Value Evaluation Of Theme Park Based On TBCI

Since the 1980 s,theme parks in China have developed rapidly.At present,there are about 2700 theme parks in China.As a new form of tourism,theme parks have high investment and risk.According to the data,only 10%of the theme parks in China are profitable,the remaining 70%are losing money,and 20%are close to balance.Among them,about 150 billion yuan of investment has not yet been recovered.On the one hand,it reflects the difficulty in the management of theme parks in China.On the other hand,it also shows that it is difficult to control the value evaluation and investment risk when investing in theme parks.Under this background,Shanghai Disneyland,with a total investment of nearly 34 billion yuan,officially opened on June 16,2016.At the opening of the park,Wang Jianlin,chairman of Wanda Group,said,"Shanghai Disneyland will not be profitable in 20 years".Wang Jianlin's comments are not unreasonable.Under the current situation of large scale investment and long repayment cycle of theme parks in China,it is difficult to get the evaluation results that can achieve balance of revenue and expenditure in a short time if the traditional value evaluation method is used to evaluate the value of Shanghai Disney by calculating ticket revenue through income methodHowever,on the contrary,by the end of October 2017,Shanghai Disneyland had received 27 million visitors.In the first operating year,it had achieved a balance of financial revenue and expenditure,and its performance exceeded expectations in all respects.Therefore,the author believes that because of the strong brand effect of Shanghai Disneyland,it is unreliable to evaluate the value of Shanghai Disneyland by using traditional valuation methods,such as income method,so this paper will explore a suitable valuation method for theme parks.The main technical routes of this paper are as follows:?finding contradictions and determining the topic of the paper,introducing the significance of this study,research methods and innovation points and deficiencies of this study;?combing and summarizing domestic and foreign research literature on theme park value evaluation,the author finds that foreign research on theme park is more focused on tourists'behavior,while domestic research is more focused on theme park.Research on business development and brand building.Traditional valuation methods mainly focus on the direct economic value of theme parks,but neglect the value brought by the brand premium of theme parks themselves.Therefore,the author collates the research literature on brand strategy to lay a theoretical foundation for the value evaluation of theme parks;?the author first uses the income method to evaluate the value of Shanghai Disneyland and makes unreliable analysis,then introduces the brand credit index model into the value evaluation of theme parks,in order to construct the value evaluation system of theme parks;?the author adjusts the value evaluation system of theme parks through questionnaires.Search and collect data to provide data support for the evaluation of ten indicators in the model of Shanghai Disneyland Brand Credit Index.At the same time,introduce AHP to calculate the weight of ten indicators,further analyze the importance of each indicator on brand value,and evaluate the value of Shanghai Disneyland.Finally,the author draws a conclusion:when evaluating the value of theme parks with strong brand premium,such as Disneyland,the traditional evaluation method is unreliable.The evaluation should focus on the degree to which theme parks meet the emotional needs of tourists,that is,around the brand premium of theme parks,the brand credit index model is used to evaluate the value.At the same time,the author draws lessons from Disneyland's management experience and puts forward relevant strategies and suggestions for brand building of theme parks in China.