Fantastic research: analysing theme park visitors

This article explains how a combination of research techniques helped Universal Orlando Resorts compete against Disney in Florida in 2006-07.

Fantastic research: analysing theme park visitors

Mark Ingwer

In 2006, universal Orlando Resorts (UOR) was facing a serious challenge. It was experiencing steadily waning gate traffic and at the same time was not considered a destination theme park by many out-of-market visitors. Vacationers were overlooking Universal Orlando Resorts in favour of attractions such as Walt Disney World's Magic Kingdom, Epcot and Sea World.

Additionally, many visitors to Orlando did not have a clear notion of what to expect at UOR. In fact, most vacationers did not realise that there was more than one theme park at Universal Studios Florida (Islands...

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