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Chief Editor | Yang Ming
Editor in Charge | Liu Kaiye
Source |
Dinosaur Park Culture and Tourism Group Creative Research and Development Center
From the beginning of its development, Dinosaur Park Culture and Tourism Group has summarized and refined the “5+3” model for theme park development. Through years of theoretical and practical progress, it has finally formed a complete “5+3” theoretical system. The “5+3” system is a theoretical system used to guide the entire process of theme park planning, design, construction, operation and management, and marketing promotion. The "5" in the system refers to theme study, theme experience, theme performance, theme consumption, and theme environment; the "3" refers to care facilities, smart facilities, and communication facilities, which can also be collectively referred to as service facilities.
Theme study refers to the use of theme cultural resources advantages to conduct extracurricular educational activities that combine research-based learning with recreational experiences, combining scientific knowledge accumulation with practical ability improvement. It is a practical learning form that connects with school education, family education, and social education, is a positive response to the national development of extracurricular study tours and other documents, and is a concrete manifestation of the "education through entertainment" learning concept.
In theme parks, theme study includes forms such as science popularization exhibitions and study courses. In China Dinosaur Park, science popularization exhibitions take various forms, including the China Dinosaur Museum, a specialized museum with the most extensive collection and display of Chinese dinosaur fossils in China; the Simon Treasure House, a specialized mineral exhibition hall; and science popularization displays in project queuing areas. In terms of course setting, different study courses and participation methods are set according to the characteristics of visitors of different age groups and the museum's collection of fossils, experience projects, and theme environment atmosphere, divided into fixed-point classrooms, mobile classrooms, and extended courses.
Theme experience refers to the general term for various recreational and leisure activities that use theme culture as a guide and integrate it with visitors' sensory and emotional experiences, allowing visitors to obtain physical and mental pleasure and leave a deep impression during the experience.
Theme experience projects have always been the core attraction of theme parks. Early amusement parks were basically developed around amusement equipment, but with technological development, single amusement equipment is becoming increasingly less competitive, and experience projects are developing in a more integrated direction, including equipment and equipment integration, equipment and technology integration, equipment and culture integration, and so on.
According to different experience methods, theme experience projects can be divided into mechanical, cinema, technology interaction, non-powered, riding, and Walk Through types. Since its opening, China Dinosaur Park has continuously improved and updated, continuously rejuvenating itself, with more than 40 theme experience projects including mechanical, non-powered, cinema, riding, and technology interaction types. The "Dinosaur Gene Research Center," officially opened in July 2019, is a comprehensive experience project combining large-scale Jurassic real-scene experience and virtual experience, suitable for all ages, with high carrying capacity and widely praised.
Theme performance is the general term for performances presented to visitors with high fidelity, created around theme stories and character settings, using theme environments, props, and costumes to create an immediate atmosphere, and completed by performers, virtual characters, or devices individually or collectively, realizing visitors' yearning for a better life and obtaining heartfelt satisfaction.
Theme park performances include theater performances, real-scene performances, street shows, parades, and device performances. There are no age or physical condition restrictions for visitors watching performances, and they have the characteristics of large capacity and flexible adjustment, making them a powerful tool for scenic area operation. China Dinosaur Park has more than 20 performance activities, including theme theaters, animal performances, street shows, and float parades, as well as special festival theme performances during various festivals, using diverse and flexible methods to enrich the scenic area's experience projects.
Theme environment is the general term for a physical environment that combines theme images and cultural positioning elements, using artistic methods to theme the environmental atmosphere (including architectural landscapes, functional facilities, equipment packaging, and employee costumes, etc.) that runs through the entire process of visitors' activities in the park and within their sight. The purpose is to create a completely immersive theme experience atmosphere for visitors, forming an intuitive feeling of "being there".
Visitors participating in theme park tours all have the need to temporarily escape from the realities of society, so virtual yet realistic scenes are more conducive to creating unforgettable travel experiences. The theme park uses a main line to connect the entire park, and the park is divided into several different style sub-areas. Each sub-area has relatively independent but mutually complementary sub-themes. The theme atmosphere reflected through various displays, landscapes, decorations, props, and environmental art can give visitors an intuitive sense of experience. Theme environment design needs to follow the four principles of conforming to the story, conforming to the theme, conforming to the atmosphere, and conforming to national standards.
Theme consumption is the general term for all personalized consumption behaviors such as themed goods, themed catering, and themed services, which are core to theme culture and rely on theme study, experience, and environment. With the upgrading and updating of consumption methods, theme consumption not only includes direct consumption behaviors within the park but also includes all related consumption behaviors that occur on online official shopping malls and other cooperative platforms.
Currently, domestic commercial complexes are developing towards scenic areas, while consumption scenarios within scenic areas are gradually approaching life-like scenarios. Theme parks and commercial spaces are achieving a two-way rush. Commercial facilities in theme parks are mainly divided into goods, catering, and service consumption facilities, including shops, kiosks, restaurants, canteens, stalls/carts, vending machines, carnival games, vehicle rentals, painting, portraits, photography, storage, etc.
Care facilities are the general term for various service facilities and management facilities. Providing themed, personalized, and humane high-quality services to the outside world, improving the quality of visitor experience, belongs to customer service facilities; internally ensuring the orderly operation of the park, ensuring visitor safety, improving employee welfare, and improving management efficiency, belongs to logistics support facilities.
Customer service facilities include parking lots, security checks, ticketing services, visitor centers, restrooms, medical rooms, storage areas, smoking areas, rest facilities, barrier-free facilities, trash cans, heating and cooling facilities, queuing facilities, guidance facilities, and consultation service facilities, etc. Logistics support facilities include employee rest rooms, changing rooms, offices, canteens, dormitories, activity centers, logistics warehouses, technical backstages, and maintenance spaces, etc. After years of accumulation, each care facility has corresponding setting standards and regulations to better serve visitors and employees.
Smart facilities are the general term for all facilities that use information technology, offline service terminals, and network service platforms to provide technical support for the entire process of information service and management before, during, and after the play.
Theme park online sales consultation service platforms, network and self-service ticketing systems, you can conveniently enter the park by swiping your ID card or mobile phone information, one-stop ticketing service; mobile park applet, integrating park guidance, operation information, equipment operation status, performance schedule, and visitor reservations, etc., with customer service content, just scan the QR code to understand all park information or solve all park problems. The backend smart management platform, through the video surveillance system and big data analysis, facilitates management personnel to monitor the real-time situation of the scenic area and obtain the required analysis reports.
Dissemination facilities refer to the carriers used by theme parks to disseminate information and news, including online platforms and offline media. The main forms include online platforms such as official websites, Weibo, WeChat, Douyin, mini-programs, and third-party platforms, as well as various advertising facilities (light boxes, displays, exhibition boards, flags), and printed materials, etc., which are offline traditional media.
Dissemination facilities in theme parks play the role of information transmission and advertising. With the advancement of technology, the forms of dissemination facilities are constantly evolving towards intelligence, providing visitors with more convenient ways to access information.
The theme park "5+3" model systematically interprets all aspects of theme parks from eight dimensions. If the development, construction, and operation processes follow this system and the corresponding standards, it can ensure systematic work and avoid omissions.
Special Research on Investment in the Tourism Industry
To gain a deeper understanding of the investment and development of the tourism industry, the China Tourism Academy, in conjunction with the China Amusement Machine and Amusement Park Association and other organizations, is conducting a special research project on investment in the tourism industry. We sincerely invite all member units and tourism enterprises to participate in the research.
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