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Memoria Del Trabajo De Fin De Grado MEMORIA DEL TRABAJO DE FIN DE GRADO Cinemasland: Innovando en el turismo de parques temáticos Cinemasland: Innovating in theme parks tourism Autor/a: D/Dª Adriana Fragoso García. Tutor/: D/Dª Isaías Leopoldo Naranjo Acosta. Grado en TURISMO FACULTAD DE ECONOMIA, EMPRESA Y TURISMO Curso Académico 2017/2018 San Cristóbal de La Laguna, 15 de junio de 2018 1 CONTENT INDEX 1. INTRODUCTION ....................................................................................................................... 5 1.1 MOTIVATIONS TO DEVELOP THIS PROJECT .................................................................. 5 1.2 METHODOLOGY USED ...................................................................................................... 5 1.3 OBJECTIVES ........................................................................................................................... 5 2. THEORETICAL FRAMEWORK ................................................................................................. 6 2.1 GENERAL CONSIDERATIONS AND CHARACTERISTICS ............................................... 6 2.2 EXPERT JUDGEMENTS ..................................................................................................... 8 3. CONTEXTUALISATION ............................................................................................................ 8 3.1 CURRENT SITUATION ANALYSIS ..................................................................................... 8 3.1.1 Magic Kingdom & Universal Studios ............................................................................. 9 4. CINEMASLAND ....................................................................................................................... 11 4.1 INTRODUCTION ............................................................................................................... 11 4.2 GENERAL CONSIDERATIONS ......................................................................................... 12 4.2.1 Location ...................................................................................................................... 12 4.2.2 Target Market .............................................................................................................. 13 4.2.3 Partnership .................................................................................................................. 13 4.3 ATTRACTIONS AND SHOWS ........................................................................................... 14 4.4 ACCOMMODATION: THE WALK OF FAME HOTEL ........................................................ 21 4.5 RESTAURANTS ................................................................................................................ 23 4.6 ADVERTISING ................................................................................................................... 23 4.6.1 General considerations ............................................................................................... 23 4.6.2 Opening Day ............................................................................................................... 24 4.7 FINANCIAL SUPPORT ...................................................................................................... 24 4.7.1 Introduction ................................................................................................................. 24 4.7.2 Income ........................................................................................................................ 25 4.7.3 Expenses .................................................................................................................... 27 4.7.4. Financial Statement ................................................................................................... 29 5. CONCLUSIONS ....................................................................................................................... 33 6. BIBLIOGRAPHY AND WEBGRAPHY ..................................................................................... 34 6.1 BIBLIOGRAPHY ................................................................................................................ 34 6.2 WEBGRAPHY .................................................................................................................... 34 2 TABLES INDEX Table 1. Advantages and disadvantages of the economic environment of theme parks ................ 7 Table 2. Advantages and disadvantages of the socio-cultural environment of theme parks .......... 7 Table 3. Advantages and disadvantages of the physical environment of theme parks .................. 8 Table 4. Top 20 Amusement Parks and Theme Parks in North America ....................................... 9 Table 5. Capacity and duration of Origins World's attraction ....................................................... 14 Table 6. Capacity and duration of Adventure World's attraction .................................................. 15 Table 7. Specifications of Science Fiction World ......................................................................... 16 Table 8. Specifications of Disney Musical Shows ........................................................................ 17 Table 9. Specifications of Cabaret Musical Shows ...................................................................... 17 Table 10. Specifications of Musical Shows from the 50s-70s ...................................................... 17 Table 11. Specifications of Old & New Glories Musical Shows .................................................... 18 Table 12. Capacity and duration of World of History's attractions ................................................ 19 Table 13. Capacity and duration of Horror World's attractions ..................................................... 20 Table 14. Capacity and duration of Animation World's attractions ............................................... 21 Table 15. Initial financing plan...................................................................................................... 24 Table 16. First year opened ticket's income ................................................................................. 25 Table 17. The Walk of Fame prices ............................................................................................. 26 Table 18. High season income..................................................................................................... 26 Table 19. Average season income ............................................................................................... 26 Table 20. Low season income ..................................................................................................... 26 Table 21. Fixed assets depreciation ............................................................................................ 27 Table 22. Loan amortization ........................................................................................................ 28 Table 23. Fixed Assets. Balance Sheet ....................................................................................... 30 Table 24. Equity and Liabilities. Balance Sheet ........................................................................... 31 Table 25. Income Statement ........................................................................................................ 32 ILLUSTRATIONS INDEX Illustration 1. Cinemasland's map ................................................................................................ 12 Illustration 2. Cinemasland's layout .............................................................................................. 13 Illustration 3. Facade of the Walk of Fame Hotel ......................................................................... 21 Illustration 4. Ground floor blueprint ............................................................................................. 22 Illustration 5. Murder on the Orient Express room decoration ...................................................... 23 3 Resumen Orlando es conocido mundialmente por ser el destino de parques temáticos por excelencia. Dentro de su territorio, podemos encontrar una amplia gama de este tipo de producto, caracterizado por ser un espacio recreativo apto para todos los públicos y preferencias, y cuyo contenido principal se basa en compañías cinematográficas. No obstante, en ninguno de ellos podemos apreciar el concepto del cine en sí, sino una simplificada versión del mismo. Por consiguiente, el objetivo de este TFG es proponer la creación de un parque temático que contenga la historia del séptimo arte, desde sus inicios hasta la actualidad, combinando la posibilidad de que nuestro público objetivo pueda aprender algo nuevo mediante el ocio y la recreación que supone sumergirte en un mundo lleno de entretenimiento y fantasía. Para ello, se planteará la estructura adecuada para su construcción, las acciones publicitarias oportunas, así como la financiación necesaria para llevarlo a cabo. Palabras clave: parque temático, cine, ocio, entretenimiento. Abstract Orlando is known worldwide for being the theme parks’ destination par excellence. Within its territory, a wide range of this type of product can be found, whose main characteristic is being a recreational place suitable for all audiences and preferences, and its content is based on film companies. Nevertheless, none of them has used the concept of cinema as such, just a simplified version of it. Consequently, the main objective of this TFG is proposing the construction
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