A Hybrid Quantified SWOT Analysis to Label the Competitive Positioning for Theme Parks: A Case Study of Taiwan

Abstract

This paper aimed to explore customer value-driven factors and evaluated competitive positioning to formulate the sustainable business strategy for theme parks in Taiwan. We employed Borda count to obtained the customer value-driven factors. This paper further developed a hybrid quantified SWOT analysis to identify the competitive positioning for the four major theme parks in Taiwan, The findings in this paper were: (1) There are nine customer value-driven factors attributed into the three dimensions of park characteristics, service characteristics, and exogenous characteristics, which are significant important for theme park sustainable survive; (2) Lihpao Resort is located in the first (SO) quadrant with its internal strengths and external opportunities simultaneously but it has less external opportunities; (3) Formosan Aboriginal Culture Village is located in the third (WT) quadrant with its internal weakness and external threats, which has the worst performance compared with other theme parks in this paper; (4) Leafoo Village Theme Park is located in the first (SO) quadrant with its internal strengths and external opportunities, which has less internal strengths compared with Lihpao Resort; and (5) Janfusun Fancy World is located in the fourth (TS) quadrant with its the external threats and internal strengths. Conclusions and suggestions are also discussed.