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Factors influencing theme park visitor brand-switching behaviour as based on visitor perception

Author

Listed:
  • Qian Cheng
  • Ruoshi Du
  • Yunfei Ma

Abstract

With the development of theme parks, which represent a multi-million-pound industry worldwide, research investigating the factors affecting theme park visitor brand-switching behaviour is an important method for improving theme park competitiveness. In the present work, models and research hypothesis are constructed based on visitor perception, and the survey data are collected and analysed to assess the hypothesis and to revise the conceptual model in this paper. The results indicate that there are seven factors influencing visitor brand-switching behaviour: ‘visitor variety-seeking', ‘visitor satisfaction', ‘switching cost', ‘perceived value', ‘competitor attraction', ‘theme park image' and ‘visitor involvement'. The perceived value and visitor satisfaction strongly influence brand-switching behaviour as intermediate variables. Visitor variety-seeking and competitor attraction are positively related to visitor brand switching behaviour, whereas the other five factors are negatively related to visitor brand-switching behaviour.

Suggested Citation

  • Qian Cheng & Ruoshi Du & Yunfei Ma, 2016. "Factors influencing theme park visitor brand-switching behaviour as based on visitor perception," Current Issues in Tourism, Taylor & Francis Journals, vol. 19(14), pages 1425-1446, December.
    • Handle: RePEc:taf:rcitxx:v:19:y:2016:i:14:p:1425-1446
    DOI: 10.1080/13683500.2014.885497
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