New ways to play

Employing popular intellectual property has long been recognized as advantageous for theme-park development, and parks across China have realized the potential advantages of IP in cultivating storylines, enhancing visitor experiences, increasing attendance and boosting secondary consumption, Chang says.

AECOM says it has found more than half of the parks have introduced IP to varying degrees.

But experts caution IP is not necessarily a silver bullet for all theme parks.

"It's important to clearly understand the purpose behind introducing IP-for example, to boost marketability-and then select appropriate IP that can achieve these objectives, noting local market preference," Chang says.

Quality also requires a focus on themed entertainment's primary focus-immersive and fun experiences that can be shared with family and friends, she says.