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.     

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.     

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.     

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.     

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.     

The Effect of Experience Quality on Perceived Value,Satisfaction, Image and Behavioral Intention of Water Park Patrons: New versus Repeat Visitors

This study proposed a conceptual model to examine how customers' perceptions of the quality of experiences influence perceived value, water park image, customer satisfaction and behavioral intentions for first‐time and repeat customers of the water park of the tourism industry. This study finds that the quality of participants' experiences significantly affects perceived value, water park image and customer satisfaction. Moreover, perceived value and water park image exert a direct influence on customer satisfaction, and they also positively affect behavioral intentions. Finally, the impacts on customer satisfaction of experience quality and water park image significantly differ between first‐time and repeat customers. Copyright © 2013 John Wiley & Sons, Ltd.     

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.     

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.     

Exploring experiential consumption dimensions in the theme park context

Although theme park products play a significant role in experiential consumption, there is a lack of attention on the components of theme park experience in the experiential consumption framework. Therefore, the current study was conducted to develop a scale to measure theme park visitor experience by applying Schmitt’s [(1999a). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York, NY: Free Press] five strategic experiential modules of SENSE, FEEL, THINK, ACT, and RELATE. The scale was tested on an online sample of 400 US residents who visited at least one theme park in the past twelve months. Three different analyses were used to test the reliability and validity of the 5-factor experiential consumption model. First, principal component analysis to identify the number of meaningful factors revealed a 4-factor model structure. Second, confirmatory factor analysis to test the psychometric properties of the measurement and structural models supported the 5-factor model structure, with a few convergent and discriminant validity issues, particularly on the ACT factor. Third, partial least squares analysis with both formative and reflective specifications fully supported the 5-factor model structure with a minimal concern on the convergent validity of the ACT factor. Theoretical, managerial, and methodological implications regarding visitor experience in theme parks are discussed.     

Giving voice to heritage tourists: indicators of quality for a sustainable heritage experience at Petra,Jordan

ABSTRACT

The tourist experience should be placed at the heart of management and planning process to achieve the goal of sustainable heritage tourism. The concept of indicators and standards of quality, which emerged in the field of natural resources and outdoor recreation management as a conceptual framework for understanding visitors’ experiences, has been widely applied in nature-based parks rather than cultural heritage sites. This study applies the concept of indicators to heritage experience at Petra Archaeological Park in Jordan. Qualitative interviews were conducted with 29 tourists to understand the tourist experience at the park, and to formulate indicators of the tourism experience. Results suggest that cultural and natural scenic value, crowding, attractions accessibility, vendor persistence, and odor of animals waste are potential indicators for the tourism experience at the park. Related management implications and recommendations are also discussed.     

Street markets as tourist attractions—Victoria Market,Auckland, New Zealand

The paper reports findings from a qualitative study of 25 respondents visiting Victoria Market, New Zealand as to their motives for visiting a market, and their perceptions of this specific market. Open‐ended questioning based on semi‐structured conversation created data analysed using the neural network program CATPAC. The findings note three forms of shopping, the role of cultural components in the market and an appreciation of the market's colourful ambience. However, visitors from Europe still tended to look for value for money when buying objects and had concerns over perceived ‘authenticity’ while Asian shoppers tended to value more the overall ambience. Copyright © 2007 John Wiley & Sons, Ltd.     

Social inequalities of park accessibility in Shenzhen,China: The role of park quality,transport modes,and hierarchical socioeconomic characteristics

Identifying the geographic units with restricted access to intra-urban parks has become a hot issue in transport studies. Previous literature has examined the social inequalities of park accessibility under the Western context; however, the issue has seldomly investigated against the non-Western background, especially in China. Using a case of Shenzhen (China), this paper examines the accessibility to parks of three quality levels (official standard) under four transport modes (public transit, walking, bicycle, and private car). In particular, the daily travel time from each community (8117) to each park (625) was harvested from the Baidu Map during 18:30–20:30 in July 2016. We further, based on the travel time calculations, develop four baseline indicators (the weighted average, the minimum, the maximum, and the standard deviation travel time) and three tolerance indicators of park accessibility (weighted average travel time within visit tolerance thresholds, standard deviation travel time within visit tolerance thresholds, and number of parks within visit tolerance thresholds) to measure park accessibility for each community. Results show that the seven accessibility indicators generate different estimations and the quantified accessibility varies greatly with park quality levels and transport modes. Communities present greater variations in accessibility to the first quality level and second quality level parks via walking and public transit. In addition, hierarchical regression is utilized to quantify the relationships between park accessibility and sociodemographic characteristics at two geographic levels (community and district). It is found that the associations are subjected to park quality, transport modes, and geographic levels. In particular, we discover significant social inequalities in park accessibility under the mode of public transit, walking, and bicycle. Our study should provide some new insights into accessibility research and advance the understanding of unequal park provision in developing countries.     

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.     

You never know what you will get in an Airbnb: poor communication destroys value for guests

ABSTRACT

This study explores the antecedents of value co-destruction in the context of a new form of accommodation, Airbnb. Data were gathered using semi-structured interviews from people who had stayed in Airbnb accommodations during the previous 12 months. A total of 21 interviews were conducted, of people representing five nationalities. Using the grounded theory approach, the findings indicate that poor communication between the guest and host was one of the main reasons contributing to value co-destruction during the Airbnb accommodation experience. From the guest perspective, value co-destruction due to poor communication resulted in unexpected resource losses, including time and money. One interviewee also regretted the lost experience. Although the majority of the interviewees did not have negative Airbnb accommodation experiences, some did not experience a reciprocal and mutually beneficial relationship.     

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.     

Selecting a hotel and determining salient quality attributes: a preliminary study of mature british travellers

The paper presents the findings of a survey of 104 mature British travellers, who rated the importance of 38 hotel attributes when selecting a hotel or judging its quality, through a self‐administered questionnaire distributed at local branch meetings of societies for mature people. Respondents had high expectations of hotel service quality. They were a discerning group, placing greater emphasis on value for money than on actual price or discounting alone. The findings highlighted the importance placed on service staff attitude and behaviour. Leisure facilities were found to be relatively unimportant, but certain mature‐specific attributes pertaining to mobility limitations were found to be salient to an important proportion of respondents. Significant differences were identified according to gender, age and retirement status, indicating that the mature market is heterogeneous. Copyright © 2000 John Wiley & Sons, Ltd.     

Assessing equity in park accessibility using a travel behavior-based G2SFCA method in Nanjing,China

Spatial equity of parks is a major concern in environmental justice studies. While many measurements have been used to evaluate access to parks, few studies have considered the impact of travel behavior on park accessibility. This study aims to establish a travel behavior-based Gaussian two-step floating catchment area (TB-G2SFCA) method to assess spatial equity of parks in the Nanjing region, and Local Moran's I index is applied to identify spatial agglomeration patterns in assessing equity. The results demonstrate that (1) the traditional single-mode model maybe cannot provide accurate approach to evaluating park accessibility while the TB-G2SFCA method can provide a more realistic park accessibility evaluation; (2) the inhabitants of most communities distributed south of the Yangtze River can obtain better park services than the northern areas; (3) the spatial disparities of equity in park accessibility are severe in three suburban districts, relatively minor in four central districts, and insignificant in two central districts. These findings may assist urban planners and policy makers to frame more reasonable policy and planning to improve spatial equity to parks in urban areas.     

Jurassic World as a contemporary wildlife tourism theme park allegory

The movie Jurassic World provides insights into actual and potential future wildlife tourism theme parks and the associated visitor expectations. Movies can function as allegories that influence or reinforce public expectations through representation of certain themes. This letter considers how Jurassic World represents wildlife tourism. We highlight themes regarding extensive tourism infrastructure development; the human desire for close interaction with, and feeding of, wildlife; and the exhibition of rare, large, and dangerous animals as novel and exciting experiences. We note the desire for thrill and excitement can encourage poor consideration for the welfare of wildlife and the natural environment. We raise concerns regarding the influence movies such as Jurassic World may have on expectations for wildlife tourism theme parks and that such expectations need to be addressed and managed in the future.     

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.     

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.