Topic: Impact of tourists perceived value, consumer satisfaction and customer loyalty in

Theme Park: A case study of XXXX

1
Contents
1. Introduction ............................................................................................................................ 3

Introduction to thesis topic ..................................................................................................... 3

Problem statement .................................................................................................................. 3

Research questions and aim ................................................................................................... 4

Research aim....................................................................................................................... 4

Research objectives ............................................................................................................ 4

Research questions ............................................................................................................. 4

Definition of central terms ..................................................................................................... 4

2. Literature Review References ................................................................................................ 4

Key concepts in tourism consumer behaviour ....................................................................... 4

Importance of perceived value, customer satisfaction and customer loyalty in theme park .. 5

Assessment on visitors intention while visiting an amusement park ..................................... 5

Review of recent research ...................................................................................................... 5

Scope of study ........................................................................................................................ 6

3. Research methodology and design......................................................................................... 6

Research philosophy .............................................................................................................. 6

Research approach.................................................................................................................. 6

Research strategy.................................................................................................................... 6

Data collection Method .......................................................................................................... 7

Sampling method.................................................................................................................... 7

Data analysis plan................................................................................................................... 7

2
1. Introduction
Introduction to thesis topic
Jin et al. (2015), pointed out that to attain the non-switching behaviour of the visitors there are
several extra barriers in the current competitive environment of amusement and other
recreation industry. The relationship of the consumers with the park can be attained by the
existence of high level of customer perceived value, customer satisfaction and customer
relationship management and this also helps to increase the overall performance of the
amusement or theme parks. The main aim of undertaking the current research study is to study
the influence of customer perceived value, customer satisfaction and customer loyalty in the
theme park or the amusement park and also study how it affects the customer switching
behaviour. Further, through the current study it also discusses how the visitors switching
behaviour affect the profitability of the theme park is also studied.

Problem statement
As per the observation of Horner and Swarbrooke (2016) customer perceived value is regarded
as the evaluated value that the customers attain while visiting a place or purchasing a product.
In marketing-oriented sectors like tourism for achieving long-term profitability and to begin a
long-term relationship with the tourists the perceived value plays the significant role. These
companies should initially identify the requirements of the tourists. The first step for attaining
the customer’s attention is through exploring the attitudes of the customers. Wu et al. (2018)
additionally pointed out that the marketing strategy chosen by the company needs to be related
to the customer’s needs, and ultimately, this will lead to the achievement of superior value plus
customer satisfaction. However, at certain situations tourism sector faces difficulty in attaining
customer satisfaction at that situations company loss its profit. Therefore, in order to achieve
interest and enhance the satisfaction level of the customer’s theme parks are in search of
technological advances. Kastenholz, et al. (2018) pointed out that with more competition, the
sector is under pressure to attract their customers. Service quality issues are the main issues
that customers pointed out while visiting a theme park. Zboja,et al. (2016) reported that 95%
of visitors enjoy online booking similarly apps that allow them to download tickets are also an
additional benefit for the theme parks to attract their customers. The current study mainly
focuses on the theme park setting that comes under the main attraction of tourism industry and
evaluates how well customers enjoys theme park settings organised by different theme parks.

3
Research questions and aim
Research aim
The main purpose of undertaking the current research study is to study the impact of customer
satisfaction, perceived value and customer loyalty in theme park.

Research objectives
 To study the various aspects that are related with the tourist behaviour.
 To study the importance of perceived value, customer satisfaction and customer loyalty
in theme park.
 To assess the visitor’s intention while visiting an amusement park.
 To study how the visitors switching behaviour affect the profitability of the theme park.

Research questions
1. What are the different aspects that are associated with the tourist behaviour?
2. What are the visitor’s intentions while visiting an amusement park?
3. How are the visitors switching behaviour affect the profitability of the theme park?

Definition of central terms

Main terms Definition
Customer perceived value is regarded as the
Customer perceived value
evaluated value that the customers attain
while visiting a place or purchasing a
product.
Theme park Based on the main theme the park that is
designed for entertainment purpose is known
as the theme park.

2. Literature Review References

Key concepts in tourism consumer behaviour
Jin et al. (2015), pointed out that consumer behaviour changes in tourism than purchasing other
products in the market. In terms of tourism, consumers expect only satisfaction and not any
other elements. That is for the longer period of time the purchase has to be planned by
consumers, and it will be done through the savings. Rajesh (2013), pointed out that tourists in
current days are more demanding and on the other hand, the tourists are becoming more
resourceful, experienced and flexible. There are numerous factors that affect the tourist’s

4
behaviour. The nine key concepts that influence the tourist’s behaviour are motivation,
decision-making, values, expectation, self-concept, perception, attitude, trust and loyalty and
satisfaction as noted from the report of Ali et al. (2018). For the tourists, one of the complex
processes is the decision-making as the purchase may be planned, un-planned and impulse one.
Similarly, in consumer behaviour, loyalty and trust are inter-related elements.

Importance of perceived value, customer satisfaction and customer loyalty in theme park
As per the report of Chen and Chen (2010), one of the significant antecedent to be considered
in the tourism industry is the perceived value. The overall evaluation of the usefulness of the
service or product is the on consumer perception on what they attain on comparing with what
they give is the perceived value. The behavioural intention and satisfaction among the
consumers will be directly influenced through the perceived value. For identifying the long-
term consumer behaviour in the tourism context customer satisfaction is an important element.
The level of service or product performance is customer satisfaction, as noted by Lee et al.
(2014). Cheng et al. (2016), pointed out that there is no relation between image and perceived
value, but on satisfaction, store image has a higher influence. Moreover, customer loyalty will
be attained by the organisation if the service or product offered by the organisation are highly
influencing.

Assessment on visitors’ intention while visiting an amusement park

As per the report of Lee et al. (2014), indicated that for several years, there is steady growth in
the theme park industry, and this has been developed as a worldwide phenomenon. That is for
enhancing the overall experience of the consumers monitoring visitor satisfaction is an
important element, and by that, they can know the customer value and likeliness for the repeat
visits. Cheng et al. (2016), pointed out that the overall performance of the amusement or theme
park can be enhanced through maintaining higher customer perceived value, customer
satisfaction and customer relationship management and by this relationship of the consumers
can also be enhanced.

Review of recent research

In the theme park for customer revisit the main elements or factors to be considered by the
theme park are perceived value, customer satisfaction and customer loyalty. Lee et al. (2014),
pointed out that the relationship of the consumers with the park can be attained by the existence
of a high level of customer perceived value, customer satisfaction and customer relationship
management and this also helps to increase the overall performance of the amusement or theme

5
parks. The marketing strategy chosen by the company needs to be related to the customer’s
needs, and ultimately, this will lead to the achievement of superior value plus customer
satisfaction Ali et al. (2018). However, in the theme park for enhancing the customer revisits
the customer satisfaction, customer loyalty and perceived value play a significant role.

Scope of study
Currently, all entertainment organisation including theme parks are concentrating on the
marketing strategy and features that are highly influencing customer satisfaction, customer
loyalty and perceived value as by that the profitability of the organisation can be enhanced.
Thus for enhancing the visitor experience, the organisation implements various strategies to
enhance customer loyalty, satisfaction and perceived value towards theme park.

3. Research methodology and design

Research philosophy
For attaining the detailed knowledge regarding the current research study, the interpretivism
philosophy will be utilised by the researcher. The main research variables can be studied in
detail on adopting the interpretivism research philosophy (Hughes and Sharrock, 2016).
Moreover, the influence of perceived value, customer satisfaction and customer loyalty in a
theme park can be known by the researcher in detail on utilising the interpretivism research
philosophy.

Research approach
For assessing the main issues related to the research variables in the current study, the
researcher will utilise the inductive research approach. The search of the pattern from
observation has been undertaken on utilising the inductive research approach Teherani et al.
(2015). On using the inductive research approach, the various aspects that are related to the
tourist behaviour and the importance of perceived value, customer satisfaction and customer
loyalty in a theme park can be evaluated. Therefore on adopting the inductive approach, the
research issues real cause and effect can be identified and based on that recommendation can
be suggested to the organisation.

Research strategy
For attaining the relevant knowledge on the research study topic in the current study, the
researcher will use a case study and survey strategy. Saleh et al. (2015), pointed out that on
adopting the case study strategy, detailed knowledge of the research study issue can be attained.
Moreover, more reliable outcomes on the research topics can be identified by adopting the case

6
study strategy, and for the current research study, conclusive findings can be attained. Strang
(2015), stated that on using the survey research strategy, the quality of the data accumulated
on the research study issue is assured.

Data collection Method

The primary and secondary data collection method has been used by the researcher for
analysing the current research study issue. Weigold et al. (2013), stated that the data that is
collected directly from the respondents are the primary data collection. The information that is
accumulated through different secondary sources is the secondary data, as noted by Tidwell et
al. (2013). Here the primary data needed for the study had been collected using survey strategy,
and the secondary data has been collected through articles, journals, newspapers and other
company websites.

Sampling method
The 60 visitors of the theme park in the UK s considered as the samples for the current study
and for selecting the samples needed for the study convenience non-probability sampling has
been used.

Data analysis plan

The data that is accumulated through primary and secondary data collection method will be
assessed using descriptive analysis technique. That is on undertaking the descriptive analysis
the researcher can be able to understand the various aspects that are related to the tourist
behaviour and importance of perceived value, customer satisfaction and customer loyalty in
the theme park.

7
References
Ali, F., Kim, W.G., Li, J. and Jeon, H.M. (2018) Make it delightful: Customers' experience,
satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing &
Management, 7, pp.1-11.

Chen, C.F. and Chen, F.S. (2010) Experience quality, perceived value, satisfaction and
behavioral intentions for heritage tourists. Tourism management, 31(1), pp.29-35.

Cheng, Q., Fang, L. and Chen, H. (2016) Visitors’ brand loyalty to a historical and cultural
theme park: a case study of Hangzhou Songcheng, China. Current Issues in Tourism, 19(9),
pp.861-868.

Horner, S. and Swarbrooke, J. (2016). Consumer behaviour in tourism. Abington: Routledge.

Hughes, J.A. and Sharrock, W.W. (2016) The philosophy of social research. Abington:
Routledge.

Jin, N., Lee, S. and 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), pp.82-95.

Kastenholz, E., Carneiro, M.J., Marques, C.P. and Loureiro, S.M.C. (2018) The dimensions of
rural tourism experience: impacts on arousal, memory, and satisfaction. Journal of Travel &
Tourism Marketing, 35(2), pp.189-201.

Lee, S., Jin, N. and Lee, H. (2014) The moderating role of water park service quality,
environment, image, and food quality on perceived value and customer loyalty: A South
Korean case study. Journal of Quality Assurance in Hospitality & Tourism, 15(1), pp.19-43.

Rajesh, R. (2013) Impact of tourist perceptions, destination image and tourist satisfaction on
destination loyalty: a conceptual model. PASOS. Revista de Turismo y Patrimonio
Cultural, 11(3), pp.67-78.

Saleh, N.B., Aich, N., Plazas-Tuttle, J., Lead, J.R. and Lowry, G.V. (2015) Research strategy
to determine when novel nanohybrids pose unique environmental risks. Environmental
Science: Nano, 2(1), pp.11-18.

Strang, K.D. (2015) Selecting research techniques for a method and strategy. In The Palgrave
Handbook of Research Design in Business and Management (pp. 63-79). New York: Palgrave
Macmillan.

8
Teherani, A., Martimianakis, T., Stenfors-Hayes, T., Wadhwa, A. and Varpio, L. (2015)
Choosing a qualitative research approach. Journal of graduate medical education, 7(4),
pp.669-670.

Tidwell, J., Samame, E. and Engel, C., Time Warner Cable Enterprises LLC. (2013) Apparatus
and methods for data collection, analysis and validation including error correction in a content
delivery network. U.S. Patent 8,484,511.

Weigold, A., Weigold, I.K. and Russell, E.J. (2013) Examination of the equivalence of self-
report survey-based paper-and-pencil and internet data collection methods. Psychological
methods, 18(1), p.53.

Wu, H.C., Li, M.Y. and Li, T. (2018) A study of experiential quality, experiential value,
experiential satisfaction, theme park image, and revisit intention. Journal of Hospitality &
Tourism Research, 42(1), pp.26-73.

Zboja, J.J., Laird, M.D. and Bouchet, A. (2016) The moderating role of consumer entitlement
on the relationship of value with customer satisfaction. Journal of Consumer Behaviour, 15(3),
pp.216-224.