Visitor Profile: Shaping Experiential Quality, and Post-Consumption Behaviours in Kenyan Theme Parks
الملخص
Visitor experiences are individual occurrences characterized by their subjective nature. As a result, each consumer has a unique perspective on the quality of experience depending on their visitor profiles. The literature implies that demographic and travel characteristics are factors that may influence the perceptions of visitors. While some studies have examined the influence of these factors on marketing variables, more information is still needed to help predict visitors' post-consumption behaviours and to understand how they interpret experiences. This study explored whether experiential quality, perceived value, satisfaction, and behavioural intentions differ according to individuals’ demographics and travel characteristics. A survey was conducted collecting data from 324 visitors in presumed leading theme parks in Kenya. Independent two-sample t-test and Kruskal–Wallis tests were used for the analysis. Except for gender and first or repeat visitors, the results for all other demographic and travel characteristics showed significant differences in at least one of the variables studied
التنزيلات
المراجع
Adam, I. (2021). Negative tourist-to-tourist interactions, value destruction, satisfaction, and post-consumption behavioral intention. Journal of Destination Marketing and Management, 20(January), 100557. https://doi.org/10.1016/j.jdmm.2021.100557
Altunel, M. C., & Erkut, B. (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing and Management, 4(4), 213– 221. https://doi.org/10.1016/j.jdmm.2015.06.003
Avinash, B., & Vidyavathi, K. (2017). Influence of demographic factors on visitor perceived value and visitor satisfaction in Bangalore Amusement Parks. IRA-International Journal of Management & Social Sciences (ISSN 2455-2267), 6(3), 345. https://doi.org/10.21013/jmss.v6.n3.p2
Başarangil, İ. (2018). The relationships between the factors affecting perceived service quality, satisfaction and behavioral intentions among theme park visitors. Tourism and Hospitality Research, 18(4), 415–428. https://doi.org/10.1177/1467358416664566
Bayih, B. E., & Singh, A. (2020). Modeling domestic tourism: motivations, satisfaction and tourist behavioral intentions. Heliyon, 6(9), e04839. https://doi.org/10.1016/j.heliyon.2020.e04839
Bhat, S. A., & Darzi, M. A. (2018). Antecedents of tourist loyalty to tourist destinations: a mediated-moderation study. International Journal of Tourism Cities, 4(2), 261–278. https://doi.org/10.1108/IJTC-12-2017-0079
Biswas, C., Omar, H., & Rashid-Radha, J. Z. R. R. (2020). The impact of tourist attractions and accessibility on tourists’ satisfaction: The moderating role of tourists’ age. Geojournal of Tourism and Geosites , 32(4), 1202–1208. https://doi.org/10.30892/GTG.32402-558
Careless, J. (2022). Bouncing Back from the Pandemic: Three attractions share how they’ve reworked operations to adapt to challenges brought on by COVID-19. IAAPA. https://www.iaapa.org/news/funworld/bouncing-back-pandemic
Castro, H., Chang, B., Cheu, L., Fischer, L., Hoffman, M., Li, D., Lock, J., Marshall, J., Nonato, M., Posso, M., Robinett, J., Rubin, J., Yoshii, C., & Nelson, L. (2021). TEA/AECOM 2020 theme index and museum index: The global attractions attendance report.
Chang, H.-M., & Yen-Chen, H. (2022). A study on the effect of different demographic variables on tourists’ tourism behavior in Dajia Jenn Lann Temple. International Journal of Research in Tourism and Hospitality (IJRTH), 8(1), 16–26. https://doi.org/10.20431/2455-0043.0801003
Cheng, Q., Du, R., & Ma, Y. (2016). Factors influencing theme park visitor brand-switching behaviour as based on visitor perception. Current Issues in Tourism, 19(14), 1425– 1446. https://doi.org/10.1080/13683500.2014.885497
Choi, Y., Kim, J., Lee, C. K., & Hickerson, B. (2015). The role of functional and wellness values in visitors’ evaluation of spa experiences. Asia Pacific Journal of Tourism Research, 20(3), 263– 279. https://doi.org/10.1080/10941665.2013.877044
Constantin, C. P., Papuc-Damașcan, V., Blumer, A., Albu, R. G., Suciu, T., Candrea, A. N., & Ispas, A. (2021). Profiling visitors to Romanian ecotourism destinations. Sustainability (Switzerland), 13(5). https://doi.org/10.3390/su13052958
Del Chiappa, G., Ladu, M. G., Meleddu, M., & Pulina, M. (2013). Investigating the degree of visitors’ satisfaction at a museum. Anatolia, 24(1), 52– 62. https://doi.org/10.1080/13032917.2012.762317
Dolnicar, S., Coltman, T., & Sharma, R. (2015). Do satisfied tourists really intend to come back? Three concerns with empirical studies of the link between satisfaction and behavioral intention. Journal of Travel Research, 54(2), 152–178. https://doi.org/10.1177/0047287513513167
Dong, P., & Siu, N. Y. M. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36, 541–551. https://doi.org/10.1016/j.tourman.2012.09.004
Duan, X., Chan, C. shing, & Marafa, L. M. (2019). Does authenticity exist in cultural theme parks? A case study of Millennium City Park in Henan, China. Journal of Tourism and Cultural Change, 17(3), 321– 338. https://doi.org/10.1080/14766825.2018.1437745
Feng, Y., Chen, X., & Lai, I. (2020). The effects of tourist experiential quality on perceived value and satisfaction with bed and breakfast stays in southwestern China. Journal of Hospitality and Tourism Insights, 4(1), 121–135. https://doi.org/10.1108/JHTI-02-2020-0015
Fu, X., Kang, J., Hahm, J. J., & Wiitala, J. (2020). Investigating the consequences of theme park experience through the lenses of self-congruity and flow. International Journal of Contemporary Hospitality Management, 32(3), 1181– 1199. https://doi.org/10.1108/IJCHM-06-2019-0522
Fu, X., Kang, J., & Tasci, A. (2017). Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand. Journal of Travel and Tourism Marketing, 34(9), 1261– 1273. https://doi.org/10.1080/10548408.2017.1343704
George, D., & Mallery, P. (2024). IBM SPSS Statistics 29 Step by Step. In IBM SPSS Statistics 29 Step by Step. https://doi.org/10.4324/9781032622156
Ghorbanzade, D., Mehrani, H., & Rahehagh, A. (2019). The effect of experience quality on behavioral intentions of domestic tourists in visiting water parks. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1580843
Hair Jr., J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2019). Multivariate data analysis, multivariate data analysis. Book, 87(4).
Hernández-Ortega, B. (2020). When the performance comes into play: The influence of positive online consumer reviews on individuals’ post-consumption responses. Journal of Business Research, 113(August), 422– 435. https://doi.org/10.1016/j.jbusres.2019.08.026
Hussein, A. S., & Hapsari, R. (2020). Heritage experiential quality and behavioural intention: lessons from Indonesian heritage hotel consumers. Journal of Heritage Tourism, 1– 20. https://doi.org/10.1080/1743873X.2020.1792474
IAAPA. (2019). Global theme and amusement park outlook 2019–2023. https://ttra.com/wp-content/uploads/2019/10/IAAPA_Amusement-Park-Outlook_2019-2023.pdf
Jin, N. (Paul), Lee, S., & Lee, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 17(1), 82–95. https://doi.org/10.1002/jtr.1968
Kang, J. (2018). Finding desirable post-consumption behaviors: An investigation of luxury value and romantic brand love relationships. International Journal of Contemporary Hospitality Management, 30(9), 2984– 3003. https://doi.org/10.1108/IJCHM-07-2017-0410
Kao, Y. F., Huang, L. S., & Wu, C. H. (2008). Effects of theatrical elements on experiential quality and loyalty intentions for theme parks. Asia Pacific Journal of Tourism Research, 13(2), 163– 174. https://doi.org/10.1080/10941660802048480
Kim, H., & Kim, B. (2019). The evaluation of visitor experiences using the peak-end rule. Journal of Heritage Tourism, 14(5–6), 561–573. https://doi.org/10.1080/1743873X.2019.1575388
Kim, M., & Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of Destination Marketing and Management, 8(August), 373–384. https://doi.org/10.1016/j.jdmm.2017.08.002
Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846–869. https://doi.org/10.1007/s11747-010-0219-0
Loureiro, S. M. C. (2017). Medical tourists’ emotional and cognitive response to credibility and service scape. Current Issues in Tourism, 20(15), 1633– 1652. https://doi.org/10.1080/13683500.2015.1050363
Lu, C. Y., Dean, D., Suhartanto, D., Hussein, A. S., Suwatno, Kusdibyo, L., Chen, B. T., & Gunawan, A. I. (2021). Predicting tourist loyalty toward cultural creative attractions the moderating role of demographic factors. Journal of Quality Assurance in Hospitality and Tourism, 22(3), 293– 311. https://doi.org/10.1080/1528008X.2020.1773371
Markovic, S., Jankovic, S. R., Racz, A., & Mitrovic, S. (2018). Empirical validation of demographic characteristics’ role in visitor experience: The case of Zagreb Christmas Market. Tourism & Hospitality Industry 2018: Trends and Challenges, 24th Biennial International Congress on Tourism and Hospitality Industry (THI), 230-245 WE-Conference Proceedings Citation Inde.
Milman, A., & Tasci, A. D. A. (2018). Exploring the experiential and sociodemographic drivers of satisfaction and loyalty in the theme park context. Journal of Destination Marketing and Management, 8(January), 385– 395. https://doi.org/10.1016/j.jdmm.2017.06.005
Moisescu, O. I., Gică, O. A., & Dorobanțu, M. C. (2021). Exploring the drivers of visitor loyalty in the context of outdoor adventure parks: The case of Arsenal Park in Romania. International Journal of Environmental Research and Public Health, 18(19). https://doi.org/10.3390/ijerph181910033
Mooi, E., & Sarstedt, M. (2014). A concise guide to market research: the process, data, and methods using IBM SPSS Statistic. In the process, data, and methods using IBM SPSS statistics. https://doi.org/10.1007/978-3-642-12541-6
Ozdemir, B., Aksu, A., Ehtiyar, R., Çizel, B., Çizel, R. B., & Içigen, E. T. (2012). Relationships among tourist profile, satisfaction and destination loyalty: Examining empirical evidences in Antalya Region of Turkey. Journal of Hospitality Marketing and Management, 21(5), 506–540. https://doi.org/10.1080/19368623.2012.626749
Pasaco-González, B. S., Campón-Cerro, A. M., Moreno-Lobato, A., & Sánchez-Vargas, E. (2023). The role of demographics and previous experience in tourists’ experiential perceptions. Sustainability (Switzerland), 15(4). https://doi.org/10.3390/su15043768
Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2022). First-time versus repeat tourism customer engagement, experience, and value cocreation: An empirical investigation. Journal of Travel Research, 61(3), 549–564. https://doi.org/10.1177/0047287521997572
Rosli, N., Che-Ha, N., & Ghazali, E. M. (2020). The influence of hotel attributes on brand attachment and post-consumption outcomes: The mediating effects of brand credibility. International Journal of Business and Society, 21(1), 313–333.
Shavanddasht, M., & Allan, M. (2019). First-time versus repeat tourists: level of satisfaction, emotional involvement, and loyalty at hot spring. Anatolia, 30(1), 61–74. https://doi.org/10.1080/13032917.2018.1498363
Song, H. J., Lee, C. K., Park, J. A., Hwang, Y. H., & Reisinger, Y. (2015). The influence of tourist experience on perceived value and satisfaction with temple stays: The experience economy theory. Journal of Travel and Tourism Marketing, 32(4), 401–415. https://doi.org/10.1080/10548408.2014.898606
Sthapit, E., & Coudounaris, D. N. (2018). Memorable tourism experiences: antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 18(1), 72–94. https://doi.org/10.1080/15022250.2017.1287003
The Business Research Company. (2022). Amusement parks global market report 2022: COVID-19 impact and recovery to 2030. https://www.thebusinessresearchcompany.com/report/amusement-parks-global-market-report
Torres, E. N., Milman, A., & Park, S. (2018). Delighted or outraged? Uncovering key drivers of exceedingly positive and negative theme park guest experiences. Journal of Hospitality and Tourism Insights, 1(1), 65–85. https://doi.org/10.1108/JHTI-10-2017-0011
Tripadvisor. (2022). No Title. Reviews. https://www.tripadvisor.com/Attraction_Review- g294210- d4546231- Reviews- Wild_Waters- Mombasa_Coast_Province.html#REVIEWS
Tubillejas-Andrés, B., Cervera-Taulet, A., & Calderón García, H. (2020). How emotional response mediates servicescape impact on post consumption outcomes: An application to opera events. Tourism Management Perspectives, 34(June 2019), 100660. https://doi.org/10.1016/j.tmp.2020.100660
Tubillejas Andrés, B., Cervera-Taulet, A., & Calderón García, H. (2016). Social servicescape effects on post-consumption behavior: The moderating effect of positive emotions in opera-goers. Journal of Service Theory and Practice, 26(5), 590–615. https://doi.org/10.1108/JSTP-12-2014-0289
Verma, J. P., & Abdel-Salam, A. S. G. (2019). Testing statistical assumptions in research. In Testing Statistical Assumptions in Research. https://doi.org/10.1002/9781119528388
Wang, J., Kim, J., & Kang, S. (2019). Antecedents and consequences of brand experiences in a historical and cultural theme park. Sustainability (Switzerland), 11(17). https://doi.org/10.3390/su11174810
Wei, W., Zheng, Y., Zhang, L., & Line, N. (2021). Leveraging customer-to-customer interactions to create immersive and memorable theme park experiences. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-10-2020-0205
Wu, H. C., Cheng, C. C., & Ai, C. H. (2018). A study of experiential quality, experiential value, trust, corporate reputation, experiential satisfaction and behavioral intentions for cruise tourists: The case of Hong Kong. Tourism Management, 66, 200–220. https://doi.org/10.1016/j.tourman.2017.12.011
Wu, H. C., Li, M. Y., & Li, T. (2018). A study of experiential quality, experiential value, experiential satisfaction, theme park image, and revisit intention. In Journal of Hospitality and Tourism Research (Vol. 42, Issue 1). https://doi.org/10.1177/1096348014563396
Xu, X. (2020). Examining an asymmetric effect between online customer reviews emphasis and overall satisfaction determinants. Journal of Business Research, 106(July), 196–210. https://doi.org/10.1016/j.jbusres.2018.07.022
Zeinali, B., & Jafarpour, M. (2015). Does visitors’ demographics, status, length-of-stay, and travel party affect loyalty indicators? A case of visitors to El-gölü Park, IRAN. European Journal of Hospitality and Tourism Research, 3(1), 22–40.
Zhao, Y., Chau, K. Y., Shen, H., Duan, X., & Huang, S. (2020). The influence of tourists’ perceived value and demographic characteristics on the homestay industry: A study based on social stratification theory. Journal of Hospitality and Tourism Management, 45(November), 479–485. https://doi.org/10.1016/j.jhtm.2020.10.012
Zhu, C., Hoc, L., Fong, N., Shang, Z., & Gan, M. (2022). Rethinking the impact of theme park image on perceived value and behavioral intention: The case of Chimelong Ocean Kingdom, China. https://doi.org/10.3390/su14042349
الحقوق الفكرية (c) 2024 Joshua Ngacha Weru, Joseph Muiruri Njoroge, PhD, Antoneta Kariru Njeri, PhD
هذا العمل مرخص حسب الرخصة Creative Commons Attribution 4.0 International License.
