This paper takes the Chinese chain theme park as the research background research theme planning principle. Since the 21st century, the distribution of global theme parks has significantly shifted to Asia. Asian theme parks have more than 40 percent of global visitors. Among them, China accounts for the size and number of theme parks. With the opening of Hong Kong Disneyland in 2005 as a symbol, the number of international and local chain theme parks in China has gradually increased, but among them, there are only a few companies that are profitable and sustainable. Therefore, the selection of Chinese chain theme parks as the research object is beneficial to study the problems existing in the development of the same type of theme parks.
This dissertation is not limited to discussing the existence and development of enterprises from the perspective of economics, nor is it purely a study of cultural content. Instead, based on the theory of tourism industry localization strategy and cultural exchange, it comprehensively studies the necessity of localization of chain theme parks and the problems that arise in the development of enterprises. It is proposed that chain theme parks should have the idea of theme planning principles and the scheme of theme planning principles, and then verify the establishment of the scheme by analyzing successful business cases.
This paper believes that the localization management strategy is necessary for the development of chain theme parks. The localization strategy of chain theme parks can reduce cultural differences in different places and help companies integrate into the local tourism market. It can promote cooperation with local enterprises and reduce the overall cost of theme park operation. It will help the theme park to become a tourist symbol of the city and expand the brand influence.
Under the framework of the necessity of localization strategy of chain theme parks, this thesis considers localization theme planning as an important strategic means, and proposes five principles of theme planning, they are: ① The principle of brand unity. ② The principle of localization of thematic cultural content. ③ The principle of localization of theme cultural content design. ④ The principle of localization of theme cultural content service. ⑤ The principle of a change in elasticity. Take Shanghai Disneyland representing the international chain theme park and Fantawild Oriental Heritage as the cases of representing the Chinese local chain theme park.
Through the comparative analysis of the characteristics of the theme cultural content, the theme cultural content system, and the localization planning and implementation of the theme cultural content of the two chain theme parks, it is concluded that the theme planning principle is the necessary means for the sustainable development of the enterprise in the local area. On the basis of maintaining the unified style of the brand, the chain theme park uses local culture to enrich themed content, uses the means of content design to utilize local cultural content, and expands projects and extends service content through service localization.
In short, the grouping and branding of theme parks are the premise for the development of theme parks to develop into chain theme parks. Localization is a necessary strategy for the development of the chain theme park, and the theme planning principle is an important means in the chain theme park localization strategy. Taking the theme cultural content as the core, combining with the resources of the local tourism market, formulating perfect and feasible theme planning principles, constantly exploring and developing creative and market value themes, and establishing a unified and distinctive theme park is the key to the sustainable development of the chain theme parks.