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dc.contributor.authorvan Oest, Rutger
dc.contributor.authorvan Heerde, Harald J.
dc.date.accessioned2010-09-27T01:31:04Z
dc.date.available2010-09-27T01:31:04Z
dc.date.issued2010
dc.identifier.citationvan Oest, R. & van Heerde, H.J. (2010). Return on roller coasters: A model to guide investments in theme park attractions. Marketing Science, 29(4), 721-737.en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/4605
dc.description.abstractDespite the economic significance of the theme park industry and the huge investments needed to set up new attractions, no marketing models exist to guide these investment decisions. This study addresses this gap in the literature by estimating a response model for theme park attendance. The model not only determines the contribution of each attraction to attendance, but also how this contribution is distributed within and across years. The model accommodates saturation effects, which imply that the impact of a new attraction is smaller if similar attractions are already present. It also captures reinforcement effects, meaning that a new attraction may reinforce the drawing power of similar extant attractions, especially when these were introduced recently. The model is calibrated on 25 years of weekly attendance data from the Efteling, a leading European theme park. Our return on investment calculations show that it is more profitable to invest in multiple smaller attractions than in one big one. This finding is in remarkable contrast with the current "arms race" in the industry. Furthermore, even though thrill rides tend to be more effective than theme rides, there are conditions under which one should consider to switch to the latter.en_NZ
dc.language.isoen
dc.publisherINFORMSen_NZ
dc.relation.urihttp://mktsci.journal.informs.org/cgi/content/abstract/29/4/721en_NZ
dc.subjectentertainment industryen_NZ
dc.subjecttheme parksen_NZ
dc.subjectreturn on investmenten_NZ
dc.subjectbundlingen_NZ
dc.titleReturn on roller coasters: A model to guide investments in theme park attractionsen_NZ
dc.typeJournal Articleen_NZ
dc.identifier.doi10.1287/mksc.1090.0553en_NZ
dc.relation.isPartOfMarketing Scienceen_NZ
pubs.begin-page721en_NZ
pubs.editionJuly-Augusten_NZ
pubs.elements-id35399
pubs.end-page737en_NZ
pubs.issue4en_NZ
pubs.volume29en_NZ


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