Port Aventura

  • Reference: P-891-E

  • Year: 1996

  • Number of pages: 23

  • Geographic Setting: España

  • Publication Date: Mar 1, 1996

  • Source: IESE (España)

  • Type of Document: Case

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Description

Portaventura faced the "champagne effect" in its second season. This consisted of a drop in the number of visitors, which all theme parks and amusement parks experienced in their second year of operations once the novelty had worn off. Portaventura decided to avoid this effect. In fact, their plans were ambitious: to achieve more than 3 million visitors, improve the yield of the project and create the best conditions for shareholders so that they decided to support the next steps of the project. The case allows for discussion of the business initiatives and service improvements implemented in Portaventura and it compares the different approaches between Portaventura and Disneyland Paris.

Keywords

Marketing