Factor that influencing customers preference / Qistina Rosli

This chapter fundamentally focus on the background of this research. This chapter will summarize about the objectives of the study to see whether the objectives in the study are relevant or not. This chapter also will explain about the company profile, problem statement which is the main problem the company face and also purpose of this study.

As we know Malaysia has a lot of amusement park to be explored. In 2018, the amusement park in Malaysia become a trend as a recreation with their friends, couple and family. They are using the amusement park to make a private event, birthday party or proposal event by the couples.
The amusement park also give a contribution as the tourism and attraction to visit the country. For example in Taiwan, people comes to visit the country because they want to feel the excitement and experience to ride the most thriller ride in the world. There are more than·8 amusement park that can visit by them which is will give the variety to the tourist to come for the theme park in Taiwan.

In 1991, Universal Studios reported an attendance increase of 52%, which it attributed to its new ride inspired by the popular movie Back to the Future (Formica and Olsen 1998). Similarly, the leading Dutch theme park the Efteling, They witnessed a 30% increase in number of visitors during the opening year of its first rollercoaster attraction in 1981, the Python.
Same goes in Malaysia, the amusement park will be attract by the character that they have, for example the Nickelodeon Lost Lagoon in Sunway, The Ice Age and Titanic for Century Fox Genting and Hello Kitty and Thomas Town in TAR PH Holdings in Puteri Harbour. This character will attract and influence people to come and enjoy the park.

The ticket attendance also will be rely with the content, design, layout and wow factor that the park given. Without that, the park cannot be sell and the revenue of the company also be decrease. The ticket will be influence by the theme park itself.