The primary objective of the study was to analyze the existing and potential market of Watermania in order to increase visitor attendance and improve the park's attractiveness. The findings were also used for comparison with a similar study conducted in the summer of 1987. To meet this end, a sample of the park visitors was interviewed and was asked to express their attitudes toward the park and its features. Socio demographic and travel characteristics were also collected to identify specific groups who had more favorable attitudes toward the park. In particular, the research objectives were: A. To identify socio-demographic characteristics and travel profile of the 1988 visitors of Watermania. B. To Analyze visitors' travel and leisure behavior and perceptions of current Central Florida attractions in order to identify the likes and dislikes in their current Florida tourist experience. C. To determine the influential sources of vacation planning and the factors influencing a decision to choose a specific attraction. D. To determine the park's image and visitor satisfaction by measuring perceptions and attractiveness of its specific features. E. To assess the likelihood of Florida residents and out-of-state tourists to visit the park, as well as to identify their satisfaction level with their current visit. F. Based on these findings, to develop a prediction model that will identify those tourists and local residents who are likely to be more satisfied with their Watermania visit. G. To compare the findings of the 1988 survey with the results of the 1987 study.
The Dick Pope Sr. Institute for Tourism Studies
Rosen College of Hospitality Management
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Number of Pages
Milman, Ady, "Watermania 1988 Marketing Survey Part I: In-park Visitor Study" (1988). Dick Pope Sr. Institute Publications. 76.