Marketing Research: Analysis of Customer Attitudes Towards Theme Parks

This marketing research report investigates customer attitudes towards theme parks in Australia, specifically focusing on Warner Bros Movie World and Dreamworld on the Gold Coast. The report begins with an overview of consumer attitudes, highlighting factors like switching costs, visitor satisfaction, and brand image, which influence consumer choices. The research aims to evaluate customer attitudes, identify challenges, and recommend strategies to improve consumer perception of theme parks. The methodology includes both inductive and descriptive research approaches, utilizing a mixed-methods data collection plan involving online surveys and secondary data from literature reviews. The report details the data analysis methods, including Ms-Excel software for statistical analysis, and discusses sampling methods and ethical considerations. The findings provide valuable insights into consumer behavior, offering recommendations for enhancing theme park experiences and increasing customer satisfaction, making it a valuable resource for marketing professionals and students alike. The report also includes references, an appendix with a budget, sample survey questions, and a timeline.

Running Head: MARKETING RESEARCH
MARKETING RESEARCH

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Table of Contents
Research Title.............................................................................................................................2
Research background.................................................................................................................2
Research aim and objectives..................................................................................................2
Research questions.................................................................................................................3
Methodology..............................................................................................................................3
Introduction............................................................................................................................3
Research method....................................................................................................................4
Data collection plan................................................................................................................4
Statement of deliverables.......................................................................................................6
Data analysis...........................................................................................................................7
References..................................................................................................................................8
Appendix Budget.................................................................................................................10
Sample question survey........................................................................................................10
Timeline................................................................................................................................12
Ethical Consideration...........................................................................................................13

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Research Title
Analysis of customer’s attitude towards theme park in Australia: A case of Warner Bros
Movie World, Gold Coast and Dreamworld, Gold Coast.
Research background
Consumer attitude is an essential factor for performing any activity that enforces a person to
perform any activity. In the current business scenario, it is also analyzed that approximately
55% of total tourism people have selected the Australian theme park to spend their leisure
time. In addition, it is also found that 45% of foreigner selects Australian for enjoying their
holiday. Moreover, it is also analyzed that the USA is a popular international destination that
is select by people to enjoy their holiday. In the current era, it is also found that the there are
many factors that could affect the attitudes of consumers for selecting any particular theme
park like switching cost, visitor satisfaction, visitor variety-seeking, brand-switching
behavior, competitor attraction, visitor involvement, theme park image, and perceived value.
These factors could direct impact on the theme park growth (Lehnert, Park, and Singh, 2015).
In addition, it is also found that visitor’s satisfaction level and perceived value could be an
important factor that directly influences the attitudes of consumers. Thus, it is analyzed
organization should need to gain their understanding about the factors that could affect the
consumer's attitudes and strategies that will support to influence the consumers.
Consequently, Organization will be capable to obtain the higher competitive benefits in
limited time and cost.
Research aim and objectives
The main aim of this research is to evaluate the customer’s attitude towards theme park in
Australia: A case of Warner Bros Movie World, Gold Coast and Dreamworld, Gold Coast.
The following objectives will be considered by the researcher to complete the specified aim
of research:

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 To explore the meaning and concept of consumer attitudes
 To examine the challenges that affect the consumer attitudes towards the theme park:
A case of Warner Bros Movie World, Gold Coast and Dreamworld, Gold Coast.
 To recommend a strategy to improve the consumer’s attitudes towards the theme
park: A case of Warner Bros Movie World, Gold Coast and Dreamworld, Gold Coast.
Research questions
 What is the meaning and concept of consumer attitudes
 What are challenges that affect the consumer attitudes towards the theme park: A case
of Warner Bros Movie World, Gold Coast and Dreamworld, Gold Coast?
 What are strategies for improving the consumer’s attitudes towards the theme park?
Methodology
Introduction
The research methodology enables the research scholar to gain their understanding about
many methods like research approach, research strategy, research design, research type, data
collection method, data analysis method, and ethical consideration. This section helps the
researcher to get appropriate data in the context of research concern. It also enables the
researcher to get the opinion of the consumers towards the theme park (Silverman, 2016).
Research approach
In the research, the selection of appropriate research approach is effective in order to identify
targeted research design and methods. There are certain methods that are considered in the
research like inductive and deductive approach (Lewis, 2015). The research approaches will
be imperative for conducting the research and obtain a reliable outcome. The deductive
approach could be appropriate with the positivism philosophy while the inductive approach
could be appropriate with the interpretive philosophy. The deductive method enables research
scholar to create the research hypothesis for attaining the aim and objectives of the research.

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From this, the researcher will accept and reject research hypothesis and get a reliable
outcome. Apart from this, the inductive approach facilitated to develop the conceptual
information about the current research concern. The inductive approach will be used by the
researcher for completing their research systematically. This approach is suitably caused by
subjective research concern. Through this, a researcher could obtain a valid and reliable
result. The deductive approach will not be considered by the researcher to complete the
research aim and objectives (Mackey and Gass, 2015).
Research method
The research methods could play an imperative role in the research study caused to
effectively attain the aim of research. There is certain research methods that are considered in
the research like description, exploratory and explanatory research method (Morey, Forbath,
and Schoop, 2015). The exploratory design aids research scholar to collect fresh information
about current research matter. Apart from this, the explanatory research design helps the
researcher to gain their understanding about research matter. Moreover, the descriptive
method enables the researcher to examine the cause and effect relationship between two
variables. For this research, researchers imply the descriptive research design to collect the
reliable information in the context of research matter. Because, this research design enables
the researcher to determine the relationship between consumer attitudes and theme park
growth (Taylor, Bogdan, and DeVault, 2015). It will also support researcher to effectively
meet the research aim and objectives.
Data collection plan
The data collection method is effective to obtain reliable outcome by conducting research
appropriately. The research considers certain methods like primary and secondary data
collection method (Ali, Kim, Li, and Jeon, 2016). The primary data collection method helps
research scholar to get reliable data in the context of research issue. There are many methods

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that are considered by the researcher to collect primary data collection methods such as
survey through a questionnaire, observation, and interview method. Apart from this,
secondary data collection method considers many sources to collect the information from the
existing sources like offline, online, company web, books, magazines, and articles. It helps to
examine the valid data in limited time and cost (Yen and Teng, 2015). This research study is
based on the consumer attitudes towards the theme park. Therefore, the researcher uses both
data collection method like primary and secondary data collection method. The primary data
collection method considers online survey through questionnaire method to collect the
opinion of consumers who want to go to the theme park. In the secondary data collection
method, the literature review method will be used by the researcher to collect the conceptual
understanding about the research concern (Muposhi and Dhurup, 2016).
Analysis and findings
Research approach
The research strategy is an important component that enables the researcher to identify the
research issue by reacting to the research questions (Ju and Park, 2015). The researcher
collects depth information and examines the collected data for making a reliable conclusion
by considering the effective research strategy. There are different kinds of research strategies
that could be used by researcher such as literature review, observation, focused group,
interview method, experiment, case study, and survey through a questionnaire (Park, Lee, and
Miller, 2015). It will help the research scholar to attain the aim and objectives of the research.
Online survey method will be used by the research scholar to obtain effective data in the
context of consumer attitude. These approaches enable research scholar to meet the specified
research aim and objectives. The online survey method assists the researcher to obtain
opinion and views of research participants towards the theme park. It could also support to
improve the image of the organization. It could also help research scholar to enhance the

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quality of research outcome (McNeill and Moore, 2015).
Research methods
The application of research design will help the researcher to meet aim and objectives. In the
research study, three kinds of research design are considered like qualitative, quantitative,
and mixed research design (Lehnert, Park, and Singh, 2015). For this research, the mixed data
collection method will be used by the researcher to conduct research and obtain a reliable
outcome. The qualitative data collection method will enable the researcher to collect the
theoretical information in the context of research issue. Besides this, the quantitative data
collection method facilitated to obtain the numeric data in the context of research issue
(Naidoo and Hollebeek, 2016). It will support the research scholar to get valid and reliable
information in the context of research matter.
Statement of deliverables
Deliverable
Research dilemma Selection
Research aim and objectives design
Data collection method selection
Questionnaire design
Appropriate sampling method section for sample
size
Data collection analysis selection
Report writing,
Final submission of the report

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Data analysis
It is essential for research scholar to evaluate the collected data systematically. There are
many methods that could be used by the researcher to evaluate the collect appropriate data
like statistical analysis; Ms excel software, disclosure evaluation, and content analysis (Liu,
2016). For this research, the researcher has considered many data analysis methods such as
Ms-Excel software by considering graphs, bar, and column chart. It enables the researcher
and reader to gain their understanding about the consumer attitude for a theme park (Leung
and Baloglu, 2015). The Ms-Excel software is used by the researcher to evaluate the collected
figures and facts.
Methods of reporting findings
The sampling method is used to select suitable research participants to conduct research and
collect the responses towards research matter. In the search study, two kinds of methods that
are considered by the research like non-probability sampling method and probability
sampling method (Fotiadis and Stylos, 2017). It enables the research scholar to select
appropriate sample size from the specified population. The probability sampling method will
be used by the researcher to conduct their research because it offers an equal chance to the
researcher for selecting participants. The non-probability sampling method facilitates
researcher to select research participants on behalf the age, gender, education, experience
(Foster and McLelland, 2015). But, at the same time, it can be said that the non-probability
samplings method could create biases in the research study.
For this research, content analysis, 50 consumers will be selected by the researcher to collect
the opinion and views of consumers towards the theme park of Australia.

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References
Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2016). Make it delightful: Customers' experience,
satisfaction, and loyalty in Malaysian theme parks. Journal of Destination Marketing
& Management.
Foster, J., & McLelland, M. A. (2015). Retail atmospherics: The impact of a brand dictated
theme. Journal of Retailing and consumer services, 22, 195-205.
Fotiadis, A. K., & Stylos, N. (2017). The effects of online social networking on retail
consumer dynamics in the attractions industry: The case of ‘E-theme park,
Taiwan. Technological Forecasting and Social Change, 124, 283-294.
Horner, S., & Swarbrooke, J. (2016). Consumer behavior in tourism. UK: Routledge.
Ju, I., & Park, J. S. (2015). Communication strategies in direct-to-consumer prescription drug
advertising (DTCA): Application of the six segment message strategy wheel. Journal
of health communication, 20(5), 546-554.
Lehnert, K., Park, Y. H., & Singh, N. (2015). Research note and review of the empirical
ethical decision-making literature: Boundary conditions and extensions. Journal of
Business Ethics, 129(1), 195-219.
Leung, X. Y., & Baloglu, S. (2015). Hotel Facebook marketing: an integrated
model. Worldwide Hospitality and Tourism Themes, 7(3), 266-282.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), 473-475.
Liu, J. T. (2016). Research on Taiwan Theme Parks'experience Marketing Strategy and
Revisit Willingness, Purchase Willingness, and Recommendation
Willingness. International Journal of Organizational Innovation (Online), 9(1), 35.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design. UK:
Routledge.

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McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion
conundrum: fashionable consumers and attitudes to sustainability in clothing
choice. International Journal of Consumer Studies, 39(3), 212-222.
Morey, T., Forbath, T., & Schoop, A. (2015). Customer data: Designing for transparency and
trust. Harvard Business Review, 93(5), 96-105.
Muposhi, A., & Dhurup, M. (2016). A Qualitative Inquiry Of Generation Y Consumers'
Selection Attributes In The Case Of Organic Products. The International Business &
Economics Research Journal (Online), 15(1), 1.
Naidoo, V., & Hollebeek, L. D. (2016). Higher education brand alliances: Investigating
consumers' dual-degree purchase intentions. Journal of Business Research, 69(8),
3113-3121.
Park, S. H., Lee, C. K., & Miller, J. C. (2015). A comparative study of the motivations,
activities, overall satisfaction, and post-trip behaviors of international tourists in
Macau: Mainland Chinese, Hongkongese, Taiwanese, and Westerners. Asia Pacific
Journal of Tourism Research, 20(10), 1174-1193.
Silverman, D. (Ed.). (2016). Qualitative research. USA: Sage.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research
methods: A guidebook and resource. USA: John Wiley & Sons.
Yen, C. H., & Teng, H. Y. (2015). Celebrity involvement, perceived value, and behavioral
intentions in popular media-induced tourism. Journal of Hospitality & Tourism
Research, 39(2), 225-244.

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Appendix
Budget
The expected budget for this report is AUD 2400 to meet the estimated research aim and
objectives in the least time. The following research activities will be attained by research
scholar in the targeted time frame:
 A research scholar will invest AUD 800 to complete the literature review. There are
various activities that are considered in the research such as online resources,
academic journals, editorial, and course book as it could be more expensive as
compared to the primary data collection method.
 For accomplish the data collection activity, AUD 800 will be spent by the researcher.
 The researcher will spend AUD 800 to easily attain the research aim and objectives.
In synopsis,
Research Purpose
Estimated Amount
(AUD)
Literature Review 800
Data Collection 800
Data Analysis 800
Estimated financial plan 2400
Sample question survey
1. What do you expect to do if you go for days out?
 amusement games
 sports activities
 educational games for the whole family
 For nature

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 For Animals
 Others (Please specify)
2. Would you like to prefer the park that offered supports, adventurous place, natural, and
animal?
 Yes
 No
3. Which kinds of activity would you like to do in the theme park?
 quad biking
 trampolining
 horse riding
 zip lines
 climbing
 Others (please specify)
4. What you desire from a theme park? (Please rank the activity, most like 1, 6 least
important)
 Respect for the environment
 Thrills and spills
 Pleasant place for family
 Gain awareness about animals and forest
5. Which factors motivate you to select particular theme park?
 Adventure
 Convivial area for the family
 Connect with animals and nature
 Amusement
6. How far would you like to go to such kinds of the park?