Managing the perception of service quality; the importance of understanding differences between demographic and behavioural customer segments amongst theme park visitors

Abstract

Purpose The aim of this study was to investigate the differences in the perception of service quality among various demographic and behavioural visitor segments within the theme park tourism market. Design/methodology/approach A quantitative survey was conducted using a structured questionnaire which was distributed to 655 theme park visitors. Different groups of visitors were identified through the use of cluster analysis based on the evaluation of both demographic variables and a number of behavioural factors associated with their characteristics in terms of “time and cost” allocations for visits to a theme park. Findings The findings confirm that differences in demographic characteristics significantly affect perceptions of visitors as demonstrated in the way they are likely to evaluate importance and performance factors in a theme park’s delivery of services. In contrast, behavioural segmentation in terms of time allocation and associated expenditure is unlikely to produce significant differences in the visitors’ perceptions of the level of service provided. Originality/value Although there are many studies related to visitors’ perceived service quality, none of them use the same methodology as applied in this study of theme park industry. The research results reveal important implications for the theme park industry because of this new understanding of the segmentation differences for visitor-perceived service quality. By directing attention of management to these differences, improvements in service quality perceptions can more readily be achieved.

An Analysis of Visitor Profiles and Satisfaction Towards Jungleland Adventure Theme Park, Sentul City Bogor, Indonesia

“…The findings also relate to the arguments by Lo and Leung (2015) that stated local visitors incline to visit with friends and family to intensify their bonding by experiencing activities within a theme park. Other than that, this finding substantiates by the findings of Fotiadis and Kozak (2017) that found most of the visitors visit a theme park with their friends as it relates to the factor dominantly the visitors' single marital status.…”

Use of the pathfinder network scaling to measure online customer reviews: A theme park study

“…Similarly, Tsang et al () notified that assurance, empathy, and responsiveness are key factors to predict the theme park visitors' satisfaction levels. In addition, factor analysis and cluster analysis is used by some scholars for measuring different variables (such as time and cost) with regard to theme park's segmentation analysis (Fotiadis & Kozak, ; Vassiliadis, Priporas, & Andronikidis, ).…”

Examining the Visitors’ Experience of Theme Park Services and its Influence on their Revisit Intention

“…The service provider needs to improve its products, services, and related value in a highly competitive market to cater to the more significant demand (Hwang & Kim, 2018). Theme park management must provide an excellent facility to support visitor preferences and bring success and effectiveness to the business (Fotiadis & Kozak, 2017;Kampani & Jhamb, 2020;Kim & Choi, 2013). A theme park's physical environment is influenced by architecture and environmental elements such as colour, climate, facilities, equipment, and layout (Lin Jiun-Sheng & Liang, 2011).…”

“…Ali et al (2018) proposed a model involving a physical environment and the impact of visitors' satisfaction through their experience on their loyalty. Before establishing policies or strategies in the theme park, the management should understand the customer perceive service quality towards theme parks, which includes the quality of customer service, quality of the attractions, rides, performances, and shows, to improve the quality of the theme park (Fotiadis & Kozak, 2017). Therefore, the following hypothesis is proposed H1f:…”