Tourists Motivation to Visit Theme

Parks – A Case of Europa Park

Andrew Karacs

Certificate in Hotel and Tourism Management Operations

HTMi, Switzerland

Introduction

This research was conducted to understand tourist’s motivation to visit theme

parks, which shows a global growing, particularly during the past several

decades and makes theme parks a top destination for travellers around the

world. According to The Global Attractions Attendance Report, the number of

visitors in top 20 European parks reached 57.3 million in 2009 (Rubin, 2009).

This number shows a 7.3 percent growing since 2005. Other aim of this study to

find factors which should be satisfied to motivate tourist to a theme park so

through different theories are compared to gain information on visitors

behaviour reflecting their motives for theme parks. Europa Park is used as an

example. This information may help us to understand why are theme parks so

popular and how can maintain their popularity.

Background Information: Europa-Park and Rationale

Europa-Park is the largest theme park in Germany and the second most popular

theme park resort in Europe, which has about 4,5 million visitors from 2012, and

more than 94,5 million visitors since existence. Europa-Park is located in Rust

which is a small town near to the border has an international catchment area. In

2012, 49% of 4,5 million visitors came from Germany, 23% from France, 20%

from Switzerland and the rest 8% from other countries (Europa Park, 2012). The

above indicators show how popular Europa-Park is in Europe and worldwide.

Europa-Park has 48 rides, which are also divided into nine roller coasters and

four water rides. A theme park is not just rides and roller coasters, it is service

oriented, offering less passive and more interactive experiences (Milman, 2001).

These changes bring an effective impact on the guest experience.

Motivation

The first step to understand motivation is to analyse the tourist behaviour.

Motivation has an impact that can change any tourist’s behaviour (Mayo and

Jarvis, 1981; Jamrozy and Uysal, 1994). Motivation describe what people want

and what do they need but it is different and it change individually. It changes

because it is based on experience, family background or object...etc. According to

Hence, understanding one’s motivation is a good chance to describe his and

behaviour. On the other hand, the motivation, which is based on our needs and

wants, can control our life. According to Rice, Life would be less hard if our

needs, wants and drives came at the same time and easier if we know about it.

Motivation Factors

Every theme park has a particulate theme. Bryman (2004) defined that ’theming

consist of the application of a narrative to institutions or locations and typically,

the source of the theme is external to the object’. From the point of view of the

consumer, Bryman (2004) believed the theming of theme park offers the

opportunity to be entertained and to enjoy novel experiences. Customers are

expecting more experience out of their entertainment, and in many cases that

means to more theming (Guier, 1999). The theming of a park influence visitor’s

choice. McClung (1991) mentioned that the theme is one of the basic factors

affecting tourist’s choice when visiting a theme park. Europa-Park’s theme is the

different European countries and their cultures. For example Spain, Switzerland,

England or Italy. Theme park provides a unique and memorable experience and

environment for every generation, which can retain them. (Loverseed, 1994).

In the Europa-Park report 2012 the number of repeat visitors reached the 84%

of 4,5 million (Europa-Park, 2012). Next to the different cultures, the future

technology, fantasy world also get emphasis. These themes can be found in every

theme park as a basic theme. Most of the park has multiple themes (Wong and

Cheung, 1999).

Push and Pull Factors

Tourist motivation literature indicates that the examination of the motivation

based on the concept of push and pull factors has been generally accepted

(Muzaffer and Hagen, 1993; Uysal and Jurowski, 1994). The concept incorporates

the theory that tourists are pushed by internal forces to travel and pulled by

external forces of the destination characteristics. Most of the push factors are

intrinsic motives and include escape from personal or social pressures, social

recognition, prestige, regression, novelty, thrill, social/bonding and distance

from crowds (Crompton, Botha and Kim, 1999). These demand-side push factors

are based on the Maslow‘s (1954) hierarchy of needs which helps to understand

tourists‘ decision-making process. Moreover, it is more flexible to describe

motivation factors, as it is not destination specific. It means that the person can

find different activities, which can satisfy the need for adventure, such as

climbing, diving and parachuting. The push factors do not bring changes without

pull factors. Pull factors have a connection with the target market and the

consumer behaviour. They include achievable resources, such as fun

atmosphere, exciting rides, and cultural exposure, which are the most motivating

factors (Uysal and Jurowski, 1994).

However, researchers have criticised that the destinations selection is not

necessary linked with motivation (McKercher and Chan, 2005). For example,

Europa Park can be an ideal tourist destination for those who are seeking for

adventure or excitement needs, and the selection of Europa Park does not stop

here. Analysing of pull and push factors can give an explanation of tourist

behaviour (Gossens, 2000). On the other hand, the pull and push factors link

with intrinsic and extrinsic Motivations.

Intrinsic vs. Extrinsic Motivation

Motivation can be Extrinsic, which is more external and Intrinsic, which is

subjective. Extrinsic motivation is objective and a result of marketing of

companies. This marketing usually comprise of rewards if a preferred behaviour

is exhibited however also includes competition not only to be the better one but

also out of self-accomplishment. To relate to Europa-Park, which promise

entertainment from special characters, live thrilling shows, famous rides (for

example, the Silver Star, which is the part of hyper coaster with his 73m. It was

sponsored by Mercedes and became a must see attraction.) and special events,

like Halloween or New Year’s Eve. These events are listed to the most popular

and the average age of the visitors’ around 29 (Europa-Park, 2012). Extrinsic

factors come from the connection of the outside world and its impact to the

person. Intrinsic motivation is driven by the individual person and what this

person wants (Ryan and Deci, 1999). This is more about what do people want to

prove to them. Theme Parks are good places to meet others, but this motivation

has to come from individuals. However, the main motivation is the excitement

and its different forms for example elation.

Intrinsic motivation occurs through giving people a free choice over whether or

not to engage in an activity and / or by making the process of engaging a task

attractive in itself (Csikszentmihalyi, 1988). The intrinsic motivation is stronger

to visiting theme parks. People are going for memories, strengthen their

relationship and they can try to find their limits.

Customer Retention

Customers are expecting more experience out of their entertainment, and in

many cases that means to more theming (Guier, 1999). The theme park is a place,

which offers new worlds, new experiences, the latest technologies and more new

attractions. Without new attractions the number of guests, the company will lose

repeat visitors. Therefore, theme parks regularly invest huge amounts in new

attractions to increase visitor attendance. For example, the Arthur the Ride is the

new attraction, which will be a unique suspended hybrid of a dark ride and a

roller coaster. Europa-Park changes the decoration and the atmosphere as well

to increase repeat visits at Europa-Park. Guest of Europa-Park also visit other

tourist destinations in the region, which is a big advantage to increase the

number of guests. This is called spill over effects. Moreover, Europa-Park Hotel

Resort as a main attraction can be ‘pull’ factor which is the force to make

decision to visit there and spend a long time (Europa-Park, 2013).

Conclusion and Recommendations

The Tourist Motivation to visit Theme Parks based on a need, which is about the

people want to find their limits. Theme parks can offer similar experiences like

extreme sports but they also offer safety, which a basic need for tourists to make

decision to travel. On the other hand, the theme is the factor, which motivates

tourist to visit theme parks, because they want to escape from reality and the

theme park, also provides a fantasy world, where the guests can use their

imagination to respond for the new impacts. In this fantasy world the time is not

important, so there is no rush, no stress because of the time management.

Moreover, theme parks are more and more popular because they build up

different entertainment facilities, like 4D cinema, sport arena, theatres and

theme resorts. According to Europa-Park the resorts helped to increase the

number of visitors who stay several days. This rate was 23% of total visitors in

2012 (Europa-Park, 2012).

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