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Evaluating the guest experience at theme parks: an empirical investigation of key attributes
Author(s) -
Milman Ady
Publication year - 2008
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.710
Subject(s) - variety (cybernetics) , theme (computing) , marketing , entertainment , advertising , theme park , quality (philosophy) , value (mathematics) , courtesy , business , tourism , sociology , geography , political science , computer science , law , philosophy , epistemology , artificial intelligence , machine learning , archaeology , operating system
Abstract 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.