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DeSIRABLE TECHNOLOGY FEATURES THAT MAKE ATTRACTION EXPERIENCES ENJOYABLE


Scan admission tickets for quicker entry


Automatic discounts provided for members, season pass holders


GPS maps/directions to make it easier to find my way around


Fast Pass systems that enable you to “reserve” your place


Queue line wait times posted electronically


Interactive features visitors can touch and feel


Admission/Ticket Booth Self-Serve Kiosks


Touch screens on Kiosks


Special effects that simulate fun & exciting situations


47% 46%


44% 44%


42% 41% 40% 39% 36%


Our respondents provided concrete evidence that well-done technology, and the right kinds of technology, have the potential to powerfully influence a destination. Guests’ favorite tech features make 55% of them more likely to visit, 39% more likely to talk about the attraction with friends, and 37% more likely to stay longer. 20% or slightly fewer are more likely to bring more friends next time, spend more money, and post about the destination on social media. Millennials are the most influenced by technology, reporting higher propensity to visit, stay, and spend more than the average, while unsurprisingly Matures are the least influenced.


Unfortunately, guests’ overall satisfaction with attraction technology is rather low. On a five-point scale, no tested features scored above a 3.75. Te best score went to the website (3.71), which typically has little to do with the on-site experience. On-site ticketing (3.68), tech associated with food and beverage (3.64), and technology or energy conservation (3.64) followed. Respondents were least satisfied with the aforementioned mobile app (3.44), the mobile website (3.54), and the destination’s use of technology to speed up attraction queues (3.57).


When asked to pick the top three most desirable technology devices, respondents chose: 1. Safety Devices 2. Fast Pass Systems 3. GPS/Maps for Easy Wayfinding’


25


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