Achieving Attraction Accountability Through an Attraction Response Matrix

ABSTRACT

Whereas investments in new attractions continue to rise within the theme park industry, knowledge regarding the effects of new attractions on theme park performance and attendance remains scarce. In order to predict the impact of new attractions on the performance of European theme parks, this article presents an Attraction Response Matrix (ARM). The Attraction Response Matrix offers an integrated framework in which research into the effects of new attractions can take place in a systematic manner. The ARM attempts to transform post priori knowledge into a priori knowledge by better understanding the impact of a new attraction and its' mediating causes. The main premise of the ARM is: “in situation A, attraction B will most likely have effect C on target audience D.” By performing research into the relevant effects within certain cells of the ARM and consecutively investigating the relationship between the various cells, a better insight will be gained in the working of new attractions. ARM is based on an extensive ZMET study conducted in The Netherlands.

KEYWORDS:

• Theme parks
• new attractions
• Attraction Response Matrix
• ZMET
• contextual approach

The author is indebted to Gerald Zaltman of Harvard Business School and the research company Altuition (The Netherlands) for training and allowing the use of ZMET™. The patent (USA Patent Number 5,436,830) is owned by Olson Zaltman & Associates, LLC.