Attraction Accountability
 

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Qualitative research into the effect of new attractions: ZMET

   The park of which the data for the qualitative research have been processed is situated in the Northern part of Europe and has a visitors number of more than one million (but less than four million) every year. As stated we investigated thoroughly the lowest and the highest scoring attraction. To do this we used the Zaltman Metaphor Elicitation Technique[1]. This method is based on a number of assumptions: thought is image-based, most communication is non-verbal, metaphor is central to thought, emotion and reason are equally important and commingle in decision making, most thoughts, emotions and learning occur without awareness, mental models guide the selection and processing of stimuli, different mental models may interact (Zaltman, 1997). The most important assumption of ZMET is that metaphors can help to bring to the surface important, but subconscious thoughts and feelings of consumers. Since metaphors are so fundamentally present in our thoughts, they appear in different forms and on different moments in the research method. Deep metaphors can be the basis of dormant and necessary needs and can act as a source for our observations and behavioural tendencies. Deep metaphors are therefore the consumer’s most fundamental and important thoughts, thoughts which a manager should be able to understand (Zaltman, 2003). For more information about ZMET see also Zaltman & Coulter (1995), Zaltman (1996, 1997, 2000), Catchings-Castello (2000), Olson & Zaltman (2001), Christensen & Olson (2002).



[1] ZMET is a patented method of OZA (USpatent No. 5.436.830. The author has been trained in this method by Altu´tion (The Netherlands). read more...

 

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