies and
plans regarding pricing. It is also recommended that parking places and queue management
are very important to be done by Madame Tussauds. There has to be proper management
regarding the queue system especially at a time of peak period.
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Conclusion
From the discussion, it has been analysed that there is a different beautiful destination in
Australia among which Madame Tussauds is one of the most visited destinations. There is a
large number of visitors who are visiting here every year. It has analysed that there are many
strengths and weaknesses that the place is having which has been understood and respective
suggestions have also been availed to the management. It has been understood that the people
are experiencing a lot of the place as there are many things that are making them attracted
more.
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References
1. Ashworth, G., & Goodall, B. (2013). Marketing in the Tourism Industry (RLE
Tourism): The promotion of destination regions. Routledge.
2. Bradnock, M. (2015). At the World's End. The School Librarian, 63(4), 244.
3. Forsberg, N. (2016). Where's the disagreement? The significance of the ordinary in
Austin and Ayer. Language & Communication, 49, 45-55.
4. Grundy, T. (2012). Demystifying Strategy: how to become a strategic thinker. Kogan
Page Publishers.
5. Hollindale, P. (2015). Madame Tussaud's Apprentice. The School Librarian, 63(4),
244.
6. Japanese, T. (2015). Around the world. British Dental Journal, 219(5), 197.
7. Kornmeier, U. (2017). Madame Tussaud’s as a popular pantheon. In Pantheons (pp.
167-186). Routledge.
8. McEvoy, E. (2016). Madame Tussaud’s Chamber of Horrors: Wounded Spectators,
Perverse Appetites and Gothic History. In Gothic Tourism (pp. 53-84). Palgrave
Macmillan, London.
9. Mitman, G., & Wilder, K. (Eds.). (2016). Documenting the world: film, photography,
and the scientific record. University of Chicago Press.
10. Nöth, W. (2015). Three paradigms of iconicity research in language and
literature. East Meets West: Iconicity in Language and Literature. Amsterdam:
Benjamins, 13-43.
11. Rydges, (2018). Madame Tussauds Sydney. [Online]. Rydges. Available at:
https://www.rydges.com/accommodation/sydney-nsw/world-square-sydney-cbd/
things-to-do/madame-tussauds-sydney/. [Accessed: 25th May 2018].
12. Wilcox, D. (2017). Ritual Place.
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