테마파크 서비스품질이 방문객 만족도에 미치는 영향

Abstract

Although there have been a lot of studies on service quality, there have been limited researches that reflect the characteristics of theme parks. In particular, there have been little studies use focusing on densities as moderating variable. The purpose of this study is to analyze the moderating effect of usage density on the effect of theme park’s service quality on visitor’s satisfaction. Two hypotheses were formulated and the empirical analysis was conducted on Disneyland in Shanghai, China. As a result of analysis, four factors such as ‘reliability’, ‘convenience’, ‘tangibility and attractiveness’ and ‘assurance’ were derived as constituent factors of the theme park service quality. Hypothesis 1 stating that the service quality of the theme park has a significant effect on the visitor satisfaction was supported and it was found that the factors are affecting the satisfaction of visitors in order of ‘assurance’, ‘tangibility and attractiveness’, ‘convenience’ and ‘reliability’. In addition, the hypothesis 2 stating that the effects of service quality on satisfaction of visitor depend on the use density was also supported. This study suggests that ‘assurance’ should be planned and managed in order to improve the satisfaction of the theme park visitors. The more consideration shall be given to such service quality factors as ‘assurance’, ‘tangibility and attractiveness’ showing the higher difference in the satisfaction depending on the use density, This study is meaningful in that it investigates the relationships between service quality and visitor’s satisfaction with the moderating effect of use density theoretically and empirically. This study suggests that future research investigate the critical point of use density regarding visitor’s satisfaction in high use density situation.