Entertainment / Tourism
Identifying Barriers to Trial for Theme Park: A regional theme park asked MDRG to help them understand how to maintain their existing customer base while attracting visitors from several demographic groups that had not historically attended the park. The research supported management's hypothesis that park visitors were very satisfied with their experience and uncovered some key drivers of that satisfaction. The research revealed that while operationally the park could continue on its present path, there were several very specific perceptual obstacles keeping some people from visiting the park. The research was used to develop a communications strategy that would address those barriers and, in turn, enable the park to expand its customer base both demographically and regionally.