ABSTRACT
The theme park studied here. Six Flags Magic Mountain (SFMM) located in southern California, provides a day-long total entertainment package. Theme parks pos sess several interesting characteristics that influence both analysis and management of their operations. First, the ser vice package is not homogeneous-the experience includes thrill rides, shows, arcade games, and food and beverages. Second, customer preferences are not uniform, and the mar ket could be segmented into several groups. Third, the park attendance level fluctuates significantly, according to the season, day of the week, and time of day. Fourth, customer perceptions (e.g., about delays and queues) play an important role in evaluations of the park's operations. Even more important, the interdependence between these measures is not obvious and requires insights into custom ers’ needs and expectations.
