Dreamworld's response to the deaths of four people on one of its rides will be key to whether or not the company can survive the tragedy.
Two women - 42-year-old Cindy Low and 32-year-old Kate Goodchild - died in the accident when a raft they were riding in on the Thunder River Rapids ride flipped backwards along with Ms Goodchild's brother Luke Dorsett, 35, and his partner Roozbeh Araghi, 38.
Ms Low's 10-year-old son and Ms Goodchild's 12-year-old daughter were also in the raft but survived the incident.
The park closed for Wednesday and Thursday after the disaster, but some of the attractions will be opened on Friday.
Entry proceeds will be going to the Australian Red Cross.
AUT PR specialist Averill Gordon spoke with Paul Henry about whether or not the company will last through the disaster.
Watch the video.