Theme park is a comprehensive tourism industry integrating amusement, leisure, culture, science and technology and other diversified experiences. In recent years, with the improvement of people's living standards and the diversification of tourism demand, the theme park industry has shown a vigorous development trend. In addition to the traditional amusement facilities, the theme park also introduces a variety of cultural, educational, entertainment and other elements to create a unique theme park. These unique parks not only meet the needs of different tourists, but also enhance the competitiveness of theme parks.
Theme park refers to a park built for the purpose of profit, covering an area and investment of a certain scale, implementing closed management, with one or more specific cultural tourism themes, and providing tourists with leisure experience, cultural and entertainment products or services for a fee. It mainly includes amusement parks with large-scale amusement facilities as the main body, large-scale miniature landscape parks, as well as various film and television cities, animation cities and other parks that provide scenario simulation and environmental experience as the main content. **All kinds of public welfare town parks, botanical and botanical gardens, etc. are not theme parks.
The type of theme park has developed from the early miniature landscape and static viewing to the present, and it is no longer a simple imitation and transplantation, but gradually combines history and culture, landscape environment, entertainment and leisure, film and television scenes, theme creativity, vacation experience, etc., adding different characteristic themes, digging deep into cultural connotations, and the theme types and play experiences are becoming more and more colorful.
Theme park is a new tourist attraction bred by modern tourism in the development process of tourism resources, one or more specific themes of natural resources and human resources, using modern science and technology and multi-level space activities to set up a modern tourist destination, integrating many entertainment contents, leisure elements and service reception facilities.
Analysis of the theme park industry chain
In the current context of the continuous development of domestic demand, theme parks are an important focus of linking the upstream basic transportation and downstream tourists of the tourism industry chain, as well as the hotels and restaurants in the park. The theme park industry chain is divided into two industrial chains: the internal closed-loop extended by the theme park and the external closed-loop supported by supporting industries. Among them, the internal industrial chain extends from the theme park itself, catering, hotel, commerce and other consumption fields; Externally, it includes derivatives sales, animation, games, apps, etc., which are mainly based on IP monetization.
The choice of theme for theme park design requires innovative thinking, and the operation of theme parks needs to be constantly innovative. Only in this way can the theme park design bring freshness to visitors and extend the life cycle. In the theme creativity and planning, it is necessary to focus on the "needs of tourists", highlight the characteristics of leisure and entertainment, and express the "new form of tourism". To this end, developers must be at the forefront of the market in terms of theme park landscape design and subsequent renewal of tourism products.
The upstream of the theme park is tourism equipment, IP** parties, land providers and third-party services, etc., and the downstream is sales channels, park catering and various consumer groups. The completion of the theme park in the city can drive many industries including tourism, entertainment, cultural exhibition, residential, commercial, and hotel to link with it, and create considerable economic benefits.
The current status of the theme park market size
From the perspective of the global theme park market, the theme park market in Europe, America and the Middle East will be hot in 2022, and the Asia-Pacific market is in the process of recovery. According to the data of the market research network of Yanjing BizhiOn the whole, the overall visitor flow of the world's top 25 theme parks reached 17.8 billion person-times, a year-on-year increase of 2627%。In terms of subdivisions, the most popular attractions in the region, such as Disneyland Paris, Eftelin and PortAventura, all hit record highs in 2022, and the overall visitor volume in the region has recovered to 98% of 2019 levels, and with the easing of market restrictions in 2022, previously pent-up demand has also been released, and most attractions have attracted a significant number of visitors, and the global theme park market size will continue to grow in 2023.
From the perspective of market size, the market size of China's theme park industry in 2019 has reached 4699.7 billion yuan, with a CAGR of 11 in the past 10 years19%。In 2020, due to the impact of the epidemic, it dropped to 2890.3 billion yuan, from the perspective of market segment structure, China's current theme parks are still dominated by traditional playground equipment, accounting for 53% of the market in 2019, followed by fantasy ** character theme parks, accounting for 16% of the market. From the perspective of the current situation of domestic theme parks, in terms of number and type, the construction of theme parks in China has slowed down due to the impact of the epidemic in recent yearsAccording to the data of the market research network of Yanjing BizhiIn 2022, the number of theme parks in China will be about 3,180, a year-on-year increase of 095%。Among them, large theme parks accounted for about 13%, and small and medium-sized theme parks accounted for 87%.
With the rapid development of China's economy in recent years, the theme park industry has also ushered in a vigorous development momentum, and the visitor flow of China's theme parks reached 2200 million visitors, and the number of visitors to the theme park in 2021 will reach a new high, about 2300 million people, due to the epidemic in 2022, the passenger flow of domestic theme parks will drop to 14.8 billion passengers. Driven by the high prosperity of the tourism market in 2023, the visitor flow of domestic theme parks is expected to recover to the pre-epidemic level.
According to AECOM statistics, the top 10 theme parks in the world in 2020 (in order of 2020 visitor volume) are: Magic Kingdom Dituni (Florida), Shanghai Disneyland, Universal Studios Japan (Osaka), Chimelong Ocean Kingdom (China), Disney Animal Kingdom (Florida), Tokyo Disneyland, Universal Studios (Florida), Disney World (Florida), Islands of Adventure (Florida), and Happy Valley Beijing. Five of them are in the U.S. and three are in China. In the top 10 theme parks, Disney Group accounts for 50% and Universal Studios Entertainment Group accounts for 30%.
The top 10 theme parks in China (2020 visitor traffic) are: Shanghai Disneyland, Chimelong Ocean Kingdom (China), Beijing Happy Valley, Fangte Happy World, Shenzhen Happy Valley, Shanghai Happy Valley, Guangzhou Chimelong Happy World, Chengdu Happy Valley, China Dinosaur Park, and Fantawild Oriental God Painting. The listed companies of the leading theme parks in China are: Overseas Chinese Town, Songcheng Performing Arts, Huaqiang Fangte, and Haichang Ocean Park. From the perspective of business conditions, the epidemic will affect tourism in 2020, and the net profit of all enterprises will decrease, while the net profit of Haichang Ocean Park will be negative 110.6 billion yuan.
Theme park industry trends
Specialization has become the mainstream. In a highly competitive market, theme parks will develop in the direction of specialization. Each theme park will create unique themes and programs based on its own characteristics and strengths to attract the attention of visitors. For example, a park with a history and culture theme will focus on exploring the local cultural connotation, and a science and technology-themed park will focus on using the latest technology to enhance the visitor experience. At the same time, theme parks will also pay more attention to the integration with local culture and characteristics to enhance visitors' sense of belonging and identity.
Intelligent upgrading has become a trend. With the continuous development of science and technology, theme parks will gradually realize intelligent upgrades. Through the introduction of the Internet of Things, big data, artificial intelligence and other technical means, the theme park will achieve the goals of intelligent management, intelligent service, and intelligent operation. For example, big data analysis is used to analyze tourists' behavior and needs to achieve precision marketing and services; Improve visitor experience and safety through intelligent amusement facilities and safety assurance systems; Leverage IoT technology to connect and work together between devices. The intelligent upgrade will inject new impetus into the sustainable development of the theme park industry.
Cross-border integration has become a new direction. In the future, the theme park industry will further expand the development model of cross-border integration. Through in-depth integration with culture, sports, art and other fields, theme parks will launch more creative and novel products and services to meet the escalating consumption needs of tourists. For example, the theme park will be organically combined with sports events, festivals, art exhibitions, etc., to create a unique tourism experience;Combine theme parks with cultural and creative industries to launch unique cultural products and derivatives;Combine theme parks with the technology industry to create high-tech experience projects such as virtual reality and augmented reality. Cross-border integration will provide a broad space and unlimited possibilities for the innovative development of the theme park industry.