Title: Consumer preference for entertainment parks in India

Authors: Jayanthi Ranjan; Gunjan Malhotra

Addresses: Institute of Management Technology – IMT, Ghaziabad, Uttar Pradesh, India ' Institute of Management Technology – IMT, Ghaziabad, Uttar Pradesh, India

Abstract: This paper investigates the research question through empirical study on ever-increasing number of parks and many entertainment parks expanding their activities in India. This paper assesses empirically on how do the parks survive. This is pressed in the Indian context, where the entertainment park business is facing changes in the form of a more educated and increasingly youthful population who do not mind spending but demand quality, and visitors who are more thoughtful and discriminating about how the available resources of free time and disposable income are used. This paper attempts to analyse different entertainment parks situated in India and conducts a live empirical research on consumer’s choice behaviour in selecting the park. The authors hope that such information would be useful for researchers, consumers, practitioners and businessmen to open/expand/increase their portfolios further.

Keywords: consumer preference; entertainment parks; India; factor analysis; tourism; consumer choice; consumer behaviour.

DOI: 10.1504/IJBEAM.2011.044131

International Journal of the Built Environment and Asset Management, 2011 Vol.1 No.1, pp.94 - 102

Published online: 09 Dec 2011 *