Tourist Perception of Service Quality in the Theme Park

Abstract

The theme parks in China have gone through a rapid growth during the past decades and high quality service has become essential to survival. This study aims to investigate the service quality expectations and perceptions of theme park's tourists using SERVQUAL instrument, and identify the weakness within seven dimensions of service quality based on tourists' quality evaluations. The t-test analysis results from a survey of 202 tourists in a theme park in Shenzhen City, south of China, indicate that the theme park tourists are significantly dissatisfied with the seven dimensions of service quality, including tangibles, reliability, assurance, responsiveness, empathy, price and perceived value. This research suggests that Chinese theme park professionals have more potential and need more efforts for improving service quality along all seven critical service dimensions to establish customer satisfaction.