題目Big Success, Big Mistake, at Big Banana Marketing Strategies in Road-Side Attractions and Theme Parks
As a road-side attraction for 24 years after its construction in 1965, the Big Banana succeeded in three respects, by providing the basis of a profitable business for the proprietor and staff, and satisfying experience for many travelers, and a promotional symbol for its locality. IN 1989, perceiving a growing tourist market, new owners built a horticultural theme park. Within months the business failed, and went into liquidation. Examining the case suggests that road-side attraction and theme parks related to different element in systems of tourism geography and, therefore, to different kinds of markets. These differences were not clearly recognised in the feasibility report prepared in 1988. Moreover, they tend to be overlooked by perceptions of tourism that focus on destination and products there, a focus that marketing practice had tended to follow. Pathological research of the sort represented in this review of business at the Big Banana, pinpointing problems in a business venture, might help entrepreneurs, investors and tourism marketing analysts avoid similar mistakes in the future.