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 tourists 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 tourists 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 ones 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 visitors choice. McClung (1991) mentioned that the theme is one of the basic factors affecting tourists choice when visiting a theme park. Europa-Parks 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 Maslows (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 Years 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 EuropaPark 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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