Port aventura: From theme park to resort

Mariano Hervás, Juan Rodón, Marc Planell, Xavier Sala

Research output: Book chapterConference contributionpeer-review

1 Citation (Scopus)

Abstract

Since its inception as a theme park in 1992, and aiming to adjust to a seasonal adjusted demand, Port Aventura had invested heavily in new shows, rides, hotels, golf courses, a convention centre, and a shopping mall. Yet, such evolution from a theme park to a resort had posed new challenges for the executive team of Port Aventura. In particular, whereas as a resort the commercial activity had focused on aggregated statistical information from customers, as a resort they needed to know and target individual customers. However, this new one-to-one marketing focus was not supported by the existing information systems of the company. The case is situated in the mid-2009 when the CEO requests the CFO and the CIO to find a solution that addresses the commercial needs of the resort. The case discussion takes students to discuss and assess the business problems and relate them with the existing information systems. Students will also have to analyze different alternatives for the information systems proposed in the case and develop a deployment plan for the alternative they chose.

Original languageEnglish
Title of host publicationICIS 2010 Proceedings - Thirty First International Conference on Information Systems
Publication statusPublished - 2010
Event31st International Conference on Information Systems, ICIS 2010 - Saint Louis, MO, United States
Duration: 12 Dec 201015 Dec 2010

Publication series

NameICIS 2010 Proceedings - Thirty First International Conference on Information Systems

Conference

Conference31st International Conference on Information Systems, ICIS 2010
Country/TerritoryUnited States
CitySaint Louis, MO
Period12/12/1015/12/10

Keywords

  • Customer relationship management
  • Data integration
  • Data warehousing
  • Marketing one-to-one
  • Resort
  • Theme park

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