Prioritization of the Theme Park Satisfaction Criteria with Multi-Criteria Decision-Making Method: Level Based Weight Assessment Model

Year 2022, Volume: 10 Issue: 2, 105 - 126, 31.12.2022

Gökhan Akel , Engin Çakır

https://doi.org/10.17093/alphanumeric.1028864

Cited By: 1

Abstract

The theme parks, whose number has increased rapidly since the end of World War II, are frequently visited by visitors who want to spend their leisure time in recent years. The theme parks, which are pioneers among entertainment centers with the development of the experience economy, should give importance to satisfaction to create competitive advantages in terms of visitor satisfaction. Satisfaction is a very key factor, especially in the competitive environment in the entertainment and tourism industry. So, entertainment and tourism businesses should determine well how to provide and measure satisfaction. This research focuses on identifying key criteria that affect theme park satisfaction. Satisfaction criteria were determined by using the literature and some contributions of the authors. The criteria were evaluated by asking the importance levels of the satisfaction criteria to the visitors who experienced the theme park. Level Based Weight Assessment (LBWA) Model, a new model, is used in multi-criteria decision-making methods in evaluating the determined criteria and determining the weight coefficients. With the findings of the study, the criteria that affect customer satisfaction were determined. To achieve long-term success and competitive advantage, it is necessary to focus on customer satisfaction criteria. Therefore, among the criteria determined, it is recommended that theme park managers should necessary to focus more on which criteria. This study presents results that should be taken into account in solving problems, improvement plans, and marketing strategies.

Keywords

Theme park satisfaction, Service quality, Entertainment quality, Multi-criteria decision-making, Criteria weight, LBWA model

References

• Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1): 52-73. doi: 10.1016/j.annals.2009.07.001.
• Bakir, A., & Baxter, S. G. (2011). “Touristic fun”: motivational factors for visiting Legoland Windsor Theme Park. Journal of Hospitality Marketing & Management, 20(3-4): 407-424. doi: 10.1080/19368623.2011.562431.
• 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. doi: 10.1177/1467358416664566.
• Baudrillard, J. (1983). Simulation. New York: Semiotext.
• Bigné, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management, 22(6): 607-616. doi: 10.1016/S0261-5177(01)00035-8.
• Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism Management, 26(6): 833-844. doi: 10.1016/j.tourman.2004.05.006.
• Bigne, J. E., Mattila, A. S., & Andreu, L. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of Services Marketing, 22(4): 303-315. doi: 10.1108/08876040810881704.
• Brown, A., Kappes, J., & Marks, J. (2013). Mitigating theme park crowding with incentives and information on mobile devices. Journal of Travel Research, 52(4): 426-436. doi: 10.1177/0047287512475216.
• Cadotte, E. R., & Turgeon, N. (1988). Key factors in guest satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 28(4): 44-51. doi: 10.1177/001088048802800415.
• Chang, T. Y., & Horng, S. C. (2010). Conceptualizing and measuring experience quality: the customer's perspective. The Service Industries Journal, 30(14), 2401-2419. doi: 10.1080/02642060802629919.
• Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1): 29-35. doi: 10.1016/j.tourman.2009.02.008.
• Cheng, Q., Guo, J., & Ling, S. (2016). Fuzzy importance-performance analysis of visitor satisfaction for theme park: The case of Fantawild Adventure in Taiwan, China. Current Issues in Tourism, 19(9): 895-912. doi: 10.1080/13683500.2013.777399.
• 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. doi: 10.1016/j.tourman.2012.09.004.
• Ellis, G. D., & Rossman, J. R. (2008). Creating Value for Participants through Experience Staging: Parks, Recreation, and Tourism in the Experience Industry. Journal of Park & Recreation Administration, 26(4): 1-20.
• Engeset, M. G., & Elvekrok, I. (2015). Authentic concepts: Effects on tourist satisfaction. Journal of Travel Research, 54(4): 456-466. doi: 10.1177/0047287514522876.
• Fodness, D. D., & Milner, L. M. (1992). A perceptual mapping approach to theme park visitor segmentation. Tourism Management, 13(1): 95-101. doi: 10.1016/0261-5177(92)90040-E.
• Grappi, S., & Montanari, F. (2011). The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism Management, 32(5): 1128-1140. doi: 10.1016/j.tourman.2010.10.001.
• Formica, S., & Olsen, M. D. (1998). Trends in the amusement park industry. International Journal of Contemporary Hospitality Management, 10(7): 297-308. doi: 10.1108/09596119810240933.
• Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1): 6-21. doi: 10.1177/002224299205600103.
• Geissler, G. L., & Rucks, C. T. (2011). The overall theme park experience: A visitor satisfaction tracking study. Journal of Vacation Marketing, 17(2): 127-138. doi: 10.1177/1356766710392480.
• Gilmore, J. H., & Pine, B. J. (2002). Differentiating hospitality operations via experiences: Why selling services is not enough. Cornell Hotel and Restaurant Administration Quarterly, 43(3), 87-96.
• Haq, F., & Yin Wong, H. (2010). Is spiritual tourism a new strategy for marketing Islam? Journal of Islamic Marketing, 1(2): 136-148. doi: 10.1108/17590831011055879.
• Hosany, S., & Gilbert, D. (2010). Measuring tourists’ emotional experiences toward hedonic holiday destinations. Journal of Travel Research, 49(4): 513-526. doi: 10.1177/0047287509349267.
• Kim, J. H., Ritchie, J. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1): 12-25. doi: 10.1177/0047287510385467
• Lam, L. W., Chan, K. W., Fong, D., & Lo, F. (2011). Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay. International Journal of Hospitality Management, 30(3): 558-567. doi: 10.1016/j.ijhm.2010.10.003.
• Lee, H. M., & Smith, S. L. (2015). A visitor experience scale: historic sites and museums. Journal of China Tourism Research, 11(3): 255-277. doi: 10.1080/19388160.2015.1083499.
• McClung, G. W. (1991). Theme park selection: Factors influencing attendance. Tourism Management, 12(2): 132-140. doi: 10.1016/0261-5177(91)90068-5.
• McLellan, H. (2000). Experience Design. Cyberpsychology and Behavior, 3(1): 59-69. doi: 10.1089/109493100316238.
• Milman, A. (1988). Market identification of a new theme park: an example from central Florida. Journal of Travel Research, 26(4), 7-11. doi: 10.1177/004728758802600402.
• Milman, A. (1991). The role of theme parks as a leisure activity for local communities. Journal of Travel Research, 29(3), 11-16. doi: 10.1177/004728759102900302.
• Milman, A. (2001). The future of the theme park and attraction industry: A management perspective. Journal of Travel Research, 40(2), 139-147. doi: 10.1177/004728750104000204.
• Milman, A. (2009). Evaluating the guest experience at theme parks: an empirical investigation of key attributes. International Journal of Tourism Research, 11(4): 373-387. doi: 10.1002/jtr.710.
• Milman, A., Okumus, F., & Dickson, D. (2010). The contribution of theme parks and attractions to the social and economic sustainability of destinations. Worldwide Hospitality and Tourism Themes, 2(3): 338–345. doi: 10.1108/17554211011052249.
• Milman, A., Li, X., Wang, Y., & Yu, Q. (2012). Examining the guest experience in themed amusement parks: Preliminary evidence from China. Journal of Vacation Marketing, 18(4): 313-325. doi: 10.1177/1356766712449374.
• Mossberg, L. (2007). A marketing approach to the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1): 59-74. doi: 10.1080/15022250701231915.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4): 460-469. doi: 10.1177/002224378001700405.
• Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3): 25–48.
• Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3): 418-430. doi: 10.1086/209358.
• Pikkemaat, B., & Schuckert, M. (2007). Success factors of theme parks–an exploration study. Turizam: Međunarodni Znanstveno-Stručni Časopis, 55(2): 197-208.
• Pine, J., & Gilmore, J. (2012). Deneyim Ekonomisi. Güncellenmiş Tekrar Basım, İstanbul: Optimist Yayınları.
• Penz, E., & Hogg, M. K. (2011). The role of mixed emotions in consumer behaviour: Investigating ambivalence in consumers' experiences of approach-avoidance conflicts in online and offline settings. European Journal of Marketing, 45(1/2): 104-132. doi: 10.1108/03090561111095612.
• Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists’ emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing & Management, 2(2): 118–127. doi: 10.1016/j.jdmm.2013.05.001.
• Prideaux, B. (2002). Building visitor attractions in peripheral areas—Can uniqueness overcome isolation to produce viability? International Journal of Tourism Research, 4(5): 379-389. doi: 10.1002/jtr.387.
• Raluca, D. C., & Gina, S. (2008). Theme park-the main concept of tourism industry development. Annals of the University of Oradea, Economic Science Series, 17(2): 641-646.
• Rezaei, J., Wang, J., & Tavasszy, L. (2015). Linking supplier development to supplier segmentation using Best Worst Method. Expert Systems with Applications, 42(23): 9152-9164. doi: 10.1016/j.eswa.2015.07.073.
• Ritzer, G. (2000). Büyüsü Bozulmuş Dünyayı Büyülemek. İstanbul: Ayrıntı Yayınları; 2000.
• Saaty, T. L. (1982). Decision Making for Leaders: The Analytic Hierarchy Process for Decisions in a Complex World. CA: Wadsworth.
• Schmitt, B. H. (1999a). Experiential Marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: Free Press.
• Schmitt, B. H. (1999b). Experiential marketing. Journal of Marketing Management, 15(1–3): 53–67. doi: 10.1362/026725799784870496.
• Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European Journal of Marketing, 32(3/4): 305-322. doi: 10.1108/03090569810204580.
• Sirakaya, E., Petrick, J., & Choi, H. S. (2004). The role of mood on tourism product evaluations. Annals of Tourism Research, 31(3): 517-539. doi: 10.1016/j.annals.2004.01.009.
• Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3): 15-32. doi: 10.1177/002224299606000302.
• Stanujkic, D., Djordjevic, B., & Karabasevic, D. (2015). Selection of Candidates in the Process of Recruitment and Selection of Personnel. QUAESTUS Multidisciplinary Research Journal, 7(June): 53-64.
• Tsang, N. K., Lee, L. Y., Wong, A., & Chong, R. (2012). THEMEQUAL—Adapting the SERVQUAL scale to theme park services: A case of Hong Kong Disneyland. Journal of Travel & Tourism Marketing, 29(5): 416-429. doi: 10.1080/10548408.2012.691391.
• Tsang, N. K., Prideaux, B., & Lee, L. (2016). Attribution of inappropriate visitor behavior in a theme park setting–a conceptual model. Journal of Travel & Tourism Marketing, 33(8): 1088-1105. doi: 10.1080/10548408.2015.1084976.
• Wanhill, S. (2002). Creating themed entertainment attractions: A Nordic perspective. Scandinavian Journal of Hospitality and Tourism, 2(2): 123-144. doi: 10.1080/15022250216291.
• Williams, A. (2006). Tourism and hospitality marketing: Fantasy, feeling and fun. International Journal of Contemporary Hospitality Management, 18(6/7): 482-495. doi: 10.1108/09596110610681520.
• Wong, K. K., & Cheung, P. W. (1999). Strategic theming in theme park marketing. Journal of Vacation Marketing, 5(4): 319-332. doi: 10.1177/135676679900500402.
• 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. doi: 10.1016/j.tourman.2017.12.011.
• Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2): 335-342. doi: 10.1016/j.ijhm.2009.10.002
• Žižović, M., & Pamucar, D. (2019). New model for determining criteria weights: Level Based Weight Assessment (LBWA) model. Decision Making: Applications in Management and Engineering, 2(2): 126-137. doi: 10.31181/dmame1902102z.