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Article: Nine Dragon Theme Park: marketing strategy in China.(CASES)(Case study)
- Article from:
- Journal of the International Academy for Case Studies
- Article date:
- May 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 The DreamCatchers Group, LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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CASE DESCRIPTION
The primary subject matter of this case concerns the destination marketing strategies used for a Chinese amusement theme park. The case follows the theme park from its inception and discovers how the changing tourism environment in China affected the success of the theme park.
CASE SYNOPSIS
This case examines the development and role of destination marketing in the China tourism industry in general and in the theme park in particular. A case study of Nine Dragon Theme Park in Beijing, China is demonstrated to explore the detonation marketing development. The China tourism industry has effectively merged its service with that ...