The Effect of Rain on the Decision to Visit a Theme Park

Asia Specific Journal of Tourism Research, 2012

26 Pages Posted: 19 Sep 2012

See all articles by Hayeon Joo

Hayeon Joo

Sogang University

Hyoung Goo Kang

Hanyang University

Jon Jungbien Moon

Korea University Business School

Date Written: September 14, 2012

Abstract

Using the data obtained from a theme park, this study assesses the effect of rain on the behavior of theme park visitors. The study proposes a new method for identifying the effects of weather by modeling theme park consumer behavior based on a two-stage decision-making process: In the first stage, potential visitors make a decision to visit in advance based on weather forecasts; in the second stage, the visitors determine which pass to purchase based on the actual on-site weather conditions. The empirical results suggest that people visit the park less when it rains, but the likelihood of their visiting depends on the exposure to weather forecasts. Specifically, a rainy day on which rain was forecast brings significantly fewer visitors than a day on which no rain was forecast. However, the reduction in the number of visitors increases the likelihood that a visitor will purchase the more expensive unlimited day pass; smaller crowds make an unlimited day pass more appealing to those visitors who choose to attend. Based on these findings, this paper illustrates how to develop more attractive tickets or pricing schemes. Importantly, rough weather can be a great opportunity for theme parks to identify and exploit the inherent preferences of visitors in order to enhance customer welfare and park profits.

Keywords: rain, theme park, weather forecast, pricing, consumer decision making

JEL Classification: M31

Suggested Citation

Joo, Hayeon and Kang, Hyoung Goo and Moon, Jon Jungbien, The Effect of Rain on the Decision to Visit a Theme Park (September 14, 2012). Asia Specific Journal of Tourism Research, 2012, Available at SSRN: https://ssrn.com/abstract=2148797

Hayeon Joo

Sogang University ( email )

Hyoung Goo Kang (Contact Author)

Hanyang University ( email )

222 Wangsimniro
Seongdong-gu
Seoul, 133-791
Korea, Republic of (South Korea)

Jon Jungbien Moon

Korea University Business School ( email )

145 Anam-ro, Seongbuk-gu
Seoul, 136-701
Korea, Republic of (South Korea)
+822 3290 2837 (Phone)

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