Amusement and Theme Parks (Apoyo Foro 3)

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CULTURAL INFLUENCES AMONG THEME PARK VISITORS IN THE

UNITED STATES AND SOUTH AFRICA IN TERMS OF FACTORS
MOTIVATING THE FREQUENCY OF ATTENDANCE
A
Dissertation
Presented to the
Graduate Faculty of the
California School of Business and Organizational Studi
Alliant International University
In Partial Fulfillment
of the Requirements for the Degree of
Doctor of Business Administration
by
John Muriithi
San Diego,
2006
UMI Number: 3209200
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JOHN MURIITHI
ALL RIGHTS RESERVED

A
Dissertation
Presented to the
Graduate Faculty of the
California School of Business and Organizational Studies
by
John Muriithi
Approved by:
-~$T. Li/
Akunna Winston, D.B.A
Chairperson
^nairpjer
j irx
riahnam
Ellen Ka
yy/Ph.D.
Sehrke,
Ali Abu-Rahma
Associate Dean
Ph.D.
Abstract of Dissertation
by
John Muriithi
Committeee Chairperson:
THE PR O B L E M .
Akunna Winston,
DBA
The failure to account for cultural
differences has been a contributing factor to the mixed

success in the export of theme park b r a n d s . The current
trend is for theme park brands to expand into emerging
markets including China,
Africa.
Mexico,
South Asia,
and South
The purpose of this study was to examine the role
of cultural and demographic differences in factors that

motivate frequency of attendance at theme parks in the
United States and South Africa.
M E T H O D . The author used a field survey research design
to collect data from 455 theme park visitors in the United
States and South Africa.
Independent sample t-tests were
used to determine differences between two subgroup means,

while one-way analysis of variance
(ANOVA)
was used to
determine differences between multiple subgroup means.
Pearson's correlation coefficient was used to determine

relationships between variables.
R E S U L T S . The study found that there were differences
in the types of rides,
park image,
and type of media relied
on between American and South African attendees.
The study
also found more differences in factors motivating

attendance among different races and genders in South
Africa than the United States.
The youth and young adults
under the age of 25 in both countries exhibited more

similarities in factors motivating attendance than older
respondents.
Finally,
while there was a distinct
relationship between household income and frequency of

attendance in South Africa,
the study observed no such
relationship among American attendees.
Relationships and
differences between variables were tested at a 0.01

statistical significance level.
Reproduced with permission o f the copyright owner. Further reproduction prohibited without permission.
DEDICATION
This dissertation is dedicated to my beloved family.

To my mom and dad for their boundless love,
inspiration,
and friendship.
To all my siblings for their support and
encouragement.
To my dear wife Irene and our wonderful
children Wairimu and Matu for their unfailing patience,

love,
and support during the period we lived apart as I
pursued this great challenge,
and to my Auntie Jane and her
son Duncan for their invaluable friendship.
iv
ACKNOWLEDGMENTS
Special thanks and appreciation to my dissertation

chairperson,
Dr. Akunna Winston,
encouragement,
and guidance;
for her wonderful support,
it made a remarkable
difference for which I will always be grateful.

also like to thank my other committee members,
I would
Dr.
Meenakshi Krishnamoorthy and Dr. Ellen Kaye Gehrke,
for
providing several suggestions that greatly enriched the

d i ss er ta ti on .
I am grateful to my brother Karia for his help with
data collection in South Africa.
Finally,
I would like to
thank all my other friends and family members who supported

and encouraged me,
Mwaura,
in particular Dominic,
Yasin,
Ken,
for the difference they made along the way.
and
T AB L E O F C O N T E N T S
Page
LIST OF TABLES
.................................................. x
CHAPTER
1.
INTRODUCTION
............................................... 1
Background of the Problem

Statement of the Problem
Purpose of the Study
............................ 3
............................. 6
.................................. 7
Research Model and Research Questions
............ 8
Research H yp ot he si s ................................. 12
............................. 14
Importance of the Study

Scope of the Study
Definition of Terms
Summary
2.
................................... 15
.................................. 15
................................................ 17
REVIEW OF THE LITERATURE
................................18
Definition of Theme Parks

History of Theme Parks
........................... 18
............................ 21
Internationalization of Theme Parks
............. 23
Current International Business Issues Related to

Theme Parks ......................................... 25
Opportunities for Growth-- Emerging
Markets ........................................ 26
Importance of Repeat Attendance by Visitors
from the Local Market ........................27
vi
Chapter
2.
Page
(continued)
The Influence of Culture on Consumer Behavior
....29
Standardization Versus Adaptation of

Theme Parks ......................................... 39
Cultural Dimensions and Factors Motivating
Repeat Attendance .................................. 41
Theme Park Rides
................................... 42
Water Rides
......................................... 43
Theme Shows
......................................... 43
Park Image
.......................................... 45
Waiting Time on Lines
............................. 46
Media Advertising and Culture
.................... 47
Hedonism and Alternative Attractions
............ 49
Demographic Variables and Theme

Park Attendance .................................... 50
Globalized Youth
................................... 50
Income and Frequency of Attendance
.............. 51
Family Make-Up and Disposable Income

Race Demographics and Subcultures
Summary
............ 52
................54
................................................ 58
3. RESEARCH METHODS AND PROCEDURES

Introduction
....................... 5 9
.......................................... 59
Research Design
.......................................59
vii
Chapter
3.
Page
(continued)
Research Questions
Data Collection
Data Sources
................................... 62
.......................................65
.......................................... 66
Instrumentation
.......................................66
Scoring-Measurement Strength
Research Procedures
........................67
.................................. 69
Questionnaire Development
......................... 69
......................................... 69
Pilot Study
Data C o l le c t i o n ..................................... 70
Data Analysis
......................................... 71
Research Hypotheses
.................................. 71
Assumptions of the Study
.......................... 74
Limitations of the Study.... .......................... 75

Summary
4.
............................................... 7 6
RESULTS AND FINDINGS

Introduction
.......................................... 77
Chapter Summary
5.
DISCUSSION,
.................................... 77
..................................... 103
CONCLUSIONS,
Introduction
Conclusions
AND RECOMMENDATIONS
......... 107
......................................... 107
.......................................... 116
Conclusions,
Research Question 1 ................116

viii
Chapter
5.
Page
(continued)
Conclusions,
Conclusions,
Conclusions,
Research Question 4 ................ 119
Conclusions,
Conclusions,
Conclusions,
Conclusions,
Research Questions 8 and 9 ........ 124
Conclusions,
Research Questions 10 and 11
Conclusions,
Research Question 1 2 ................ 128
Conclusions,
Research Question 13
Conclusions on Other Findings

Recommendations
REFERENCES CITED
............... 129
..................... 130
for Further Research
Concluding Statement
...... 126
............. 131
................................132
..............................................134
APPENDICES
A.
THEME PARK SURVEY
(UNITED STATES)
.................... 147
B.
THEME PARK SURVEY
(SOUTH AFRICA)
C.
INSTRUCTIONS TO SURVEY ADMINISTRATORS
..................... 151
................ 155
ix
LIST OF TABLES
Table
Page
1.
Demographic Composition of the United

States Population ..................................... 55
2.
Demographic Composition of the South

African Population .................................... 56
3.
Demographic Composition of the Top 35 Percent

of the South African Population ..................... 56
4.
Importance Attached to High Thrill Rides
5.
Importance Attached to Moderate Thrill Rides
6.
Importance Attached to Water Rides
7.
Willingness to Volunteer to Participate in

Interactive Theme Shows .............................. 80
8.
Importance Attached to the Image of a Theme Park
9.
Willingness to Wait in Line
............. 78
........ 79
....................80
....81
............................82
10.
Level of Reliance on Radio, Television, and

the Internet ........................................... 83
11.
Media and Attendance
12.
Rating of Alternative "Self-Improvement"

Attractions ............................................ 85
13.
Rating of Alternative "Hedonistic" Attractions
14.
Frequency of Attendance and Family Income

in South Africa .......................................87
15.
Relationship between Frequency of Attendance

and Family Income in the United States ............. 87
16.
Factors Motivating Repeat Attendance among

15-24 Year Olds ........................................ 89
x
(Direct Mail and Print)
........ 84
...... 86
Page
T able
17.

25-44 Year Olds ........................................ 90
18.

45-59 Year Olds ........................................ 93
19.

the Different Races in the United States ........... 95
20.

the Different Races in South Africa ................. 96
21.
Age of Respondents
22.
Household Size by Country
23.
Gender of Respondents by Country
24.
Respondents'
25.
Factors Motivating Repeat Attendance between

Males and Females in South Africa .................. 101
26.
Factors Motivating Repeat Attendance between

Males and Females in the United States ............ 102
27.
Summary of the Differences in the Importance

Attached to Various Types of Rides .................110
28.
Summary of the Differences in the Importance

Attached to Park Image .............................. Ill
29.
Summary of the Significant Differences

in the Level of Reliance on Various
Media by Attendees
.................................. 112
30.
Summary of the Relationship between Household

Income and Frequency of Attendance ................. 113
31.
Summary of Significant Differences in Factors

Motivating Repeat Attendance among Various
Age Groups ............................................ 114
...................................... 97
.............................. 98
Income by Country
...................... 99
........................ 99
xi
Page
T able
32.
Summary of the Significant Differences in

Factors Motivating Repeat Attendance
among Various Races ................................. 115
33.
Summary of Results of the Differences in

Factors Motivating Repeat Attendance
between Males and Females ........................... 116
xii
C h apt er
I N TRO DU CTI ON
Following the o p eni ng of Dis ne yl an d in C al if or ni a in

1955,
the theme pa r k in du s t ry in the Uni te d States and
We st e rn Europe e x p e r i e n c e d d o u b l e - d i g i t growth in
attenda nce
figures
from the 1960s throu gh to the mid-1980s.
Howev er during the last two decades,

at ten dan ce has been modest,
growth in
and theme pa r k bran ds have
be gun expan din g to other ma rk et s

lifecycle.
annual
to pr olo ng their pr odu ct
Am e r i c a n theme pa r k brands
such as Disney,
Six
Flags,
and Unive rsa l Studios have v en tu re d into Europe and
Japan,
while the Danish b r a n d L eg ol an d open ed new locations
in the Unite d Ki ng d o m and the Uni te d States.

attempts by theme par k bran ds
their home countries
These
initial
to es ta bli sh venues outside
a c hi ev ed m i x e d results.
Whi le Tokyo
Di sne yla nd has been a re ma r k a b l y successful venture,
Euro
Disney in Paris has made a loss almost every year since it

ope ned in 1992.
success
Mean while,
L e g o l a n d has had relative
in the Uni te d Kingdom,
while
its So uthern
C ali for nia venue has p e r f o r m e d well b el ow expectations.
In the late
1970s,
we st er n expor tin g compa nie s be gan
to embrace the concept of m a rk et

their pr odu cts
clients.
integration,
to the needs and customs of ov erseas
R e s ea rc her s also were e xp ou nd in g on this movement,
with b r e a k t h r o u g h studies by Ho fstede

(1985).
ado pti ng
The findings
of these
(1980)
and Peabody
studies ca u t i o n e d against
ma k i n g in ter nat io nal m a r k e t i n g de cisions b a s e d on

s t e re ot yp in g of other nations'
consumers.
Findings
e m p h a s i z e d that the sc ie n t if ic study of nat ion al

has value in i n t e r n at io na l marketing,
differences,
and that such
if o b s e r v e d and measured,
p r e d i c t i n g co ns um er behavior.
that the failure to account
culture
In 1995,
w o u l d be h el pfu l
in
Spenc er ob se r v e d
for cultural di f f e r e n ce s was a
co nt r i b u ti ng factor to the m i x e d success in the export
of
theme par k brands.

The likely trend is for m a j o r A m e r i c a n and Eu ro pe an
theme pa rk brands to focus on o pp ort un iti es
markets.
One reason is be ca us e these ma rk et s have mid dl e
classes that are gr owi ng

wor ld
in eme rg in g
(Whelan,
wor ld -c las s
2000).
faster than an ywhere else
In addition,
tourist de st in a ti on s
than those in we s t e r n countries.

locations are,
therefore,
em er gi ng ma r k e t s
in the
have
that are less ex pe nsi ve

Theme parks
in these
well p l a c e d to tap into the
tourist market.
Ac c o r d i n g to King
a cultural product.
(1981),
theme parks are
Since the export of theme p a r k brands
involves the export of the home co untry's culture,

important
for ma r k e t e r s
diff er en ces
to study the role of cultural
in order to be t te r u n d e rs ta nd the extent of
ada pt a t i on versus
brands
it is
s t a n d a r d iz at io n n e c es sa ry for theme park
across na tional boundaries.
B a c k g r o u n d of the Problem
Cultur e
In 2001,
is important
for an a l y z i n g co ns um er behavior.
M a l h o t r a wrote that firms must reco gn iz e the
cultural va ri a t io ns
co untries
that exist among co nsumers
in order to be succe ss fu l
marketplace.
In recent years,
in the global
on account of the large
increase in the number of firms doing bu si nes s

countries,
the role of culture
in several
in con sumer b e ha vi or has
become a m a j o r area of study by marketers.

earlier studies on cr os s-c ul tu ra l
tra di ti on al
in diff er ent
M a n y of the
res earch focuse d on
co nsumer goods or services that have a
rel at i v e l y long hi sto ry of in te rna tionalization.

During the last
rise in di sp o s a b l e
markets.
few decades,
incomes
there has been a notab le
in d e v e l o p e d and em er g i n g
This trend is att rib ut ab le to,
among other
factors,
smaller families,
dual incomes,
ed ucations
(Silverstein and Fiske,
di spo sa ble
incomes has,
leisure consumption.
in turn,
and bett er
2003).
The in crease in
led to an increase
in
H o wev er cr os s- c ul tu ra l co mp ara tiv e
re search on leisure c o n s u m p t i on is re lat ive ly rare in

ac ademic literature
(Chick,
body of re search avai la ble
2000).
The re la ti ve ly small
in dicates
in leisure c o n su mp ti on habits
important d i ff ere nce s
even when countries have
similar incomes and levels of ec on om ic development.

Wong
(1998)
exa mi ne d the effects
Li and
of he d o n i s m and
in te l l e c t u a l i s m on leisure time c o n s um pt io n in A u s t r a l i a
and Singapore and found that co nsumers who value h e d o n i s m
more than i n t e l l e c t u a l i s m were mo r e
likely to spend more
time on e nt er tai nm ent a ct iv it ie s than on sel f- im pr ov em en t

activities.
As
leisure time brands
such as theme park
brands b egi n to exp an d into em er g i ng markets,
one might
expect that there will be a c o r r e s po nd in g increase

need for in fo rma tio n on cr os s- cu lt ur al
Ac c o r d i n g to De Mooij
imp lications
of culture,
(2004),
most
in the
leisure consumption.
studies
of cultural
in m a r k e t i n g have us e d Hofste de 's di me n s i o n s

be cau se they have been found to be re la ti ve ly
ind ependent of each other and cover most co untries of the

world.
In addition,
when taken tog et he r with income,
Hofstede's
cultural d imens io ns
consumer behavior.
For this
dimensions are us e d in this

In summarizing,
important
1.
expla in most aspects of
reason,
Hofste de 's
cultural
study.
the fo llowing factors are the most
in the b a c k g r o u n d of the p r o b l e m for this
study.
The failure to account for cultural d i ff ere nce s
has been a c o n t r i b u t i n g factor to the m i x e d success
in the
export of theme pa r k brands.

2.
Since the e xport of theme pa r k bran ds
the export of the home country's

for ma r k et er s
culture,
involves
it is important
to study the role of cultural di f fe re nc es
in
order to be t t e r u n d e r s t a n d the extent of a d a p t a t i o n versus

st a n d a r di za ti on n e c e s s a r y for theme pa r k brands
across
national boundaries.
3.
The li ke l y trend is for m a j o r A m e r i c a n and
European theme pa r k brands to focus on o p p o r t un it ies
in
emergi ng markets.
This
section i n t r o d u c e d the ba ck gr o u n d of the p r o b l e m
for this study.
The next
specifics of the problem,
sections will deal with the

the scope of the study,
par ti c u la r re sea rc h que st io ns to be investigated.
and the
Statement of the Problem

In the past two decades,
A m e r i c a n theme parks
ex p an din g gl ob al l y focused on Europe and Japan.

Disney ope ned parks
in Tokyo and Paris,
into Spain,
and Uni ve rsa l
Japan.
focus in recent years,
The
em erging markets.
Six Flags
Kong,
This
into Mexico;
China,
however,
has been on
is ev id en ce d by the recent entry of

the openi ng of a Disney park in Hong
in Se ptember 2005
in M a i n l a n d China.
Ushaka Mar in e
Six Flags v e n t u r e d
Studios ope ne d a theme pa r k in
(Landreth,
p r o p o s e d o p en in g of Disney and Un iversal

parks
Thus,
2005);
and the
Studios theme
In South Africa,
the n ew ly ope ne d
Park in Durban is b a s e d on a similar concept
to the Sea W o r l d b r a n d of theme parks ow ne d by A n h e u s e r

Busch.
The ea rl y initiat iv es
at e x p or ti ng theme pa r k brands
into Europe and Japan did not always achieve the

an t i c ip at e d results.
The s u r p r i s in gl y poor p e r fo rm an ce
of
Euro Disney contrasts with the somewhat u n e x p e c t e d l y

remar ka bl e success of Tokyo Disney
Unive rs al
Studios
perhap s e x p ec ti ng
atten da nc e
(Spencer,
1995).
re ce ntl y en t e r ed the Japanese market,

similar success to Disney's,
but so far,
figures have been b e l o w initial projections,
while Six Flags re cen tl y de cid ed to wi t h d r a w from Europe to
con cen tr ate on its venues

(Koranteng,
pro bl e ms
2004).
in the Uni te d States and Me xi c o
There are indications that m a n y of the
en co u nt er e d by these theme p a r k bran ds
intern ati ona l ma rke ts mi gh t have been reduced,

sensit ivi ti es had been taken into account.
of theme park brands begi ns
there
is,
therefore,
in
if cultural
As the export
to focus on d e ve l o p i n g markets,
a ne ed to examine the cultural
influences among theme p a r k vi sitors

and a de ve l o pi ng country,
in the U n i t e d States
South Africa,
in terms of factors
m o t i v a t i n g freq ue nc y of attendance.
Purpos e of the Study

The p ur pos e of this st ud y was to dete rm in e the role of
cultural and de m o gr a p hi c dif fe re nc es
mot i v at e
on factors that
fre que nc y of a tt en da nc e at theme parks
Unit ed States and South Africa.
The study,
in the
therefore,
ex am in ed c u l t u r a l l y - r e l a t e d factors m o t i v a t i n g repeat
atten da nc e to the same theme p a r k as well as cu lt ur al ly and d e m o g r a p h i c a l l y - r e l a t e d factors m o t i v a t i n g
a t te nd an ce to theme parks
freq ue nc y of
in general.
Repeat at ten da n c e to the same pa r k is im portant

mar ket
share point of view,
to theme parks
in general
while
from a
fr equency of a t ten da nce
is important to theme park
op erators
section,
from a ma rk e t
size viewpoint.
In the next
the specific re se a r c h questions of this
study are
discussed.
Res ea rch M ode l and R e s e a r c h Questions

There were a total of 13 questions in this
study.
The
ob jective of the re se ar ch qu estions was to me a s u r e and

predict the d i f fe re nce s and re la tionships b e t w e e n the two
countries with regard to the de pendent va ri abl e
F r eq ue ncy
of A t t e n d an ce b a s e d on the indepen de nt varia ble s as shown

on the resear ch model on page
Ql:
9.
Is there a si gn ifi ca nt diffe re nce
in the level of
m o t i v a t i o n for repeat at te n d a n c e to exper ie nce high thrill

rides b e tw ee n atten de es
Uni te d States,
from an indivi du ali st culture,
and att en de es
the
from a c o ll ec tiv is t culture,
South Africa ?
Q2:
Is there a signifi ca nt d i ffe re nce
m ot i v a t i o n
thrill
for repeat at te n d a n c e to e xp eri en ce m o d e ra te
rides be t w ee n att en dee s
South Africa,
culture,
in the level of
and atte nde es
from a c o l le ct iv ist
culture,
from an in di vi dua lis tic
the Un i t ed States?
Q3:
mo ti v a t i o n
Is there a sig ni fic an t diffe re nce
in the level of
for repeat at te n d a n c e to experi en ce w at er rides
Country Culture
Rides
The United States
Individualist
Low Power distance
Short term orientation
Weak Uncertainty
Avoidance
Theme Shows
High thrill
rides
Moderate
thrill rides
Water Rides
South Africa
Collectivist
High power distance
Long-term orientation
Strong Uncertainty
Avoidance
Frequency
of
attendance
Local
history -US
Local
history - SA
Cultural
shows
Science
fiction shows
Animal shows
Park Image
Cleanliness
Staff service
level
Scenery
Demographic
Variables
Age of visitor
Race/ Ethnicity
Family Income
Family makeup
Alternative
Attractions
Zoos/Animal
parks
Museums
Arcade games
Miniature golf
Water parks
Times Spent Waiti

in Lines
Lines at ride
locations
Lines at park
entrance
Media Advertising
Television
Radio
Newspapers
Direct mail
Web sites
I
Figure
Res e a r ch Model
ng
be tw ee n attendees
from a low power distance,
u n c e rt a i nt y avoid anc e culture,

attendees
Q4 :
theme shows be tw ee n atte nde es

the Un it e d States,
Q5:
culture,
Is there
motivation
in the exe cu ti on of
and attendees
from a
a signifi ca nt diffe re nce
South Africa,
Q6:
the level of
from an ind ividualist
for repeat at te n d a n c e
dis tance culture,
in
South Afric a?
theme pa rk be t w ee n att en de es
culture,
high u n c e r t a i n t y
a si gn if ic an t d i ffe re nce
to vo l u nt ee r to take part
coll ect iv ist
and
South Africa.
Is there
w il l in gne ss
culture,
the Unit ed States,
from a high p ow er distance,
avo idance culture,
high
in
the level of
due to the image of a
from a high power distan ce
and atte nd ee s
from a low po we r
the U n it e d States?
Is there a sig ni fi ca nt d if fer en ce
in the level of
m o t i v a t i o n for repeat at te n d a n c e as a result of hav in g to

wait
in line be tw ee n atte nd ee s
culture,
South Africa,
dis tance culture,

Q7:
from a high power dis tance
and atte nd ee s
from a low power
What are the si gn ificant dif ferences
in factors
m o t i v a t i n g repeat a tt en da nc e among the 15 -2 4- ye ar -o ld age

group com pa re d to older age groups
(25-44,
45-59)
countries?
10
in both
Q8:
What are the signifi ca nt dif fe re nc es
in factors
m ot iv a t i n g repeat at te nd an ce among the different
races in
South Africa?
Q9:
What are the signifi ca nt dif fe re nc es
in factors
mo t iv a t i n g repeat at te nd an ce among the diff er ent
races
in
the Uni ted States?

Q10:
Is there a signifi ca nt
r e la ti ons hip be t w e en
frequency of att en da nc e at theme parks and family income
in
South Africa?
Qll:
Is there a signific ant
rel ati on sh ip be tw ee n
fr equency of at ten da n c e at theme parks and family income in

the Uni te d States?
Q12:
What are the signific ant dif fer enc es
in the level
of influence that di ff ere nt types of adv er ti si ng me di a have

on attendance
Q13:
in the Uni te d States and South Africa ?
What are the signific ant di ff er enc es
in the
ratings of alt er na ti ve att rac tio ns to theme parks be tw ee n

attendees
culture,
from an individualist,
the Uni te d States,
collectivist,
s ho rt -t er m ori en ta ti on
and attendees
from a
l o n g -t er m ori en ta ti on culture,
South Af ric a?
11
Re se ar ch Hy pot he s is
There were a total of 13 h yp oth es es in this study
co r r e s po n d in g to the 13 res earch questions.
HI:
Attendees
Unit ed States,
from an in di vi du al is ti c culture,
the
will have a s i g n i f i c a n t ly highe r m o t i v a t i o n
for repeat at te n d a n c e to e x per ie nce high thrill rides than

attendees
from a c o l le ct ivi st culture,
H2:
Africa,
At t e n d e e s
from a c o ll ec tiv is t culture,
South
will have a si gn i f i c an tl y highe r level of
motivation
thrill
South Africa.
for repeat a t te nd an ce to e xp eri en ce mo de r a te
rides than at tendees
culture,
H3:
from an in di vi du al is ti c
the Un i t e d States.
Attendees
from a low po we r distance,
u n c e r t a i n t y a v o id anc e culture,
high
a s i gn i f i c an tl y hig he r level of m o t i v a t i o n
will have
for repeat
at te nd an ce to ex per ie nc e water rides than atte nd ees

high po wer distance,
high un ce r t a i n t y avoi da nce
from a
culture,
South Africa.
H4:
At t e n d e e s
Unit ed States,
from an in di vid ua li st
culture,
the
will have a si gn i f i c a n t l y hig he r level of
wi l l i n gn e s s to vo lu nt ee r to p a r ti ci pa te in the ex ec uti on of
theme shows than attendees
from a c ol lec ti ve culture,
Africa.
12
South
H5:
A t t end ee s
South Africa,
from a high power distance culture,
will have a s i g n i f i c a n t ly high er level of
m o t i v a t i o n for repeat a tt en da nc e to theme parks with a

pr e s t i g i ou s
image than atten dee s
d is tance culture,
H6:
At t e n d ee s
South Africa,
motivation
from a high p ow er di stance culture,
will have a s i g n i f i c a n t l y lower level of
for repeat a tt en da nc e as a result of ha v i n g to
wait in line than atte nd ee s

culture,
H7:
from a lower power
from a lower power di stance
the Uni te d States.

There are fewer signifi ca nt dif fe ren ces
in
factors m o t i v a t i n g repeat a tt en da nc e among
15-24 -y ea r- ol ds
than there are among the older age groups,
25-44- and 45-
59- ye ar-olds
H8:
in both countries.
There are sig ni fi ca nt
di ff erences
in factors
m o t i v a t i n g repeat at te n d a n c e among the di fferent races in

South Africa.
H9:
There are si gn ifi ca nt dif fe ren ce s
in factors
m o t i v a t i n g repeat at te nd an ce among the di fferent
races
in
the Un it ed States.
H10:
There
is a p o s i t i v e r e la ti ons hi p be tw ee n
freq uen cy of a tte nd an ce at theme parks and family income in

South Africa.
13
H i 1: There is a p os it iv e
relat ion shi p be tw ee n
frequency of att en da n c e at theme parks and family income in

the Un it ed States.
H12:
There are si gn if ic an t differe nc es
in the level of
influence that di ff ere nt types of ad v er ti si ng me di a have on

at ten da nce
H13:
in the U ni t e d States and South Africa.

At t e nd ee s
f rom an individualist,
or ie nt at ion culture,
the Un i t e d States,
favor h e d o n i st ic a l t e r n a t iv e attracti ons

games,
wa te r parks,
a collectivist,
short-term
are mo r e
likely to
such as arcade
a nd m i n i a t u r e golf than atte nd ee s
l o n g - t e r m or i e n t a t io n culture,
from
South
Africa.
Importance of the Study

The findings of this
managers,
study will assist theme park
who have the r e s p o n s i b i l i t y of ex p o r t i n g their
br an d to other countries.
Ma na ger s m a y inc or por ate the
findings of the study in their pl an n i ng of theme park

shows,
rides,
environments.
and att ra ct io ns
in different
cultural
O p t i m i z a t i o n of the degree of s t a n d a r d i z at io n
versus a da pt at io n n e c e s s a r y for theme park brands

diff ere nt
cultures will
theme pa rk brands
enhance the pros pe cts
in
of success
in the in te rn at io na l arena.
14
of
Scope of the Study

This
study ex am i n e d d i ff ere nce s
repeat a t t en da n ce at theme parks
in factors m o t i v a t i n g
in two diff er ent
South A f r i c a and the U n it e d States.
cultures,
Primary data were
co ll e ct e d from in te rv i e w i n g na tionals
of each country.
The
data were q u a nt i ta ti v e and were c o ll ec ted from theme park

visito rs
in the G a ut en g pr ov i n ce of South A f ri c a and from
Sou thern C a l if or n ia
pa r k vi si t o r s
age groups:
in the Un it e d States.
i n t e r v i e w e d are di vid ed into the following
15-24,
25-44,
45-59,
and fifty theme pa r k vi si to rs

interviewed,
The ages of theme
and over 60.
Two h u nd re d
from each c ou nt ry were
and care was taken to include a re pr es e n t a t i v e
sample from each of the m a j o r racial groups in each

country.
Definition of Terms
Individualism refers to the degree to wh ic h citizens
of a c o un tr y act as individ ua ls
cohesive groups;
rather than as m e mb er s of
collectivism is the opposite of
individualism.
Power Distance refers to the extent to wh ic h less

po we rf ul m e m b e r s of a socie ty co ns ide r and accept that
power is d i s t r i b u t e d unequally.
15
Long-term orientation refers to an emphasis on values

short-term orientation
of thrift and perseverance,
w hi le
refers to high consumption,
low savings values.
Uncertainty avoidance refers to the extent to w hi ch

people
feel t hr ea t e n e d by a m b i g u i t y and try to avoid these
situations.
In countries
of strong u n ce rt ai nt y avoidance,
there is a need for rules and customs to st ructure life.
High thrill rides are de s i g n e d to provid e theme par k

vis itors with ex pe rie nce s of extrem e speed,
fall,
and wei ght lessness.
These
person s over 4.5 feet tall.

giant roller coasters,
height,
free
rides are re st r i c t e d to
Some of these rides m ay include
ferris wheels,
and tower drops.
Moderate thrill family rides are suitable for both

adults and ch il dr en over 3.5 feet tall.
smaller than high thrill
experie nc es
The rides are
rides and do not
feature
of free fall or weightlessness.
rides m a y include
small roller coasters,
and simu la to r rides
Some of these
me rr y- go-rounds,
such as hel ic op te rs and spacecrafts.
Water rides are rides that have water as a

t r a n s p o r t a t i o n medium.
water slides.
Th e y include rapid rides on boats or
Their source of thrill
comes
exper ien ce of m o v i n g r a p i d l y t h rou gh water,
from the
and the
o p p or tu ni ty to get wet in the process.
16
Park Image is the ag gr eg at e rating of a theme park

ba se d on visitors'
service levels,
p e r ce pt io ns
of its cleanliness,
custome r
and scenery.
Summary
As theme parks are at a mat ur e stage of their produc t
lifecycle in the Un it e d States and Europe,
the increase
in di c a t i n g inves tm en t
growi ng m i d d l e classes.
a trend is on
in em erging m a r k e t s with
Theme parks are cultural products,
and their export to other co untries has im portant cultural

implications.
The pu r p o s e of this study was to d e t er mi ne
the role of cultu re on factors that m o t i v a t e
f r e qu en cy of
atten da nc e at theme pa rk s in the Un i t e d States and South

Africa.
The findings of this
study will assist theme park
m a n a g e r s , who have the r e s p o n s i b i l i t y of ex p o r t i n g their

br an d to other countries.
Ma na ge rs m a y inc or po ra te
the
fin dings of the study in their p l a n n i n g of theme p a r k

shows,
rides,
environments,
and at t r a c t i o n s
w h i c h will,
in di fferent
in turn,
success of theme p a r k bra nd s
cultural
enhance the pr o s p e c t s
in the in te rn at io na l arena.
17
of
C ha pte r 2
RE VI E W OF THE L I TE RA TU RE
This
study e xa mi ne d cultural and d e m og ra ph ic aspects
relate d to theme pa rk at te nd an ce
South Africa.
This chapte r rev ie we d ma jo r co nt ri but ion s to
ex isting literature.
ma jor areas,
theme parks.
in the Un it e d States and
The litera tu re was re vi e w e d in three
be g i n n i n g wit h the def in it io n and hi st or y of

This was
fol low ed by a d is cu ss io n on the
in te rn at io n a l i z a t i o n of theme parks and a review of current

intern ati ona l
issues p e r t a i n i n g to the industry.
The final
section d i s c u s s e d the influ enc e of culture and de mog rap hic s

on con sumer p r ef er en ce s
that have a be ar in g on theme park
attend anc e in the Uni te d States and South Africa.
Definition of Theme Parks

Theme parks bel on g to the group of venu es that provid e
e nt er tai nme nt
t ar ge te d at the entire
three ma i n types of ent er ta in me nt

These
mall
include theme parks,
family.
centers
There are
in this category.
amu sement parks,
and shopping
family e n te rt ai nm en t centers.
18
The sh opping mall
fami ly e n te rt ain men t center is
d es i gn e d to attract vis it ors
to a sh opping comple x and keep
th e m there as long as possible.
In 2004,
that this type of en te rt a i n m e n t
center typ ic al ly is about
several th ou s a n d square feet
M o o r a d i a n wrote
large and u su all y contains
three or more of the f o l lo wi ng el ements as m aj or

attractions:
boats/cars,
games.
m i n i a t u r e golf,
go-karts,
simple rides,
Video arcade games,
food and bev era ge
b a t t i n g cages,
services
and co i n- op er at ed
r e de mp ti on games,
as well as
are other features
as so c i a t e d
wi th this type of family e n t e r t a i n m e nt

mall
family en te r t a in m en t
indoors,
bumper
center.
Sho pping
centers ty p i c al ly are located
but outdoo r loca ti ons
are also available.
Theme parks and a m us em ent parks tend to be much

larger,
ty pi ca ll y several acres
activities b as ed outdoors.
in size and with most
Tra di ti on al
amu sement parks are
focused on p r o v i d in g a v a r i e t y of high thrill
rides as well
as arcade games.
(1986)
Roddewig,
Schiltz,
and Papke
obs erv ed that the concept of theme parks differs

mo re tra ditional
a mu sem ent parks
from the
in that t y p i c a l l y there
is
a uni fyi ng theme arou nd wh ic h the pa r k is organized.

Typ ic al ly the theme concept att empts to create the feeling
of another place and time.
M o dr e g o et al.
(2000)
a dd ed that
19
amusement parks
focus on entertainment,
while theme parks
focus on edutainment.
The Ma rr io tt
Blazey
C o r p or at io n' s definition,
(1984:14),
e n t e r ta in me nt
as qu o te d by
de sc rib es a theme park as "A family
compl ex o r i e nt ed to a pa rt ic ul ar
historical area,
subject or
c o m b i n e d with en te rt ain men t and
m e r c h a n d i s e to create a fantasy p r o v o k i n g at mo sp he re ."

The m a r k e t i n g a c t iv it ie s of the theme pa r k revolve
around a di stinct p o s i t i o n i n g built around this theme.
The
p o s i t i o n i n g of the r e n o w n ed Disney bra nd of theme parks

revolves arou nd M i c k e y Mouse,
ar gu a b ly Am er ic a' s most
famous carto on character,
and is de si g n ed to evoke a return
to chil dh oo d experience.
King
(1981)
arg ue d that the
return to c h i ld ho od is the ba si c appeal of the Disney

parks,
e p i t o m i z ed by M i c k e y Mouse and the si mu l a t i o n of
other fairy tale clas si cs
such as Snow White and
Cinderella.
Zoltak
(2003)
c o n t e n d e d that customers
contact with chara ct er s

movies.
As a result,
like m a k i n g
they see on t e l e v i s i o n and in
other parks have fo ll ow ed Disney's
initiative and tr ie d to b u i l d their theme p a r k brands

around famous carto on and comic bo o k characters.
parks,
wh ic h in i t i a l l y were p o s i t i o n e d as thrill
Paramount
ride-
20
orie nt ed amus eme nt parks,

characters
r e c e n t l y be gan m a k i n g use of
from their par en t c om pan y Vi ac o m 's Ni ck e l o d e o n
t ele v i si on n et wo r k to create th em e d entertainment.
This
strong cast of ki d-f r i en dl y charac ter s
includes
Dora the Explorer,
The Six Flags group
and Jimmy Neutron.
of parks is license d to use Bugs Bunny,

and Superman.
park spe nding
Daffy Duck,
Batman,
The co mpa ny bel ie ve s that the use of these
characters pro mot es

ticket prices,
Sponge Bob,
in c r e as ed attendance,
increases
length of stay,
supports higher
and enh ances
in
(w w w .d a t a m o n i t o r .c o m ) .
History of Theme Parks

The hi st o r y of theme and amus em ent par ks
the s ev en te en th century,
whe n large parks
gardens be ga n to spread across England,

parts of Europe.
goes b a c k to
known as ple as ur e
France,
and other
A v a r i e t y of sp orting a ct iv it ie s was
of fe re d to visito rs
in cluding flowers,
in an a tm os ph er e of p l e a s a n t r y
fountains,
A c c o r d i n g to Kyriazi
(1976),
and l a n d s c a p e d pathways.
the oldest and best
this g e n er at i on of am usement parks

is Tivoli Gardens,
still
locate d in Belgium,
known of
in ex i s t e n c e today
w hi ch dates ba c k to
the mid-1800s.
21
H il de bra nd t
(1981)
wrote that the roots of the m o d e rn
theme pa rk could be tr a c e d ba c k to the troll ey parks of the

late nin et e en th century.
These e ar ly am usement parks were
de ve lo pe d by the tran sit compa nie s to encou rag e tr oll ey

riding duri ng the less bu sy wee ke nd s
and t y p i c al ly were
located at the end of the tr ol l e y line several m il es

the city center near a river or lake.
Ro dde wig et al.
(1986),
Br ook lyn is the best

sites
from
A c c o r di ng to
Co ne y Island at the sou the rn tip of
known of these early a m us em ent park
in the Uni te d States.
It fea tur ed a series of rides
and attr act ion s d e v e l op ed by a host of entrepreneurs.

Restaurants,
beer gardens,
and hotels were also built to
cater to the needs of visitors.

The real change
from small,
fa mi ly - o w n e d and -o p e r at ed
parks of the early part of the ce ntu ry came about with the
p os twa r pr os pe r i t y of the
Ble in be rg er
(1996)
1950s and 1960s.
cl aim ed that the opening of Dis ne yl an d
in Ca lif orn ia in 1955 was pe rha ps the most

de vel opm ent
(1981)
signific ant
in the hi st o r y of the mo de r n theme park.
argu ed that Disney d i ff er ed
tr adi tio nal
Hun te r and
amu sement parks,
whose
King
from the earlie r

focus was cen ter ed
aro und thrill rides and games of chance,
by emp ha si zi ng
22
theme
shows b as ed on A m e r i c a n h i st or y and cultu re p r e s e n t e d
in a fantasy adve ntu re
setting.
The ind ust ry e x p a nd ed rapidl y in the 1960s and 1970s,

and by 1983,
annual a t ten dan ce had reache d 65 million.
T we nty -ei ght
of the largest m e t r o p o l i t a n areas
in the
Unit ed States had a theme pa rk wit hi n a 100-mile radius

(Formica and Olsen,
1998).
In the 1980s,
attend anc e be gan to slow down,
and average annual
attendance dip pe d into single figures

since the 1960s.
gro wt h in
grow th in
for the first time
Theme parks were app ro ac hi ng the m a t u r i t y
stage in the produc t
life cycle in the U.
confi rme d by even slower grow th in the

Formica and Olsen,
be t w e e n
S. This was
1990s.
1991 and 1995,
A c c o r d i n g to
for instance,
attendance at the top 20 theme and amusement parks

14 percent,
grew by
re pr es en ti ng an annual growth of less than 3
percent per year.
Internationalization of Theme Parks

A c c o r d i n g to V e rn on
(1979),
when an ind us tr y or
product cat eg or y reaches m a t u r i t y in its home country,

expands
into other ma rk et s
i nt er na ti on al ly to pr ol o n g
li fecycle and thus avoid or pos tp on e decline.

then,
that the mar ke t
leader,
Disney,
it
its
No surprise,
de ci de d to look to
23
other m a r ke t s
to esta bli sh its theme park brand.
Dis ne y l an d op en e d in 1983,
followed in 1992.
Tokyo
and Euro Disney in Paris
Six Flags also v e n t u r e d ab ro a d in the
1990s by openin g theme parks
in Mexico,
Canada,
and Spain.
Me an wh il e the Danish toy firm Lego beg an ex p or ti ng

theme par k br an d by b ui ld in g theme parks
Southern Cal if or ni a in 1999,
These
in Londo n in 1996,
and Ge rm an y in 2002.
initial attempts at ex po rt in g theme par k brands
ach ie ve d m i x e d results.
Indeed,
for most brands,
were pr o b a b l y as m a n y poor p e r f o r m i n g parks

were
its
successes.
Euro Disney,
there
abr oa d as there
L e go la nd California,
and Six
Flags in Spain are examples of export ventur es that

ach ie ved d is ap p o i n t i n g results.
Wit h all the we al t h of knowledge on i n te rn ati ona l
bus ine ss avail abl e
from the 1970s and 1980s,
expect that ren ow ne d theme pa r k b u sin es ses
one might
such as Disney
and L e g o l an d w o u l d have a n t i c i p a t e d some of the issues that

led th e m to ex per ie n ce
their brands.
case,
l ac klu st er results
in e x po rt ing
The ev i dence suggests that this was not the
as il lu st r at ed by the p r i c i n g po l ic y for Euro Disney.
Spencer
(1995)
cited the case of Disney,
haste to recover their investment,
who,
in their
set initial entry fees
almost 20 percen t higher in Paris than in the Uni te d
24
States,
in spite of the lower d is po sa bl e incomes and more
c o ns er vat iv e sp ending habits
in Europe.
In ma k i ng m a r k e t i n g and st rategic decisions,
Disney
m an ag em en t appears to have been ope ra ti ng on the premi se

that Eu rop ea n culture was closer to A m e r i c an culture than
to Japanese culture.
in Japan,
Hence,
as cited by Van M a a n e n
Disney opted for ro yal ty pay ments
(1992),
in lieu of the
risk of ow ne rsh ip owi ng to m u t e d ex pe cta tio ns about the

Japanese mar ke t and the failure to apprec iat e the
fa sci nation of the Jap anese with Am e r i c a n culture.
result,
As a
it is e s t i ma t e d that over the first decade,
p ro ba bl y sa cri fic ed at least a bi ll io n dollars

owing to this dec is io n alone
(Spencer,
accor din g to the Wall Street Journal
1995).
Disney
in profit s
Meanwhile,
(October 7,
1998),
the
sen sit ivi ty of the French to ove rb ea ri ng Am e r i c a n cultural

influence was ignore d when,
for example,
Disn ey ma na ge m e n t
in sisted on strict co mpl ian ce wi th Am e r i c a n dress

staff,
code for
a fact that co nt r i b u t e d to less than op ti mu m
cus tomer service at Euro Disney.
Current International Business Issues

Related to Theme Parks
Theme park m an ag er s
looking to expand in te r n a t i o n a l l y
are co nc er ne d with ide nt if yi ng the most p r o m is in g locations

25
abroad.
They also want to ensure that fi rst-time vi si to rs
from the local ma r k et will ma k e repeat visits.
Opportunities for Growth -Emerging Markets

In the last two decades,
A m e r i c a n theme parks
exp an di ng gl oba ll y focus ed on Europe and Japan as the ma in

mar ke t opportunities.
The focus
has been on em er g in g markets.

reasons
for this trend.
in recent years,
There are several po ss i b l e
Europe has its own fairly strong
theme and amu se me nt pa r k brands

Le go la nd groups.
are higher.
including the T u s s a u d and
C om p e t i t i o n and entry costs,
Besides,
however,
as Mi lm a n
(2001)
observed,
therefore,
future
d em og ra ph ic trends are similar to the Un i te d States,

the number of young er citize ns -- the pr im a r y target
theme parks- -
is falling.
classes that are gr owi ng

world.
(2004),
A case in point
where
for
Em er gin g m a rke ts also have mi dd le

faster than anywhere else
is China,
in the
which,
ac c o r d i n g to Orr
is now the fifth largest ma rk e t
for automobiles,
and Disney a l re ad y has plans,
after Hong Kong,
another theme p a r k on the Chinese mainland.

market s also offer w o r l d - cl as s
to open
Em er g i n g
tourist de st in a ti on s
cheaper rates than w e st er n countries,
at
and theme parks
in
these locations are well p l a c e d to tap into this market.

26
Importance of Repeat Attendance by

Visitors from the Local Market
A c c o r d i n g to Ro dd e w i g et a l . (1986),
most theme parks
other than the Disney family draw as mu c h as 70 perce nt of

their bu si n e s s
from the region in whi ch they are located,
ty p i c a l ly w i t h i n a three hour drive.
This allows
sufficient time for a family to drive to the pa r k and spend

about six hours befor e r e tu rn ing home the same day.
Therefore,
theme park s ne ed to u nd er st an d the con sumer
pr ef er enc es
in the local area
in order to infl ue nc e repeat
patronage.
The Disney family of parks m a y have a larger vol um e of
tourist visitors,
but m a n y of these tourists
a t t en di ng a Disney pa r k closest to home.

to Khan
(2003),
visitors
China.
Disney pro jec ts
(1995)
Thus,
acco rd in g
that one th ird of the
to its Hong Kong Park will
Spencer
favor
come from M a i n l a n d
co n t e nd ed that in the
1990s,
part of
Euro Disney pro ble ms were a t t r ib ut ed to the park's
failure
to attract enough local vi si tor s

s u r r ou ndi ng districts.
This
fam ily of theme parks needs

p r e f er en ce s
influence
from Paris and its
suggests that even the Disney

to u n d e r s t a n d the co nsumer
in the larger regional area in order to
fre qu en cy of attendance.
27
A review of the l it era tu re in cluding studies

A m er ic an theme parks by Bl az e y
(1994),
and Formica and Ol se n
pe rc ep tio ns
(1984),
(1998)
on
Thach and A x i n n
shows that cu stomer
of the fol lo win g ele ments has a direct b e a r i ng
on atten da nce at theme parks.

Types of rides
Types of theme
shows
Wa it in g time on lines
Park image
Safety concerns
Me dia adv ert isi ng
Distance
from home
Ticket prices
Discounts and special offers
Food services
Park cleanlin ess
W e a t h e r/ cl im at e
The
wit hi n
presen t
the
de te rm in in g
attenda nce
study
context
how
at
of
exa mines
some
nat io na l
culture
di ff e re nc es
theme
parks
in
in
of
consumer
the
United
these
with
va ri abl es
a
view
pre fe re nc es
States
Africa.
28
and
to
affect
South
The Influence of Culture on

Consumer Behavior
A c c o r d i n g to Lip ma n
aspect of m a r k e t i n g
(1988),
culture influe nc es
inc lu di ng the pr oducts or services
people bu y and the a tt ri bu te s they value.

argued that
values,
ever y
simi la ri ti es
Jain
(1989)
and diff ere nce s in cultural
level of ec on om ic development,
and p s y c h o l o g i c a l
p e r c e p t io n were the p r i m a r y factors that ma r k e t e r s
should
consider in d e t e r m i n i n g the a p p r o pr ia te degree of

sta n d a rd iz a t io n or c u s t o m i z a t i o n of their marketing.
The i n c re ase d pace of glo ba li za ti on has gr ea tl y
en ha nce d the import anc e of cros s-c ult ura l m a r k e t i n g
research.
A c c o r d i n g to M a l h ot ra
(2001),
firms must
recognize the cultural var ia ti on s that exist among

consumers
in diffe ren t
co untries
in the global marketplace.
in order to be succes sfu l
K r i s h n a m o o rt hy et al.
noted that owing to cul tural differences,

across cou ntries was
(2003)
m a r k e t i n g brands
far mor e comple x than wit hi n a
country.
The impact of culture varies depe nd ing on the product.
Some pro duc ts are more c u l t ur al ly emb edd ed than others.
Products
such as computers,
phones have
digital
cameras,
few cultural connotations.
types of food,
eati ng habits,
and cell
On the other hand,
and clo thing are often

29
str ongly a s s oc i a t e d with pe op le' s

export of pr od uc t s
or services
culture.
The successful
in the latter categories
will often be d e t e r mi ne d by the c o mp at ib il it y of the

product or service with the values
the export ma rk et
In 2005,
(Rogers,
Craig,
and be l i e f systems of
1995).
Green,
and Douglas used Hofste de 's
dimensi on s to examine the ac ce pt an ce of Am e r i c a n

foreign markets.
films in
They found that co nsumer ac ce pt an ce of
Am er ic a n films was depen den t on the export ma rke ts

Cultural
si mil a ri ty was
culture.
found to be a bett er p r e d i ct or of
the p e r f o r m a n ce of a film at the box office than a common

language
(i.e.,
English).
A c c o r d i n g to King
parks are a cultural product;
hence,
Gupta
dimensi ons
theme
one w o u l d expect to
observe cu l t u r a l l y - r e l a t e d d i f f er en ce s
p re fe ren ces
(1981),
in consum er
across countries.
(2003)
argu ed that u n d e r s t a n di ng the und er ly in g
of culture can offer important guidan ce to
mu lt in a t i o n a l ma r k e t e r s on how to assess w h ic h elements of

their m a r k e t i n g initiat iv es could be s t an da rd iz ed and which
should be customized.
glo balization,
In the m i d - t w e n t i e t h ce ntu ry pos t- wa r
several ma r k e te rs
and tastes w o u l d converge,
arg ue d that con sum er needs
wh ic h would,
in turn,
facilitate
the s t a n d a r d i z a t i o n of m a r k e t i n g and advertising.
30
Buzzell
(1968)
co nt en de d that societal and economic trends were
wo rk i ng in favor of more
s t a n d a r d iz at io n of the ma r k e t i n g
process across countries.
In his
famous and somewhat
controve rs ial
article "The G l o b a l i z a t i o n of M a r ke ts ,"
Levitt
ass er te d that g l o b a l iz at io n w ou ld result
1983),
wo rl d where customers'
However,
century,
needs w o u l d be homogenized.
these e x pe ct at io ns
somewhat overstretched.
in a
appear to have been
In the latter part of the last
m a n y scholars were ar g u i n g that m a rk et ers
who
o v e r l o o ke d cultural d i f f er en ces b e tw ee n nations could be

losing out to those who took care to account for such
differences.
Kotler
(1986),
and De Mooij
(2000)
all n ot ed that in spite of
globalization,
cultural
Sheth
(1986),
A g ra wa l
(1995),
influe nc es n e ver th ele ss m ea nt
that
c u s t o m iz at io n of m a r k e t i n g ini tia tiv es was still n e c es sa ry

for the success of m u l t i n a t i o n a l m a r k e t i n g
There are m a n y de f i n i t i o n s
"c ulture." A common theme
initiatives.
in literature
in m a n y def in it io ns
that it in fluences the b e h a v i o r of membe rs
for the term

of culture
of a given
society in a specific and p r e d i c t a bl e direction.

example,
Etzel,
Walker,
and Stant on
(2004)
is
For
d e fi ne d culture
as,
A set of symbols and ar tifacts creat ed by a society
and hand ed down from g e n e r a t i o n to ge ne ra ti on as
31
d e te rm ina nt s of human behavior.

The symbols m a y be
intangible (attitudes, beliefs, values, language) or
tan gible (tools, housing, products, works of a r t ) .
(Etzel, Walker, and Stanton, 2004:99)
Etzel et al.
(2004)
argu ed that cultures do change
over time as li festyle changes take place,

executives
should adjust their strategies
in tune with these changes.

their classic bo o k
and plans to be
Ho wa r d and Sheth
(1969),
in
The Theory of Buyer Behavior, ex p l a i n e d
that culture is a set of social
influences that p r ovi de the
buyer with so ci a l l y a p p r op ri at e motive s

behavior,
and m a r k e t i n g
for hi s/h er
inclu din g the rea ss ur an ce that a p a r t i c u l a r
pu rc ha se de cis io n was a good one.

Variou s
re se ar ch er s have c o n du ct ed studies
they m e a s u r e d s i m il ar it ie s and di ff er en ce s
values.
Ro kea ch
(1973)
in cultural
d e v e l op ed a model to me as ur e
cultural values using respondents'

agr ee/ di sa gr ee
in wh ic h
r a n k - o rd er in g on an
scale for each item.
Rok each's value
inve nto ry was ba se d on two types of cultural v a l u e s

terminal values
and instru men tal values.
"Terminal values"
de sc ri be d the in div idu al' s de sir ed state and ex is ten ce

in cluded such co ndi tio ns
life,
as an exitin g life,
and a sense of accomplishment.
were the mod es
and
a co mf ort abl e
"In str ume nta l valu es"
of conduct that peop le mig ht
follow to reach
32
the ter minal values and in cl ude d honesty,

ambition,
and independence.
Various
re sea rchers have used Ro keach's value survey
to compare cultural values among national

Uni t e d States.
si mil arities
Ness and Stith
televisions,
2001,
found several
However,
sta ti st ic al ly significant
and family se cu rit y as more
In 2002,
important than
Li nd rid ge and Dibb rep or te d that
Britis h Indians and Br iti sh Ca uca sia ns

dif fer enc es
in the
in their c o n s i d er at io n of a sense of
acc om pl is h me nt
did Whites.
(1984)
in terms of d e m o g r ap hi c profiles.
showed small but
diff ere nce s
subgroups
In their study of Bl ac k and W hi te mid dl e
class consumers,
Blacks
courage,
showed significant
in their bu yi n g be ha v i or pat ter ns

video equipment,
for
and m u si c systems.
p ro p o s e d that theme pa r k ma na g e rs
Milman,
in
in the Uni te d
States ne ed e d to u nd er s t a n d the impl ic at io ns of the rapid

increase of the His pa ni c po rt io n of the teenag e and youth
segments of the market.
A no t h e r
instru me nt was d e v e l o p e d by Kahl
on a "List of Val ue s ,"

Rokeac h and Maslow.
(1983)
b as ed
in sp ire d by the earlie r wo rk of
Kahl's list c o ns is ted of nine values,
inclu din g sense of belonging,

re lat ion sh ips wi t h others,
fun and enjoyment,
self-fulfillment,
wa r m
b ei ng well
33
respected,
sense of accomplishment,
security,
self-respect,
and excitement.
Grunert,
Grunert,
and B e a t t y
(1989)
of Values " to conduct a cr o s s -c ul tu ra l

and paren ts
authors
in Denmark,
Germany,
found some s i mil ar iti es
three cultures.
enjoyment,
They found that
"List
study among students
and the Uni te d States.
The
and di ff erences among the

students value fun,
and se lf -f ul fi ll me nt higher than their parents
in all three countries,

their most
used Kahl's
wh ile parent s
important value.
However,
sel ected sec ur it y as

Danish respond en ts
across both categor ies rated fun and enjoyment m u c h higher

than either Germ an or A m e r i c a n respondents did,
A m e r i c a n resp ond ent s
while
rated se lf -f u l f i ll me nt hig he r than
both Danes and Germans.

These pre vi ou s studies
par k brands need to account
suggest that m a r k e t e r s of theme

for both similarities and
di ff ere nce s in con sumer b eh av io r

other.
from one c o unt ry to the
This wo ul d allow th em to leverage significant
re la ti ons hip s
in co ns um er be h a v i o r across various m a rk et s
to develo p a global brand,
whi le address ing
signific ant
di ff er en ces to opt imize uni qu e op por tun iti es

market.
Previous
in each
res ear ch done on theme and amus em ent pa rk
attr ib ute s p r e f e r r e d by patrons,
however,
has
focus ed on
34
compa rin g co nsumer p r e f e r en ce s with in a dom est ic context,

and there is a gap in the litera tu re on interna tio nal
cr os s- c ul tu r a l
study of theme park consumers.
Some of these pr ev i o u s
(1984),
wh ich
studies
include one by Bla ze y
i n v e s t i g a t e d theme park visits by perso ns
years or older and found that mo de r a te thrill

animal shows,
mor e modern,
and stage
while
live
shows were more hig hl y v a l u e d than
higher t e c h n o l o g y shows.
h i st or ica l and ed uc at i o na l
highly,
rides,
55
The me d areas with
signif ica nce also were va l ue d
souvenirs were co ns i d e r e d bett er value than
arcade games of chance.

In their study of amus em en t park vi sitors
Am e r i c a n metropolis,
Thach and A x i n n
(1994)
in a m a j o r
o b s e r v e d that
scenery,
s i m ul at ed fantas y adventure,
pricing,
and roller coast er rides were hig hl y va l u e d
attributes.
shows,
Factors
and animal
children's
line control,
such as proximity,
comedy shows,
music
shows were m e d i u m value attributes,
while
rides and e d u c at io nal value were c o n s i d e r e d
lower value attributes.

co n du ct ed in Si ngapore
Meanwhile,
a study by Keng
(1994)
found that there were signifi ca nt
d i f f er en ce s b e t w e e n locals and tourists in theme park

attrib ut es preferred.
To urists va lu e d Chinese cultural
35
shows high er than locals,
while the latter v a l u e d rides and
high tech a m u sem en t mor e than tou rists did.

There are two w e l l - e s t a b l i s h e d mode ls
of nat ional
culture that are cu rr en tl y used by mar ke te rs

strategies
for ta r g e t i n g co nsumers
in diff er ent
Ho fs te de d e v e l o p e d the first in 1983,

1994,
d e v e l o p e d the second.
to design
countries.
while Schwartz,
in
These mod el s are at tra cti ve to
ma r k e te r s b ec au s e the y p r ovi de countr y scores that can be

used for an aly si s of c o n s u m p t io n data.
Schwart z' s m ode l
nam ely conservatism,
commitment,
ha rm o ny
includes
seven cultural dimensions,
hierarchy,
mastery,
in tel lec tua l autonomy,
(Schwartz and Bardi,
each of these d ime ns io ns

Schwartz
(1994)
e g a l it ar ia n
affe ct ive autonomy,
2001).
A brief d e sc r i p t i o n of
follows.
w ro te that c o n s e r v a t i s m refers to
emphasis on m a i n t e n a n c e of the status guo.

tradition,
conformity,
elements.
In a hi er ar ch ic al
emphasizes
social
emphas iz es
respect
other societies.
C on ce rn
for
and family sec urity are important

society,
pos i ti on are imp ortan t elements.

pursui t of pe rs on a l
and
interest,
class and societal
"M astery" e m ph as iz es the
while "e ga li t a r i a n i s m "
justice and equality.

for pe ac efu l
Finally,
"Harmony"
coe xi ste nc e with nature and
"i nt el lec tua l aut onomy"
36
emphas ize s curiosity,
creativity,
while " aff ec tiv e auto n om y"
and broadmindedness,
e mp has iz es va rie ty and the
pursui t of pleasure.
Hofs te de' s mo del
dimensions,
distance,
(2001)
consists of five cultural
inclu din g in d i v i d u a l i s m and collectivism,
m a s c u l i n i t y and femininity,
avoidance,
unc er ta in ty
and l o n g - t e r m / s h o r t - t e r m orientation.
des cr ip ti o n of each of these dimensions,

b y Hofstede,
power
A brief
as e l a b o r a t e d on
follows.
" I n di v id ua l is m"
is a t e n d en cy wit hi n a culture to
focus on the indivi du al

" c o ll ec ti vi sm "
rather than on the group,
and
is a t e n d e n cy wit hi n a culture towa rd
g r e ga ri ou sn es s and group orientation.
"Power di stance"
refers to the extent to wh ic h less po werful m e mbe rs of a

society co ns id er and accept that power is d i s t r i b u t e d
unequally.
"F em ini ni ty" e mp has iz es
q ua li ty of life,
and success.
avoidance,
w hil e "m as c u l i n i ty "
"U nc e r t a i n t y av oi d a n c e "
to which peo pl e
avoid these
caring for others and

emphasizes ach iev eme nt
refers to the extent
feel t h r e a t e n e d by am b i g u i t y and try to
situations.
In countries
of strong u n c e r t a i n ty
there is a nee d for rules and customs to
structure life.
L o n g - t e r m o r i e n t a t io n was a di me nsi on added
to the original
1983 dim en si on s
following c o ll ab or at io n
37
be twe en Ho fst ed e and M ic hae l Bond
(Hofstede,
2001).
term or ie n ta t io n"
refers to an emphasis on values
and perseverance,
wh il e " s h o r t - t e r m o r ien ta tio n"
high consumption,
low savings values.
Most a p p li c at io n s
of cultural dimens io ns
"Long
of thrift
refers to
to m a r k e t i n g
have used H o fs ted e' s dim en si on s be cau se they are fewer and,
therefore,
more practical,
independent of each other,

world.
De Mooij
(2004)
level of development,
have been found to be r e la ti ve ly

and cover most co untries of the
w ro te that to gether with income and

Ho fs te de 's
cultural dim en si on s could
explain more than half of the dif fe re nc es

behavior.
For these reasons,
of Hofsted e's
di men si o n s
cultural di ff ere nce s
in co nsumer
this study also will ma k e use
to inv est iga te the role of
in attrib ut es m o t i v a t i n g
f r e qu en cy of
attenda nc e at theme parks.

Hof stede
found t hat d e v e l o p e d W e s t e r n coun tr ies were
high ly individualist,
collectivist.
(1983),
hand,
B ase d on the index d e v e l o p e d by Ho fs ted e
the U.
societies,
w h ere as d e ve lo pi ng nations were more
S.
is among the most
wi th an I n d i v i d u a l i s m index of 91.
Triandis,
McCusker,
and Hui
(1990)
Af r i c a n societies are collectivist.

Louw
(2000)
in di v i d u a l i st ic
On the other
ob se r v ed that
A study by Eaton and
sup po rt ed the p os it io n that South A f ri ca was
38
largel y a co ll ec t i vi s t
society.
However,
Eaton and Louw
also c a u t i o n ed that there were im portant dif fe re nc es withi n

South A f ri c a p r i m a r i l y b a s e d on race.
index,
b as ed on studies
Business Mac hi ne s
(IBM)
H of st ed e' s
1983
co n d u ct ed among Interna tio nal

employees,
found that South Af ri ca
had a m e d i u m I n d i v i d u a l i s m score of 65. A c c o r d i n g to Mbeki

(2001),
time,
owing to South A f r i c a 's po li tic al
H ofs ted e' s
employees.
(1983)
syst em at that
study su rv eye d C a u c a s i a n
Hassa n and Kay na k
(1994)
IBM
wrote that Hof stede
later studie d East A f ri ca and West Afr ic a and found that

they had I n d i v i d u a l i s m scores of 27 and 20,
respectively.
Since there are w e l l - d o c u m e n t e d cul tural si mil ari tie s among

indigenous Africans,
I n d i v i d u a l i s m score
these data suggest that the aggr eg at e

for South A f ri ca
higher than the scores
is lower than
for East and West Africa.
argument also is ap pl i c a b l e to scores

Hofst ed e' s
65 but
This
for the rest of
cultural dimensions.
Standardization Versus Adaptation

of Theme Parks
In 1994,
Has sa n and Blac kw el l ob se r v e d that the
ma r k e t i n g of brands
i n t e r n a t i o n a l l y m a y be s t a n d a r d i z e d or
adapt ed to local needs.

co n si de ra ti on s that
Jain
(1989)
wrote that the ma i n
infl ue nc e s t a n d a r d i z a t i o n of m a r k e t i n g
39
str ate gy are culture,
level of ec on om ic development,
p s y c h o l o g ic al perception.
Propon en ts
argue that owing to education,

communication,
consumers
than they are different.
and
of st an da rd iza tio n
travel,
technology,
across the wo rld are more

The argu me nt s
and
alike
for a d a p t a t i o n or
l oca li z a t io n are founded on the vie w that co nsumers have

dif fe ren t tastes and needs b a s e d on nationality,
age,
ethnicity,
pr od uc ts
income,
and p s y c h o l o g i ca l
culture,
factors.
Hence,
should be a d ap te d to each mark et to cater to these
differences.
A d a p t i n g a produ ct
or its m a r k e t i n g for each country
m a y be too costly and m a y not n e c e s s a r i l y be the right

thing to do.
Often the c h al le nge
is to de te rmi ne the
op t i m u m level of a d a p t a t i o n that allows

brands to leverage their m u l t i n a t i o n a l
r e c o gn iz in g local di f fe re nc es
intern at io na l
appeal while
that are critical
for
success.
Theme shows m a y be c l a s s i f i e d into the several
cat egories.
parks
Some of the m a i n categ or ie s
include animal
science
shows,
fiction shows,
common across most
hi s t o r y shows,
cultural
shows,
and c a rt oo n ch aracter shows.
There
are several elements of theme
shows that m a y be
sta nd a rd iz e d on account of their int ern ati on al nature.
40
The
successful use of wo rl d famous

Mic k ey Mouse,
Bugs Bunny,
Duck in other m a rk ets
cartoon charact ers
Superman,
Nickelodeon,
is understandable,
such as
and Donald
given the
uni versal nature of t e le v i s i o n shows that have made

characters
i n s ta nt ly r e c o g n i za bl e to kids aro un d the globe.
Theme parks,
cultural
however,
m a y wish to adapt h i s t o r y and
shows and at t r a ct io ns to suit local visitors,
owing to na tional pride and ethnocentrism.

Wang and Chen
brands
these
(2004),
A c c o r d i n g to
wh e n consumers prefer pr od u c ts
from their own co u n t ry inste ad of bra nd s
countries,
from other
they are d i s p l a y i n g co nsumer e t h n o c e n t r i s m and
national pride.
Americans,
or
The 2001 W o r l d Values
Greeks,
Survey shows
and Irish have high p a t r i o t i s m scores,
while Germans and Be lgians have very low scores.

to De Mooij
(2004),
According
p a t r i o t i s m was m e a s u r e d b a s e d on the
per ce n t a g e of re sp on de nt s who said they were p r o u d of their

nationality.
Cultural Dimensions and Factors

Motivating Repeat Attendance
A review of the m a j o r theme pa r k attrib ut es where
cultural
factors have impli ca ti on s
follows.
These at tr i b u t e s
for repeat a tt en da nc e
form the basis of the Re search
Que stions on cu ltural di me n s i o n s m o t i v a t i n g attendance.

41
Theme Park Rides

There are two ma i n types of rides o f f e r e d at theme
parks;
these are h ig h -t hr il l giant roller coast er rides and
m od er a t e - t h r i l l
rides.
with amuse men t parks
Thrill
for more than a century.
p oi nt ed out that the original

rides when it first opened.
subsequent
rides have be e n a s s o c i a t e d
King
(1981)
Disney Park did not feature
King added that their
i n c lu sio n is t e s t i mo ny to their a bi lit y to
attract visitors.
High- and m o d e r a t e - t h r i l l
a key ingredi en t of most theme parks.
Man y of these rides,
p a r t i c u l a r l y the m o d e r a t e - t h r i l l
rides,
themes b a s ed on history,
fiction,
science
rides are now
now in co rp or at e
or other types of
adventure.
Gr ee n f i e l d et al.
(1999)
ar gu e d that i n d i v i d u a l i s m is
close ly a ss oc ia t e d wi th risk taki ng and thrill

recent years,
there has been a big rise in extrem e
in the Uni te d States,

part of mil li on s
of A m e r i c a n s to p a rt ic ip at e
edge.
(2004)
sports
Roberts
in activit ies
(1994)
are bigg er risk takers than the mo r e
Japanese and hence their great er

Newma n
In
w hi ch indicates an eage rne ss on the
closer to the m e t a p ho ri ca l
Am er ica ns
seeking.
wrote that
c o ll ec ti vi st
love for extre me
o b se rv ed that theme pa r k m a n a ge rs
sports.
often cite
the on goi ng com pe ti ti on be tw ee n venue s to des ig n tall er and
42
faster rides as tes ti mo ny to A m e r ic a' s appetite

The ar guments above suggest that the relative
for thrill.
im por tan ce of
h i g h -t hr il l rides at theme parks w o u l d be highe r in the

Un i t e d States than in South Africa.
Water Rides
Ma n y theme parks now also offer water rides.
to De Mooij
(2004),
low p ow er dis tan ce and we a k u n c e r t a i n t y
avoi da nc e cultures att ac h mor e

leisure activity.
w ater rides
According
importance to sports as a
The sim il ar it y be tw ee n wa ter
suggests that a low p ow er distance,
u n c e r ta in t y avoid anc e culture
sports
and
weak
such as the Uni te d States
wo uld attach greater import an ce to wa ter rides as a

m o t i v a t i o n for repeat a t t e n d a n c e than would a hi gh e r po wer
distance,
strong u n c e r t a i n t y a v oi da nce culture
such as
South Africa.
Theme Shows
The two ma i n ac ti vi ti es that theme parks offer are
theme shows and rides.
entertainment,
entertainment.
Rides are skewed tow ar d pr o v i s i o n of
while theme
King
way of co lle cti ng
shows p ro vid e both e d u c a t i o n and
(1991:26)
stat ed that "Th emi ng is a
in fo rma tio n or knowledge
in an inv iting
43
way.
Theme parks
s uc c e ss fu ll y connect ent er ta in me nt and
e n l i g ht en me nt. " A c c o r d i n g to John Jakobson,

General Manager,
(2004),
L e go la nd California,
Pr esident and
as cited b y Lucas
b a l a n c i n g ed u c a ti on with en te rt ain men t
the m a j or m a r k e t i n g o bj ec ti ve s
Mi l m a n
(2001)
is one of
for the Lego brand.
wrote that theme
shows could be
c la ss if ie d into int er act iv e and p a ssi ve c a t e g o r i e s . Passive

shows are those with little or no active in vo lv em en t by the
audience in the p e r f o r m a n c e of the show.
t y p ic al ly include hi st or ic al
such as cultural
shows
or m u s i ca l
fe aturing science
These
attr act ion s and stage plays

shows.
On the other hand,
fiction and animal tricks t y p i c a l l y
involve more in t e ra c t io n with the audience.

that A m e r i c a n m a n a g e r s
shows
Milman
found
of theme parks a n t i c i p a t e d that
theme shows w o u l d need to be more inte rac tiv e in the future

in order to attract visitors.
consumers
In 2001,
Ho fs t e d e wr ot e that
from high i n d i v i d u a l i s m e n v ir on me nt s exhibit
ex t r ov er te d and mo r e active be ha v i o r
in group si tuations
than those from c ol le ct iv e cultures.
Speaking up or
volunteering
for a t t e n t i o n - a t t r a c t i n g roles
situations also was mo r e

societies.
This
in group
common in high i n d i v i d u a l i s m
is an indi ca tor tow ar d a hig he r pr ef e r e n c e
44
for int era cti ve theme shows in high i n d i v i d u a l i s m cultures

than in lower i nd i v i d u a l i s m cultures.
Park Image
A c c o r d i n g to Kotler
(1984),
beliefs,
ideas,
and impressi ons
entity.
In the m a r k e t i n g realm,
produ ct or service.
image,
the more
purchase.
"image" is a set of
a p e r s o n holds of an
that ent it y is n o r m a l l y a
He argu ed that the more
likely the consum er was to ma k e a repeat
Zikmun d and D'Amico
(2003)
arg ue d that the
product or b r a nd image is an ind ividual's

what that pr odu ct or b r an d represents.
consumers
its image,
favorable the
im pre ssi on of
They a s se rt ed that
f r e q u en t ly pr ef e r one b r a n d to an oth er be c a u se
of
and that pro duc ts are p u r c h a s e d or a v o i d e d not
becau se of what they cost or how they wo r k but rather

becau se of what they say about the b uy er or the user.
1994,
Thach and A x i n n
found that A m e r i c a n cons um er s
pa r k image to attri but es
such as cleanliness,
park prestige.
McClung,
Earlier,
crowds as an important
in 1991,
relate d
scenery,
De Mooij
di stance cultures
and
had id en t i f i e d
factor in the consum er 's p e r c e p t i o n
of theme p a r k image.
In 2004,
In
wrote that peo pl e in high power
see k to d e m o ns tr at e their p o s i t i o n in
45
socie ty by showing that they have s o p h i st ic at ed tastes.

Such be ha v i o r
habits
is e v i d e nc ed by so ci al -s ta t u s - r e i n f o r c i n g
such as expen si ve dr es s i ng and the p a tr o n i z i n g of
pre st i gi ou s places.
cultures.
Status was also important
Those cultures
that
in m a s c u l i n e
score hig hl y on both high
power dis tance and m a s c u l i n i t y w ou ld have consumers who are

hig hl y m o t i v a t e d by status.
Africa,
Italy,
and East A s i a n countries.
score low on both counts,

territories,
Such countries
include South
Co un tri es
that
such as the Scand ina via n
w o u ld have a low status need.
Cons um er s
Uni te d States,
which has a low power di stance
high m a s c u l i n e
score,
in the
score and a
w o u l d be ex pe ct ed to have a m o d e r a te
need for status and prestige.
Waiting Time on Lines

In 2002,
Hightower,
Brady,
and Baker found that
w a i t i n g time on lines was r e lat ed to p e r ce iv ed service

quali ty at sporting venues
in the U.
S. This implies that
theme parks and other leisure e nt er ta in me nt venues need to

be aware of the effect w a i t i n g times have on consum er
beh av i o r a l
intentions.
In low p ow er di stance cultures,

respect
for in dividual equality,
there is a great er
while
in high power
46
dis tance cultures,
nat ional elites hold r el at iv el y
au th o r it ar i a n values
(Hofstede,
2001).
Theme parks are part
of the leisure and e n t e rt ai nm en t
industry t ar ge te d at the
mid dl e and upper income groups.
The Unit ed States has a
large mi d d le
class,
a re la ti v e l y low power dis tan ce
It is ther ef or e e x p e c te d that respect
for individual
eq ua li ty transla te s to a greater to lerance

one's turn in a queue.
On the other hand,
a higher power di st an ce
for wa i t i ng
South A f ri ca has
index and a smaller m i d d l e
One might the re fo re expect
less to lerance
line by theme pa r k vi si t o r s
score.
class.
for w a it i n g in
in the latter culture.
Media Advertising and Culture

Etzel et al.
(2004)
ob se rv ed that the goal of
a d v e rt is in g is to sell goods,
goal
or ideas.
This
is reach ed by c o m m u n i c a t i n g with a target au di en ce
using ad v e r t i s i n g m e s s a g e s
including television,
mail,
services,
billboards,
relay ed through vario us me di a
radio,
newspapers,
and the Internet.
magazines,
Etzel et al.
direct
a dd ed that
the goal of a d v e r t i s i n g was to change co nsumer b e h a v i o r by

eff e c t i v e l y info rm in g and p e r s u a d i n g the target prospect.
In 2003,
Gupta c o n t e n d e d that culture plays
how i n f o rm at io n is scanned,
selected,
validated,
a role in
and
47
p r i o r i t i z e d by consumers.
He arg ue d that prior
u n de rs ta nd in g of the extent to which m a r k e t i n g

co mm un i c at io n efforts
should be cu st o m i z e d was an important
com petitive
for m u lt in a t i o n a l marketers.
Al lm o n
adva nta ge
(1998)
arg ue d that con sumer p e rc ept ion s of the m ed ia
in diff er en t cultures
media.
Chen and
For example,
inf luence the ef fe ct ive nes s of these

t e l e v i s io n was
found to be a more
en te rt ai n i ng and informa ti ve m e d i a in A u s t r a l i a than in

Taiwan,
media
s ugg es tin g that te le vi si on m ay be a mo re effe cti ve
in the former culture.

In 1991,
Mc C l u n g wrote that in the Un it e d States,
children's desire to visit a pa r k and media ad v e r t i s in g are

important
factors
in the dec is io n of ho us eh ol d heads to
attend a pa rt ic u l a r theme park.
Specifically,
ch ildren's
desire was rated higher than the effect of med ia

ad ve rti sin g by Am e r i c a n h o u s e h o l d heads.
suggest that theme parks'
adv er ti si ng
These
strategies
in various
studies
should
account
for cultural d i ff ere nce s
in te rna ti ona l
market s
in selec tin g the a p pr opr iat e me dia to influence
attendance.
48
Hedonism and Alternative Attractions

A c c o r d i n g to the U n i t e d States A m u se me nt
In dustry
Con sumer Survey of 2000,
c o n d u c t e d by the Interna ti on al
A s s o c i a t i o n of A m u s e m e n t
Parks and At t r a c t i o n s
at tr actions that theme p a r k vi si to rs

venues
include museums,
shopping arcade
parks.
zoos,
(IAAPA),
the
consider as substitute
m i n i a t u r e golf courses,
family e n t e r t ai nm en t centers,
and water
M us eum s and zoos have a c o ns id er ab le edu ca tio na l
emphasis,
while the other a t t r ac ti ons
pl a y and pleasure.
have an em phasis on
There is evi den ce that in di vi dua lis t and
s h o r t - t e r m or i e nt a ti on cultures pre fe r to spend their

leisure time on h e d o n i s t i c activities.
Wong
(1998)
For example,
Li and
ex am in ed the effects of h e d o n i s m and
in t e l l e c t u a l i s m on leisure time c o n s u mp ti on in A u s t r a l i a
and Si ngapore and found that co nsumers who value h e d o n i s m
more than i n t e l l e c t u a l i s m are likely to spend more time on
e n t e r t ai nm en t activi ti es
activities.
Australia,
than on se lf -i mp ro ve me nt
The Un it e d States has a similar culture to

and it was e x p e c t e d that A m e r i c a n respondents
wo ul d have a stronger p r e f e r e n c e
for he do n i s t i c a t t r a ct ion s
than South Africans.
49
Demographic Variables and Theme

Park Attendance
A review of the ma jo r theme pa rk attributes where
de mo gra phi c c h a ra ct e ri st ic s have im pl ications
attendance
follows.
These attribu tes
Res earch Ques tio ns on d e m o g r a p hi c
for repeat
form the basis
of the
factors m o t i v a t i n g
attendance.
Globalized Youth
Theme parks are t a r g e t ed at the midd le class
segment.
In 1994,
across the globe,

marke ts
(13-25)
Hass an and Blac kw ell

the m i dd le
income
c o nt en ded that
class teenage and youth
are b e c o m i n g in cr e a s i n g ly similar be cau se
of intense ex posure to w e s t e r n t el ev is io n programming.

2004,
De Mooij
n ot ed that in Japan,
the 18-25 age group
exhibits very similar co ns ume r beh av io r c ha ra ct er is ti cs

W e st er n counterparts.
market,
However,
to
once they enter the job
they b egi n to c o nf o r m mo r e to typical
behavior.
In
Japanese
It is th er e fo re exp ec te d that there will be a
greater degree of s i m i la ri ty in factors m o ti v a t i n g

attend an ce at theme parks among the teenage and youth age
groups than among older co nsumers
in the two markets.
50
Income and Frequency of Attendance

A c c o r d i n g to Lamb,
the overall
Hair,
and Mc Da ni el
(1999),
income of a c o un tr y is important
the d i s t r i b u t i o n of this
just as critical.
dual incomes,
led to a 50 perce nt
for marketers,
income wi t h i n the p o pu l a t i o n is
In 2003,
smaller
while
Si lv ers tei n and Fiske wrote that
families,
and bet te r ed uc ati on had
inc rease in real h o u s e ho ld income
b et wee n 1970 and 2000
in the Un i t e d States.
They further
noted that about two thirds of A m e r i c a n ho us eh ol ds had

mid d l e class
incomes of at least $25,000.
of income in South A f r i c a
Unit ed States
is mo r e
skewed than that in the
(C.I.A. World Fact Book,
standards m e a su re
(LSM)
The d i s t r i b ut io n
2005).
The living
is an i n t e r n a t i o n a l ly used rating
to dete rm in e lifestyles b a s e d on income and ps y c h o g r a p h i c s

profile.
A c c o r d i n g to the South A f r i c a n A d v e r t i s i n g and
Re se ar ch F o un da ti on avai la bl e at
www.eighty20.co.za/databases/examples.cgi
(accessed 11
April 2005),
fall wi th i n LSM
groups
better.
22 perce nt
of South Af ri c a n s
7-10 that can be d e s c r i b e d as m i d d l e - m i d d l e

If the lower m i d d l e class,
or LSM 6,
class or
is included,
then about one th ir d of South Af ri c a n s
can be d e s c r i b e d as
enjoyi ng at least a lower mi d d l e class
st an dar d of living
by i n t e r n at io na l
standards.
51
In 2002,
Hightower,
Brady,
and Baker wrote that
alt ho ug h Am e r ic an s were sp en din g more on leisure

activities,
rel at iv el y little was
influence consumers'
be ha vi or al
known about which factors
intentions
in this area.
There are m a n y comp et in g leisure a l te rn at iv es to theme

parks.
This is att es te d to by the flatten ing out of growth
in attend an ce
since the early 1990s.
It is ex pe c t ed that
there w o u l d be a direct r e l a t i o ns hi p be twe en income and

repeat attendance.
However,
r e la ti on sh ip m a y differ
on factors
cultural
the st rength of this
from one c ou ntr y to the next,
such as avail abl e
leisure alter na tiv es
b a se d
and
relat ed preferences.
Family Make-Up and Disposable Income

Family so ci ologists often define a nucle ar
family as
one c on si st ing of one or two gen er at io ns of immediate

family m e mb ers
paren ts
living in the same household,
and their non- ad ul t
by contrast,
children.
grandparents,
grand par en ts
The ex te nd ed family,
m ay include three or more gen era tio ns of a
family living in the same household,

children,
inc lu di ng
(Ketzer,
parents,
non- ad ult
and even occasionally,
1991) . This p a r t i c u l a r
in ma n y As ian and A f r i c a n households.
great-
form is common
An o t h e r ve r s i o n of
52
the ex te n de d family is where the tw o- ge n e r a t i on nu cle ar

family invites cousins or other close relatives
household.
This
into their
form of e x te nd ed family is ver y comm on in
mid dl e class Af ri c a n households,
where we a l t h i e r
relatives
often take in less en do we d relatives wh om they help to

educate,
us ual ly in exc han ge
(Mungai,
2001).
Family ho use hol ds

as being on average
for help with do me s t i c chores
in Af ri c a n societies are d o cu m e n t e d
l arger than We st er n
families,
owing
par tl y to the e x te nd ed family p he no me no n and also pa rt l y to

the hi sto ric al t e nd e n cy to have more children,
becau se
those chi ldren who su rv i v ed and bec am e r el at iv el y well

fi na nc ia lly t r a d i t i o n a l l y looked after their p a re nt s
their old age
the industrial
(Mungai,
2001;
revolution,
Siquana-Ndulo,
families
p r e d o m i n a n t l y large for reasons
1998).
off
in
Prior to
in Europe were
similar to those ad va n c e d
for the re la t i ve ly large size of p r e s e n t - d a y A f r i c a n

families,
a c c ord in g to argu me nts made by scholars,
and
urb an iz at i on and c a p i t a l i s m re su lt ed in smaller nucle ar

families
in la tt e r - d a y w e st e r n societies
(Ziehl,
One other important d i f f e r e n c e be twe en White
2002).
families which
consti tu te the b u l k of the p o p u l a t i o n in the U n i t e d States

and Black families w h i ch c o ns ti tu te the b u l k of the
53
p o p u l a t i o n in South Af ri c a
is that
single -p ar en t
are more pr ev al e nt among B la ck families

(Zein and Eitzen,
1990;
Ziehl,
in both countries
2001).
In light of the p r e c e di ng observations,

ve ry pr o b a b l y has
impli ca ti on s
families
family m a k e - u p
for co nsumer behavior.
This
is becaus e a larger A f r i c a n family with the same annual

h o u s eh ol d income will have more m em be rs
than is the case
sharing this
income
for a smaller family in the Un i t e d States.
One th er efo re mig ht expect annual
income to be a stronger
pre di ct or of the amount of m o n e y available
for leisure
con su mp ti on in a dev el op in g countr y wi th a higher

p re va le nc e of larger families that in the U.
family sizes are on average
S.,
where
smaller.
Race Demographics and Subcultures

Both the Uni te d States
racial
societies.
Caucasians,
In the U.
Hispanics,
and South Afr ic a are m u l t i

S.,
the mai n racial groups are
and Af r i c a n Americans.
also an in cre asi ng numb er of Am er ic an s

South A f ri ca has citizens of African,
origin.
There
is
of A s i a n descent.
European,
and A s i a n
South Afr ic a also has a sizable p o p u l a t i o n of
m i x e d race inhabitants.
The de m o g r a p hi c com pos it io ns
54
of
A m e r i c a n and South A f r i c a n po p u l a t i o n s
Table
1 on this page and Table 2 on page 56.

Because
parks
are i n d ic at ed in
of
the
e s s e nt i al ly
high
are
upper income groups.
pr ic i n g
t ar ge te d
at
tickets,
mid dl e
theme
classes
(2003)
and
no te d
the m a j o r i t y of the po pu l a t i o n
belongs to these categories.
In South Africa,
of the p o p u l a t i o n qu alifies
l e i s u r e - c o n s u m i n g mi d d l e class.
of theme parks,
only 35
as m e mb er s of the
The ethnic and cultural
co m p o s i t i o n of this p o p u l a t i o n is,
to ma r k e t e rs
the
of
Si l v e r s t ei n and Fiske
that in the Un it e d States,
perce nt
level
therefore,
of interest
as is il lu str ate d in Table
on page 56.
Table
De m o gr ap hi c C o m p o s i t io n of the
U n i t e d States Population
Population
(mil.)
199
Race/ Et hn ic i t y
Caucasians
Percentage
67
Hi spanics
38
13
A f r i c a n A m e ri ca ns
35
12
A s i a n Am e r ic a ns
12
Others
12
Totals
296
100
Source: U. S. Census Bureau, 2004

(h t t p :// w w w . c e n s u s .g o v / p o p u l a t i o n
(accessed 11 April
55
2005)
Table
D em o gr a p hi c C o m po si ti on of the
South A f r i c a n Population
P opulation
(mil.)
Race/
E t h n ic i ty
Pe rcentage
Blacks
33. 0
76.8
Whites
5.0
12 .1
Coloreds
3.5
8 .5
Indians
1.0
2.5
Others
0.5
0.1
Totals
43.0
100.0
S o u r c e : h t t p :/ / w w w .ei qhty2 0 .c o .z a / d a t a b a s e s / e x a m p l e s .cgi

(accessed 11 Ap ril 2005)
Table
D e m og ra phi c C o mp o s i t i o n of the Top 35 Percent

of the South A f r i c a n Population
Population
(mil.)
Race/Ethnicity
Pe rcentage
Blacks
6. 5
44
Whites
5.0
34
Coloreds
2.4
16
Indians
0.9
14.8
100
Totals
Source: h t t p ://w w w .eighty2 0 .c o .z a / d a t a b a s e s / e x a m p l e s .cgi

(accessed 11 April 2005)
E ve ry c ou ntr y has cultural attributes that are common

to that p a r t i c u l a r nation.
In the Uni te d States,
for
56
example,
the do min ant
culture
is the A ng lo Saxon culture o
the m a j o r i t y Ca u c a s i a n ethnic group.

is the common language
As a result,
Englis h
The
d i s t in ct io n b e t w e e n ethnic subcult ur al bo un d a r i e s m a y be
less p r o n o u n c e d in the Un it e d States than in South Africa,
since the latter's m i d d l e classes do not have a dominant
culture due to a mo r e diver se ethnic composition.
Howev er
there is ev id en ce of distin ct cultural a s s i m i l at io n in

South Af r i c a
example,
in spite of its p o li ti cal history.
De Mooij
(2004)
found that the values
For
of white
Engli sh and A f r i k a a n s - s p e a k i n g South Af ri c a ns were more

similar to the values of b l a c k South Af ri c a n s than they
were to E n gl is h and Dutch values.
While a g g re ga te cultur al d i me ns io ns are of importance
to ma r k e t e r s b e ca us e they can take adva nt ag e of economies
of scale,
the di st in ct
sub cultural di ff ere nc es also are
important
for mo r e p re ci se
segmentation.
Milman
(2001)
wrote that the numb er of Hi sp an ic teens was growi ng six

times as fast as the rest of the te e n - a g e d population,
the theme pa r k and a t t r a c t i o n
pro ducts that will take
de m o g r a p h i c changes.
and
in du str y nee de d to develo p
into co ns i d e r a t i o n these
The d i f f er en ce s
in ethnic p r e f e r en ce s
57
withi n each c ou nt ry in this
study,
therefore,
are ex am i n e d
and reported.
Summary
In this chapter,
liter at ure
the re se ar ch er has rev ie we d sel ected
relevant to the p r es en t
study.
The p u rp os e of
this review was to p r ov id e a b a c k g r o u n d to the re search

questions and h yp ot hes es
that form the basis of this
study.
The r es ea rch er re vi ew e d the l i te ra tu re in three m aj or

areas,
b e g i n n i n g wi t h the de fi ni t i o n and hi st or y of theme
parks.
This was
fol low ed by a secti on on the
i n t e r na t i o n a l i z a t i o n of theme parks and a d i s c u s s i o n of

current
in ter na tio na l
the final
section,
issues p e r t a i n i n g to the industry.
the res ea rc he r di sc us se d the influence
of culture and dem ogr ap hi cs
on con sum er pre fe re nc es
that
have a be a r i n g on theme p a r k a tt en da nc e in the Uni te d

58
In
Chapter
R E S EA RC H ME THO DS A ND PROCEDURES
Introduction
In this chapter,
the r es ea rc he r di scusses the res earch
metho ds emp lo ye d in c o n d u c t i n g the study.

include res ear ch design,
independent variables,
techniques,
study,
re search questions,
sources of data,
c ol le ct io n of data,
research assumptions,
These m et ho ds
de pe nde nt
and
sampling
va li d i ty and reliability,
li mi tations and del im it at io ns
and a summar y of the m e tho ds
of the
and procedures.
Research Design
This study i n vo lv ed the use of des cr ip ti ve me th od s
me asu re di ff ere nce s and co rr el ati ona l me tho ds
relati ons hip s be t w e e n theme park patrons
in the c ha ra ct er is ti cs
independent
sample
to
to me as ur e
in the Un it e d
The author m e a s u r e d diff ere nce s
of the two pop ul at io ns using
t tests,
while diff ere nce s among
mul ti pl e va ri abl es were m e a s u r e d using on e-w ay analysi s of

var ian ce
Pearson's
(A NOV A). R e la ti on sh ip s were m e a s u r e d using

cor re la ti on coefficient.
59
The re sea rch er d e s i gn ed qu es tio nna ire s that were

a d m i n is te r e d to theme par k patron s
in the G a ut en g Province
of South A fr i c a and in the So ut he rn Ca li f o r n i a area of the

Uni t e d States as they exi te d the theme parks.
The
responde nt s were n at io nal s of South Afr ic a and the Unit ed

States,
respectively.
The de pe nde nt var iab le was
of attend anc e at theme parks.
freq ue nc y
The ind ep en de nt var ia bl es
were the following:

1.
Co un tr y Culture
For the U n it e d States,
the cultural var ia ble s
were:
I ndi vid ual ist
Low Power Distance
S h o r t - t e r m O r i e n t a t io n
Wea k U n c e r t a i n t y Av oi da nc e
For South Africa,
the cultural v a r ia bl es w e r e :
C ol le c t iv is t
High Power Distance
L o n g - t e r m O r ie nt at io n
Strong U n c e r t a i n t y Av oi da nc e
For both countries,
the q ua si -i nd ep en de nt
v ar iab les w e r e :
1.
Rides
High thrill
rides
M o d e r a t e thrill
rides
W a t e r rides
2.
Theme Shows
I n te rac tiv e theme shows
3.
Park Image
C l ea nli nes s
Staff service
level
Scene ry
Quality/value
4.
ratio
Time Spent W a i t i n g in Lines

Lines at ride locations
Lines
5.
at p a r k entrance
A d v e r t i s i n g Media
Te l e v i s i o n
Radio
New sp a p e r s
Direct mail
Web sites
6.
A l t e r n a t i v e At t r a c t i on s
Zoos /a ni ma l parks
Museu ms
A r c a d e games
61
M i n i a t u r e golf
W a t e r parks
F re qu enc y of at te nd an ce at theme parks was de te rm i n e d
by respondents'
rep or te d choices of diff ere nt
mo t iv a t i o n by factors that
levels of
in fl ue nc ed attendance.
Personnel
train ed in data c o l le ct io n and a d m i n is tr at io n of surveys

a d m i n is t e re d qu e s ti on na ir es
to respondents.
All
resp ond ent s
u n d e r s to od and spoke English.
Research Questions
There were
Ql:
13 re se arc h quest ion s in this study:
motivation
in the level of
for repeat a t t e n d a n c e to e xp eri en ce high thrill
rides be t w e e n at tendees
United States,
from an in di vi du al is t culture,
and atte nd ee s
from a c o ll ec ti vi st
the
culture,
South Africa?
Q2:
motivation
thrill
for repeat a t t e n d a n c e to e xp er ie nc e m o d e r a te
rides b e t w e e n a t te nd ees
South Africa,
culture,
in the level of
and atte nd ee s
from a c o l le ct iv is t culture,
from an in di v i du al is ti c
the Un i t e d States?
Q3:
mo t i v a t i o n
Is there a si gn if ic an t d if fe re nc e
in the level of
for repeat a t t e n d a n c e to e xp er ie nc e w a te r rides
62
be tw ee n atte nde es
u n c er ta in ty a vo ida nc e culture,
attendees
Q4:
South Africa ?
to vol un te er to take part
theme shows be tw ee n at tendees

coll ec ti vi st culture,
Q5:
from an i nd ivi du al ist
and at tendees
from a
South Afric a?
South Africa,
dis tance culture,

Q6:
in the level of
for repeat a tt en da nc e due to the image of a
theme pa r k b et w e e n at tendees
culture,
in the level of
in the ex ec uti on of
Is there a si gn ificant di ff er en ce
m ot i v a t i o n
and
high u n c e r t a i n t y
Is there a signifi ca nt di ff er en ce
wil lingness
culture,
from a high power distance,
avo idance culture,
high
from a high p o we r di stance
and at tendees
from a low power
Is there a si gn ificant di ff er en ce
in the level of
m o t i v a t i o n for repeat at te n d a n c e as a result of ha v i n g to

wait
in line b e t w e e n at tendees
culture,
South Africa,
distance culture,
Q7:
from a high p ow er di st an ce
and atte nd ee s
from a low power
What are the sig ni fi ca nt d i f f er en ce s
m o t i v a t i n g repeat a tt en da nc e among the

group co mp a r e d to older age groups
in factors
1 5 - 2 4 - y e a r - o l d age
(25-44,
45-59)
countries?
63
in both
Q8:
What are the sig ni fi ca nt dif fe re nc es
in factors
m ot iv a t i n g repeat a tt en da nce among the diff er en t races
in
South Africa ?
Q9:
What are the signific ant
dif fe ren ce s
in factors
m o t i v a t i n g repeat at te n d an ce among the diffe ren t races in

the Uni te d States?
Q10:
Is there a si gn ifi ca nt rel at io ns hi p be twe en
frequency of at ten da nce at theme parks and family income in

South Africa?
Qll:
Is there a si gn ifi ca nt
rel ati on sh ip be twe en
fr equency of a tte nda nce at theme parks and family income
in
the Un it e d States?
Q12:
What are the d i f f er en ce s
in the level of
influence that diffe ren t types of adv er ti si ng med ia have on

atten da nce
Q13:
in the Un it e d States and South Afric a?

What are the di f fe re nc es
al ter nat ive att rac ti ons

Un i t e d States,
to theme parks b e tw ee n attendees

s h o r t - t e r m or i e n t a t i o n culture,
and atte nd ees
ori e n t a t i o n culture,
in the rating of
from a collectivist,
the
long-term
South Afric a?
64
Data Collection
The p o p ul a t i o n of the study was theme pa r k vis ito rs
who were na tionals of their re spective countries.
sampling frames were vi sitors
to theme parks
The
in the Ga u t e n g
Province in South A fr i c a and in the Southern Cal if or ni a

area in the Un it ed States duri ng the pe ri o d of data
colle cti on in each country.
The resea rc he r used a n o n
p r o b ab i l it y co nv eni en ce desi gn
there are m a n y theme parks
for data collection.
As
in So uthern Ca li f o r n i a in the
Uni te d States,
the r e s e a r ch er sel ected two for the pu rpo se
of this
P a r t i c i p a t i on in the survey was voluntary,
study.
and the results of the survey were anonymous and st ri c t ly

confidential.
Personnel
t r ain ed in data c o l l e c t i o n and
adm in is t r at io n of survey instruments a d m i n i s t e r e d

que sti on nai re s at ra n do m to res pondents as they exi te d the
theme parks.
respondents
Personnel
int er vi ew ed a total of 250
in each country.
Ei ghteen invalid
qu es tio nna ire s were r e t u r n ed from the Uni te d States,

leaving a total of 232 v a l i d respondents.
27 invalid qu es ti o nn a i r e s were returned,
223 v al id respondents.
In South Africa,
leavi ng a total of
The purpo se of the q u e s t i o n n a i r e was
to collect st at istical m e a s u r e m e n t s
of vital
i n f o r m a t i o n on
65
consumer pr ef e re nc e s that m a y have a direct
r e l a t i o n s h i p to
frequ en cy of at ten da nc e at theme parks.
Data Sources
The study focuse d on theme pa r k vi sitors who were
years or older in the Uni te d States and South Africa.
A n a h e i m were
Anaheim.
In South Africa,
in
locations with in
re sp ondents were d ra wn from
vi sitors to Gold Reef City in Johannesburg.

res pondents
In
vi s itors to Disney's two theme parks
int er vi ew ed at various publ ic
15
A total of 250
from each count ry c o mp le ted the survey
questionnaire.
Instrumentation
The instrument
in this
study was a qu es t i o n n a ir e
dev el o pe d by the re se a r c he r to collect

m e a s u r e d levels of m o t i v a t i o n
responses that
from various
factors that
have a b ea ri n g on f re que ncy of atten da nce at theme parks.

The re sea rch er d e v el o p e d a total of 23 m e a su re me nt
questions with
que st io nn ai re
133 choices
from the
resu lt ing in 31 answers per
13 res earch que stions of this
66
study.
Scoring-Measurement Strength
The researc her used nominal and interval data
m e a s u re me n t s
to achieve the scoring.
questions used a five -p oi nt

Quest io ns
interval
2-7 us ed a Likert
Seventeen of the 23
scale.
scale to me as u r e
the
levels of consumer m o t i v a t i o n
for repeat at ten dan ce to
e xp er ie nc e various
of rides
thrill
rides,
catego ri es
m o de ra te thrill
scales in questions
rides,
somewhat important = 3,
Scales
and water rides.
The
2-4 were a ss ig ne d numerical values
ranging from not important = 1,
5.
in cluding high
in questions
sl ightly important = 2,
im portant = 4,
and very im portant =
5-7 were a s s i g n e d p e r c en ta ge values
ranging from less than 10 pe rce nt = 1, be tw ee n

and 30 perce nt = 2, b e t w e e n
10 pe rce nt
30 perce nt and 50 p e rc en t = 3,
be t w e e n 50 perce nt and 75 perce nt = 4, and over 75 perce nt

= 5.
Q u e st io n
9 used a Likert
pre fe r en ce to wat ch theme

active participants.
values
scale to me a s u re the level of
shows in which the audi en ces
are
The scale was as si gn ed num er ic al
ranging from str on gl y dis agr ee = 1, dis agr ee = 2,
neutral = 3,
agree = 4,
Qu es tio ns
and str ongly agree = 5.
10-13 us ed a Likert
scale to me as u r e the
levels of consumer m o t i v a t i o n for repeat att en da nc e due to
67
the image
of a theme pa r k b a s e d on various
including
pa r k cleanliness,
scenery,
staff
and q u al it y value ratio.
nu merical
values
important
= 2, somewhat
image a tt rib ut es
service level, pa r k
The scale was a s s i g n ed
rangin g from not important = 1, sli ght ly

im portant
= 3,
important = 4,
and
very important = 5.
Quest ion s
14 and 15 us e d a Likert
levels of co nsumer m o t i v a t i o n
scale to m e a s u r e the
for repeat att en da nc e ba se d
on short wa it in g time in lines at the park en tr anc e and at

ride locations.
The scale was ass ign ed numer ica l values
ranging from st ron gl y di sa gre e = 1, disagree = 2,

3, agree = 4,
Qu est i on
and st ro ngl y agree = 5.

17 used a Likert
scale to m e a s u r e the
likeli ho od of ch oos in g to visit alt ern ati ve

en te rt ai nm ent a tt ra ct io ns by consumers.
attracti on s
parks,
in cl ud ed
zoos/animal parks,
and water parks.
ass ig ne d nume ri ca l val ue s

1,
neutr al =
slightly likely = 2,
family
The al t e r n a t i v e
museums,
The scale was
ranging from not at all
somewhat
arcade
likely = 3,
likely =
lik el y = 4,
and ve r y likely = 5.
68
Research Procedures
The res earch pr oce du re s
first
con si st ed of three
step was the qu es t i o n n a i re development,
second step was the pilot
study.
steps.
The
and the
The third step was the
a d m i n i s t r a t i o n of the survey instrument.
Questionnaire Development
The r es ea rc her d e v e l o p e d the qu es t i o n n a i r e and
submitted it to the c h a i rp er so n and co mmittee
the study.
This group e x a m i n ed the que st io nn ai re
content and reliability.

cor re ctions and changes.
(IRB)
sup er vi si ng
for
The r es ea rc he r then made

Finally,
the
Internal Rev ie w Board
ap pr o v e d the questionnaire.
Pilot Study
The r es ea rc he r s u b mi tt ed the qu es t i o n n a i re to eight
doctoral
students at A l li an t
In te rnational University,
ex am in ed it for its v a l i di ty and reliability.
who
The
resear ch er us e d the fe edback from these students to make

p r o v is io na l
impr ov em en ts to the instrument.
in charge of m e a s u r e m e n t
Business at A l l ia nt
the q u e s t i o nn a ir e
The pr of es so r
statistics at the C ol leg e of
I ntern at io nal U ni ve rs it y then exa mi ne d
for v a l i d i t y and re l i a b i l it y in
69
co nj unc tio n with the ch a i r p e r so n
in charge of the study.
The r e se ar che r made the n e c e s s a r y corrections and changes

b a s e d on their recommendations.
Thereafter,
the re sea rch er
tes te d the qu e s t io nn a i re among 30 San Diego residents who

had v i si te d eith er Di sn e y la nd or Sea World withi n the
previo us three months.
The r es ear ch er made
further
revisions to the qu es t i on na ir e b as ed on this pilot test and

in c o n j un ct io n with the advice of the cha ir pe rs on
in charge
of the study.
Data Collection
Field p e r so nne l t r ai ne d in data collect ion c o nd uc ted
the data c oll ect io n under the su pe rvi sio n of the
researcher.
All
res pondents
com pl et ed the que st io nn ai re
the pr es en c e of the field pe r s o n n e l
at the theme park
venues p re - s e l e c t e d by the r e se ar ch er
The field pers onn el
for data collection.
a p pr oa c h e d p a r k vi sitors as they left
the parks and ex p l a i n ed the p u rp os e of the survey.

par ti c ip an t s
in
Wi ll i n g
15 years and older then were issued the survey
instrument a c c o mp a n ie d by an int rod uc to ry letter from the

chai rp er son in charge of the study.
Responde nts
co mp le te d
the qu es ti o n na i re s and h a n d e d th e m ba c k to the field
70
personnel.
The re sea rch er then coll ec ted the
qu e st io nna ir es
for data analysis.
Data Analysis
The type of data co l l e c t e d in cl ude d nominal and
interval data.
Likert
scale.
The interval data was b as ed on a five-point

D e s cr ipt iv e statistics were u t i l i z e d for
re porting frequencies,
means,
and standard deviations.
The
following st at istical m e a s u r e s were used in the study:

independent
sample
t-tests,
cor re la ti on coefficient.
ANOVA,
and Pearson's
Independent
sample
t-tests were
used to dete rm in e di f f e r e n c e s b e twe en two sub group means,

while A N O V A was used to d e t er mi ne di ff erences b e t w e e n
mul t i p l e
su bgroup means.
was used to d e t er mi ne
Pearson's c o r r el at io n coef fic ien t
re la ti on sh ip s b e twe en variables.
Re la ti on sh ip s and d i f f er en ce s b e twe en vari ab les were test ed

at a 0.01 st at istical
s i g ni fi ca nc e level.
Research Hypotheses
Th ir te en hy po t h es es were
the study.
HI:
These hy po th es es
Attendees
Uni te d States,
formul at ed for the pu r p o s e of

are as follows:
from an in di vi du ali sti c culture,
will have a s i g n i fi ca nt ly higher
the
level of
71
motivation
for repeat a tt en da nc e to e xp er ie nc e high thrill
rides than at tendees
from a colle ct iv is t culture,
South
Africa.
H2:
Africa,
Attendees
culture,
South
will have a s i g n if ic an tl y high er level of
motivation
thrill
from a coll ec tiv ist
for repeat a t te nd an ce to e x pe ri en ce mo de r a te
rides than atte nd ee s
culture,
H3:
from an in di v i du al is ti c
the Unit ed States.

Attendees
u n c e r t a i n t y av oi dan ce culture,
high
a s i g n i fic an tly high er level of m o t i v a t i o n
will have
for repeat
atte nd anc e to ex per ie n c e wa te r rides than att en dee s

high po we r distance,
high un ce r t a i n t y avoi da nce
from a
culture,
South Africa.
H4:
At t e n d ee s
Uni t e d States,
from an individ ual ist
will have a s i g n i fi ca nt ly high er
wi l li ng nes s to v o l u n t e e r to p a rt ic ip at e
theme
culture,
shows than atte nd ees
the
level of
in the ex ec uti on of
from a c ol lec ti ve
culture,
South
Africa.
H5:
At t e n d e e s
South Africa,
from a high power dis tan ce
culture,
will have a si gn i f i c a n tl y hig he r level of
m o t i v a t i o n for repeat a tt en da nc e to theme parks with a
72
pr es ti gi ou s
image than atte nd ee s
di stance culture,
H6:
the U n i t e d States.
A t t en de es
South Africa,
motivation
from a high power distance culture,
will have a s i g n i f ic an tl y lower level of
for repeat at te n d a n c e as a result of havi ng to
wait in line than at tendees

culture,
H7:
from a lower power
from a lower power distan ce
the Un it e d States.
There are
fewer si gn ificant di ff er en ce s
in
factors m o t i v a t i n g repeat a tt en da nc e among
15-24 -y ea r- ol ds
25-44- and 45-
59-year-olds,
H8:
in both countries.
There are si gn ificant differe nc es
in factors
m o t i v a t i n g repeat a tt en da nc e among the diff er en t races
in
South Africa.
H9:
There are sig ni fi ca nt dif fe re nc es
in factors
m o t i v a t i n g repeat at te n d a n c e among the di fferent
races
in
H10:
There is a po si t i v e
re la ti o n s h i p b e tw ee n
f r e gu en cy of a tt en da nc e at theme parks and family income
South Africa.
Hll:
There
is a po si t i v e re la t i o n s h i p b e twe en
f r e gu en cy of at te n d a n c e at theme parks and fam il y income i

the Un it e d States.
73
H12:
There are s i g n if ic ant differences
in the level of
influence that diff ere nt types of adv er tis ing m e di a have on

attenda nc e in the U n i t e d States and South Africa.
H13.
At te nd ee s
ori en t at io n culture,
the Un i te d States,
are mor e
favor h ed on i st ic al te rn at iv e attracti ons

games,
wat er parks,
attendees
culture,
short-term
like ly to
such as arcade
and m i n i a t u r e golf courses than
from a collectivist,
lo n g- te rm o r i en ta ti on
South Africa.
Assumptions of the Study

There were six m a jo r assu mpt ion s made while c on duc tin g
the study.
The as su mpt ion s must be acc ept ed if the
findings of the study are to be reg ard ed as reliable.
The
study as sum ed the following:

1.
All the q u e s ti on na ir e
items in this
study were
clear ly un de r s t o o d by the respondents.

2.
The resp ond ent s ans we re d all the ques ti ons
in the
survey instrument truthfully.

3.
The instrum ent was appr opr iat e for co ll ec ti ng
data relate d to the study and ade quate

that
it was
int end ed to measure.
for m e a s u r i n g all
The instrument had been
74
pilot te st ed bef ore use to check for its r e li a b i l i t y and

validity.
4.
The sta tistical
ap pr opr iat e
5.
tests used were the most
for the re se ar ch qu estions
Theme parks
in the study.
in South Af ri c a and the Un i t e d States
are s u f fi ci e n tl y similar to allow a m e an in g f u l

be tw ee n pa r k vi si to rs
6.
H of st ed e' s
in the two ma rke ts to be made.

cultural dimensions,
as d i s c u s s e d in
the l it er at ur e rev ie w section of the study,

reflect the a g g re ga te
c om par is on
adequately
cultural dif fe re nc es b e tw ee n the
Un i t e d States and South Africa.
Limitations of the Study

There were three m a j o r limitat io ns
in the current
study:
1.
The study was limit ed to Southern Ca li f o r n i a
the Un it ed States and to G au ten g Province
in South Africa.
A n y attempt to g en er ali ze the results of this

reflect simi lar iti es
study to
and d i ff ere nce s be tw ee n the Unit ed
States and South A f r i c a n consumers must,
therefore,
with caution.
75
be made
in
2.
A n o n - p r o b a b i l i t y sa mpling technique was used.
This should be borne
in m i n d when gen er al iz in g results to
the rest of the po pu l a t i o n

3.
in each country.
The study e xa mi ne d sim ilarities and diff ere nce s
be tw ee n theme par k vi s itors

Afr i c a
in the Uni te d States and South
from a cultural perspective.
Other p e rs pe ct iv es
such
as level of eco nom ic and t e ch no lo gi ca l dev elo pme nt were not

i nv es ti g a te d in the current
study.
Summary
In this chapter,
a d e t a i l ed review of the res earch
m e t h o d o l o g y e m p l o y e d in the study to answer the re search

que st io ns was undertaken.
A descriptive,
design was used in the study.

t h ro ug h qu es ti o n n a i re s
c or re la ti on al
Prima ry data were co l l e c t ed
co mp le te d by theme pa rk vis ito rs
the Un it e d States and South Africa.
in
Field research ers with
prior tr ai n i n g a d m i n i s t e r e d the q u e s ti on na ir es to vi sitors

15 years and older as they ex i t e d the theme parks.
data were an al y z e d using ind ep end en t
w a y analysis of variance,
coefficient.
Finally,
sample
t tests,
The
one
and Pearson's cor re lat io n
li mi tations and as su mptions of the
re search were listed and discussed.
76
CH AP TE R 4
RESU LT S A ND FINDINGS
Introduction
The ob je cti ve of this chapter is to pr ese nt
and
explain the data g at h e r e d rather than draw in te r p r e t a t i o ns

or conclusions.
The p u r p os e of this
study was to deter min e
the role of cultural and de m o g r a p hi c differen ces

that m o t i v a t e
fr e q u e n c y of a t ten da nce at theme parks
Unit ed States and South Africa.

in this
on factors
study were i n d e p en de nt
c o r r e la ti on coefficie nt,
The statistical tests used

sample
t-Test,
Pe arson's
and o n e-w ay analysis of va ri anc e
(ANOVA ). Ow in g to the large number of tests

to ensure r e l i a b i l i t y of results,
s i g n if ic an ce -- the p r o b a b i l i t y
ob ta i n e d by chance -- was
in the
(p)
run,
in all cases
in order
statist ic al
that a result was not
set at the 0.01 level.
The
findings are p r e s e n t e d and an al y z e d acco rd in g to the

res earch questions.
tables
The data are p r e s e n t e d in the form of
fo ll ow ed by a b ri ef d e s c r i p t i o n in words of the
notable in f o r m a t i o n
in each table.
A summary of the results
and findings of the study is p r ov id ed at the end of the
77
chapter.
An a s t er is k
(*)
is used to denote all values of p
that are s t a t i st ic a ll y significant.
Table 4
Importa nce A t t a c h e d to High Thrill Rides
Country
United
States
South
Africa
Mean
SD
232
4.14
1.28
223
3.63
Reliability
(Alpha)
t
value
Significance
(p)
0.86
4.35
< 0 .0 1 *
1.23
Note : N = nu m b e r of res po ndents

SD = st and ar d d e v ia ti on
Alp ha = R e l i a b i l i t y of the in strument qu estions for
this var ia bl e as m e a s u r e d by Cro nb ac h alpha coef fic ien t
* = st a t i s t i c a l l y significant
Table
4 shows that attendees
from the Uni te d States
att ac he d s ig ni f i c a n t l y mo r e impor ta nc e to high thrill

than did atten dee s
from South Africa.
The results of the
level of im por tan ce a tt ac he d to m o de ra te thrill

il lu st ra te d in Table
rides
rides are
5.
78
Table
Importance A t t a c h e d to M o de ra te Thrill Rides
Country
Mean
SD
United
States
232
2.85
1.01
South
Africa
223
3.81
1.05
Reliability
(Alpha)
Significance
value
(p)
0.79
-9.91
<0.01*
Note : N = number of re sp ondents

SD = st an da rd de v i a t i o n
Al p h a = R e l i a b i l i t y of the in strument ques ti on s for
this va ri ab le as m e a s u r e d by Cr on b a ch alpha co ef ficient
* = s t a t i s t i c a l l y signifi ca nt
Table
5 c l ea rly d e m o n s t ra te s
that attendees
from the
Unit ed States a t t a ch e d s i g n i f i c a n t l y less importance to

m o d e r a t e thrill
rides than did atte nd ee s from South Africa.
The results of the level of i mp or ta nc e at ta che d to water

rides are il l u s t r at ed in Table
One sees
di ff e r e n c e
from Table
6 that there was no significant
in the i mpo rt an ce a t t a c h ed to water rides
be t w e e n at tendees
South Africa.
participate
6, page 80.
from the Uni te d States and at tendees
The results of the level of wil li ng ne ss
in i nt er ac ti ve theme
from
to
shows are il l u s t r a t e d in
Table 7, page 80.

79
Table
Import an ce A t t a c h e d to Water Rides
Country
United
States
South
Africa
Mean
SD
232
3.34
1.20
223
3.15
Reliability
(Alpha)
t
value
Significance
(P)
0.79
1.72
0.09
1.09
Note: N = num ber of r e s p ond en ts

SD = st and ar d d e v i a t i o n
Alph a = R e l i a b i l i t y of the instrument ques ti on s for
this var iab le as m e a s u r e d by Cr on ba ch alpha coe ff ic ie nt
Table 7
Wil li ng ne ss to V o l u n t e e r to Partici pa te
Inte rac tiv e Theme Shows
t
Mean
SD
232
1.59
0.55
value
1
o
United
States
South
Africa
223
1. 65
Significance
(P)
UD
Country
in
0. 60
Note : N = num ber of res po nd en ts

SD = st an da rd d e v i a t i o n
80
0 .35
Table 7 shows that there is no significant di ffe ren ce

in level of wi l l i ng ne s s
to vo lu nt ee r to p a r ti ci pa te
interact iv e theme shows b e t w e e n attendees

States and atte nde es
from South Africa.
in
from the Uni te d
The results of the
level of importa nce a t t a ch ed to the image of a theme park

are il l u s t ra t e d in Table
8.
Table
Impor tan ce A t t a c h e d to the Image

of a Theme Park
Country
United
States
South
Africa
Mean
SD
232
3.91
0.70
223
4 .68
Reliability
(Alpha)
t
Value
Significance
0.84
-13.84
<0.01*
(p)
0.45
Note: N = numb er of respond en ts

SD = sta nda rd de vi at io n
Al pha = R e l i a b i l i t y of the in strument gues ti on s for
this var iab le as m e a s u r e d by Cro nb ac h alpha coeffici ent
* = st a t i s t i c a l l y signifi ca nt
Table
8 dem ons tr at es
that atte nde es
from the Unit ed
States a tt ac he d si gn if i c a n t l y less importa nce to the image

of a theme pa rk than did atten dee s
from South Africa.
81
The
results of the level of wi ll i n g n e s s

ill us tr at e d in Table
9.
Table
W i l li ng ne ss
^
Country
Mean
to wait in line are
^
SD
United
States
232
3 ^71
Q ^94
Suth
Africa
223
3.65
1.21
to Wait in Line
Reliability
Alpha
t
value
Significance
0.64
0.71
0.4*
Note: N = numb er of res pondents

SD = sta nda rd de vi ati on
A lp ha = Re li a b i l i t y of the instrument ques tio ns for
this var iab le as m e a s u r e d by C ro nb ac h alpha coe ffi cie nt
Table
d iff ere nce
9 reveals that there
is no significant
in the level of m o t i v a t i o n
due to havi ng to wait
for repeat att en da nc e
in line be tw e e n attendees
Un it ed States and attendees
from South Africa.
from the
The results
of the level of reliance by atten dee s
on the various me dia
are ill us tr at ed in Table
and Table
10,
page
83,
11,
84 .
82
page
Table
10
Level of Rel ian ce on Radio, Television,

and the Internet
Country
J
Medium
U.S.
t
Significance
n
, ,
value_________ p
Mean
SD
232
2.13
0.77
223
2.11
0 .84
232
2.38
0. 69
223
2.86
0. 51
232
2.42
0.72
223
2.00
0. 90
Radio
S .A.
U.S.
Television
S.A.
U.S.
The Internet
S .A.
0.34
0.73
-8 .48
<0 .01*
5.48
<0.01*
Note: N = num be r of re sp ondents

SD =
U.S.
S.A.
* =
Table
1.
st an d ar d de v ia ti on
= U n it e d States
= South Af r i c a
st at is t i c a l l y signifi ca nt
10 reveals the following:

There was no si gn ifi ca nt dif fe re nc e
in the level
of reliance on radio as a source of i n f o rm at io n on theme

parks be t w e e n atte nde es
attendees
2.
from the Un i t e d States and
from South Africa.

At t e nd ee s
f rom South Af ri c a
relied s i gn if i c a n t l y
more on t el ev i si on as a source of i n f o rm at ion on theme

parks than did atte nd ee s
from the Uni te d States.
83
3.
Attendees
si g ni fic an tly more on the
from the Un i t e d States
relied
Internet as a source of
inf or ma ti on on theme parks than at tendees
from South Afri ca
did.
Table
11
M ed ia and A t t e n d a n c e (Direct
Mail and Print)
Country
Mean
SD
232
2.01
0.80
223
2.42
0.79
232
1. 72
0.76
223
1.74
0.84
Medium
U.S.
Print
S.A.
U.S.
Direct
mail
S.A.
t
value
Significance
(P)
-4 .40
<0.01*
-0.15
0.88
Note : N = number of respondents

SD = st an da rd d e v ia ti on
U.S. = U n i t e d States
S.A. = South Afr ic a
* = s t a t i s t i c a l l y significant
Table
1.
11 de mo n s t r a t e s the following:
Attendees
from South A f r i c a
relied s i g n i f i c a n t ly
more on the print me di a as a source of in fo rma tio n on theme

parks than att end ee s
2.
from the U n it e d States did.
There was no sig nificant di ff er en ce
in the level
of reliance on direct mail as a source of i n f o r m a t i o n on

84
theme parks b et wee n atte nd ees

att endees
from the Uni te d States and
from South Africa.
Table
12
Rating of A l t e r n a t i v e "S el f - I m p r o v e m e n t "

Attractions
Country
U.S.
232
S.A.
223
Mean
3.58
3.89
SD
Reliability
(Alpha)
value
Significance
(p)
0.71
-2.95
<0.01*
0.94
1.31
Note: N = number of respon de nt

SD = st andard de v i a t i o n
A l p h a = R e l i a b i l i t y of instru me nt questions for this
va ri ab le as m e a s u r e d by Cr on ba ch alpha co ef ficient
U.S. = Uni te d States
S.A. = South Af ri c a
* = s t a t i s t i c a ll y si gn ificant
Table
12 shows that atten dee s
s e l f -i mp ro ve men t a tt ra ct io ns
museums)
(zoos,
animal parks,
rated
and
as s i gn if i c an tl y p r e f e r r e d alte rna tiv e
e n t e r ta in me nt
attr act io ns
from the Un i t e d States.
to theme parks than at tendees
The results of the re lative
of he don is t ic att rac tio ns
are il l u s t r a te d in Table
85
rating
13.
Table
13
Rating of A l t e r n a t i v e "H ed onistic"

A t t r a c t i on s
Country
U.S.
232
Mean
3.25
SD
Reliability
(Alpha)
223
3.46
Significance
(P)
1.08
0.57
S.A.
t
value
2.19
0 .13
0.95
Note: N = number of r espond en ts

SD = st andard de v i a t i o n
A lp ha = R e l i a b i l i t y of in strument que st io ns for this
variab le as m e a s u r e d by Cr on b a c h alpha coeffic ie nt
U.S. = Un it e d States
S.A. = South Af r i c a
Table
13 shows that there was no significant
differ en ce in the rating of "hed on is ti c" a t t r a ct io ns

(arcade games,
and water parks)
as
alt er na ti ve en t e r t a i n m e n t at tr act io ns to theme parks

b e tw ee n attendees
South Africa.
from the Un i t e d States and a t t en de es
from
The results of the r e la ti on sh ip be t w e en
frequency of a t te nd an ce and family income in South Af ri c a

are i l l u st ra te d in Table
14.
86
Table
14
F re que nc y of A t t e n d a n c e and Family

Income in South Afric a
Pearson's
Correlation
Significance
223
R = 0.44
p < 0.01*
Note: N = number of respondents

* = s t at is t i ca l l y significant
Table
14 makes
clear the finding that there was a
significant and po si t i v e
re la ti o ns hi p be tw ee n h o u se ho ld
income and f re qu enc y of at ten dan ce at theme parks

Africa.
The results
of the re la t i o n s h ip be t w e e n
in South
frequ enc y
of attend anc e and family income in the Un it e d States are

il lu st ra ted in Table
15.
Table
15
R e l a t i o n s h i p b e tw ee n Frequ enc y of At te n d a n c e
and Family Income in the Uni te d States
Pearson's
Correlation
Significance
232
R = 0.05
p = 0.43
Note: N = num ber of re sp ondents
87
Table
15 makes clear that there was no signifi ca nt
rela ti o n s hi p b et wee n h o u s e h o l d income and f r e qu en cy of

attenda nce at theme parks
of the si mi larities and d i f f er en ce s

repeat attend an ce among the 15-24
in Table
16,
Table
page
year olds are il lu str ate d
89.
16 reveals that there were
dif fer enc es
The results
5 of 13 si gn ificant
in factors m o t i v a t i n g repeat att en da nc e among
theme pa rk visitors aged 15 to 24 years old b e tw ee n

at tendees
Africa.
1.
thrill
from the Un i te d States and attendees
These
factors are su mm ar iz ed as follows:
At te nd e es
from the U n i t e d States
rated high
rides as a s i gn i f ic an tl y higher mo ti v a t i n g
for repeat a tte nd anc e than did at tendees

2.
from South
At t e nd e es
factor
from South Africa.
from South Af r ic a rated m o d e r a t e thrill
rides as a sig ni fi ca nt ly high er mo ti v a t i n g

repeat attenda nce than atte nd ees
factor
for
from the Un it e d States
did.
3.
At te nde es
from the Un it e d States rated water
rides as a sig ni fi ca nt ly high er m o t i v a t i n g

repeat at ten dan ce than did atte nd ee s
factor for
from South Africa.
88
Table
16
Factors M o t i v a t i n g Repeat A t t e n d a n c e
among 15-24 Year Olds
t
value
P
value
3.22
<0.01*
-3.28
<0.01*
2. 68
0.01*
1. 01
0.32
-7 .01
<0.01*
Willingness to wait in line
1.71
0.09
Reliance on radio for info on parks
0.07
0 .95
Reliance on direct mail for info on parks
0 .70
0.48
-0.75
0.46
3.36
<0.01*
-1. 95
0.05
Preference for self-improvement attractions
0. 33
0.74
Preference for hedonistic attractions
1.48
0.14
Factors Motivating Frequency of Attendance
Importance of high thrill rides

Importance of moderate thrill rides
U.S.
= 75
Importance of water rides

Willingness to volunteer for shows
S .A.
= 71
Importance of park image
Reliance on television for info on parks

Reliance on the Internet for info on parks
Reliance on print media for info on parks
Note:
N = num be r of re sp ondents
U.S. = Un i t e d States
* = s t a t i st ic a ll y significant
4.
Attendees
relied
sig n if ic a nt ly more on the Internet as a source of i n f o r m a

tion on theme parks t han at tendees
from South A f ri c a did.
89
5.
A t t e n d e es
from the Un i t e d States at ta c h ed
sig n if ic a nt ly less im portance to the image of a theme park

than did att end ee s
fr om South Africa.
Table
17
Factors M o ti va t i n g Repeat A t t e n d a n c e
Factors Motivating Frequency of

Attendance
t
value
value
3. 65
<0.,01*
-8 .85
<0..01*
U.S.
= 116
0.
S.A.
=
120
73
-2 .16
1.
11
.03
<0.
-X
\ 1
-1 .05
0.
-11 .46
<0 .47
0..30
0.
.27
-0 .63
0 ..52
-8 .12
<0..01*
3. 35
<0..01*
-4 .31
<0..01*
-3 .75
<0..01*
-2 .50
Reliance on Internet for info on parks
U.S. = U ni t e d States
S.A. = South Afr i ca
* = st at is t i c a l l y significant
90
-X
1 1
Note: N = num be r of respondents
0.
One can see from Table

si gni ficant di ffe re nc es
17 that there are 8 of 13
in factors m o t i v a t i n g repeat
attend anc e among theme pa r k vi si tor s aged 25 to 44 years

old b e t we en attendees
from South Africa.
1.
At t e n de es
from the Un i te d States and att endees
These
factors are su mma riz ed as follows:
rated high
thrill rides as a s ig ni fi c a n t l y higher m o ti v a t i n g

for repeat attenda nc e than did atte nd ees
2.
At t e n de es
factor
from South Africa.
from South A f r i c a rated m o d e r a t e thrill
rides as a si g n if i ca nt ly higher mo ti v a t i n g
repeat a tt en dan ce than atte nd ee s
factor for
did.
3.
At t e n d ee s
from the Un it e d States at ta ch ed
s i gn if ic an tl y less im po r t an ce to the image of a theme park

than attendees
4.
from South Africa.
At te nde es
relied s i g n i f i c a n t ly
more on tel ev is io n as a source of in fo rma tio n on theme

parks than did at tendees
5.
At te nde es
from the United States.
from the Uni te d States relied
si gn if ica ntl y more on the Internet as a source of

in fo rma tio n on theme parks than at tendees
from South Af ri c a
did.
91
6.
At t e nd ee s
from South Afri ca
relied s i gn if i c a n t l y
more on the print me di a as a source of info rma tio n on theme

parks than did atte nd ee s
7.
Att en de es
from the Unit ed States.
from South Af r ic a rated "self-
improvement a t tr ac ti on s, "
museums,
i.e.,
zoos,
At te nde es
att rac tio ns, " i.e.,

parks,
and
as si gn if i c a n t l y p r e f e r r e d alt er na ti ve att ra ct io ns
to theme parks than did attendees

8.
animal parks,
from the U n it e d States.
from South Afri ca

arca de games,
rated "he do nis tic
m i n i at ur e golf,
and wa ter
as s i gn if ic an t l y p r e f e r r e d al te rna tiv e attr act ion s
to theme parks than atten dee s

One notes
in Table
18,
13 significant dif fe r e nc es
from the Unit ed States did.
page
93,
that there were
6 of
in factors m o t i v a t i n g repeat
attendance among theme pa r k vi sitors aged 45-59 years old

b et wee n attendees
South Africa.
1.
from the Un it e d States and at tendees
These
At te nd ee s
factors are summari zed as follows:

from South Afr ic a rated m o d e r a t e thrill
rides as a s i gn if ic an tl y highe r mo ti v a t i n g
repeat a tte nd anc e than atte nd ee s
2.
At te nd ee s
from
factor for
from the U n i t e d States.
from the Uni te d States att ach ed
si gn if ica ntl y less im por tan ce to the image of a theme pa rk

than attendees
from South Africa.
92
Table
18
Factors M o ti va t i n g Repeat A t t e n d a n c e
t
value
P
value
0.72
0.47
-5.00
<0.01*
-0.03
0. 98
-0.24
0.81
-4.79
<0.01*
0.89
0.38
-1.12
0.27
-0. 14
0.89
-7 .1
<0.01*
2 .88
<0.01*
-0 .99
0.32
-2 .78
<0.01*
-2 .84
<0.01*
Fac tors M o t i v a t i n g
Attendance
F r e q u e n c y of
N

U.S.
= 38

S.A.
= 31

Note: N = numb er of respond en ts

U.S. = Un it e d States
S.A. = South Af r i c a
* = s t a t i st ic a ll y significant
3.
At te nd ee s
from South Afr ic a
relied sig ni fi ca nt ly
more on t el ev i si on as a source of i n f o rm at ion on theme

parks than atte nd ee s
93
4.
A t t end ee s
s i gn i fi ca n tl y more on the
relied
Internet as a source of
in f or ma tio n on theme parks than did attendees
from South
Africa.
5.
At t e nd ee s
from South Af r i c a rated "self-
improve me nt at tr a ct io ns ,"
museums,
i.e.,
animal parks,
and
as sig ni fi ca nt ly p r e f e r r e d alt ern ati ve attr act ion s
to theme parks than at tendees

6.
A t t en de es
a t t r a ct io ns, "
games,
zoos,
i.e.,
water parks,
rated "h ed on is ti c
m i n i a tu re golf,
and arcade
as sig ni fi c an t l y p r e f e r r e d al te rn ati ve attracti ons
to theme parks than did atte nd ees

Table
19,
on page 95,
from the Un it e d States.
d e m o n s t ra te s that there was only
1 of 13 significant d i f f e re nc es
repeat a t te nda nc e among att en dee s of di fferent ethnic

groups
d i f f e re nc es
There are significant
in the p r e f e r e n ce s
for high thrill
the vario us e t h n i c /ra ci al groups
rides among
94
Table
19
Factors M o t i v a t i n g Repeat At te n d a n c e among

the Different Races in the United States
F
value
P
value
4 .55
<0.01*
1.28
0.29
0. 90
0.48
1.77
0.12
2 .34
0.04
0. 34
0.89
1.46
0.20
-0.80
0.50
1.41
<0.22
1.46
0.20
1.29
0.27
2. 65
0.02
0.52
0 .76
Factors motivating frequency of

attendance
Caucasians
= 145
Hispanics
= 38
African
Americans
= 29

Asian
Americans
= 7

Others
= 12
Note: N = number of resp ond en ts

95
Table
20
Factors M o t i v a t i n g Repeat A t t e n d a n c e among the

Different Races in South Africa
F
value
P
value
0 .61
0.72
2 .71
0.01*
2 .63
0.02
0.43
0.86
0 .69
0. 66
0. 69
0. 66
0 .90
0.50
2 .97
<0.01*
0.89
0.50
2 .03
0.06
F ac to rs M o t i v a t i n g
Attendance
N
Blacks
= 151

Whites
= 43
Colored
= 19


2 .7
*
i1
O
o
Indians
= 8
13. 41
<0.01*
0.59
0.73
N o t e : N = num be r
of respondents
* = s t a t i s t i c a l l y significant
Table 20 shows that there were

di ff er en ces
4 of 13 signific ant
in factors m o t i v a t i n g repeat a tt en da nc e b e tw ee n
attendees of d i f fe re n t
races groups
in South Africa.
factors are s u m m a r i ze d as follows:
96
These
1.
There are sig ni fic an t dif ferences
p r e f er e nc es
races
for m o d e r a t e thrill
in the
rides among the different
in South Africa.
2.
There are sig ni fic an t diff ere nce s
in the reliance
on direct mail as a source of i n f o r ma ti on among the

diff ere nt
3.
races in South Africa.

There are si gn ificant di ff ere nce s
in the reliance
on print me di a as a source of in fo rm at io n among the

di f fe re nt
4.

There are sig ni fic an t diff ere nce s
pre f er e nc es
diffe re nt
for se l f - i mp ro ve me nt
in the
att ractions
among the
Table 21
Age of Res po nd en ts
Country-
Mean Age
SD
Minimum
Age
Maximum
Age
United
States
31. 9
232
10. 65
15
64
South
Africa
31.5
223
10.20
14
70
Total
455
Note: N = num be r of respond en ts

SD = st an da rd de v i a ti on
97
Table 21 di splays the inf orm ati on showing that the

me a n and st an da rd d e v i a t io n of the ages of re sp ond en ts
South Af r i c a and the U n it ed States were similar.
relative sizes of the respondents'
ho useholds
in
The
are
i l l u s tr at ed in Table 22.
Table 22
SD
Mean
Median
United
States
232
1.6
3.2
3.0
South
Africa
223
1.2
4.5
5.0
Total
455
t
Value
Significance
p <0.01
N)
Country
1
00
00
Ho u s e h o l d Size by Count ry
Note: N = num be r of re sp on de nts

SD = sta nda rd de v ia ti on
Table 22 in dicates
among at tendees was
that the average h o u s e h o l d size
s i g n if i c a n t l y smaller in the Unit ed
States than it was in South Africa.

re pr e se n ta ti o n of ma le s
The relative
and females among the res pon den ts
is i l lu st ra ted in Table 23.
98
Table
23
Gen der of R e sp ond ent s by Co unt ry
Country
Male
Percentage
Female
Percentage
United
States
232
120
51.7
112
48.3
South
Africa
223
96
43.0
127
57.0
455
216
47 .4
239
52 .6
Note: N = num ber of responde nts
Table 23 indicates
well
that both males and females were
r e p r e s e nt ed in the study in each country.
di st r ib ut i on of the respondents'
The
income in both countries
is ill us tr at e d in Table 24.
Table 24
Respondents'
Income by Count ry
Annual Income
(000s USD)
<3
30-45
45-60
60-75
>75
United States
35
43
41
48
66
South Africa
99
44
30
26
23
99
Table 24 shows that the

respondents'
frequ enc y spread of the
incomes was ske we d tow ar d the lower end of the
income bra cke ts

Uni te d States,
for South A f r i c a n respondents.
In the
income d i s t r i b u t i o n was more eve nl y spread
among respondents,
alt h o u gh there was a slight
skewing
tow ard the upper end income bracket.

Table 25 on page
101 indicates that there are 3 of 13
si gni ficant d if fe re nce s be t w e e n m al es
and females
of factors m o t i v a t i n g
fr e q u e n c y of attend an ce
Africa.
are sum ma ri ze d as follows:
These
1.
factors
Males
in terms
in South
rated high thrill rides as a si g ni fi ca nt l y
higher mo t i v a t o r to att e nd theme parks than did females.

2.
Females
rated m o d e r a t e thrill
rides as a
s i gn if ic an tl y high er m o t i v a t o r to atte nd theme parks than

did males.
3.
i.e.,
Females
zoos,
rated " se lf -i mp ro ve me nt
animal parks,
and museums,
p r e f er re d alt er na ti ve att ra ct io ns
at tr ac tio ns, "
as sig ni fi ca nt ly
to theme parks than males
did.
100
Table
25
Factors M o t i v a t i n g Repeat A tt en da nc e be tw ee n
Males and Females in South Af r ic a
t
value
P
value
2 .90
<0.01*
-4 .20
<0.01*
1.01
0.31
1.12
0.26
-1. 60
0 .11
-1.82
0.70
0 .84
0.40
-0.26
0.80
-2 .30
0.02
-0.82
0.42
-0.14
0.15
-2.85
<0.01*
0.89
0.37
Factors motivating frequency of

attendance

Males
= 96

Females
= 127
Note: N = number of res pon den ts

* = st at is t i c a l l y signifi ca nt
Table 26 shows that there is only 1 of 13 sig nificant

dif fe re nc es b et w e e n m a l e s and females
m o t i v a t i n g f r e gu en cy of a t t e n d a n c e
in terms of factors
101
Males
rated high thrill rides as a s i g n i f i c a n t l y higher
m o t i v a t or to att en d theme parks than females did.
Table 26
Factors M o t i v a t i n g Repeat A t t e n d a n c e b e tw ee n
Males and Females in the Un it e d States
t
value
p value
2 .63
<0.01*
-1.58
0.16
0.34
0.73
0.15
0.88
-1.34
0.18
1.43
0.15
-0.09
0 .95
0.71
0.48
0.75
0.45
0.05
0. 95
0.27
0.79
-1.16
0.25
0.21
0.84
Facto rs M o t i v a t i n g
Attendance
N

Males
= 120
Females
= 112
Wil/lingness to volunteer for shows


Note: N = num be r of respond en ts

* = s t a ti s t i c a l l y significant
102
Chapter Summary
In this chapter,
the o b j ec ti ve was to p r es en t and
explain the data g a t h e r e d rather than to draw

i n te rp re ta ti on s or conclusions.
The findings were p r e s e n t e d
and an al y z e d b a s ed on the re se ar ch questions.

p r e s e n t e d in the form of tables
The data were
fo ll o w e d by a brief
de s c r i p t i o n in words of what i n f o r m a t i o n was wo rt h not in g

in each table.
In summary,
the m a j o r
findings p r e s e n t e d
were the following:

At t e n d e e s
at tached
si gn i f i c a n t l y more i mp ort an ce to high thrill

attendees
rides than did
from South Africa.
Attendees
at tached
sig n i f i c a n t l y less i mp ort an ce to mo d e r a t e thrill

did attendees
from South Africa.
There was no sig ni fi ca nt di ff er en ce

at ta c h e d to water rides b e t w e e n atte nd ee s
States and attendees
At t e n d e e s
rides than
in the importance
from the Un it e d
from South Africa.
from the Un i te d States
attach ed
s i g n i f i c a nt l y less im po rt an ce to the image of a theme pa rk

than atte nd ee s
from South A f r i c a did.
There was no si gn if ic an t dif fe re nc e

motivation
in the level of
for repeat at te n d a n c e due to havi ng to wait in
103
line be tw ee n att end ees
from the Uni te d States and attendees
from South Africa.

There was no s ig n if ica nt di ff er en ce in the level of
reliance on radio and direct mail as sources of in f or ma ti on
on theme parks b et we e n at tendees
attendees
from the U n it ed States and
from South Africa.
At te nde es
from South Af r ic a
showed s i gn if ic an tl y more
reliance on t el ev is i on and print m ed ia as sources of

informat io n on theme parks than attendees
from the Un i te d
States did.
At t e nd ee s
from the U n i t e d rel ie d s i g n i f i c a n tl y mo r e on
the Internet as a source of in fo rma tio n on theme parks.

At te nd ee s
a ttractions
from South A f r i c a r at ed " s e l f - im pr ov em en t"
(zoos,
animal parks,
and museums)
as
s i g n i fic an tly p r e f e r r e d al t e r n a t i v e e n te rt ain men t

attractions to theme parks than did at tendees
from the
Unit ed States.
There was no si gn ifi can t dif fe re nc e
" hed onistic" a tt ra ct ion s
water parks)
(arcade games,
as a l t er na ti ve en te rt ain men t at tr act ion s to
theme parks b e t we en atte nd ee s

attendees
in the rating of
from the Un it e d States and
from South Af ri c a
104
and
There was a signific an t and po sitive
r e la ti on sh ip
be tw e en h o u s e h ol d income and freq ue nc y of at te nd an ce

theme parks
at
in South Afri ca
There was no signific ant
re la tio nsh ip be t w e en
ho us eh o ld income and f r eq ue ncy of a tt end an ce at theme parks

in the Uni te d States
There were only five sig nificant di ff ere nce s
in
factors m o t i v a t i n g repeat a tt en da nc e among theme park

visitor s aged 15-24
differe nce s
years co mp a r ed to eight
sign ifi can t
for re spo nd en ts aged b e tw e e n 25-44
six for responde nts
years and
aged 45-59 years b e t w e e n atte nd ees
from
South Afr ic a and the Unit ed States.

In the presen t
differ enc e
study,
in factors m o t i v a t i n g repeat at te n d a n c e b e tw ee n
attendees of di ff ere n t
However,
there was only one signifi ca nt
there were
ethnic groups
in the U n i t e d States.
4 of 13 signific ant dif fe re nc es
in
factors m o t i v a t i n g repeat a tt end an ce b e tw ee n atten dee s of

diff ere nt ethnic groups
in the South Africa.
The average ho u s e h o l d size among atte nd ees was

si gn if ic an tl y smaller in the Unit ed States than in South
Africa.
The impli cat ion s of these
findings are d i s c u s s e d in
the fol lowing and final chapter.
This is fo ll o w e d by
105
conc lu sio ns
from the study and r e c o m m en da ti on s
for future
research.
106
CHAPTER
DISCUSSION,
CONCLUSIONS,
A N D RE CO M M EN DA TI ON S
Introduction
This chapter pre se nts
elements of the pre vio us
a summary of the important
sections of the study fo ll o w ed by
a di scu ss ion on the findings of the study.

present s
The author
summa ry tables of the key findings d e t a i l e d in
Chapter 4 for ease of reference.

the conclusi ons
The r es ea rc he r disc us ses
and re co m m en da ti on s
drawn from the res earch
findings.
A c c o r d i n g to recent
a cade mic journals,
the
l it er at ur e on theme p ar ks
failure to account
dif ferences has been a c o nt ri bu ti ng

success
into eme rgi ng ma rke ts

Africa,
for cultural
factor to the m i x e d
in the export of theme pa r k brands.
Eur opean theme par k bran ds
in
As A m e r i c a n and
are focusing now on ex p a n d i n g
such as China,
Mexico,
and South
this study aimed to examine the role of cultural
and dem og ra ph ic di ff ere nce s

of attend anc e at theme parks
de ve lo pe d country,
in the United States,
and in South Africa,
fr eq ue nc y
a
an em er g i n g market.
107
The pu r p os e of this
study was to det er mi ne the role of
cultural and de m o gr a p hi c di ff ere nce s on factors that

m o t i v a te
freq uen cy of at ten dan ce at theme parks
Uni te d States and South Africa.

should assist m a n a g er s
in the
The findings of the study
of theme pa rk brands ex pa nd in g
i n te rn at io na l ly in their de cisions
on s t a n da rd iz at io n
versus a d a pt at i on of at tr actions o f fe re d at theme parks.

The study sought to test hy po th es es on con sumer
pr e fe re nce s b a s e d on dif fe re nc es
dem o g r a ph ic attributes.
in cultural and
The study used H of ste de 's
(2001)
dimensions to inv est ig at e the role of cultural d i ff ere nce s

parks.
freq ue ncy of at ten dan ce at theme
Ho fst ede 's model
dimensions
distance,
avoidance,
consists of five cultural
inclu din g in di vi d u a l i s m and collectivism,

m a s c u l i n i t y and femininity,
uncertainty
and l o n g - t e r m / s h o r t - t e r m orientation.
de s c r ip ti o n of these dimen si ons
power
A brief
as de s c r ib ed by Hof ste de
follows.
A c c o r d i n g to Ho fstede
(2001),
individualism is a
t end en cy wi th in a culture to focus on the indivi du al

than on the group,
rather
and collectivism is a t e n d e n cy wit hi n a
culture to w a r d gre gar i o us ne ss
and group orientation.
distance refers to the extent to w hi ch less po we rf ul

108
Power
me m b e rs
of a socie ty co nsider and accept that p o w e r
Femininity emphasizes caring for
d i s tr ib ut ed unequally.
others and q ua lit y of life,

achi eve men t and success.
the extent to wh ich peo pl e
while masculinity emphasizes
Uncertainty avoidance refers to

feel t hr ea te ne d by a m b i gu it y and
try to avoid these situations.

u n c er ta in ty avoidance,
In countries of strong
there is a need for rules and
customs to st ructure life.

an emphasis
is
Long-term orientation refers to
on values of thrift and perseverance,
while
short-term orientation refers to high consumption,
low
savings values.
The study u t i l i ze d a descriptive,
design.
correl at io na l
Prima ry data were co l l e c t e d through qu e s t io nn ai re s
c o m pl et ed by theme pa r k vis ito rs

South Africa.
in the Un it e d States and
There were 232 respondents
States and 223 respond en ts
in the Unit ed
in South Africa.
Qu e s t i o n n ai re s
were a d m i n i s t e r e d ra nd o m ly by tr ai ne d field research ers

vis itors
to
15 years and older as they en ter ed or exit ed the
theme parks.
The data were a n a l y z ed using independ ent
tests,
ANOVA,
sample
t-
and Pearson's co r re la ti on coefficient.
Re l a t i on sh ip s and d if fe ren ces b e tw e e n var ia ble s were te s t e d

at a 0.01
statist ic al
s i gn if ic an ce
level.
109
The ma jo r
findings of the study in cluded the
following:
1.
At te nd ee s
f rom the Unit ed States att ach ed
si gn i fi ca ntl y mo r e im por tan ce to high thrill rides than did

attendees
2.
from South Africa.

At t e nd ee s
f rom the Unit ed States att ac he d
s ig ni fic ant ly less im por tan ce to mod era te thrill

attendees
rides than
from South Africa.
Table 27
Summa ry of the Differen ces in the Importance
A t t a c h e d to Variou s Types of Rides
,j
Type of^ tRide
^
Country
Mean
U.S.
232
4.13
S.A.
223
3. 64
U.S.
232
2.84
S.A.
223
3.82
High thrill
rides
Moderate thrill
rides
t
.
value
Significance
, .
p)
4.2
<0.01*
-10.14
<0.01*
Note: N = number of responde nts

3.
A t t e nd ee s
from the Uni te d States att ach ed
s ig ni fic ant ly less
im porta nce to the image of a theme park
than did att endees
from South Africa.

110
Table
28
Summa ry of the Differences in the

A t t a c h e d to Park Image
Country
United States
South Africa
Mean
232
3.91
223
Importance
t value
Significance
-13.84
p<0.01*
4.68
Note: N = num ber of re sp ondents

4.
Att en d e e s
showed si gn i fi ca nt ly
more reliance on t e l ev is io n and print med ia as sources of

info rma tio n on theme parks than did at tendees
Unit ed States,
while atten dee s
from the
from the U n it e d States
relied sig ni fi ca nt ly mor e on the Internet as a source of

info rma tio n on theme parks.
Ill
Table
29
Summar y of the Sig ni fic an t Differences

in the Level of Re liance on Various
M ed ia by At te nde es
Medium
Respondents
Mean
U.S.
Print
232
1.95
S.A.
U.S.
Television
U.S.
Internet
2.41
232
2.38
223
2.86
232
2.42
Significance
-6.61
p < 0 .01*
P<0.01*
00
S.A.
223
t value
00
1
Country
5.48
S.A.
223
P< 0.01*
2.00
Note: U.S. = Un i t e d States

* = st at i st ic a l ly significant
5.
A significant and po si t i ve
re la tio nsh ip b et wee n
h o u s e h ol d income and f r eq ue ncy of attenda nce at theme parks

ex is te d in South Africa,
but none exist ed in the United
States.
112
Table
30
Summar y of the R e l a t i o ns hi p be twe en

H o u s e h o l d Income and Frequency
of A t t e nd an ce
Country
Pearson's
Correlation
South Africa
223
0 .44
p< 0.01*
United States
232
0.05
p= 0.43
Significance
Note: N = no of re sp ondents
* = s t a t i s t i c a l l y si gn ificant
6.
Only 5 of 13 signifi ca nt dif fe re nc es
in factors
m o t i v a t i n g repeat a t t e n d a n c e among theme pa r k vi si to rs

24 years old b e t w e e n atte nd ee s
attendees
15-
from the Un i t e d States and
from South A f r i c a are evident co mp a r e d to eight
significant d i f f er en ce s
for respondents b e t w e e n 25-44 years
old and six for res po nd en ts
45-59 years old.
113
Table
31
Summar y of Si gn ificant Differences in

Factors M o t i v a t i n g Repeat A t t e n d a n c e
among Vario us Age Groups
15-24
t
25-44
t
45-59
t
3.22*
3. 65*
NS
-3.28*
-8.85*
-5.00*
2. 68*
NS
NS
NS
-2 .16
NS
-7.01*
-11.46*
-4.79*
NS
-8. 12*
-7.1*
3.36*
3.35*
2 .88*
NS
-4.31*
NS
NS
-3.75*
-2.78*
NS
-2.50*
-2.84*

Note: * denotes s ig ni fi can ce at p = 0.01

NS = not
7.
significant
There was only one si gn ificant d i ff e r e n c e
in
factors m o t i v a t i n g repeat a tt end an ce b e tw ee n atten dee s of

di fferent ethnic groups
there were
in the Unit ed States.
4 of 13 sign ifi can t differen ces
in factors
m o t i v a t i n g repeat at te nd an ce be tw ee n attendees
ethnic groups
However,
of different
in South Africa.
114
Table
32
Summ ary of the Sign ifi can t Differences in

Factors M o t i v a t i n g Repeat At te n d a n c e
among V ar iou s Races
U.S.
F value
S.A.
F value
4 .55*
0.61
NS
2 .71*
NS
2.97*
NS
2.7*
NS

13.41*
Note: * denotes signi fi ca nc e at p = 0.01

NS = not significant
8.
females
There were fewer d i f f er en ce s b e twe en males and

theme parks
freq ue ncy of attenda nce
at
in the U n i t e d States than there were b e tw ee n
males and females
in South Africa.
115
Table
33
Summa ry of Results of the Differences in

Factors M o t i v a t i n g Repeat Att en da nc e
be t w e e n Males and Females
U.S.
S.A.
t value
t value
2.63*
2.90*
NS
-4.20*
NS
-2.85*

Note: * denotes si gn if i c a n c e at p = 0.01

NS = not si gni ficant
Conclusions
The conc lus ion s are d i s cu ss ed in the order of the
research questions.
Each researc h que stion and hy pot hes is
is res tated for the co nv eni enc e of the reader.

on whethe r the findings
The implic ati ons
A statement
s u pp or ted the hy pot hes is
follows.
of the findings are di sc uss ed
subsequently.
Conclusions, Research Question 1

Q1:
Is there a sig ni fic ant d if fer en ce
in the level of
m o t i v a t i o n for repeat a tt en da nc e to experi en ce high thrill

rides be tw ee n atten de es
from an individ ual ist
culture,
116
the
Un it ed States,
and at tendees
from a c o l le ct iv is t culture,
South Africa?
HI:
A t t e nd ee s
Unit ed States,
motivation
from an in di vi du ali sti c culture,
the
will have a si gn i f i c a n t l y hig he r level of
for repeat a tt end an ce to ex per ien ce high thrill
rides than a tt end ee s
from a colle ct ivi st culture,
South
Africa.
The findings of the study support this hy po t h e s i s
are c ons is ten t with earli er
(1999)
and Roberts
(1994)
findings by G r e e n f i e l d et al.
that
i n d i v i du al is m is closely
a s s o c i at ed with risk taking and thrill

of theme pa r k brands
should,
and
seeking.
therefore,
on the nu m b e r or speed of high thrill
Mark et er s
place mo r e emphasi
rides in the Uni te d
States than they w o u l d in South Africa.

Q2:
Is there a signifi ca nt d if fer en ce
motivation
for repeat a tt en da nc e to e xp eri en ce mo de r a te
thrill rides b et w e e n at tendees

South Africa,
culture,
and atte nd ee s
from a co ll ec t i v i s t culture
from an in di v i d u a l i s t i c
the Un it e d States?
H2:
Africa,
in the level o
Attendees
from a coll ec ti vi st
culture,
South
will have a s i g n i f i c a n t l y higher level of
117
motivation
thrill
for repeat at te n d a n c e to experi enc e mod er at e
rides than att endees
culture,
from an in div idu ali sti c
the United States.
If i n di vi d u al is t ic A m e r i ca ns have a hig he r appetite

for extreme thrill th an the more colle ct ivi st
Africans,
South
it is to be e x p e c t ed that the latter wo uld
exhibit a hig her ap pet it e

the former.
for mo d e r a t e thrill
The finding that at tendees
rides than
from the Uni te d
States
at ta c he d s ig ni fi c a n t l y less importance to m od er at e
thrill
rides than att endees
therefore,
Roberts
from South Afr ic a did was,
consist ent with the ar guments ad va n c ed by
(1994)
and G r e e n f i e l d et al.
theme pa rk brands,
therefore,
(1999).
M a r ke te rs
of
should place more emphasis on
the numb er and v ar ie t y of m o de ra te thrill
rides in South
Afr ic a than they w o u l d in the U n it ed States.

Q3:
d iff ere nce
Ori gin al
que st io n reads:
Is there a significant
for repeat a tt end anc e
to experie nce water rides b e t w e e n attendees

power distance,
Uni ted States,
from a low
high un ce r t a i n t y avo idance culture,

and at ten dee s
the
from a high p o we r distance,
high u nc er t a i n t y a v o id an ce culture,
South Africa?
118
H3:
At te nd ee s
from a low p ow er distance,
un c e r t a i n t y avoi da nc e culture,
high
a sig ni fi c an tl y hig he r level of mo ti va t i o n
will have
for repeat
attend an ce to ex per ie nc e wa ter rides than at tendees

high power distance,
from a
high u n c er ta in ty avoid anc e culture,
South Africa.
This hy pot he sis was not sup po rt ed by the findings of
the study.
It is w ort h n o ti n g that at a less rigorous
signi fi ca nc e
level
been supported.
made
such as 0.10,
However,
this hypothe sis w o u l d have
it is po ss ibl e that the as su m p t i o n
in the study that an a f f i n i t y for water sports
leads
to a similar a f f i n it y for wa ter rides ma y be the reason

that this hy po t h es is
is not s u pp or ted by the findings.
Conclusions , Research Question 4

Q4:
Is there a si gn if ic an t diffe re nce
wi ll ing ne ss
to v o l u n t e er to take part in the exe cu ti on of
theme shows be tw ee n at t e n d e es
culture,
c o ll ec ti vi st
H4 :
culture,
At t e n d e e s
Uni t e d States,
wi l l in gn es s
in the level of
from an in div idu al ist
and attendees
from a
South Africa?
from an in di vidualist
culture,
will have a s i g n i fi ca nt ly high er
to v o l u n t e e r to pa r t i c i p at e
the
level of
in the ex ec ut io n of
119
theme
shows than attendees
from a collective
culture,
South
Africa.
This h y p o t he s is was not supp or te d by the findings of
the study.
At
Hofste de' s
face value,
(2001)
this
finding departs
view that individuals
societies are less wi l l i n g to vol un te er

at tr ac tin g roles
exp l an a ti on
in group situations.
from
from c o ll ec ti ve
for attent ion -
A pos sib le
for this is that South Af ri c a n res pon den ts may
view the o p p or t u n i t y to p a r t i c i p at e
by their friends as a pr e st ig io us
in a theme
show wa tc he d
or image b oo st in g
opportunity.

Q5:
Is there a si gn ificant di ffe ren ce
motivation
for repeat at te n d a n c e due to the image of a
theme p a r k b e t w e e n at tendees
culture,
South Africa,
distanc e culture,
H5:
in the level of
motivation
pr es ti gi ous
and at tendees
from a low power
Attendees
South Africa,
from a high p ow er di stance
from a high power di stance culture,
will have a s i g n i f i c a n t l y hi g he r level of
for repeat at te n d a n c e to theme parks with a

image than atten dee s
di stance culture,
from a lower power
the U n i t e d States.
120
The findings of the study su pp or te d this hypothesis.

Thi s is consi ste nt with earlie r w o r k by De Mooij
who arg ued that people
(2004),
in high p ow er distance cultures
seek
to de mo ns tra te their po s i t i o n in socie ty by showing that

they have
so ph is t i c a t e d tastes,
and that such b e h a v i o r
ev id en ce d by s o c i a l - s t a t u s - r e i n f o r c i n g habits
is
such as
ex pensive dre ss in g and p a t r o n i z i n g pr es tig iou s places.

Q6:
Is there a sign ifi can t dif fe re nc e in the level of
motivation
wait
for repeat at te nd an ce as a result of havi ng to
in line be tw ee n at te nde es
culture,
South Africa,
dis tance culture,

H6:
motivation
wait
and at te nde es
from a high po we r distance culture,
will have a s i gn if i c a n t l y lower level of
for repeat at te nd an ce as a result of havin g to
in line than atten dee s
culture,
from a low power
the U n it ed States?
A t t en de es
South Africa,
from a high power dis tance
from a lower power dis tance
the Uni te d States.
The study found that there

d iff ere nce
is no significant
due to hav in g to wait
for repeat a t ten da nce
in line be tw e e n attendees
from the
121
Uni t e d States and att en de es

that Hypothe sis
from South Africa.
This means
6 was not supported.
A pro ba bl e e x p l an at io n
for this
result of using "w ill i n gn es s
finding m a y be a
to pay extra m o n e y to avoid
wa iti ng in line" as one of attrib ut es
to me a s u re the extent
to which at tendees d i s l i k e d wa it in g in line at rides and

entrance gates.
A l t h o u g h res pondents
were drawn from c or re sp o n d i n g
in both countries
income groups,
dis tri bu t io n of these respondents'
the
incomes wit hi n the range
was skewed tow ar d the hi g he r end in the Un it e d States an d

the lower end in South Africa.
findings,
This m a y have i n f l ue nc ed the
as high er income earners are more likely to be
wi lli ng to pay extra to av oi d standing in line.
An ot he r
factor that should be ex a m i n e d is wheth er the wa i t i n g time

on lines at theme parks
in the two m a rke ts
is similar.
also should be n ote d that most A m e r i c a n theme parks

fast passes,
offer
while those in South Afric a do not.
C o n c l u s i o n s , Research Question
Q7:
It
What are the sign ifi can t differe nc es
m o t i v a t i n g repeat a t t e nd an ce among the

group co mp a re d to ol der age groups
in factors
15 -2 4- ye ar -o ld age
(25-44,
45-59)
countries?
122
in both
H7:
There are a fewer significant d i ff ere nce s
in
factors m o t i v a t i n g repeat at te n d a n c e among 1 5 -2 4- ye ar- old s

59-year-olds,
25-44- and 45-
in bo t h countries.
The findings of the study show that this hy pot hes is

was supported.
A closer look at the a tt end an ce
factors
which age group d if fe ren ce s were re po r t ed reveals

of interest to marketers.
The over-45 age groups
countries do not seem to value high thrill

exce pt io n of the Internet,
in
findings
in both
rides.
Wi t h the
m e d i a habits of the un der-25s
appear similar in both co untries but clear ly diff er en t

among older consumers.
In South Africa,
groups rely s ig ni f i c a n t l y more

pri nt and te lev is i on
on t r a d it io na l m e d i a such as
for sources of i n fo rma tio n on theme
parks than do their co un te r pa rt s

The older age groups
s i g n i f i ca n tl y mo re
en t e r ta in me nt
the older age
from the U n it ed States.
in South A f r i c a also showed
in c l i na ti on to visit alt er na ti ve
a t t ra ct io ns
to theme parks than did their
A m e r i c a n counterparts.
This co rr ob o r a t e s pr ev iou s
Blackwell
(1994),
findings by Has sa n and
who ar g u e d that the mid dl e
teenage and youth m a r k e t s
(13-25)
classes
t hr ou gh ou t the w o r l d are
bec o m i n g i n c r e a s i n g l y similar be c a u s e of intense exposure
123
to we s t e r n tel ev i si on programming.
corr ob or at es
De Mooij' s
The finding also
finding in 2004 that
in Japan,
the
18-25 age group exh ibits ve r y simil ar con sumer beh av io r

ch a ra ct er is tic s to W es t e r n counterparts.
enter the job mar ke t and mo v e
to c o n f o r m more to typical
exhibit mo r e d i f fe ren ce s
their c o n te mp ora ri es
into mid dl e
age,
once t hey
they begin
Ja panese beh av io r and there for e
in co ns u m er b e h a v i or com par ed to
in the West.
The im pl ications of these

more
However,
findings are that there
latitude to s t a n d a r d i z e d theme pa r k att ra cti ons
is
and
shows de si gn ed for the youth and teena ge segments across

markets,
while
for att ra ct io ns
M a r ke te rs
some degree of a d a p t a t i o n m ay be n e c es sa ry
and shows t a r g e t e d at older age groups.
also m a y ne e d to i n ve sti gat e what needs to be
done to enhance the a t t r a c t i v e n e s s of theme parks to the

over-25s
in South Africa,
pr ef e r en ce
for al t e r n at iv e
as they cu r r e nt ly exhibit a
family en te rt ain men t
attractions.
Conclusions, Research Questions 8 and 9

Q8:
What are the si gn if ic an t di ff ere nc es
in factors
m o t i v a t i n g repeat at te n d a n c e among the diff er en t
races in
South Afric a?
124
H8:
There are si gn ifi ca nt differe nc es
in factors
mo t iv a t i n g repeat at te nd an ce among the diff ere nt races
in
South Africa.
Q9:
What are the sig nif ica nt dif fer enc es
in factors
m ot iv a t i n g repeat at te nd an ce among the diffe ren t
races
in
the Uni ted States?

H9:
There are sign ifi can t dif fer enc es
mo ti va t i n g repeat at te nd an ce
in factors
among the diff er ent
races in
the Unit ed States.

Both South A f r i c a
m u lt ic ul tu ra l
and the Un i t e d States are
societies,
and any sig nificant dif fe re nc es
consumer pre fe re nc e s
among the variou s
useful to marketers.
The
in
races w o ul d be
findings of this study show that
while there was only one sig ni fi ca nt di ff e r e n c e among

di fferent ethnic groups
in the Un it e d States,
of 13 significant dif fe re nc es
Afr ica
among ethnic groups
in terms of factors m o t i v a t i n g
attenda nce at theme parks.
there were
in South
frequ enc y of
A closer look at the Unit ed
States data reveals that the re po r t ed higher pr ef er en ce

among Hispanics
for high thrill rides can be a t t r i b u t e d to
their younger average age

age of 28 versus
(Hispanic at tendees had a me a n
33 for the rest of the U n i t e d States
respondents) . The lower pr ef er en ce
for high thrill
125
rides
among Blacks
can be e x p l a i n e d largely by the larger
p ro po rt i on of females among Bl ac k respond en ts

sample.
Hence,
Hy pot he si s
8 was supported,
in the study
wh il e Hypot he si s
9 was not.
A pos sib le reason for this
States,
the dominan t culture
is that in the Un i t e d
is the Ang lo
the m a j o r i t y Ca u c as i an ethnic group.
Saxon culture of
As a result,
is the common language in the Uni te d States,

Afric a has several off icial
languages
while
Englis h
South
re pr es en ti ng each
major ethnic group.
The d i s t i n c t io n be tw ee n ethn ic su b
cultural boundaries,
therefore,
m ay be less p r o n o u n c e d in
the Uni te d States than in South Africa.
Conclusions, Research Questions 10 and 11

Q10:
Is there a sign ifi can t
rel at io ns hi p be twe en
fre quency of at ten dan ce at theme parks
and fam il y income
in
South Africa ?
H10:
There
is a pos it iv e rel at io ns hi p be tw e e n
fr equency of att en da nc e at theme parks and family income
in
South Africa.
Qll:
Is there a sig nif ica nt rel ati on sh ip be tw ee n
freq uen cy of att en da nc e at theme parks and family income in

the Unit ed States?
126
H I 1: There is a po si t i ve
r e lat io nsh ip be twe en
fre quency of attendance at theme parks and family income in

the Un i t ed States.
H ypo the si s
study,
10 was
but Hypothesis
sup po rt ed by the findings

11 was not.
A po ss ib le
reason for
this m a y be that the Un i te d States has a more

po p ul a ti on than does South Africa.
Ame r ic a ns have
only those in the upper m i d d l e

attendance.
affluent
M a n y lower m i d d l e
sufficient d i s p os ab le
regular a tt en da nce at theme parks,
of the
class
income to afford
while
in South Africa,
classes can af f or d regula r
It also m a y be p o s s ib le that A m e r i c a n s have a
larger choice of a l t e rn at ive
leisure e n te rt ain men t venues
than do South Africans.

Family make up m a y be anoth er ex p la na ti on
findings.
for the
This is a p o s s i b i l i t y be ca us e a larger Af ri c a n
family with the same annual h o u s e h o l d income will have mo r e

m em be rs
sharing this
income than is the case
family in the Uni te d States.
The average
(mean)
respo nd ent 's ho u s eh ol d in South A f r i c a was

versus
3.2 m em be rs
therefore,
in the U n it e d State.
for a smaller
size of the
4.5 me mbe rs
One might,
expect annual h o u s e h o l d income to be a stronger
pr ed i ct or of the amount of m o n e y avail abl e
for leisure
co n su mp t io n in South A f r i c a than in the Un it e d States.
127

Q12:
What are the sig ni fi ca nt differe nc es
of influence that diffe re nt

on attendance
H12:
in the level
types of ad ve rti sin g me di a have
in the Un i te d States and South Africa ?
There are sig ni fic ant di ff erences
in the level of
influence that diffe ren t types of ad ve rti sin g me di a have on

attendance
in the Uni te d States
and South Africa.
The findings of the study show that this hy pot hes is

was supported.
A t t en de es
s ig ni fi can tly more
from South Afr ic a
showed
rel iance on te lev isi on and print m ed ia
as sources of in fo rm a ti on on theme parks than did a t t en dee s

from the Un i t e d States,
while at tendees
from the Un it e d
States relied s i g n i f i c a n tl y mo r e on the Internet as a

source of i n f or mat io n on theme parks.
pre vious
findings by Chen and A l l m o n
consumer pe r c e p t i o ns
of the m e d i a
influence the e f f e c t iv en ess

possible,
however,
This co rr obo rat es

(1998),
who found that
in di fferent cultures
of these media.
It is
that the level of Internet p e n e t r a t i o n
m a y have in fl u e n c e d the findings of the study.

it is important
di ff er en ce s
Nonetheless,
for m a r k e t e r s to take cogniz an ce of these
in m e d i a habits when m a k i n g a d v e r t i s i n g and
p r o mo ti on de cisions
for theme pa r k brands
in d i f fe re nt
countries.
128

Q13:
What are the significant di ff ere nce s
ratings of a l t er na tiv e attract io ns

attendees
culture,
to theme parks b e tw ee n
s h o r t - t e r m or i en ta ti on
and attendees
from a
c o l l e c t i v i s t , l o n g - t e r m o r ie nt ati on culture,
H13:
A t t e nd e es
or ien ta tio n culture,
favor he do ni st ic al te rn ati ve att rac tio ns

games,
water parks,
a collectivist,
in the
South A f r i c a?
short-term
are more
likely to
such as arcade
and m i n i a t u r e golf than atte nd ees
l o n g - t e r m or i en ta ti on culture,
from
South
Africa.
This h yp ot he s i s was not supp or ted by the findings of
the study.
(1998),
This cont rad ict s earlier
findings by Li and Wong
who e x a m i ne d the effects of h e d o n i s m and
i n t e l l e c t u al i sm on leisure time co n su mp ti on in A u s tr al ia
and Si ngapore and found that co nsumers who value h e d o n i s m
more than i n t e l l e c t u a l i s m are likely to spend more time on
ent er ta in me nt
activities.
a ct iv it ies
than on s e l f -i mp rov em ent
Further i n v e s ti ga tio n ma y be n e c e s s a r y to
determine wh y this h yp ot he si s was not supported.
A pos sib le
co nt ri b u t i n g factor is the app ar en tl y se co nda ry rating of

theme parks as p r e f e r r e d family en te r t a i n m e n t
a t t r ac ti on s
129
among South Af ri ca n s over 25 years of age when p r e s e n t e d

with a lt er na tiv e choices.
Conclusions on Other Findings

In both countries,
ma le s
rep ort ed high thrill rides as
a si g n i f ic an t ly greate r m o t i v a t o r to visit a theme park

than did females.
Of perha ps
greater interest,
however,
the fact that this was the only signifi ca nt d if fer en ce
is
in
factors m o t i v a t i n g a tt en da nc e b e t w e e n males and females

more
while in South Africa,
significant differences.
in
there were two
Females re po rt ed mo de r a te
thrill rides and sel f- im p r ov em en t
al te rna tiv e att ractions
(zoos,
as s i g n i f i c a n t l y more
animal parks,
and museums)
important than was re po r t ed by their male counterparts.

This
is a factor w o r t h y of note by marketers.

Further in ve st i g at io n m a y be ne ce ss ar y to dete rmi ne
why males and females exhibit a great er numb er of

dif fer en ces
Africa.
in factors m o t i v a t i n g a t te nd an ce
It is pos si bl e that cultural
factors
in South
such as the
greater pow er dis tan ce be t w e en males and females
in South
Af ri c a m a y be an u n d e rl yi ng reason for this observation.
130
Recommendations for Further Research

Some of the findings of this
investigation.
study warrant
The large numb er of diff ere nce s
further
in factors
m ot iv a t i n g a tt en da nc e at theme parks among the diff er en t

races and genders
in South Af r ic a war rants
further
investigation.
This w o u l d enable theme park m a n a g e r s
to
deter min e what
they m i g h t need to do to make al low anc es
for
some of these differences.

While the youth and young adults
di s p l a y e d similar p r e f e r e n c es
attendance,
longitudinal
in both countries
in factors m o ti v a t i n g
it wo uld be int er es ti ng to do a series of

studies to d e te rm ine wheth er
similar
pr ef er en ce s will co nt inu e as this age group enters the late

20s and early 30s.
This w o u l d enable theme park m a n a g e r s
to
de termine w he th er a g r eat er degree of s t a n da rd iz at io n m ay

be possib le as today's g l ob a l i z e d youth mature.
This
study i nv e s t i g a t e d differe nc es
in factors
inf lu encing a tte nd anc e among dom est ic vi sitors to theme

parks
in South Af ri ca and the United States.
study e xa mi nin g factors
i n fl uen cin g attend an ce among
tourists vi si t i n g theme parks

South Afr ica
A similar
is recommended,
in both the Un i t e d States and

as foreign vi si to rs
c on sti tut e
131
a sizable p r o po r ti on of theme park attendees
in both
countries.
Similar
studies can be done reg arding other countries
such as China,
Brazil,
India,
are prime target m a rk et s
South Asia,
for theme parks.
and M e x i c o that
Future studies
m ay include the role of other factors that influence

fr eguency of attendance,
passes.
Preferences
such as annual and seasonal
for co rporate versus
souvenirs and m e r c h a n d i s e
sold at theme parks m a y also be
inc luded in future studies.
Finally,
cr os s-c ult ura l
studies on factors m o t i v a t i n g attend anc e

family ent er ta in me nt
indigenous
for other types of
centers can be conducted.
A t t r a c t i on s
such as ice rinks,
arcade games,
and m i n i a t u r e golf are now
opening up in most
large cities of the d ev el op in g world.
Concluding Statement
This
study r ei nf or ce d pre vious work done on Hofste de' s
hypothesis,
p a r t i c u l a r l y that by De Mooij
showed that cultural

dif fe ren ce s
(2000,
and de m og ra ph ic varia ble s
in co nsumer preferences,
2004),
who
explai n m ost
p a r t i c u l a r l y when
similar income groups are compared.
The study also showed
that m a r k e t e r s
in diff er en t m a rke ts
need to account
of theme pa r k brands
for cu ltural dif fe re nc es when d e si gn ing
132
att rac tio ns
such as high and mo de r a te thrill
sel ecting m e d i a
rides,
for a d v e r t i s i n g and pr o m o t i o n purposes,
and
po s i t io ni n g the theme p a r k b r a n d in terms of image and

prestige.
The study also showed that m a rk et ers
can aff or d to
standar di ze theme pa r k a t tr act ion s tar ge te d at the teenage

and youth markets,
wh il e some degree of d i f f e r e n t i a t i o n is
ne c e s sa ry for older consumers.

that gender di f f e r en c e s
theme parks are b i g g e r
m a r ke te rs
the study showed
in factors m o t i v a t i n g at te n d a n c e at
in a high p ow er di stance culture
than in a low po we r di st a n c e
These new in sights
Finally,
culture.
should enable in te rn at io na l
of theme p a r k brands to des ig n strat eg ie s that
reflect the a p p r o p r i a t e b a la nc e b e t w e e n s t a n d a r d i z a t i on and

d i f f e r e n t i a t i o n of theme p a r k attractions.
turn,
This will,
in
enhance the l i k e l i h o o d of successful entry into new
markets.
133
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A P P E ND IC ES
APPENDIX A
THEME PARK SURVEY
(UNITED STATES)
Theme Park Survey (United States)

A university in California, U.S.A. is conducting research on cultural influences among theme
park visitors in the United States and South Africa in terms o f factors motivating frequency o f
attendance. This questionnaire is to be used in this research. Your answers w ill be held in strict
confidence and w ill be used only for academic research. I f you have any questions, please call
doctoral researcher John M uriithi at 858 231 2113 or e-mailjmuriithi@alliant.edu
1) How many visits have you made to theme parks in the last 12 months? Please mark only one X
One
Four
Three
Two
Five or more
How important are these rides in making your decision to visit a theme park? Please mark only
one X in each line
Very
important
Important
Somewhat
important
Slightly
important
Not
important
2) High thrill rides

(Giant roller coasters & tower
drops)
3) Moderate thrill rides (Small
roller coasters and adult merrygo-round rides)
4) Water rides
During a visit to a theme park, what percentage o f your time do you allocate to the following
types o f rides? Please mark only one X in each line
Between
Less than
Between
Between
75%
30 and 50%
10 and 30%
10%
or more 50 and 75%
(Giant roller coasters, tower
drops)

roller coasters, adult merry-goround rides)
7) Water rides
8) I prefer to watch theme shows where the audiences are active participants. Please mark
only one X
Strongly agree
Agree
Neutral
Disagree
148
Strongly
Disagree
9) During interactive theme shows, if volunteers were needed, are you likely to volunteer to
participate? Please mark only one X
Yes
No
How important are these attributes in motivating your decision to visit a theme park? Please
mark only one X in each line
Very
Important
Important
Somewhat
Important
Slightly
Important
Not
Important
10) Neatness o f the park

11) A high standard of
service by the staff
12) Its scenery is pleasant?
(Landscaping and design )
13) A competitive ticket

price.
I would be willing to pay a few extra dollars to avoid long lines at the following locations.
Please mark only one X
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
14) At the park entrance

15) Inside the park at ride locations
16) What media sources are you likely to use as sources o f information about theme parks? Please
mark only one X in eac a line
Somewhat Likely
Least Likely
Most Likely
a) Radio
b) Direct mail
c) Television
d) Web sites
e) Newspapers
149
17) How likely are you to visit the following attractions as an alternative to theme parks? Please
Somewhat
Slightly
Not Likely
Likely
Likely
Very likely
Likely
a) Zoos/animal parks
b) Museums
c) Arcade games
d) Miniature golf
e) Water parks
18) In what range is the total household income o f your family? Please mark only one X
Over $75,000
$45,000-60,000
$60,000-75000
Less than
$30,000
$30,000-45000
19) The number o f members living in our household is. Please mark only one X
1
More than 6
20) What was your age at your last birthday? ________________ yrs.
21) What ethnic group do you consider yourself a member of? Please mark only one X
Caucasian
Hispanic
African
American
Asian American
22) What is your country o f birth? ___________________________________

23) What is your gender?
Male
Female
Thank you for taking time to fill out this questionnaire
150
Other
APPENDIX B
THEME PARK SURVEY
(SOUTH AFRICA)
Theme Park Survey (South Africa)

A university in California, U.S.A. is conducting research on cultural influences among theme
park visitors in the United States and South Africa in terms o f factors motivating frequency of
attendance. This questionnaire is to be used in this research. Your answers w ill be held in strict
confidence and w ill be used only for academic research. I f you have any questions, please call
doctoral researcher John M uriithi at 858 231 2113 or e-mailjmuriithi@alliant.edu
1) How many visits have you made to theme parks in the last 12 months? Please mark only one X
One
Two
Four
Three
Five or more
How important are these rides in making your decision to visit a theme park? Please mark only
one X in each line
Very
important
Important
Somewhat
important
Slightly
Importan
Not
important

(Giant roller coasters & tower
drops)
roller coasters and adult merrygo-round rides)
4) Water rides
During a visit to a theme park, what percentage o f your time do you allocate to the following
types o f rides? Please mark only one X in each line
75 %
Between
Between
Between
Less than
or more 50 and 75%
30 and 50%
10 and 30 %
10%
(Giant roller coasters, tower
drops)

roller coasters, adult merry-goround rides)
7) Water rides
8) I prefer to wat :h theme shows wh< re the audiences are active participants. Please mark
only one X
Strongly agree
Agree
Neutral
Disagree
152
Strongly
Disagree
9) During interactive theme shows, if volunteers were needed, are you likely to volunteer to
participate? Please mark only one X
Yes
No
How important are these attributes in motivating your decision to visit a theme park? Please
Very
Important
Important
Somewhat
Important
Slightly
Important
Not
Important
10) Neatness of the park

11) A high standard of
service by the staff
12) Its scenery is pleasant?
(Landscaping and design )
13) A competitive ticket

price.
I would be willing to pay a few extra dollars to avoid long lines at the following locations.
Please mark only one X
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
14) At the park entrance

15) Inside the park at ride locations
16) What media sources are you likely to use as sources o f information about theme parks? Please
mark only one X in eac i line
Somewhat likely
Least Likely
Most likely
a) Radio
b) Direct mail
c) Television
d) Web sites
e) Newspapers
153
17) How likely are you to visit the following attractions as an alternative to theme parks? Please
Somewhat
Slightly
Not likely
Likely
likely
Very likely
Likely
a) Zoos/animal parks
b) Museums
c) Arcade games
d) Miniature golf
e) Water parks
18) In what range is the total household income o f your family? Please mark only one X
Over Rand
500,000
Rand 300,000500,000
Rand 180,000300,000
Less than Rand

120,000
Rand 120,000180,000
19) The number o f members living in our household is. Please mark only one X
1
More than 6
20) What was your age at your last birthday? ________________ yrs.
21) What ethnic group do you consider yourself a member of? Please mark only one X
Black
White
Colored
Other
Indian
22) What is your country o f birth? ___________________________________

23. What is your gender?
Male
Female
Thank you for taking time to fill out this questionnaire
1 54
APPENDIX C
IN STR UCTIONS TO SURVEY A D MI NI S T R A T O R S
A d m i n i s t r a t i o n of Que sti on na ir es
To the field p e r so nne l ad mi ni s t e r i n g the questionnaires:
Please read the foll ow ing instructions. Thank you for your
assista nce and cooperation.
If possible, qu es ti on na ir es should be ad mi ni st er ed to
respondents as they stand in line w a it in g to enter the
theme park, as they are like ly to be more at te nti ve than
when exiting the park.
Res pondents should be a p pr oa c h e d on a random basis to
ensure that the sample is r e p r e s e n t at iv e with respect to
age, gender, and race. Br ie f l y expla in the p u rpo se of the
survey as in di cat ed at the top of page one. Let the
respondents know that the surv ey should take ap pr ox i m a t e l y
three mi nut es to complete.
When each respon den t has c o m p le te d the survey,
that they have ans we re d all questions.
ple as e check
Que sti on
1 to 15:
Res po nd en ts
question.
Que st io n
16:
Res po nd en ts should ma rk one X per line,

Total numb er of Xs ma rk e d = 5 (five)
Qu est ion
17:
Qu estions 18,
and 21:
shou ld ma r k one X per
Res po nd en ts should m a r k one X per line,

Total num be r of Xs = 5 (five)
19
Res po nd en ts
question.
should ma rk one X per
Please return all c o m p le te d que sti on na ir es
to:
John Muriith i
College of Business A d m i n i s t r a t i o n and Or ga ni za ti on Studies
Al lia nt Int ernational Un iv e r s i t y
10455 Pomerado Road
San Diego, CA 92131-1799
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CULTURAL INFLUENCES AMONG THEME PARK VISITORS IN THE

UMI Number: 3209200

UMI Microform 3209200

ProQuest Information and Learning Company

CULTURAL INFLUENCES AMONG THEME PARK VISITORS IN THE

The failure to account for cultural

differences has been a contributing factor to the mixed

The purpose of this study was to examine the role

of cultural and demographic differences in factors that

Independent sample t-tests were

used to determine differences between two subgroup means,

determine differences between multiple subgroup means.

Pearson's correlation coefficient was used to determine

and type of media relied

on between American and South African attendees.

also found more differences in factors motivating

The youth and young adults

under the age of 25 in both countries exhibited more

while there was a distinct

relationship between household income and frequency of

the study observed no such

relationship among American attendees.

differences between variables were tested at a 0.01

This dissertation is dedicated to my beloved family.

To all my siblings for their support and

To my dear wife Irene and our wonderful

children Wairimu and Matu for their unfailing patience,

and support during the period we lived apart as I

pursued this great challenge,

and to my Auntie Jane and her

son Duncan for their invaluable friendship.

Special thanks and appreciation to my dissertation

Dr. Akunna Winston,

for her wonderful support,

difference for which I will always be grateful.

Meenakshi Krishnamoorthy and Dr. Ellen Kaye Gehrke,

providing several suggestions that greatly enriched the

thank all my other friends and family members who supported

for the difference they made along the way.

Background of the Problem

Research Model and Research Questions

Importance of the Study

REVIEW OF THE LITERATURE

Definition of Theme Parks

Internationalization of Theme Parks

Current International Business Issues Related to

Standardization Versus Adaptation of

Waiting Time on Lines

Media Advertising and Culture

Hedonism and Alternative Attractions

Demographic Variables and Theme

Income and Frequency of Attendance

Family Make-Up and Disposable Income

3. RESEARCH METHODS AND PROCEDURES

Assumptions of the Study

Limitations of the Study.... .......................... 75

RESULTS AND FINDINGS

Research Question 1 ................116

Research Question 2 ................117

Research Question 3 ................118

Research Question 4 ................ 119

Research Question 5 ................ 120