Journal of Marketing and Sales Management

Authors: Dr. K. Sankar Ganesh, Karthik R, Eldhose K Thankachan^ 

Abstract: This study aims to study the Strategies of Wonderla as a Flagship of Tourist Attractions in Kerala and thereby analyze the overall performance of Strategies of Wonderla. Also, we intend to know whether the service marketing impacts the consumer’s behavior towards the amusement park. The strategies of the amusement park industry are developed based on the service marketing triangle theory. The area of the study was conducted in Wonderla, Kochi.     Data used for the research has been collected from primary and secondary sources. Primary data are collected using structured questionnaires. On the other hand, secondary data includes those data, which are collected from previous research work, company records and information websites, etc. The results show that interactive marketing influences visitor satisfaction and the behavior of the employees. This study demonstrates that examining the influence of cross-level service marketing on internal and external customer satisfaction is crucial to theme parks' operational success. Wonderla Kochi uses extensive service marketing strategies both inside and outside the park. Hence it is a major force that influencing buyer behavior and is a major force wonderla is become a flagship of tourist attractions in Kerala.