Market Identification Of A New Theme Park: An Example From Central Florida

Abstract

Using the concept of a horse-oriented theme park for Central Florida, this exploratory study used questionnaires to identify potential markets and predict the likelihood that tourists would visit the park A stepwise multiple regression revealed 10 predictor variables regarding respondents' likelihood of visiting the park. The study suggests that the process of identifying a new theme park market should consider internal variables pertinent to the particular park rather than external variables relating to travel behavior or demo graphics.