Services Marketing Report: Dreamworld Theme Park, MMK251, Deakin Uni

This report analyzes Dreamworld, a major Australian theme park, as a case study in services marketing. It begins by describing Dreamworld's product characteristics, emphasizing its diverse range of attractions, including rides, themed lands, and wildlife experiences, highlighting features that appeal to a wide audience. The report then delves into the pre-purchase evaluation process, examining the strategies Dreamworld employs to attract and inform potential customers. These strategies include website design, informative content, and accessible communication channels. The report also addresses the issue of perceived risk, discussing how Dreamworld aims to mitigate this through transparency, stakeholder engagement, and providing reliable information. Finally, the report offers recommendations on how Dreamworld can further enhance its pre-purchase evaluation and reduce consumer risk perceptions, such as providing references, using social media, and offering excellent customer service.

Running head: MMK251 SERVICES MARKETING
MMK251 SERVICES MARKETING
Name of the Student
Name of the University
Author Note

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Product characteristics
Dreamworld is the largest theme park of Australia with over 50 rides and tourist
attractions, as well as 5 roller coasters. The theme park consists of a number of themed lands
such as Ocean Parade, Wiggles World, DreamWorks Experience, Town of Gold Rush, Tiger
Island Rocky Hollow and the Dreamworld Corroboree (Dedekorkut-Howes and Bosman,
2015). It is considered as the number one where each and everyone in the family can find an
attraction or a ride to enjoy themselves. It is considered as the ultimate fun for a family
outing. The features or characteristics of the rides make it much easy for the consumers to
choose this park for fun and enjoyment. Firstly, DreamWorld has the most Bad, Tall and Fast
rides. It has the most thrill and adventure seeking rides than any other park in Australia.
Buzzsaw is the badest and newest in Dreamworld which has the maximum inversion ride
experience in the Southern Hemisphere. Secondly, the park is a fantasy world especially for
the little kids. The favorite one for kids is the Wiggles World and Madagascar
Madness. There is a King Julien’s Theatre in Wild and a live show DreamWorks
Animation Madagascar. Thirdly, it includes rides for the whole family. Dreamworld would
not have been a theme park with no Thunder River Rapid rides. These are domestic, but it
gets wet down the water on its way. The ride is ideal for relaxation and easy for weak hearted
people. There is a Log Ride, which is very comfortable for a family ride. Fourthly, it offers
an Australian wildlife experience. It is difficult for the kids to not get delighted to meet
Australia’s affectionate Koalas and Kangaroos. It is a great additional benefit for the kids and
for any global travelers. Lastly, an exhilarating new accumulation is The Corroboree, a
beautiful place to understanding the Legends of Dreamtime. It is a communicative walk-
through experience to celebrate stories of Aboriginal civilization and wildlife. Therefore,
these features and characteristics of the ride make consumers comfortable and enjoy the
services.

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Pre-Purchase Evaluation and Perceptions of Risk
The consumer decision-making model consists of three stages pre-purchase,
recognition and post-purchase. Consumer decision-making process engages a continuous
stream of interactions between environmental and behavioral attributes. The consumers will
go where they receive the best service and benefits (Seabra, Abrantes and Kastenholz 2014).
The main strategies that Dreamworld uses to facilitate consumers pre-purchase evaluation are
firstly, is convenience. When it comes to the online website as a whole, it should be simple to
navigate, with a pecking order and categorization system that helps users in finding out the
exact rides and information. For the rides pages essential information such as pricing, tourist
attractions, customer reviews, booking online tickets, FAQs and product specs are also
available. Photos of the park or rides are in various angles, close-ups, 3D images, wildlife
photography and various attractions for the people. Secondly, it uses informative information
such as well-written, compelling product characteristics and descriptions that emphasize
specific benefits and features as well as engaging photo that display main features and details
to the online pre-purchase process (Flanagin et al. 2013). Last but not the least is accessible
strategy. It uses online strategy to improve the consumer experience before the pre-purchase,
which makes the organization available and easy to reach. It has the option to implementing
live chat on the sites, which enhance the customer experience in some ways. Live chat is one
of the most effective ways in improving the pre-purchase customer experience as it
humanizes the organization, which builds trust. Moreover, customers can without difficulty
get the information they need and when they need it. Therefore, to reduce the perceived risk
Dreamworld ensures to keep transparency between the customers and the management. It
always manages to keep their expectations and meeting their needs and wants. It engages
multiple stakeholders and talks with them to get their perspectives. It has numerous facts and

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articles to support its validation and proposal, which eliminates the perception of risk.
Therefore, they tend to avoid places, which are not safe, and no kind of risk is involved.
Dreamworld tends to give their customers a safe and worth of time and money.
Strategies adopted to enhance consumers’ pre-purchase evaluation and reduce their
risk perceptions.
Customers tend to stand risks, which are bearable to a certain level and for which the
company gives a guarantee. Therefore, Dreamworld should adopt certain strategies to avoid
risk perceptions. It should be open to offer references to reduce the risk perceptions. The
readiness to share references with prospects will make a big difference. Certainly, it has its
top and potential clients who can offer three most recent customers, since they are likely to
relate to the prospects fears. It should use social media as a platform to reach out to the
customers (Hsu and Lin 2015). It is responsive to potential customers who reach out to the
website, which is important to that exact communication and those who are about to view the
interaction. It should support customers across various channels. Today’s consumers tend to
seek out information in a certain number of methods such as dialing the call center, browsing
the online website, or visiting the online customer society. It is incredibly central to present a
miscellaneous group of customer meeting channels to hold up their needs. It can definitely
compel sales, raise satisfaction, and diminish post-purchase service meeting. Time is too of
the spirit. People tend to desire their question answered and issue solved as rapidly and as
naturally as feasible. Organizations can prepare for this by improving customer service to
offer better pre-purchase and decision-making support. Thus, customer service is frequently
the carrier of knowledge of product at a business; it is serious that the industry makes sure to
convey the correct information to regular customers at accurately the correct time and before
the forthcoming purchaser decides not to visit the park.

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References
Dedekorkut-Howes, A. and Bosman, C., 2015. The Gold Coast: Australia’s
playground?. Cities, 42, pp.70-84.
Flanagin, A.J., Metzger, M.J., Pure, R., Markov, A. and Hartsell, E., 2014. Mitigating risk in
ecommerce transactions: perceptions of information credibility and the role of user-generated
ratings in product quality and purchase intention. Electronic Commerce Research, 14(1),
pp.1-23.
Hsu, C.L. and Lin, J.C.C., 2015. What drives purchase intention for paid mobile apps?–An
expectation confirmation model with perceived value. Electronic Commerce Research and
Applications, 14(1), pp.46-57.
Pei, Z., Paswan, A. and Yan, R., 2014. E-tailer׳ s return policy, consumer׳ s perception of
return policy fairness and purchase intention. Journal of Retailing and Consumer
Services, 21(3), pp.249-257.
Seabra, C., Abrantes, J.L. and Kastenholz, E., 2014. The influence of terrorism risk
perception on purchase involvement and safety concern of international travellers. Journal of
Marketing Management, 30(9-10), pp.874-903.