Fuzzy importance-performance analysis of visitor satisfaction for theme park: the case of Fantawild Adventure in Taiwan,China

This study presents a quantitative analysis of visitor satisfaction and its relationship with tourism attributes in the Fantawild Adventure Theme Park in Taiwan, China. The study applies a fuzzy method and importance-performance analysis (IPA) to determine the range of impact of various attributes on visitor satisfaction. The weight and logical value of satisfaction were determined by using triangular fuzzy variables. Analysis of 389 visitor surveys identified a complex relationship between satisfaction and the following attributes: recreation experience, park service and management, park environment, guidance information, amusement consumption, and park facilities. Recreation experience is the most significant factor in visitor satisfaction, whereas the attribute of park facilities is the least significant. The fuzzy IPA method is a very useful diagnostic tool for theme park managers, who can use it to identify current problems regarding visitor experiences and then assign priorities to improvement measures for such experiences.     

Factors influencing theme park visitor brand-switching behaviour as based on visitor perception

With the development of theme parks, which represent a multi-million-pound industry worldwide, research investigating the factors affecting theme park visitor brand-switching behaviour is an important method for improving theme park competitiveness. In the present work, models and research hypothesis are constructed based on visitor perception, and the survey data are collected and analysed to assess the hypothesis and to revise the conceptual model in this paper. The results indicate that there are seven factors influencing visitor brand-switching behaviour: ‘visitor variety-seeking', ‘visitor satisfaction', ‘switching cost', ‘perceived value', ‘competitor attraction', ‘theme park image' and ‘visitor involvement'. The perceived value and visitor satisfaction strongly influence brand-switching behaviour as intermediate variables. Visitor variety-seeking and competitor attraction are positively related to visitor brand switching behaviour, whereas the other five factors are negatively related to visitor brand-switching behaviour.     

Structural Relationships among Strategic Experiential Modules,Emotion and Satisfaction at the Expo 2012 Yeosu Korea

A structural equation model was constructed to analyze the relationship among strategic experiential modules, emotion and visitor satisfaction. For its research site, this study focused on ‘the Expo 2012 Yeosu Korea’ held in South Korea. The results of the study supported the hypothesis that the event experience is an important factor and influences visitors' level of satisfaction through emotions during the Expo. This study found that Schmitt's five types of experience indirectly affect satisfaction through positive emotional experience. The results of this study demonstrated that satisfaction not only is an issue that may be attributed to the event but also involves psychological and emotional concerns. Copyright © 2013 John Wiley & Sons, Ltd.     

The ecological implications of visitor transportation in parks and protected areas: Examples from research in US National Parks

The demand for recreation and nature-based tourism experiences in parks and protected areas continues to grow in many locations worldwide and in response, many parks are employing transit services designed to improve visitor access. Transit services (e.g., public bus service) are a component of the overall park transportation system and are very desirable in park settings as they yield many advantages over personal auto access including reduced congestion in parking areas, a reduced carbon footprint, and an enhanced visitor experience. However, a growing body of research also suggests that the delivery of visitors via transit to destinations within a park or protected area may have unique ecological disturbance implications resulting from increased visitor use, density, and altered spatial and temporal use patterns. In this paper, we examine the relevant literature and present examples from recent research that illustrates the potential range of ecologic impacts from visitor deliveries via park transportation systems. We conclude while transit systems remain very desirable in park settings, depending on a range of situational factors, conventional, demand-driven planning and management approaches may result in unintended impacts to ecological conditions. Overall, this discussion provides a framework for improved management of the potential ecological impacts of protected area transportation systems.     

Does authenticity exist in cultural theme parks? A case study of Millennium City Park in Henan,China

ABSTRACT

Authenticity has always been a salient concept in tourism studies. Most previous studies focused on cultural heritage sites while much less research was conducted on man-made attractions. Given the importance of authenticity in the tourism industry, this research investigates different authenticity concepts in a unique context: a Chinese cultural theme park. Millennium City Park is a typical cultural theme park in Kaifeng, Henan, China, and was chosen as the case study. This study identifies the perception of authenticity from the perspectives of both park managers and park visitors. It is found that visitors value authentic experience in the experience economy. Authenticity plays an important role in the tourism industry, in which activity-related authenticity is more important to visitors than object-related authenticity in cultural theme parks since visitors prefer more participation and involvement during their visits. It is suggested that park planners emphasize cultural elements in various products in cultural theme parks.     

The effects of experience in the A380 duty free showcase on customer behaviors

This study analyzes, from an experiential marketing perspective, the showcasing of duty-free products onboard the A380 aircraft, a service area that Korean Air introduced for the first time in the industry. Through the analysis the study seeks to identify the effects that customers' experience of the duty free showcase area has on their emotional response, impulse buying intention and word-of-mouth intention. For this testing, structural equation modeling was applied to data collected from passengers who had used the duty free exhibition space on Korean Air's A380. The results revealed that FEEL and ACT marketing experience in the duty free area were each found to have a positive effect on emotional response, and this factor was found to have a positive effect on impulse buying intention and word-of-mouth intention.     

Evaluating the guest experience at theme parks: an empirical investigation of key attributes

The study identified and documented a consumer‐oriented attribute inventory for evaluating theme parks. Data were collected from 608 Central Florida residents, domestic and international tourists who identified and ranked the level of importance of 41 attributes and park characteristics when visiting a typical theme park. Further analysis of the data using factor analysis identified seven key constructs that summarised important areas of concern when consumers evaluate theme parks. The majority of these factors were related to guest experiences such as (i) entertainment variety and quality; (ii) courtesy, cleanliness, safety and security; (iii) food variety and value for money; (iv) quality of theming and design; (v) availability and variety of family‐oriented activities; (vi) quality and variety of rides and attractions; and (vii) pricing and value for money. Implications for theme park owners, operators and marketing executives were discussed in light of the increasing demand for distinctive guest experiences while visiting theme parks. Copyright © 2008 John Wiley & Sons, Ltd.     

Call for Papers: Special Edition of Current Issues in Tourism

Many national parks around the world are major tourist attractions. While increases in national park tourism provides business opportunities, there are several economic, social and ecological aspects that need to be monitored in order to sustain high quality visitor experiences. This paper reports findings from visitor surveys at Fulufjället National Park, Sweden–one year prior to and one year after the national park designation in 2002. The purpose is to monitor short term changes in park use. Data from on site visitor counters show a 40% increase in the number of visitors, while follow-up mail surveys reveal several changes in visitor characteristics, use patterns, expenditures and attitudes.     

A research on social impacts of the Foça Rock Festival: the validity of the Festival Social Impact Attitude Scale†

The purpose of this study is to examine the validity of the instrument proposed by Delamere, T. A., Wankel, L. M., & Hinch, T. D. [(2001). Development of a scale to measure resident attitudes toward the social impacts of community festivals, Part I: Item generation and purification of the measure. Event Management, 7, 11–24] and to assess the local residents' perceptions of the Foça Rock Festival, which was held in Foça, Turkey. In order to achieve the validity of the instrument, confirmatory factor analysis with LISREL 8.8 was employed, the composite reliability, the estimated percentage of variance extracted by each construct, the discriminant and convergent validity were examined. Results indicated that the local residents' perceptions have two main dimensions with five sub-factors. Furthermore, the results also suggest that these two dimensions (social benefits and social costs) can be measured by 35 items instead of using all 47 items. The collective results indicate that when convergent and discriminant validities are achieved, construct validity is supported. The results also suggest that social benefits dimension is perceived positively by the local residents. On the other hand, other important findings of this study related to the social costs of the festival are the increases in traffic congestion, pedestrian traffic, ecological damage, litter and overcrowding.     

Visitor satisfaction with a key wildlife tourism destination within the context of a damaged landscape

Wildlife tourism is a growing industry globally and visitor satisfaction is vital to ensure its long-term sustainability. The Lower Kinabatangan River is a premier wildlife tourism destination that is affected by surrounding land uses and needs careful management to ensure it continues to provide positive wildlife tourism experiences. As little is known about the motivations and satisfaction of tourists with this experience, a visitor survey was conducted along the Lower Kinabatangan River with 346 surveys completed. The attribute ‘Interest in viewing wildlife’ had the highest mean level of importance and satisfaction (mean?=?4.54 and 4.1, respectively, on a 5-point scale). Respondents were very satisfied with their wildlife tour experience (85%) and would recommend the experience to their friends (87%). However, almost half of respondents (47%) felt more needed to be done to protect the Kinabatangan River and wildlife. Although respondents were satisfied overall with their experience, they also expressed concerns over the number of boats and the protection of the River. Comments focused on the presence of rubbish in the River, intrusion of oil palm and the loss of forest. Many issues are beyond the management realms of tour operators but will impact on the future of the industry.     

Cultural tourism in an ethnic theme park: tourists’ views

The quest for cultural exoticism has inspired mass Han Chinese visits to regions in China, such as Yunnan, where several ‘ethnic theme parks’ have been developed. Employing surveys, informal interviews, observations and secondary sources, this study explores tourists’ views of their experiences, including their perceptions of cultural authenticity at an ethnic theme park in Yunnan, China. Mixed reactions existed to the experience of park patronage, with greater satisfaction with the overall experience than with the specific qualities and authenticity of park offerings. Most tourists had a favorable view of the site and enjoyed their overall experience. Many appreciated a packaged version of minority cultures. However, some visitors were concerned about misrepresentation, insufficient interpretation, poor service, high costs and inauthentic souvenirs. Tourists’ perceptions of authenticity and their satisfaction were significantly influenced by their individual backgrounds. The study raises important issues concerning management and promotion of ethnic attractions, given that modern tourists may have diverse needs and expectations.     

Visitor Management in Protected Areas: From ‘Hard’ to ‘Soft’ Approaches?

Historically, visitor management in protected areas has been concerned largely with visitor impacts and emphasis has been placed on managing negative impacts. This has involved controlling visitor numbers, attempting to modify visitor behaviour and also modifying the resource. These approaches can be divided into ‘hard’ and ‘soft’ categories (Ling Kuo, 2002). ‘Hard’ visitor management approaches involve physical management, regulatory management and economic management. ‘Soft’ approaches make use of education and interpretation. While the approach of managing impacts has its merits, and has met with some success, it has tended to assume that the visitor is ‘guilty until proven innocent’ (Mason, 2002). Such an approach has also tended to ignore the role of visitor experience in relation to visitor management. This paper critically evaluates a number of ‘hard’ and ‘soft’ approaches to visitor management, focusing specifically on interpretation and codes of conduct in protected natural areas in New Zealand, Australia and Antarctica. It argues that the traditional approach of managing visitor impacts should be supported by a far greater emphasis on managing visitor experience. It proposes that placing emphasis on managing visitor experience should allow a more holistic perspective to be employed, in which the visitor can be put within a context that includes both the destination community and the environment visited. Such an approach, it is argued, should not only lead to better informed and behaved visitors, but a reduction in negative visitor impacts.     

Estimating visitors’ travel mode choices along the Bear Lake Road in Rocky Mountain National Park

The National Park Service (NPS) in the United States of America (USA) is looking to alternative transportation systems to provide visitors access to the national parks in a manner that potentially reduces traffic congestion, enhances visitors’ experiences, and more effectively protects park resources. However, shuttle bus systems without adequate planning and management may lead to unintended consequences such as eliminating the constraint to visitor use levels associated with parking lot capacities. As a consequence, the demand for recreation use in the area increases the potential impacts to the visitor experience and park resources. This study examined the trade-offs Rocky Mountain National Park visitors were willing to make about transportation mode choice using a stated choice survey to inform park managers about visitor acceptance of potential transportation related management actions. Results indicate that visitors prefer to use their private vehicles over the parks transit system but are willing to make trade-offs to ride the shuttle bus in order to avoid crowding along the trail at Bear Lake and vehicle traffic along the Bear Lake Road. In addition, there were statistically significant differences among choices of transportation mode trade-offs among different age groups (i.e., less than 40 years of age, 40–60 years of age, and more than 60 years of age) Specifically, results suggest that visitors less than 40 years are more willing than the older age groups to make trade-offs among transportation options to enhance their chances of being on the trail system at Bear Lake with fewer other people. The significant and interacted relationships with shuttle bus use, visitor use, and vehicle traffic levels found in this study provide RMNP managers opportunities to influence visitors’ transportation mode choices.     

Visitors’ brand loyalty to a historical and cultural theme park: a case study of Hangzhou Songcheng,China

Conducting research on the factors affecting brand loyalty to theme parks is an important method for enhancing brand loyalty among tourists. This paper takes the Hangzhou Songcheng historical and cultural theme park as a case study. Hypotheses are proposed and structural equation model is constructed based on tourist perception theory. Findings show that theme park brand satisfaction is related to brand loyalty through brand attachment and historical and cultural performance. The quality of facilities and attractions has no significant correlation with perceived value and brand satisfaction. The service quality of attendants also has no significant correlation with tourist perceived value.     

Transportation and recreation: a case study of visitors driving for pleasure at Acadia National Park

Automobiles and roads are as much of a way of experiencing national parks as they are a means of conveyance. This study examines experiential aspects of transportation on Acadia National Park’s primary scenic road – Ocean Drive. Interviews with vehicle-based road users were conducted to identify indicators to measure and manage experiential quality on Ocean Drive. Also, a survey was conducted to make comparisons with important variables identified on “transportation-only” urban roads. Results suggest that (1) Ocean Drive is important to park visitors’ experience; (2) experiential indicators for Ocean Drive include vehicle crowding, scenery, and travel freedom/convenience; and (3) experiential aspects of transportation on scenic roads in parks may differ substantially from urban roads. Study findings suggest a need to deliberately and thoughtfully plan and manage for quality recreational experiences on roads in national parks and related areas.     

Enhancing art gallery visitors’ learning experience using wearable augmented reality: generic learning outcomes perspective

The potential of Information and Communication Technology-enhanced visitor learning experience is increasing with the advancement of new and emerging technologies in art gallery settings. However, studies on the visitor learning experience using wearable devices, and in particular, those investigating the effects of wearable augmented reality on the learning experience within cultural heritage tourism attractions are limited. Using the generic learning outcomes framework, this study aims to assess how the wearable augmented reality application enhances visitor’s learning experiences. Forty-four volunteers who were visiting an art gallery were divided into two groups, an experimental group and a control group. Following their visit to the gallery, the volunteers, who had and had not used wearable computing equipment, were interviewed, and the data were analysed using thematic analysis. Findings revealed that the wearable augmented reality application helps visitors to see connections between paintings and personalize their learning experience. However, there are some drawbacks such as lack of visitor–visitor engagement and the social acceptability.     

Profitability measurement of UK theme parks: an aggregate approach

Traditionally, financial ratios were used for profitability measurement. This research attempts to apply data envelopment analysis (DEA) to aggregate various financial ratios into a composite profitability index. The research sample includes 13 parks managed by 10 leading theme park operators in the UK. The result first reveals that multi‐site operators are significantly more profitable than their single‐site rivals. Furthermore, the consistency between DEA and ratio analysis indicates that DEA can be used as a good proxy of ratio analysis. It is hoped that this approach can provide new insights about financial measurement not available to managers through ratio analysis. Copyright © 2008 John Wiley & Sons, Ltd.     

A systems-based approach to address unintended consequences of demand-driven transportation planning in national parks and public lands

In most cases, transportation planning in national parks and public lands might most appropriately be termed “demand-driven.” In this approach, rigorous analyses of park visitation, traffic, and parking data are used as a basis for transportation planning to accommodate current and projected future visitor demand, within financial constraints. Performance measures used to assess the quality of transportation systems in national parks are generally related to “moving people” efficiently. This approach is based on well-established principles for transportation planning in urban and rural communities. However, a demand-driven approach to transportation planning may not be suitable in national parks and public lands because it may enable levels of visitation that cause visitor crowding, resource impacts, and other unintended consequences. This paper introduces a more sustainable, systems-based transportation planning approach developed in the Rocky Mountain National Park (ROMO) to help the park operate its shuttle bus system efficiently and conveniently, and according to thresholds for visitor crowding and resource impacts at sites serviced by the shuttle system. The transportation planning approach developed in this study for ROMO is more suitable and sustainable for national parks and public lands than a demand-driven approach, and is readily adaptable to other locations. Correspondingly, the approach is now being applied in several other national parks and public lands recreation areas.     

Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector

This study examines the extent to which Generation Y (Gen Y) serves as an opportunity or challenge for visitor attractions in the UK and the corresponding strategies adopted to seek engagement with this generational segment. A multiple-case study design was adopted with face-to-face interviews undertaken with senior personnel at leading visitor attractions across the UK. The paper advances a number of marketing and experiential strategies before advocating that further research is required to explore the growing pains of Gen Y from ‘adolescence’ to ‘adulthood’ if the industry is going to be able to understand, meet and hopefully exceed their needs, wants and expectations in the challenging years to come.     

Impression of Liusanjie: Effect of mood on experience and satisfaction

This paper examines the effect of mood on satisfaction derived from experiencing an iconic and immersive cultural performance in Guilin, China called Impression of Liusanjie using structural equation modeling. Mood, together with visitor expectations and performance evaluations, was found to be significantly related to satisfaction and future intentions to recommend the show to others. Satisfaction was more strongly related to experiential evaluation of the performance than with attribute evaluation. The results indicate that understanding the mood and experiential outcomes for visitors at a performance is important increasing satisfaction and word‐of‐mouth recommendations. Copyright © 2010 John Wiley & Sons, Ltd.