A case study on Legoland Malaysia.

Abstract

This research aims to provide a Southeast Asian perspective on theme park operations. Legoland Malaysia was chosen due to its international recognition, high popularity and novelty since its opening in September 15, 2012.

A model of success factors was compiled from existing literature and a survey was crafted using the model as a framework. This survey was then distributed to visitors at Legoland Malaysia to find out their views. The researchers also conducted site visits to supplement the survey results.

From the analysis of the results, Legoland Malaysia will have to put in more effort to address immediate concerns of visitors such as queue management and ride quality to sustain long-term success. Further recommendations on how to attract visitors to re-visit and to encourage them to leave feedback are also discussed.