广州飞龙世界游乐城关闭的原因与启示

THE BANKRUPTCY OF GUANGZHOU FLYING DRAGON WORLD RESORT: ITS REASONS AND IMPLICATIONS

广州番禺“飞龙世界游乐城”是广州市首座主题公园 ,在 1995年元月开业前后 ,各种新闻媒体曾作过大量宣传 ,实际景点建设、经营运作声势浩大 ,一度名扬粤港澳。但在营业 4年后 ,却被广州番禺法院封闭停业了。文中从旅游科学和旅游业实践的角度 ,通过实地调查研究 ,认为其失败的主要原因是 :(1)景点建设背离主题 ,贪大求全 ;(2 )市场定位盲目乐观 ,大量设施空置 ;(3)经营管理上未能扬长避短 ,蛇系列产品未能适销对路进入国际市场 ;(4)投资机制上靠贷款建设 ,经营严重亏损。并从中得到几点启迪 ,供今后创办主题公园借鉴。

Guangzhou Flying Dragon World Resort, located in Panyu of Guangzhou, is the first theme park ever established in Guangzhou. After its operations in Jan. 1, 1995, promotion and publicity through media made it a popular theme park throughout Guangzhou, Hong Kong and Macao due to the magnitude in the construction and operations of the scenery. However, after 4 years of operations, it was closed by the Court of Panyu of Guangzhou. From the aspects of Tourism Science and the practice in tourism industry, it is considered that the reasons of its failure are as follows: 1) the construction of the scenery digressed from its theme because of craving for large scale and completeness, thus more fund being invested; 2) the policy makers were too optimistic about the market positioning resulting in great deal of equipment remaining wasteful which made economic return go from bad to worse; 3) lack of ability in making good use of its advantages, hence the snake products did not meet the demands of the international markets; 4) the financing by loans made operation in the red, as a result of which the resort went bankrupt. We therefore raise some implications for the construction of future theme parks.