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Article
Publication date: 28 May 2021

Xinyi Liu, Zhiyong Li, Qiqi Zhang and Yue Zhang

This study aims to identify the factors influencing Chinese outbound tourists’ perceptions of safety in Thailand. A media coverage analysis compares the safety perceptions

Abstract

Purpose

This study aims to identify the factors influencing Chinese outbound tourists’ perceptions of safety in Thailand. A media coverage analysis compares the safety perceptions of visitors and non-visitors.

Design/methodology/approach

A mixed-methods approach was adopted. Based on a content analysis of 204 news items related to safety incidents in Thailand, this paper divides the factors of safety perception into four dimensions. The quantitative data were gathered by self-administered questionnaires from 370 visitors who have previously visited Thailand and 407 potential visitors yet to visit Thailand.

Findings

The results demonstrated significant differences in the safety perceptions of visitors and non-visitors, indicating non-visitors’ fear of uncertainty and intolerance of the exotic. The study also confirmed social-demographic characteristics influence destination safety perceptions. For non-visitors, safety issues tend to have a negative influence on future visit intention, but those with previous travel experience have less concerns.

Research limitations/implications

The findings provide valuable insights to industry practice. More publicity campaigns within the Chinese media may reduce the spillover effects of crisis events and correct the potentially inaccurate images of disease and terrorism risk. Thai government is suggested to develop the Chinese inbound market, improve the quality of tourism infrastructure and standardisation and efficiency of tourism services.

Originality/value

The media plays a significant role in destination image, tourist decision-making and safety measures imposed by governments. This study identified the factors influencing Chinese outbound tourists’ perceptions of safety in Thailand through an analysis of media coverage. The study provides a better understanding of the differences in safety perceptions between visitors and non-visitors to Thailand. The segmentation of visitors and non-visitors also may help destination managers to cater to differing expectations of safety.

研究目的

本研究旨在探讨中国赴泰游客和潜在赴泰游客对泰国安全认知的影响因素。本研究通过对媒体报道文本的分析,识别出中国出境游客泰国安全感的影响因素,并进一步对游客与潜在游客在安全感知上的差异进行对比。

设计/方法/方法

本研究采用了混合方法。本文通过对204篇泰国安全事件新闻报道的内容进行分析,将安全感知因素分为四个维度。定量研究数据是从370名有泰国旅游经历的游客和407名没有去过泰国的潜在游客中收集的。

研究结果

研究结果显示游客与潜在游客在安全认知上有显著差异,体现了潜在访客对异国情调的不确定性和不宽容。本研究也证实了社会人口学特征对两个群体的目的地安全感知都有影响。此外,对于潜在游客来说,大多数安全问题都会对他们未来的访问意图产生负面影响,但对于游客来说,结果则相反。

原创性/价值

媒体在目的地形象、旅游决策和政府安全措施方面发挥着重要作用。本研究以媒体报导为分析工具,探讨中国出境游客泰国安全感的影响因素。这项研究有助于更好地了解中国赴泰游客和潜在游客在安全认知方面的差异。游客和潜在游客的细分也有助于目的地管理者满足他们对安全的特定期望。

研究局限性/启示

我们的发现为行业实践提供了有价值的见解。在中国媒体上开展更多的宣传活动,可以减少危机事件的外溢效应,纠正有关疾病和恐怖主义风险的潜在地不准确形象。此外,泰国政府应提高旅游基础设施的质量,提高旅游服务的标准化和效率。

Propósito

Este estudio identifica los factores que influyen en la seguridad percibida de Tailandia por los turistas emisores chinos, con el análisis de la cobertura de los medios, y además compara las diferencias en las percepciones de seguridad entre visitantes y no visitantes.

Diseño/metodología/enfoque

Se ha adoptado una metodología mixta. Basado en el análisis de contenido de 204 noticias sobre incidentes de seguridad en Tailandia, este trabajo divide los factores de percepción de seguridad en cuatro dimensiones. Los datos cuantitativos se recopilaron mediante cuestionarios autoadministrados de 370 visitantes que tenían experiencia en viajes a Tailandia y 407 visitantes potenciales que no habían estado en Tailandia.

Resultados

Los resultados demuestran diferencias significativas en la percepción de seguridad de los visitantes y no visitantes, lo que indica el miedo de los no visitantes a la incertidumbre y la intolerancia de lo exótico. Este estudio también confirma que las características sociodemográficas influyen en la percepción de seguridad del destino de cada grupo. Además, para los no visitantes, la mayoría de las cuestiones de seguridad influyen negativamente en su intención de visita futura, pero para los turistas, los resultados son contrarios.

Limitaciones/implicaciones de la investigación

Los resultados brindan información valiosa para la práctica de la industria. Más campañas publicitarias en los medios chinos podrían reducir los efectos secundarios de los eventos de crisis y corregir las imágenes potencialmente inexactas sobre los riesgos de enfermedades y terrorismo. Además, el gobierno tailandés debería mejorar la calidad de su infraestructura turística y aumentar la estandarización y eficiencia de los servicios turísticos.

Originalidad/valor

Los medios de comunicación juegan un papel importante en la imagen del destino, la toma de decisiones turísticas y las medidas de seguridad de los gobiernos. Este estudio identifica los factores que influyen en la seguridad percibida de Tailandia por parte de los turistas chinos, con el análisis de la cobertura de los medios. El estudio proporciona una mejor comprensión de las diferencias en las percepciones de seguridad entre visitantes y no visitantes de Tailandia. La segmentación de visitantes y no visitantes también ayuda a los gestores de los destinos a satisfacer expectativas específicas de seguridad.

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Article
Publication date: 1 June 2021

Mehmet Halit Akin, Yuksel Ozturk and Kurtulus Karamustafa

The aim of the study is to contribute to the body of knowledge with a different and richer approach, by evaluating the competitiveness of the Cappadocia Region, which has…

Abstract

Purpose

The aim of the study is to contribute to the body of knowledge with a different and richer approach, by evaluating the competitiveness of the Cappadocia Region, which has a culture-oriented single or limited product variety, with a comparative and holistic approach from the perspective of visitors and stakeholders.

Design/methodology/approach

This research, designed on the basis of the Cappadocia Region to make original and rich contributions to the literature on destination competitiveness, has the characteristics of a field study based on collecting and analyzing raw data through scales. For this purpose, research was conducted with 401 visitors and 277 tourism stakeholders. Data was analyzed using t-tests to compare two groups and the two-way analysis of variance (ANOVA) to compare more than two groups. Cronbach's alpha analysis, nomological validity and a pilot test were conducted for validity and reliability. In addition, descriptive statistics and normality test were used in addition to the exploratory factor analyses.

Findings

Because of the research, it was seen that the competitiveness perceptions of the participants in the region differed and that the region has many strengths such as natural beauties, accommodation facilities and a positive image. However, it was determined that the competitiveness perceptions of visitors who have more touristic experiences in the region have increased in parallel with their touristic experiences. It was established that the competitiveness perceptions of the stakeholders who have comprehensive knowledge of the managerial problems and the destination competitiveness components of the region are generally lower than the visitors.

Practical implications

This study provides some practical implications for touristic destinations based on the research area. In order for destinations to survive in a fierce competitive environment and strengthen their competitive position, it is very important to analyze and evaluate consumers' needs and requests correctly, reveal existing differences, and use resources effectively. In addition to strengthening the image of the destination and adopting a sustainable and innovative approach, the integrated tour programs that offer touristic activities in nearby cities can be diversified with nature and adventure activities.

Originality/value

It is seen that studies that have been conducted with a comparative and holistic approach with data obtained from both visitors and stakeholders are quite limited. In addition, most of these studies have been conducted on destinations that are widely preferred such as mass tourism but which are less competitive than alternative tourism examples. Therefore, this study has a broad perspective and strong implications for destination competitiveness.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 18 December 2018

Zuraini Md Ali, Rodiah Zawawi, Nik Elyna Myeda and Nabila Mohamad

The purpose of this paper is to focus on the impacts that the adaptive reuse of historical building has on museum service quality by analysing the visitors’ expectations…

Abstract

Purpose

The purpose of this paper is to focus on the impacts that the adaptive reuse of historical building has on museum service quality by analysing the visitors’ expectations and perceptions through the HISTOQUAL model. It looks deeper into investigating the enhancement of adaptive reuse approach to historical buildings not only to the surrounding environment, but also to the building’s cultural significance.

Design/methodology/approach

A field survey implementing quantitative approach was conducted by using questionnaires to collect the visitors’ expectations and perceptions on their visits to the selected case study sites. The selected two case study sites are both newly adaptive reuse museums located in the heart of Kuala Lumpur. Through these case studies, the visitors’ expectations and perceptions were analysed and the differences were identified.

Findings

Positive feedback on the level of service quality provided at both museums indirectly shows the success of adaptive reuse initiative on the historical buildings towards adapting their new functions as a museum. It was also noted that foreign language leaflets and facilities for less able visitors were among the two service criteria that do not exceed the expectations of users. In general, these findings are crucial in identifying the gap within the services provided and appropriate measures that can be undertaken for further improvement.

Research limitations/implications

Further study can be employed to a larger population of study to cater for a variety of perspectives from both users and managers of the buildings.

Practical implications

This paper highlights the implications of users’ feedback towards building usability and functions. It provided imperative findings from the users’ point of view pertaining to the services provided.

Social implications

The paper illustrates the significance of social perceptions on the implications of service delivery. It also reports empirical evidence in highlighting the importance of users’ attributes towards excellent service delivery.

Originality/value

Up to present, there exists a small number of studies that look into reviewing the new functions of adaptive reuse buildings. This study now contributes to create a larger number of studies in this scope, especially within the context of Malaysia.

Details

International Journal of Building Pathology and Adaptation, vol. 37 no. 1
Type: Research Article
ISSN: 2398-4708

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Article
Publication date: 17 October 2019

Jitu Saikia, Pranjal Protim Buragohain and Hari K. Choudhury

This study investigates the relationships of visitors’ recreational experiences and their future behavior for the wildlife destinations of Assam, a North-Eastern state of India.

Abstract

Purpose

This study investigates the relationships of visitors’ recreational experiences and their future behavior for the wildlife destinations of Assam, a North-Eastern state of India.

Design/methodology/approach

Recreational experiences have been measured through the visitorsperceptions on various destination characteristics. The future behavior of the visitors is measured by considering two indicators in the forms of revisit and recommendation to others. Primary data, collected from two wildlife destinations have been analyzed by using structural equation modeling technique.

Findings

The empirical results have revealed the influence of destination characteristics on visitors’ future behavior, where perceptions mediate the relationship.

Practical implications

The findings suggest the adoption of policies to create positive perceptions on destination attributes and product oriented promotional strategies toward making wildlife destinations more competitive. The study also provides implications for tourism literature by suggesting an integrative approach for better understanding of tourists’ future behavior.

Originality/value

The study is based on primary data collected from two wildlife destinations of Assam. The investigation will help to adopt policies to make wildlife destinations more competitive.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 13 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 22 June 2010

Girish Prayag

The purpose of this paper is to assess the brand image of Cape Town as a tourist destination using a progressive method of unstructured and structured techniques such as…

Abstract

Purpose

The purpose of this paper is to assess the brand image of Cape Town as a tourist destination using a progressive method of unstructured and structured techniques such as word association and free association.

Design/methodology/approach

A mixed method study was designed incorporating two phases. Phase one involved in‐depth interviews with a convenience sample of 85 international visitors to Cape Town. Phase two consisted of a survey, which resulted in 585 useable questionnaires that incorporated both open and closed‐ended questions.

Findings

The results indicate the strengths and weaknesses of each technique used. For example, word association is effective at eliciting positive images and holistic impressions but weak at identifying affective images. The free‐choice technique offers a more balanced perception of positive, negative, cognitive and affective images of a brand.

Research limitations/implications

It is possible through the use of unstructured and structured techniques together to identify commonality in image perceptions but also differences in such perceptions on the basis of visitors' demographic and travelling characteristics.

Practical implications

The findings highlight the strengths and weaknesses of techniques such as word association and free association. The results indicate that some image attributes may not always adequately differentiate the brand from its competitors.

Originality/value

The paper contributes to understand the relationship between three components of brand knowledge namely, image, differentiating attributes and choice factors in the context of an African city brand.

Details

Marketing Intelligence & Planning, vol. 28 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 30 March 2020

Ifigeneia Leri and Prokopis Theodoridis

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e…

Abstract

Purpose

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece.

Design/methodology/approach

The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis.

Findings

The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism.

Research limitations/implications

The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights.

Practical implications

The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies.

Originality/value

The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

标题:个性特征如何影响游客的体验、情绪刺激和行为?以葡萄酒旅游为例¿

目的

本研究的目的是在希腊酒庄参观体验情境下探讨五大人格特质对整体体验建构(即服务场景、其他游客行为)、情绪反应和的重游意愿之间关系的调节作用。

设计/方法/思路

本研究采用了一种游客体验的整体性方法, 并建议游客将他们的体验感知建立在服务景观的属性和其他游客的适当行为上。采用路径分析法来衡量这些建构对游客情绪的影响, 以及这些情绪在预测游客重访意图中所起的作用。运用SPSS软件, 分析了五大人格特质在关系中的调节作用。给希腊的酒庄游客发放了高度结构化的自填问卷, 最终回收615份问卷用于数据分析。

发现

结果表明, 由于游客在开放性、外向性、亲和性和尽责性方面有较高或平均的得分, 或在神经质方面得分较低, 所有被调查的关系变得更强了。

研究局限/意义

丰富了现有的关于体验营销、葡萄酒旅游营销和个性在旅游中的作用的文献。

实际影响

总的研究结果将有利于酒庄努力实现以下目标:a.增加游客的重游意愿;b.有效地设计和管理酒庄环境和酒庄体验;c.设计营销策略。

创意/价值

通过提供信息, 明确了游客的个性在两种体验构建(即服务场景和其他来访者行为)中作为情感刺激和重游意愿的促成因素的作用。此外, 本研究试图响应最近对服务场景构建进行多维研究的呼吁, 既关注服务场景的实质阶段(SSoS), 也关注服务场景的交际阶段(CSoS)。最后, 本研究提供了关于在希腊背景下的酒庄体验的新的、实用的见解——目前为止, 相关领域的研究都还非常有限。

关键词

关键词 葡萄酒旅游, 酒庄体验, 游客情感, 游客行为意向, 五大人格特质

Cómo afectan los rasgos de la personalidad a la experiencia del visitante, la estimulación emocional y el comportamiento? El caso del turismo enológico

Objetivo

El objetivo de este estudio es investigar el efecto moderador de los Cinco Grandes rasgos de la personalidad sobre las relaciones entre los constructos de la experiencia holística (como, por ejemplo, servicescape, otros comportamientos de los visitantes) las respuestas emocionales, y la intención de repetir en el contexto de las experiencias de la visita de bodegas en Grecia.

Diseño/metodología/enfoque

El estudio adopta un enfoque holístico de la experiencia del visitante y sugiere que los visitantes basan su percepción de la experiencia en los atributos del servicescape y en otros comportamientos adecuados de los visitantes. Se utilizó el análisis de pautas (Path Analysis) para medir el impacto de estos constructos en las emociones de los visitantes y el papel que estas emociones juegan en la predicción de las intenciones de repetir de los visitantes. El efecto moderador de los Cinco Grandes rasgos de personalidad en tales relaciones fue examinado usando SPSS PROCESS. Se distribuyó un cuestionario autoadministrado y altamente estructurado a los visitantes de bodegas en Grecia; se utilizaron 615 respuestas para el análisis de los datos.

Resultados

Los resultados indican que todas las relaciones examinadas se vuelven más fuertes en el caso de los visitantes que tienen puntuaciones altas o medias de apertura, extraversión, amabilidad y conciencia, o bajas puntuaciones de neurotismo.

Limitaciones del estudio/implicaciones

Los resultados mejoran la literatura existente relativa al marketing experiencial, el marketing del turismo enológico y el papel de la personalidad en el turismo, proporcionando nuevas perspectivas.

Implicaciones prácticas

Los resultados globales pueden beneficiar a las bodegas en sus esfuerzos por llevar a cabo lo siguiente: a. aumentar la intención de los visitantes de repetir, b. diseñar y gestionar el entorno de la bodega y la experiencia enológica de manera efectiva, y c. diseñar estrategias de marketing.

Originalidad/interés

La originalidad del trabajo radica en proporcionar información para aclarar el papel de la personalidad de los visitantes como un factor que contribuye a su estimulación emocional y sus intenciones de repetir en términos de ambos constructos de la experiencia (p. ej., servicescape y otros comportamientos de los visitantes). Además, este estudio intenta responder a los recientes requerimientos de realizar investigaciones multidimensionales sobre el constructo servicescape, centrándose tanto en la puesta en escena sustantiva del servicescape como en la puesta en escena comunicativa de la misma. Por último, el presente estudio aporta nuevas ideas prácticas sobre la experiencia enológica en el contexto griego, un ámbito que, hasta ahora, cuenta con un número limitado de investigaciones.

Palabras clave

Enoturismo, Experiencia enográfica, Emociones del visitante, Intenciones conductuales del visitante, Cinco grandes rasgos de personalidad

tipo de papel

trabajo de investigación

Details

Tourism Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1660-5373

Keywords

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Article
Publication date: 8 February 2016

Donna Quadri-Felitti and Ann Marie Fiore

This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners…

Abstract

Purpose

This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners, restaurateurs retailers, lodging providers, attraction operators) with tourists’ perceived experiences.

Design/methodology/approach

Adapting the 4E (educational, escapist, esthetic and entertainment) measurement scales of Oh et al. (2007), a cross-sectional survey design was used to gather data from 169 suppliers and 970 wine tourists. Factor analyses, t-tests and ANOVA tests were used to explore differences.

Findings

Supply-side cohesion among the four supplier groups appeared across all experiential design priorities and across three of the 4Es regarding their perceptions of the destination; esthetics was the exception. Significant differences between suppliers’ design priorities and visitors’ experiential perceptions were found on three experiential dimensions, and alignment on esthetics was revealed.

Research limitations/implications

Unique attributes of the destination may have affected the results with further development of the supplier measurement scale recommended. Results of the tests that used surrogate variables should be approached with caution.

Practical implications

The study underscores the esthetic experience’s importance to wine tourists and suppliers alike. Results suggest where suppliers should focus their efforts to improve wine tourists’ experiences and what suppliers may expect to emphasize rather than those emphasized by destination managers, i.e. entertainment and education.

Originality/value

This is the first study to compare experience economy priorities of multiple supply-side stakeholders and wine tourists’ perceived experiences.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 26 October 2012

Nikolaos Boukas

The purpose of this paper is to identify young cultural visitorsperceptions towards culture and cultural heritage destinations.

Abstract

Purpose

The purpose of this paper is to identify young cultural visitorsperceptions towards culture and cultural heritage destinations.

Design/methodology/approach

This study, based on a survey conducted in the archaeological site of Delphi in Greece, examines young cultural visitorsperceptions by identifying their perceived importance for a series of destination attributes.

Findings

Findings reveal the important characteristics of cultural heritage sites for young travelers. Emphasis needs to be given on the following four influential factors of a cultural heritage site: organization and facilities, learning and experience, operation and accessibility, and place and promotion.

Research limitations/implications

Tourism authorities ought to focus upon young people and understand their needs in order to attract them to cultural destinations providing positive experience/s. This study is a unique attempt to analyze the perceptions of young people in cultural destinations and is limited to only one cultural heritage site, Delphi. Further, research in other sites examining younger ages and their differences would provide significant information about this unexplored market in cultural sites.

Originality/value

This paper examines that misconception about culture concerning only older age‐groups needs a new way of thinking that takes into consideration young visitors as important cultural visitors. By ignoring their importance, opportunities to maximize value from the sites as well as to operate them in a more sustainable manner are lost. Knowing exactly the perceptions of young people for culture gives insights into their present and future behavior in cultural heritage destinations.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. 2 no. 2
Type: Research Article
ISSN: 2044-1266

Keywords

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Article
Publication date: 11 November 2019

Chung Shing Chan, Mike Peters and Birgit Pikkemaat

The purpose of this paper is to understand the perceptions of visitors in terms of multiple aspects of smart cities to allow wise decisions to be made about smart tourist…

Abstract

Purpose

The purpose of this paper is to understand the perceptions of visitors in terms of multiple aspects of smart cities to allow wise decisions to be made about smart tourist destinations by municipal governments and tourism authorities.

Design/methodology/approach

This study takes a sample of inbound visitors (n=205) from Hong Kong as an empirical questionnaire-based survey on visitorsperceptions of these smart city attributes, which are collected from literature, and framed in Cohen’s Smart City Wheel.

Findings

This paper identifies the distinctive factors for branding Hong Kong as a smart city. The results from the factor analysis identify four factors for determining what a smart city is from the perspective of visitors, namely, the quality of a smart society: energy consumption in an urban environment, smart city governance and smart city livelihood. The first two factors further become the determinants of a successful smart city brand considered by visitors, which contribute to their locational decisions and thus the strategies and policies of smart destination branding.

Research limitations/implications

The results obtained can serve as insights for tourism policy makers and destination marketers when considering significant information and communication technology, or other smart and sustainable attributes for city branding (e.g. Buhalis and Amaranggana, 2014; Marine-Roig and Anton Clavé, 2015), as well as common investment and resource allocation for shared benefits in similar metropolises.

Practical implications

The smartness factors represent important dimensions of urban smartness as prioritized areas for further development, innovation and marketing of tourism industries and enterprises in Hong Kong, as a mature urban destination incorporating the branding of a proposed smart district as a strategy of urban development.

Originality/value

Smart urban development and tourism development have increasingly become inseparable, especially when visitors utilize cities as tourist destinations but share other urban resources and spaces with local citizens. Unlike the development of smart tourist attractions, smart tourist destinations should have a wider scope of smartness. A smart tourist destination may carry similar and overlapping characteristics of smart cities, which may be interpreted by visitors and may eventually affect their perceived image of a city.

Details

International Journal of Tourism Cities, vol. 5 no. 4
Type: Research Article
ISSN: 2056-5607

Keywords

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Article
Publication date: 4 July 2017

Anestis Fotiadis and Metin Kozak

The aim of this study was to investigate the differences in the perception of service quality among various demographic and behavioural visitor segments within the theme…

Abstract

Purpose

The aim of this study was to investigate the differences in the perception of service quality among various demographic and behavioural visitor segments within the theme park tourism market.

Design/methodology/approach

A quantitative survey was conducted using a structured questionnaire which was distributed to 655 theme park visitors. Different groups of visitors were identified through the use of cluster analysis based on the evaluation of both demographic variables and a number of behavioural factors associated with their characteristics in terms of “time and cost” allocations for visits to a theme park.

Findings

The findings confirm that differences in demographic characteristics significantly affect perceptions of visitors as demonstrated in the way they are likely to evaluate importance and performance factors in a theme park’s delivery of services. In contrast, behavioural segmentation in terms of time allocation and associated expenditure is unlikely to produce significant differences in the visitorsperceptions of the level of service provided.

Originality/value

Although there are many studies related to visitors’ perceived service quality, none of them use the same methodology as applied in this study of theme park industry. The research results reveal important implications for the theme park industry because of this new understanding of the segmentation differences for visitor-perceived service quality. By directing attention of management to these differences, improvements in service quality perceptions can more readily be achieved.

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