Structural Relationship between Theme Park Servicescape, Instagramability, Brand Attitude and Intention to Revisit

Abstract

The purpose of this research was to identify the sub-dimensions of servicescape and investigate the structural relationship among servicescape, Instagramability, brand attitude, and intention to revisit. For data collection, Amazon Mechanical Turk was employed. The number of valid observations for data analysis was 422. A structural equation model was the main instrument used to test the research hypotheses. It was revealed that servicescape positively affects Instagramability and brand attitude. The results also revealed that servicescape exerts a positive impact on intention to revisit. Additionally, the results showed that brand attitude is positively associated with Instagramability. Last, it was found that intention to revisit is positively influenced by Instagramability. This study sheds light on the literature by exhibiting the structural relationship among servicescape, Instagramability, brand attitude, and intention to revisit.