Addressing Operational Challenges in China’s Water Parks
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One of the prevalent issues faced by domestic water parks is the lack of attention to operations. These parks are ultimately run by people and aim to provide a memorable service experience for visitors. The quality of a water park extends beyond the sheer number and thrill of its attractions. The decision-making process is crucial in determining how these attractions can offer visitors an emotional experience that only human interaction can provide. Most domestic water parks operate on a seasonal basis. During off-seasons, it is common to retain only a portion of the management and key staff. Determining the right number of permanent employees requires balancing labour costs with business needs. Additionally, it is essential to develop “multi-purpose” skills among permanent staff, ensuring each employee can handle various tasks and respond to issues during peak periods. Therefore, those who value operations must prioritise them! How can skills be developed? How can employees be motivated? Everyone knows that “management benefits,” and significant investments have been made. So why not invest a little in operation management?
Neglecting Marketing Strategies
Marketing for Lishui Park is a complex and demanding task! A common approach among some China water parks is to sign with an agent and then passively wait for visitors. To effectively market a water park, several aspects must be considered:
- Self-analysis: Identify the strengths of your water park and recognise any shortcomings. How can these gaps be addressed?
- Comparative analysis: Who are your direct competitors? Conduct a comprehensive comparative analysis with them.
- Market analysis: Where does your tourist demographic originate? How can you retain regular customers and attract new ones? How can you discover new customer groups by transforming your products?
- Weather analysis: Adjust pricing strategies based on historical weather data and forecasts to prepare for operational demands.
- Historical data analysis: Use historical data to summarise experiences and guide future business decisions.
- Tourist profile analysis: Examine tourist demographics, age, gender ratios, consumption preferences, satisfaction levels, and suggestions.
Overlooking Park Maintenance and Development
Many domestic water parks operate solely during the summer, remaining closed for the rest of the year with only a few employees retained. However, the off-season is not a time to rest on laurels. Essential tasks during this period include maintenance, repair, and renovation of the park to prepare for the next operational season. Successful water parks invest significant effort in maintaining the park, addressing issues identified during the business season. Remaining staff should receive systematic training and contribute to planning for the following year. Like other theme parks, Lishui Water Park must undergo continuous development to enhance the quality of the park and provide visitors with an improved experience.
As spring 2020 arrives, summer is just around the corner, and the operational season for water park equipment is about to commence! Over the past decade, the “water boom” of China water parks has gradually waned. After the initial surge, some parks will inevitably be eliminated by the market. As an industry insider, I sincerely hope that my insights will be embraced by investors and managers, inspiring them to strive for the creation of high-quality water parks that contribute positively to the industry, society, and the well-being of people.
