Joan C. Henderson, Chua Pei Ting, Liu Huijun & Jeffrey Ngiam
Theme parks are an important component of the tourism industry in much of the world and of considerable economic significance as they require heavy investment and involve some very large corporations. The sector is less established in parts of Asia, but is flourishing there as a result of economic development which is encouraging demand for leisure and tourism and facilitating funding. International operators are interested in the ensuing commercial opportunities and often encouraged by authorities seeking the benefits which can accrue to destinations from hosting parks. This paper presents a case study of the first LEGOLAND in Asia and examines the background to its opening in Malaysia and future prospects. Influencing factors on likely success within internal and external domains are identified. While factors seem to favour the park’s sustainability and the launch of more theme parks, there are also challenges to overcome.
Keywords: Internationalisation, Southeast Asia, theme parks.