ANALYSIS OF CUSTOMER PERCEPTION ON AMUSEMENT

PARK IN BANGLADESH

Mohammad Shamsuddoha

Department of Marketing Studies and International Marketing

University of Chittagong, Bangladesh

E-mail: mdsdoha@gmail.com

Tasnuba Nasir

Lecturer

ZIIBA, University of Science & Technology Chittagong

Chittagong, Bangladesh

E-mail: tasnubanasir@yahoo.com

Electronic copy available at: http://ssrn.com/abstract=1344365

 ANALYSIS OF CUSTOMER PERCEPTION ON AMUSEMENT PARK IN
BANGLADESH

Abstract
Tourism plays an important role in Bangladesh. Bangladesh is full of natural attractive place as
well as privately constructed tourism place. Bangladeshi government also plays various
favorable roles in attraction to different tourist from all over the world. Now a days, amusement
park or theme parks are getting popularity in the western world, developed Asian countries and
all other developed country as well. People are far away from the natural tourists spot due to
tremendous urbanization in the major cities. Urban people also hardly manage their time to visit
natural tourists spot though they always like to do so. But the mechanized life is not giving allow
to them to visit that sorts of place except some artificial made lake, forests, parks and
importantly amusement parks. The amusement park concept is new in Bangladesh and specially
four parks have been established by the private owned company named Fantasy kingdom,
Nandan in Dhaka the capital city and Foys Lake in Chittagong city which is the second largest
city in Bangladesh. The study aims to analyze the tourist’s perception regarding amusement park
in Dhaka city of Bangladesh.
Keywords: Perceptions, Amusement Park/ Theme Park, Bangladesh

Introduction
Bangladesh is a poor country having lots of potentiality in various sectors. Tourism is one of his
potential sectors but it is still unexplored by the decision maker or relevant agency. Her tourist
attractions include archeological sites, historic mosques and monuments, resorts, beaches, picnic
spots, forest and wildlife. Bangladesh is a riverine country having attractive panoramic beauty.
There are hills, vales, deep and mangrove forests, rivers and the longest beach in the world. In
this country, the scope of nature based tourism, research based tourism, culture based tourism,
and eco-tourism is quite evident (Shamsuddoha M, 2004). Tourism can be an important sector
which can contribute to a country’s economy. Civil aviation and tourism ministry of Bangladesh
government has already taken steps to make tourism industry one of the key earning sources for
the country. A report of the World Travel Tourism Council (WTTC), posted in its website

Electronic copy available at: http://ssrn.com/abstract=1344365

recently, said Bangladesh travel and tourism economy is ranked number 94 in absolute size
worldwide, 170 in relative contribution to national economies and 31 in long-term (10-year)
growth (www. financial express.com).

Theme park that follows a particular motif or which incorporates rides based on characters or
situations proprietary to the owner of the park amusement park, a commercially operated park
offering various forms of entertainment, such as arcade games, carousels, roller coasters, and
performers, as well as food, drink, and souvenirs. Amusement parks differ
from circuses, carnivals, and world's fairs (see exposition) in that parks are permanently located
entertainment complexes, open either all year or seasonally every year. Some amusement parks,
known as theme parks, are designed to evoke distant or imaginary locales and/or eras, such as the
Wild West, an African safari, or medieval Europe. Theme parks usually charge a substantial
admission fee, whereas traditional amusement parks, such as those at Coney Island, do not
charge entrance to the midway; theme-park admission, however, typically includes the cost of
the rides, which are paid for individually in a traditional amusement park
(www.hometravelagency.com).

Objectives of the Study

The principal objective is to explore the facilities provided by the sample amusement park in
Dhaka of Bangladesh. On the other hand the study revealed the basic information relating to the
sample amusement park, demographical analysis of sample tourists, reasons for visiting this spot
and various perception analyses of the sample tourists. To accomplish this, the study has covered
the following specific objectives
1. To analyze the demographic information of the sample tourists from the amusement park
2. To find out the factors that induce the sample visitors to visit the amusement park
3. To understand how the tourists perceive the sample amusement park as an amusement or
recreation place.

Methodology of the Study

The study covered one sample amusement park which is situated near Dhaka city of Bangladesh.
Though the amusement park or theme park concept is new in Bangladesh, people are showing
very much interested on this type of park. Essential information and data have been collected
from the officials of the sample organization through the direct interview method by using
structured questionnaire. In addition, the researcher reviewed all the tourism related websites for
updated information. In total 10 officials have been interviewed during the study period for
official information and 90 tourists have been interviewed for unearthing the most demandable
facilities regarding sample tourism industry. In the other hand, the researcher also reviewed
several foreign and local research works in this field. The secondary data have been collected by
consulting existing literature, textbooks, annual reports, program bulletins, government
publication and relevant websites. Thus the collected data have been tabulated manually and
analyzed with relevant techniques such as percentage, average and Likert scale.

History of Amusement & Theme Parks

Amusement park is the more generic term for a collection of amusement rides and other
entertainment attractions assembled for the purpose of entertaining a fairly large group of people.
An amusement park is more elaborate than a simple city park or playground, as an amusement
park is meant to cater to adults, teenagers, and small children. An amusement park may be
permanent or temporary, usually periodic, such as a few days or weeks per year. The temporary
(often annual) amusement park with mobile rides etc. is called a funfair or carnival. The original
amusement parks were the historical precursors to the modern theme parks as well as the more
traditional midway arcades and rides at county and state fairs (in the United States). Today,
amusement parks have largely been replaced by theme parks, and the two terms are often used
interchangeably. For a remarkable example of a European park, dating from 1843 and still
existing, see Tivoli Gardens, Copenhagen. Even older is the Oktoberfest which is not only a beer
festival but also provides a lot of amusement park features, dating back to 1810, when the first
event was held in Munich, Germany. The first American amusement park, in the modern sense,
was at the 1893 World Columbian Exposition, held in Chicago, Illinois. The 1893 World's fair
was the first to have a Ferris wheel and an arcade midway, as well as various concessions. This
conglomeration of attractions was the template used for amusement parks for the next half-
century, including those known as trolley parks. In 1897, Steeplechase Park, the first of three
significant amusement parks opened at Coney Island in Brooklyn, New York. Often, it is
Steeplechase Park that comes to mind when one generically thinks of the heyday of Coney
Island. Steeplechase Park was a huge success and by the late 1910s, there were hundreds of
amusement parks in operatio n around the world. The introduction of the world-famous Cyclone
roller coaster at Steeplechase Park in 1927 marked the beginning of the roller coaster as one of
the most popular attractions for amusement parks as well as the later modern theme parks of
today. In 1955, Disneyland in Anaheim, California revived the amusement industry with its
themed lands and matching attractions instead of using the older formula with traditional rides in
one area and a midway, concessions, and sideshow attractions in another. The idea of theme
parks caught on and, by the 1980s, became a billion dollar-a-year industries in the United States
and around the world (www.expedia.co.uk ).

Fantasy kingdom
Fantasy kingdom is one of the pioneer amusement parks in capital city of Dhaka which has been
provided the concept of amusement park in Bangladesh. Fantasy kingdom situated in Ashulia, 40
minutes away from Dhaka, on the Dhaka-Ashulia highway at a place called Jamgora. It is a place
of all ages of tourists. All classes of tourists visit here to enjoy this place. As a place of tourism
many people recognizes that it is a modern and enjoyable place. Most of the tourists come here
for amusement. In fantasy kingdom different types of rides are available for different ages of
tourists. Besides these enjoyable rides tourists want many other enjoyable rides for more
entertain. They also like to enjoy natural beauty.

Here the management and security system is nice to arrange & handle different types of
activities. Many people thought that it is a nice place to come and enjoy. Management authority
arranges different types of events in different occasion to attract the tourists. Every year the
amount of new tourist is increasing for enjoying that place. Transportation facility is now
improved than earlier to provide better service to the tourists. Communication system of fantasy
kingdom is so highly improved that tourist can easily come to the fantasy kingdom anywhere
from Dhaka. Better transportation system is one of the reasons of tourists for choosing fantasy
kingdom as a tourism place. Huge numbers of employment opportunities are created on the basis
of fantasy kingdom. Many people working as an employee in fantasy kingdom, many people
setup food stall and many other small shops outside fantasy kingdom to provide service to the
tourists, many people working in transportation. Fantasy kingdom also provides motel service to
the tourists which also create employment opportunities.
Fantasy Kingdom is an Entertainment Complex. Just 40 minutes away from the Dhaka city, on
the Dhaka-Ashulia highway at a place called Jamgora, The Fantasy Kingdom is a magical
kingdom of fun and excitement. The park has been set up on 20 acres of land. It has international
standard and thrilling rides. This park is very attractive for people of all ages to enjoy different
rides. The landscape exudes that old World charm, with gardens, fountains, statuettes, pillars and
walkways that belongs to a Lost Kingdom. Their beauty will dazzle tourist eyes. There are lots of
events in Fantasy Kingdom such as Bumper Car, Sun And Moon, Train Ride (izzy dizzy, zuzu
train), Pony Adventure, Battery Car, Happy Kangaroo, Family Roller Coaster, Magic Carpet,
Pony Adventure, Bumper Boats, Junior Ferris Wheel, Redemption Games, High Way (Mini
Convoy), Santa Maria, whirly bird, happy kangaroo and many more. There are two types of
paddleboats and the most thrilling ride is the roller coaster. Tuesday is family day announced by
the park authority. One child is free for each couple. There are arrangements of concerts and
various cultural programs for the visitors all round the year.

Demographic Analysis of Sample Tourists

It is important to analyze demographic information of visited tourists to let know what type of
people gather in this amusement park. For this reason, the researchers interviewed to the tourists
regarding demographic information like age structure, income level, and gender status. The
interview showed that 67% visitors are unmarried including children and rest of the 33% are
married as they are visiting there along with as their guardians and family members.

Income Level of the sample tourists

Income is the very vital factor for a tourist to visit to the amusement park which is always a
matter of expenses. The following table and graph are showing the income level of sample
tourists who are frequently visiting this park for themselves and family.
Table 1: Income Level of the sample tourists
Income 0-15,000 15,000-30,000 30,000-45,000 45,000-60,000 60000+
No. of
10 48 12 11 9
respondents
Percentage 11% 54% 13% 12% 10%
Source: Field Survey
 Figure - 1: Income Level of the sample tourists

Income range

0-20000 15001-30000 30001-45000 45001-60000 60000+

10% 11%

12%

13%

54%

The above table and figure shows that there is the maximum income earning tourists are in 54%
(Taka 15000 to Taka 30000) followed by 13% (Taka 30000 to Taka 45000), 12% (Taka 45000 to
Taka 60000), 11% (below Taka 20000) and 10% (above Taka 60000 to Taka).

Age Range of the sample tourists

The following table and graph are showing the age range of sample tour ists who are
frequently visiting this park for themselves and family. All ages of people can enjoy this
place. Different types of rides are available for different ages of people.
Table 2: Age range of the sample tourists
Age 1-10 10-20 20-30 30-40 40+
No. of
21 31 18 13 7
respondents
Percentage 23.33% 34.44% 20% 14.44% 7.77%
Source: Field Survey
The above table and figure shows that there is the greater tendency of visiting sample amusement
park who have the age level of 10 to 20 years of age. The tourists who are in 10-20 years is 31%
followed by 21% (1-10 years), 18% (20-30 years), 13% (30-40 years) and 7% (above 40 years).
Reasons for Visit
Tourist visits in a recreational place for many reasons such as birthday parties, educational
institutions programs like picnic, concert, company picnics, group outings, family days,
wedding parties, various festival, family demand etc. The data shows that general visitors
(42%) are dominating in the aggregate tourist list and followed by family program/outings
(21%), group outings (9%), educational institution’s program (8%), national festival (7%),
picnic party (5%), others (4%), company program(3%) and rest of the belongs to wedding
party(1%). This is very important for the park authority that general visitors those who
have moderate income as they like to visit this type of park frequently.
Table 3: Reasons for Visit
Visitors Percentage (Approximately)
General Visitors 42
Picnic Party 5
Company Program 3
Educational Institutional Program 8
Group Outings 9
Family Program/Outings 21
Wedding Parties 1
National Festival 7
Other 4
Total 100%
Source: Field Survey

Types of Sample Tourists

The below table are showing different types of tourist who were visiting in this tourist spot
in the data collection time.
Table 4: Types of Sample Tourists
Visitors Number of tourists Percentage of tourists
First time visitors 21 23.33%
Regular visitors 19 21.11%
Occasionally 33 36.66%
Insist by others 10 11.11%
Unintentionally 7 7.77%
Total 90 100%
Source: Field Survey
The above table and figure shows that there is the age level of the tourists are in 31% (10-20
years) followed by 21% (1-10 years), 18% (20-30 years), 13% (30-40 years) and 7% (above 40
years)

Perception about fantasy kingdom

Perception of the tourist about fantasy kingdom is positive. Fantasy kingdom is a place of
all type of tourist. Maximum tourists share similar view regarding fantasy kingdom.
 Table 5: Perceptions of Sample Tourists Place
Perception Regarding Average Point (under five point Scale)
Environment 3.2
Well decorated (Heritage) 4.4
Food availability 3.0
Transportation 3.4
Incentives 1.3
Customer Services 2.2
Safety and Security 3.0
Artificiality 4.4
Pricing 3.7
Effective promotion 2.5
Distance 2.1
Quality management 2.6
Source: Field Survey
[Note: The above average point have been calculated though Likert scale which is usually
called five point scale. and the five points denotes 1=Very dissatisfied, 2= Dissatisfied,
3=Modest, 4= Satisfied, 5=Very Satisfied ]

The above table shows that visited tourists are very satisfied on their heritage decoration
(4.4) and artificiality (4.4) followed by pricing (3.7), Transportation (3.4), Environment
(3.2), Food availability and Safety and Security (3.0), Quality mana gement (2.6), Effective
promotion (2.5), Customer Services (2.2), Distance (2.1) and incentive (1.3). It is evident
that the sample amusement park has been perceived towards its customers as a well
decorated heritage place and full of artificial amusement center to amuse its targeted
tourists.
Conclusion
Tourism has an increasingly vital economic, social, cultural and environmental impact,
both globally and on the national scale, and that the continuing growth of tourism and
tourism- related activities has diverse implications for the attainment of sustainable
development. In order to increase the number of tourist, fantasy kingdom management
authority should fulfill the demand of the tourists. Government can play a vital role by
exempting or reducing the tax and increasing the infrastructure like supplying gas in that
area and improvement of law and order situation in the tourist areas. Proper management
system and fulfilling the demand of tourist will increase the number of tourist and increase
the employme nt opportunities for the unemployed people. To keep this place attractive to
the tourists, it is needed to keep the transportation facility in a high class way. It is a
dominant service sectors that contributing to a large GDP growth, employment generation,
making ecological balance of a country. Though this contribution is not enough to prove it
as a competitive one, compare to other theme park. Restructuring information transmission,
development of infrastructure facilities, creation of new reserve zones for the tourists and
proper maintenance of existing spots, improvement of law and order situation in the
tourist’s areas, ensuring congenial and peaceful environment during tourist season may be
adopted to increase tourist attraction and development of this tourists place (Fantasy
kingdom) in Bangladesh.

Reference
1. http://www.fantasy-kingdom.net/
2. http://www.concordgroup.net/
3. The Financial express (Sunday May 18 2008)
4. https://bpc.org
5. https://webdictionary.co.uk
6. https://www.bangladesh parjatan corporation
7. https://www.Asians travel destination
8. https://www.amazines.com/asian_tourist_spot_
9. https://www.chinatour.com/attraction/attraction.htm
10. https://www.vagabondish.com/worlds-most-disappointing-tourist-spots/
11. https://www.expedia.co.uk/daily/inspiration/top10/theme-parks/default.aspx
12. https://www.hometravelagency.com
13. Mohammad Shamsuddoha “Sustainability of Tourism Industry: Bangladesh Perspective”
Conference on Technology and management for sustainable exploitation of Minerals and
natural resources” Feb 2004, page 1.