Hotel Distribution and Sales
WRITTEN ASSIGNMENT – DREAMWORLD ANALYSIS REPORT
Length: Maximum 1,500 words +/- 10% (including figures, tables and
references). See further guidance and details below. No appendix permitted and no
Table of Content required.
Presentation: 12-point font Arial or Times New Roman. 1.5 line spacing.
VIRTUAL FIELD TRIP DETAILS:
You need to undertake a “VIRTUAL” field trip to Dreamworld using Dreamworld’s
website. Go online and find the range of services this theme park offers, the attractions
in the park, their target market as well as their marketing strategy. Go to
https://www.dreamworld.com.au/ and under “Things to do”, you can find the attractions
within the park and the range of service offerings. You can find information about the
shows and services in each area in the park on the website. In addition, you can
search for the park as well as each area within the park such as Tiger Island or
Corroboree on YouTube and other relevant websites.
Dreamworld’s management team are seeking your advice and recommendations on
the customer experience at the theme park and ways to boost their ticket sales.
2 | P a g e
They would like you to analyse the current marketing situation facing Dreamworld
and assess the theme park’s success at delivering a customer experience that
supports the image of Dreamworld. They would like your recommendations for
improvements to the guest experience and sales tactics. Specifically, Dreamworld
management are seeking your analysis and recommendations on one of the five
main attraction areas in the park. You can choose from:
• Tiger Island
• ABC Kids World
• Dreamworks Experience
• White Water World
Remember to select only one area on the list above for this report.
IMPORTANT!!!! You should justify your analysis and recommendations using
academic resources and applying the theories and concepts we have covered in
the lectures, seminars and reading material for this course.
There are five parts to this report:
• Part A – Introduction and Situation Analysis (approx. 250 words)
Describe the current operating environment of Dreamworld. Briefly discuss major
environmental trends, opportunities and challenges facing this business that affect
• Part B – Site Analysis: Delivering on the Dream (approx. 500 words)
State the attraction area (i.e., Corroboree OR Tiger Island OR ABC Kids World OR
Dreamworks Experience OR White Water World) that you will focus on in your report.
Concentrate your analysis for Parts B, C and D specific to this area.
On Dreamworld website, look at the attraction area you have selected and search for
the physical facilities and the shows and services they offer. You can refer to YouTube,
Google images, and other relevant tourism websites such as TripAdvisor to find
relevant information. Your analysis in this section needs to include the exterior
appearance, cleanliness of the area, facilities in the area, employees and their uniform
as for the physical evidence, and signage. Consider the core, tangible and extended
product offerings (see Figure 5.1 on page 132 of your textbook). Does the physical
appearance support the image of Dreamworld or communicate that image to
prospective and existing customers? Who is the target market for this area of the park?
How does this guest experience align with the target market? Explain your answer.
Include THREE images of your chosen area in this part.
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