ABSTRACT
The work talked about the Assessment of Wonderland Amusement Park in Abuja as a Flagship Tourist Attraction. An assessment of the park, highlighting its importance in the recreation industry, could lead to the positioning of Abuja among cities of the world fiercely visited due to the presence of this flagship attraction. The objectives of the research were to: identify the various amusement parks in Abuja, ascertain the level of patronage by both local and foreign visitors, verify the management principles used in the destination, and suggest management principles that would assume sustainability of the amusement park in the study area. Data for this research was generated using qualitative and quantitative techniques. Simple descriptive technique comprising of mean, standard deviation, and simple frequencies and Likert scale were used to analyze the data. The findings show that development of amusement parks should be carried out in areas closer to the residents, Spacing (Quality of landscape), accessibility, entertainment variety, were seen as factors that were liked least about the parks, while things like safety and security, quality of rides are important, the location of the park, accessibility to the park and the number of thrill rides were seen as attributes that should be improved. Factors like location and attachment, marketing and branding, inept pricing and hidden cost and ignorance of the benefits of recreation and tourism by the residents of Abuja Municipal Area Council led to low patronage of the park, also marketing strategies like the use of fliers, word-of-mouth, brochures etc. were used to increase awareness as well as patronage. Amusement parks help in the attraction of visitors from different countries and Wonderland amusement park is not an exception.
TABLE
OF CONTENT
TITTLE PAGE
……………………………………………………..........................…….i
APPROVAL…………………………………………………………………..….………...ii
CERTIFICATION
………………………………………………………………………...iii
DEDICATION
……………………………………………………………......................iv
ACKNOWLEDGEMENTS
……………………………………………………….………v
LIST OF PLATES
…………………………………………………………………….…..ix
LIST OF TABLES
……………………………………………………………….………..x
ABSTRACT………………………………………………………………………….……xi
CHAPTER
ONE: INTRODUCTION
1.1 Background of the study
……………………………………………………………...1
1.2 Statement of the problem
………………………………………………………….….4
1.3 Objectives of the study
……………………………………………………………….6
1.4 Research questions
…………………………………………………………………...6
1.5 Significance of the study
………………………………………………………….….6
1.6 Scope of the study ……………………………………………………………...…….7
CHAPTER
TWO: LITERATURE REVIEW
2.1 Conceptual framework
……………………………………………………..…………8
2.1.1 Tourism
………………………………………………………….……….…………8
2.1.2. Impacts of tourism
………………………………………………….……….…….10
2.1.3. Attractions ………………………………………………………….……………..12
2.1.4. Amusement parks
…………………………………………………….…………...13
2.1.5. Development of amusement parks
…………………………………..…….……...14
2.1.6. Tourism stakeholders
……………………………………………………………..15
2.1.7. Flagship attractions
……………………………………………………………….16
2.1.8. Impacts of amusement parks in
Abuja …………………………………..…….…17
2.1.9 Importance of amusement parks
on tourism ……………………………..…….…19
2.2 Theoretical Framework: Theories
and Models …………………………………..…19
2.3 Theoretical orientation
……………………………………………………….….….26
2.4 Review of empirical study
…………………………………………………….…...28
2.5 Summary of literature review
………………………………………………….…..32
CHAPTER
THREE: MATERIALS AND METHODS
3.1 Research Design
…………………………………………………………………...33
3.2 The Area of Study
…………………………………………………………………33
3.3 Population for the Study
………………………………………………………....35
3.4 Sample/Sampling Techniques
…………………………………………………...35
3.5 Instrument for Data Collection
…………………………………………………..36
3.6 Validity of the Instruments
……………………………………………………....36
3.7 Data Collection Techniques
…………………………………………………..….37
3.8 Data Analysis Technique
………………………………………………………...37
CHAPTER
FOUR: DATA PRESENTATION, ANALYSIS, AND INTERPRETATION
4.1
Data presentation …………………………………………………………….…...38
4.2 Major findings …………………………………………………………………....54
4.3 Discussion of Findings
……………………………………………………….…..55
CHAPTER
FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
…………………………………………………………………….…...59
5.1.1 Restatement of the Research
Problem ………………………………….………60
5.2
Conclusion …………………………………………………………………….….61
5.3
Recommendations ………………………………………………………………..62
REFERENCES
………………………………………………………………………64-67
APPENDIX…………………………………………………………………………..74-77
LIST
OF PLATES
Plate 1. Fulani hut
……………………………………………………………………….39
Plate 2. Bamba Shop
…………………………………………………………………….40
Plate 3. The fun arcade
…………………………………………………………………..41
Plate 4. The Arcade restaurant
…………………………………………………………..42
Plate 5. The various rides in the
amusement park ……………………………………….43
LIST
OF TABLES
Table 4.1.1:
Identifies parks in the study area ………………………………………………....38
Table 4.1.2
Perception of the attractiveness of the park by the respondents ………………..…43
Table 4.1.3: Means of accessibility to the
park ………………………………………………..44
Table 4.1.4 Part of the city the
respondents visited from ………………………………….…..44
Table 4.1.5 General cost of visiting the
amusement park in terms of both gate fee and ride
tariff.
…………………………………………………………………………………….…..…45
Table 4.1.6 Attributes that are liked the
most and liked least about the Wonderland
Amusement park.
……………………………………………………………………………....46
Table 4.1.7 Attributes or characteristics
of importance for visiting the park by respondents .…48
Table 4.1.8 Management
principle used in the park ………………………………………….…49
Table 4.1.9: Management principles
that will ensure sustainability ………………………….…51
Table 4.1.10: Reasons for low patronage to the
wonderland amusement parks ………………..52
CHAPTER
ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
Tourism plays an important role in the world
economy today. The World Travel Tourism Council (WTTC, 2009) estimates that
from direct and indirect activities combined, the Travel and Tourism industry
now accounts for 9.9 percent of the global GDP (Gross Domestic Product), 10.9
percent of the total quantity of the world’s export and 9.4 percent of the
total quantity of the world investment and rising. The economic importance of
Travel and Tourism industry cannot be overemphasized. Tourism is a dynamic,
evolving consumer driven force and the world’s largest industry, if all its
inter-related components are placed under one umbrella (Walker, 2007). These
components include travel/transportation, hospitality, lodging/ accommodation,
conventions, expositions, meetings and events, restaurants, managed services,
recreation and attractions.
Tourist attractions constitute one of the main
goals of a tourist trip. Attractions are the most important elements of a
tourist destination, as they provide the main reason or motivation for tourist
to visit a destination. According to Kruczet (2006), tourist attractions are
“all the components or elements of a tourist product (aspects of the place and
event, building and authentic product of higher culture) designated as special
ones and possessing the ability to attract tourists, making them choose a given
area rather than another, combined with tourist services that create a tourist
product”. The above definition includes both the nature of the value of a
tourist attraction as a special-worthwhile object, distinguished by the
addition of a notation and the ability of the attraction to create a tourist
product.
The Cambridge English dictionary simply goes
ahead to define an attraction as “a place that people visit for pleasure and
interest, usually while they are on holiday”. Tourists are likely to visit
destinations that possess a wide range or variety of interesting facilities and
services that they can enjoy. Attractions, according to Swarbrooke (2002), can
be divided into four main types
-
Natural
features (beaches, caves, forests)
-
Man-made
building, structures and sites that originally designed for a purpose other
than attracting visitors (churches, archeological sites)
-
Man-made
building, structures and sites that are purpose-built to attract visitors and
cater for their needs (Museums, amusement parks)
-
Special
event
According to the above division, amusement
or theme parks are man-made attractions, built with an aim to attract
visitors/tourists and cater for and satisfy their needs. An amusement park
(sometimes referred to as a funfair) according to the Collins English dictionary
is a group of entertainment attraction, rides and other events in a location
for the enjoyment of large numbers of people. Amusement parks have fixed
location, as opposed to the travelling funfairs and carnivals and are more
elaborate than simple city parks or playgrounds, usually providing attractions meant
for all age(Collins English Dictionary).
The Economic Research Association (ERA,
2007) defined amusement parks as “public attractions comprising roller coaster
trains and or events belonging to the sphere of entertainment which offers its
visitors tickets at fixed prices and which attracts at least 500, 000 visitors
annually”. The above definition explains an amusement park as a combination of
various types of attractions which maybe divided into several major
categories:- thrill rides, roller coaster rides, family rides, water
attractions or rides in darkness in a covered train. (ERA, 2007). Most of the
revenue comes from the sale of entrance tickets.
Amusement parks are star players in the
tourism industry and play a specific and important role in generating tourism demand
(Cleve, Clark, 2007). Amusement parks all over the world are seen as a flagship
attraction because they are considered as tools for economic development and
catalyst of urban regeneration, social change and rebranding in urban and rural
settings. (Miles, 2005; Plaza, 2008) and they increase local appeal to visitors
and quality of life for the residents (Law, 2002).
The Oxford English dictionary defines
flagship as “the best or the most important thing owned or produced by an
organization”. A major attraction is described as ‘flagship’ when its appeal is
attributed to distinct qualities, including uniqueness, location, international
reputation and outstanding media attention, making it a must-see attraction and
relatively large in size and economic impact (Law, 2002).
Tourism in Nigeria largely centers on
events due to the country’s ample amount of ethnic groups, it also includes
rain forests, savannah, waterfalls and other natural and man-made attractions.
Its capital city, Abuja, is considered to be one of the wealthiest cities in
Nigeria. It is fortunate in having plenty of natural attractions. The first
amusement park in Abuja and really in the whole of Nigeria, the Wonderland
Amusement Park and Resort, was opened in 1st March, 2007. (Wonderlandng.com)
and led to the establishment of other parks in Abuja. The park can be said to
be a flagship attraction due to its presence of well-equipped facilities with
games and attractive rides including the roller coaster, ocean car etc. and
attracts the largest number of fun-loving Abuja resident (Hotels.ng)
Amusement parks in its various forms, have
been viewed as a central means to fulfill new leisure and tourism trends especially
within mature markets, offer more quality for less, they are safe and clean, their
offers are multi-optional and time saving, as well as emotional and sense
giving and their visitation also meet the needs of soft individualism (Bieger,
Dreier and Frey, 2002) and thus the amusement parks have become favored modes
of mass entertainment all over the world (Welsh-Heron & Stevens, 1990;
Swarbrooke, 1995; Milman, 2001) of which Abuja is not an exception.
1.2
STATEMENT OF THE PROBLEM
Theme/Amusement parks are important impulses
for the leisure and tourism industry and their development (Middleton, 1989;
Stevens, 2000; Milman, 2001). For the wealth of an area and its economic
development, amusement parks are of utmost importance. Despite the success of
some parks, the industry has been fraught with problems. There has not been a
rapid growth in the number of amusement parks in Abuja compared to other countries;
many parks in Abuja have not been successful from a financial and operative
viewpoint.
Amusement parks in Abuja (for example, the
Wonderland amusement park) has seen a decline since its inception due to
developmental and managerial problems and the failure of the Wonderland
amusement park has damaged the image of the industry and tarnished its
reputation as a flagship tourist attraction.
There are several factors leading to the
failure of the Wonderland amusement park in Abuja: Inappropriate location has
made the park hard to access, as it is located at the heart of the Abuja City Metropolis,
this has created a problem of accessibility as it is or may not be easy for the
visitors and residents especially to reach, considering that most residents
reside in the suburbs and it takes hours to get to them. This brings to play
the problem of poor transportation, as residents are discouraged to move from
their initial location to the location of the park;
There is also the problem of poor design
and layout with little space or considerable distance between attractions or rides
in the park and causes the problem of congestion, during some bad weather
conditions the inconveniences are worsened. Poorly trained and unskilled
management is another problem affecting the success of the Wonderland amusement
park. The management and staff are often unqualified or lacked experience in
running an amusement park business, also corruption in management also leads to
failure of the parks. (Lew, Yu, Ap & Chang, 2003)
According to Penz and Rosch (2004), the
following are factors which led to failure: Unspectacular attractions;
Insufficient gastronomy; Poor capacity management; Contrary target market; Bad
services and qualities; False pricing; Inappropriate public relations; and
Marketing strategies.
These factors and more prompted this
research on the Assessment of Wonderland Amusement park in Abuja as a Flagship
Tourist Attraction.
]
1.3
OBJECTIVES OF THE STUDY
The general objective of the study is to
access the wonderland amusement park in Abuja as a flagship tourist attraction,
Specifically, the study:
1.
Identified
the amusement parks in Abuja
2.
Ascertained
the level of patronage by both local and foreign visitor
3.
Verified
the management principles used in the destination
4.
Suggested
management principles that would assume sustainability of the amusement park in
the study area.
1.4
RESEARCH QUESTIONS
This research will explore the following research
questions:-
1.
What
are the amusement parks available in Abuja?
2.
What
is the level of patronage of the parks by both local and foreign visitors?
3.
What
are the management principles used in the destination?
4.
What
are the management principles that would assume sustainability of the amusement
park in the study area?
1.5
SIGNIFICANCE OF THE STUDY
It is important to note that amusement
parks have direct impact on the tourism sector. This study will provide the
basis for developing amusement parks in Abuja. Since the importance of a study
is measured by its relevance to the society, the findings of this study will be
useful for stakeholders in the tourism industry. Investors or developers can
use the findings of this study to generate desirable economic development
outcomes with positive impact on the destination areas.
This study will also reveal the extent to
which the awareness of the flagshipness of amusement parks will be able to
increase inbound tourism thus benefitting the economy. The findings of the
study will help in planning and development of amusement parks in Abuja for
tourism sustainability, since attractions are the star players in the tourism
industry and play important role in generating tourism demand and foreign
exchange for the state.
The recommendations will lead to the wellbeing
of the local residents and the entirety of the residents by increasing
employment, providing world-class experience for both local and international
tourist, increasing internally generated revenue (IGR) for the state and high
standards of living.
Researchers on tourism and other related
field can use the findings as a reference point for future research work.
1.6
SCOPE OF THE STUDY
The study will focus on the Assessment of
the Wonderland amusement park in Abuja as a flagship attraction in Abuja, North
Central Region of Nigeria. The Wonderland amusement park is used as a research
center based on its high tourism potential.
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