Visitor Management

Posted on Updated on

Visitor Management involves getting an idea of the customers that enter any tourist attraction.  Management of any of these attractions has to be well thought about so people come all year round in constant numbers while wanting repeat customers. I would like, in his short essay, to highlight theme parks while giving an example in Thailand. I feel over the recent years these kinds of parks have become one the most wanted places to go to. So, with expansion, aspects such as management, marketing, and merchandising of these attractions have to be strategic in their development. 

To begin with, I believe that any visit to a theme park has to be a complete experience. Any visitor has to have a range of attractions to ride and see and not only just the thrill-seeking rides. Within this the resort has to be scientific in this approach which may mean taking surveys to analyse customer’s likes and needs. What may work in America may not work in Europe or Asia. It can be easy for any Asian country to try and copy Disneyworld but only see the bigger picture and miss out on looking at the real experience for each individual who has their own idea of a good experience. This means a day where they flow around the park not being kept back and slowed down. 

Of course, theme parks want to expand and make bigger rides and attractions. They advertise on the internet with polished marketing which gives the potential customer the idea of an amazing holiday. This can only sometimes show the attractions and miss the experience that the customer craves. Customer services have to be vital to the framework of the theme park. Inevitably the workforce are real people and they are doing a job but the customer does not really want to feel that. The theme park experience has to take the customers away from reality. This does not mean sanitising reality and sensitive issues. Customers still can be educated but overly done this can backfire. These decisions can not be made by a few people. It has to be a whole thought out process that involves customers, staff and management. Global issues have to be thought of too so a visit can be a learning and magical experience.

So, thinking about theme parks if I was to look at one park in Thailand and look with the eyes of a visitor manager I would choose Siam Park.  This park can be pretty much empty during the week and crammed solid at the weekend and holiday time. The public can be faced with long queues kids running around everywhere and a general chaos. As a visitor manager you would want the public to flow around the site there seems to be the general idea that you pick and choose and you please.  There was also the case of the staff, these were people just pressing buttons, not really forthcoming on highlighting the customer’s experience. In many cases, there would only be one person operating the ride so safety had to be thought about which does not expand the experience in a positive way.  This is why visitor management has to be thought about.