Analysing the model of “theme park & tourism performing arts”: A case study on Songcheng Company

In recent years, with the increase in people’s demand for tourism, the output value of the tourism performing arts industry has increased, and market competition has become fierce. In this case, Song Cheng Performing Arts Co., Ltd. (Songcheng Company) has developed faster than the average level of the industry since 2013 and has become a leading enterprise in the industry in recent years. The reason why the purpose of this study was to explore how Songcheng Company has developed rapidly in the past ten years and how the “theme park +tourism performing arts” model makes Songcheng Company successful. This paper finally analysed three reasons by using founding materials and data: This model was complementary. In future development, the company should integrate trend elements and join experiential projects; the model is highly replicable, but the company should strictly control product quality and reduce product homogenization. The model allows the company to build its own IP. Meanwhile, this paper suggests making more effective use of network resources. Through the study of Songcheng Company, this paper makes up for the gap in the study of this model and has a certain reference significance for the development of other tourism enterprises.