Examining the Impact of Visitors’ Emotions and Perceived Quality towards Satisfaction and Revisit Intention to Theme Parks (Kajian Kesan Emosi dan Tanggapan Kualiti Pengunjung Terhadap Kepuasan dan Hasrat Berkunjung Semula Ke Taman Tema)

Norzalita Abd Aziz, Ahmad Azmi M. Ariffin, Nor Asiah Omar, Chin Evin

Abstract


Theme parks attempt to create enjoyable and amazing experiences for visitors. As a result, theme parks are important sectors within the tourism industry, which has grown dramatically with theme parks becoming the main tourist destinations in some countries. The purpose of this research is to analyze how the perceived quality and emotions of visitors in Malaysia’s theme park environments influence their satisfaction and behavioral intentions to revisit. Three main factors that will influence visitors’ satisfaction towards theme parks and their behavioral intentions to revisit are perceived quality, arousal-based experiences and pleasure-based experiences. This study involves 320 respondents, employing a questionnaire survey as the main method of data collection. The results of the study indicate that two significant predictors that influence the satisfaction among the theme park visitors are arousal-based experiences and perceived service quality. The theme parks’ managements can use the findings of this study in planning and executing marketing strategies to improve the theme park service offerings.


ABSTRAK
Taman tema cuba untuk mencipta pengalaman yang menyeronokkan dan menakjubkan kepada para pengunjungnya. Taman tema adalah satu sektor yang penting dalam industri pelancongan yang mana ia telah berkembang dengan dramatik dan menjadi destinasi pelancongan utama di sebilangan negara. Tujuan kajian ini adalah untuk menganalisis bagaimana tanggapan mengenai kualiti dan emosi para pengunjung taman tema di Malaysia mempengaruhi tahap kepuasan dan hasrat mereka untuk berkunjung semula ke taman tema terbabit. Tiga faktor utama yang mempengaruhi tahap kepuasan pengunjung terhadap taman tema dan hasrat kunjungan ulangan adalah diwakili oleh tanggapan mengenai kualiti, rangsangan dan pengalaman berasaskan keseronokan. Kajian ini yang melibatkan 320 responden telah menggunakan borang kaji selidik sebagai kaedah utama pengumpulan data. Hasil kajian ini menunjukkan dua faktor yang mempengaruhi tahap kepuasan dalam kalangan pengunjung taman tema adalah pengalaman yang berasaskan rangsangan dan tanggapan terhadap kualiti perkhidmatan. Hasil kajian ini boleh digunakan oleh pihak pengurusan taman tema dalam merancang dan melaksanakan strategi pemasaran bagi meningkatkan penawaran perkhidmatan taman tema.


Keywords: Visitor’s emotions; Perceived quality; Revisit intention; Theme park


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