Erika Katzberg
Tourism –
Amusement Parks
Knott’s Berry Farm:
Web Site Design-
Image:
The image for this website is very childlike and colorful. It appeals
to younger children and displays what Knott’s Berry Farm has to offer.
Look:
The look for the website is quite bright in colors and contains a
variety of animated characters.
Feel:
The feeling this site gives is one that is very happy and fun.
Although it tailors its message to children it has a lot of information for
adults and parents.
Navigation:
Navigation through this website is very easy and simple. There are
few tabs which make navigation easier. Detailed information is sorted by each
different park in Knott’s Berry Farm.
Content –
Delivery of Information:
Information was laid out quite easily, which is ideal considering
children will be looking at the site, or parents will be surfing it with their
children.
Organization of Service Mix:
Across the top tabs would be the different parks and the side would
have categorized information on each park.
Strategy for Business:
There are no advertisings or pop
ups. Money is made from ticket sales online.
Market they compete in:
Tourism, Amusement Attractions,
Shopping, Dining, Accommodations
Target Market:
Children and families. The colorful appeal and animations are
targeted to children, however there must be information and formalities for the
purchasers, which in many cases are the parents or supervisors.
Knott’s Berry Farm is also targeting business people as a full
service convention hotel, where one can do business and bring their families.
Partnerships:
There are no clear partnerships, however Knott’s hold the Radisson
Hotel for accommodations.
Affiliations:
There are available shuttles from Knott’s to Disneyland, Hollywood
and the Airport, which shows cooperation with Knott’s even with competitors.
CRM:
Joe Cool Club
~ for companies, offer deals
and specials, needs a minimum of 20 employees
Offer Knott’s Specials
~ requires email address and name,
send information and giveaways
Business Community/ Consumer Community:
Knott’s website is designed for end
consumers (children and families).
They are also emphasizing their resort as a ‘complete convention
hotel’ for Business; this is shown in their Joe Cool Club which is special
registration program to companies.
Branding Strategies:
“World class fun, world class
thrills”
Knott’s brands itself as a resort for the entire family, which can
suit any need, from formal business conventions or a fun and exciting amusement
park.
Bricks? Clicks?
Knott’s allows clicks and motor. One is able to purchase tickets
online for each different theme park. It also suggests related items that would
be available. One is not able to purchase shopping or store items online.
Interaction:
Interaction available on the website is quite low considering there
are a lot of kids looking at this site.
Trust Factors:
There is quite a good level of trust in the Knott’s Berry Farm Resort
because it is a large company with different popular attractions.
Ordering Process:
Admissions for Knott’s are available to purchase online. Quantity is
specified and a ‘convenience charge is added’. There is a little confusing with
billing because there is a ‘ship to’ and ‘bill to’. Although it asks for a
Province, none are listed in the drop down area and Canadian Postal codes are
declined.
One must be from the US to order.
Payment Options:
American Express
Discover
MasterCard
Visa
Key Benefits:
Involve business people with
registration options
Good brochureware
Shows services and attractions well.
Different sorts of attractions. (Marketplace,
water park ect.)
Available jobs
ECommerce for ticket sales and
season passes
Key Weaknesses:
Not interactive enough for children
Difficult to target and appeal to
both children and businesses on same site
May cause mixed messages
No Canadian Buyers – which is
probably a large market.
Disneyland (California):
Web Site Design-
Image:
Disneyland’s image is one of wonder, magic and adventure. The website
portrays this image very well. The web page immediately displays numerous
activities.
Look:
Disneyland’s look is fun, yet it
show that there is something for everyone.
It’s flash display shows characters, rides, and the park, targeted
more to the children as well as dining, shows, downtown and accommodations for
the adults.
Feel:
The Disneyland website is quite informative and gives a starts of on
its home page with a good overview and map. It makes one feel very looked after
because things are laid out well and one seems to coast through the website.
Navigation:
The navigation through this website is very simple. Tabs such as
‘activities’, ‘maps’, ‘calendar’, ‘your plans’ create an entire service, from
arranging the trip and flight to what event is held in each park every night.
Content-
Delivery of information:
Every activity, shop, diner ect., is divided up by the parks; which
are California Adventure, Disney Hotels, Downtown Disneyland and Disneyland
Theme Park.
It is very simple to find out what is where, it even provided little
maps and shops, food and rides right around the place your looking at.
Organization of Service Mix:
Services and products are divided up
by parks, shopping and dining.
Strategy for Business:
There are no ads that appear on the Disneyland website. Instead their
revenue is generated from vacation bookings and Disneyland tickets.
Market they compete in:
Amusement Park/ Tourism/ Shopping/
Accommodation/ Food/ Theatre
Target Market:
Disneyland’s target market is mainly families and children. They target
tourists and people that are ‘young at heart’. A secondary market may be
businesses in order to attract them to their resorts and conduct conferences.
Partnerships:
Disneyland does not necessarily have
partnerships because they own everything.
CRM:
Disneyland’s website categorized
people by being a ‘kid’, ‘teen’, or adult.
Only adults can register and purchase tickets. However, kids and
teens are redirected to the Disney.com website where they can register as a
user and have customized newsletter and services for them. Disneyland also
allows international users to register.
Business Community/ Consumer Community:
Although Disneyland is mainly targeted to the consumer community,
businesses are also targeted. Professionals interested in holding a conference
at Disneyland are redirected to website where there is detailed information on
conferences such as benefits and services, hotels, recreation and nightlife
available and venues.
Branding Strategies:
Disneyland brands themselves as a fun and adventurous destination for
the entire family. This is seen through their website.
Bricks? Clicks?
Disneyland offers Ecommerce. It creates a one stop shop in one’s
planning an entire vacation to Disneyland. One can purchase tickets, flights,
dining, car rentals, accommodations, and even tickets to other attractions with
transportation. It offers everything.
Interaction:
Disneyland offers a variety of ways for people of all demographics to
get customized information, all one needs is an email address and internet
connection. It classifies kids, teens, adults and internationals and creates
tailored messages, newsletters and information and even games.
Trust Factor:
The trust factor for Disneyland is very high. It is a highly
respected large and credible organization.
Ordering:
As stated above, one is able to customize an entire vacation for
themselves. From booking flights, to length of stay, to accommodation, to
meals, attractions and transportation, Disneyland takes one though a variety of
pages for ordering one’s dream vacation.
Payment Options:
Visa, MasterCard, American Express,
Disneyland Card.
Key Benefits:
The website offers something for
everyone,
One is able to register, whether
they are a child, teen or adult
Easy navigation
Everything is broken down by park
Allows one to plan their entire trip
– gives immediate quote and ability to purchase
Child protection- if a child is registered and is online, it will not
allow them to book a trip ect.
Showcases everything Disneyland has to offer
One can see all shops, theatres and dining
Key Weaknesses:
Although Disneyland’s target market is not really businesses, their
B2B is not advertised very well.
Six Flags:
Web Site Design:
Image:
The image of six flags is one of excitement, fun and adventure. Their
website displays many images of their exciting rides and people enjoying
themselves.
Look:
The website is quite colorful and exciting. It immediately shows a
more targeted image to crowd older than Disneyland would.
Feel:
Six Flags is an amusement park that
gives a feeling of excitement, and crazy fun.
Navigation:
Navigation through this site is quite simple. One must choose the
park to get detailed information. This is beneficial because it prevents
confusion.
Content-
Delivery of Information:
Information is delivered quite clearly. The website shows new
information, company information, ticket purchase, and media news.
Organization of Product and Service Mix:
It is divided up by location and type of park, such as water, animal
or amusement.
Strategy for Business:
Six Flags has seasonal passes on sale through their online store. It
is supposed to be releasing their daily ticket sales on March 15. Six Flags
also has advertisings on their website, which are generally products that are
the ‘official’ for Six Flags.
Market they are in:
Theme Parks/ Tourism/ Shopping/
Theatre/ Shows
Target Market:
The divide their market into Kids,
Family and Thrills
Six Flags targets the kids for and their parents for activities as
well as adventurers who enjoy exciting thrilling rides.
Partners:
Six Flags is partners with Loony
Toons as well as DC Comics.
Affiliates:
Six Flags is affiliated with a variety of nearby hotel and places for
accommodations around its locations.
Six Flags also is connected with Pierre, Lever 2000, Corn Nuts,
Doritos, Marathon Hospital, MasterCard, and Arrowhead.
Business Community/ Consumer Community:
There is no business community on the Six Flags website, but it
divides it’s consumer community into Kids, Family and Thrills.
Branding Strategy:
Six Flags is branded as fun, exciting and adventurous. It has big
rides, water attractions and animal attraction.
CRM:
People are tracked on the website through ticket orders. However,
when one wants to track their order, they enter an order number, instead of a
name and password. This is a little less personal. There is a newsletter that
is available to anyone worldwide via email. It personalized these by asking
personal questions during newsletter registration, such as age, pass holder
information, information on winning free tickets or receiving information from
sponsors.
Bricks? Clicks?
Although there is no product shopping online, Six Flags does offer
people to purchase seasonal passes (at least 2), with the option of daily
passes available now.
Interaction:
There is little interaction. There is no message board or way to
voice ideas, suggestions or concerns.
Trust Factor:
Six Flags also hold a high trust factor because it is available in
many countries and in a large credible organization. See ordering process.
Ordering Process:
In order to purchase tickets one must live 300 miles or closer to the
park. The website asks for a zip code, and will not continue the process until
a correct one is entered. This adds credibility and trust because one knows
that the company is ensuring one’s satisfaction with their purchase and the
extent that they will use it.
Payment Options:
I was not able to get to this point,
due to the zip code restrictions.
Key Benefits:
Purchase tickets
Parks are separated by park type and
geographic area
Criteria to buy acts as trust
builder for the company
Colorful
Looks exciting
Good targets, not just kids or
families, but adventurous individuals.
FLASH used well – promotes some
interaction
Can get tailored newsletters as
emails
Key Weaknesses:
Does not give much opportunity for
feedback or ideas
Confusion about online buying
tickets, for seasonal and daily
No registration available to tailor
website
Order tracking is done by number,
rather than by name and password.