Flow management to optimize retail profits at theme parks
成果类型：
Article
署名作者：
Rajaram, K; Ahmadi, R
署名单位：
University of California System; University of California Los Angeles
刊物名称：
OPERATIONS RESEARCH
ISSN/ISSBN：
0030-364X
DOI：
10.1287/opre.51.2.175.12789
发表日期：
2003
页码：
175-184
关键词：
摘要：
In many theme parks, stores are located within major attractions to sell related merchandise. Sales at such stores form a significant portion of theme park profits. Typically, store sales depend upon visitor flows through the attraction, customer satisfaction with the attraction, and the merchandise at the store. In addition, such stores constitute a unique retail environment, as visitor flows to attractions can be managed and stores are not competitors, but belong to the same parent company. This provides the opportunity to increase store sales by interfacing park operations, which manages visitor flows by setting schedules and capacity of attractions, with the store-level merchandising process, which determines which and how much product to order. Motivated by a study at Universal Studios Hollywood (USH), we develop a flow management model to link park operations-with store-level merchandising. This model sets the capacities and schedules of the major attractions to increase visitor flows to high-profit retail, areas subject to visitor satisfaction, capacity, scheduling, and flow-balance constraints. In addition, this model serves as an important tool to generate and evaluate various strategies aimed at increasing theme park profitability at USH.