IVA VALČIĆPh.D Student, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija JELENA KOMŠIĆPh.D Student, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija

NIGEL CHRISTOPHER SIMPSONDirector, IstraŽivot d.o.o. (Glavani Park)

INVESTIGATING THEME PARK SERVICE QUALITY BY USING MODIFIED THEMEQUAL MODEL

Presentation outline

01. Introduction

• Study results- univariate and multivariate statistical analysis

04. Conclusion- limitations - future research

- theme parks- service quality - SERVQUAL & THEMEQUAL

02. Conceptual Background

- research objectives and hypotheses- questionnaire design- data analysis

• Research Methodology03. Empirical Background- research Methodology- study Results

Conceptual Background

CONCEPTS

SERVICE QUALITY SERVQUAL

THEME PARKS THEMEQUAL

SERVQUAL & modified THEMEQUAL MODEL

3.

SERVQUAL(Parasuraman, Zeithaml and Berry, 1985; 1988)

Literature Review

Tangibles (4) Chantzoglou et al. (2014)Mursaleen et al. (2014)

Ulewich (2014)Amin et al. (2013)

Grobelna, Marciszewska (2013)

Bonn-itt and Rompho (2012)Wang et al. (2007)

Akbaba (2006)Antony et al. (2004)

Douglas and Connor (2003)Snoj and Mumell (2002)Saleh and Ryan (1991)

Parasuraman, Zeithaml and Berry (1985; 1988; 1991)

Komšić, Valčić (2015)

Marković et al. (2004; 2005; 2010; 2012; 2013;2014)

Došen et al. (2011)Mikulić (2009)Gržinić (2007)Pepur (2006)

Hristovski (2005)

Reliability (5)

Responsiveness (4)

Assurance (4)

Empathy (5)

Total: 22 characteristics

Conceptual Background

Source: authors

SERVQUAL Model

SERVQUAL & modified THEMEQUAL MODEL

3.

THEMEQUAL(Tsang et al., 2012)

Modified THEMEQUAL

(Tsang et al. (2012), Lo Shuk Ting (2007) and

Bigne et al. (2005)

Literature Review

Tangibles (4) Tangibles (4)

Tsang et al. (2012)O’Neill & Palmer

(2003)

Reliability (6) Reliability (4)

Responsiveness and access (6)

Responsiveness and access (6)

Assurance (3) Assurance (3)

Empathy (5) Empathy (5)

Courtesy (2) Ambience (5)

Total: 26 characteristics Total: 27 characteristics

Conceptual Background

Source: authors

THEMEQUAL Model

Research objectives

Research Methodology

To fill the current gap in research by using a modified THEMEQUAL model for measuring the perception of service quality in an adventure theme park

To assess the perceived service quality attributes.

To investigate the relative importance of the service quality dimensions in influencing the overall satisfaction levels of visitors.

1.

3.

2.

Research hypotheses

Research Methodology

H1

H2

H3

H4

Overall perception of the service quality in Glavani Park is high.

Responsiveness and access is the best predictor of the overall visitor satisfaction in the theme park settings.

Tangibles is the most important perceived service quality dimension in the theme park settings.

Overall visitor satisfaction with Glavani Park is high.

Research Methodology

Multivariate Statistical Analysis

QUESTIONNAIRE SURVEY

Visitor’s Perceptions on Service Quality Overall Satisfaction Level of Visitor

6 Dimensions of THEMEQUAL Model

27 Characteristics of modified

THEMEQUAL Model

Conclusion

Multiple Regression Analysis

Univariate Statistical Analysis (Descriptive statistics)

Source: authors

Research Path

Reliability Analysis

Study Results

Characteristics PercentageGender

Male 41.6Female 58.4

Education

Primary school 1.3Secondary school 37.0College and University 49.4MSc or PhD 19.0

Type of visitors

Domestic 74.7Foreign 25.3

Motive for visiting Glavani Park

Escape from the daily routine 32.5Rest and relaxation 34.4Enjoying nature 31.8Desire for an adrenaline experience 84.4

Characteristics PercentageAge

less than 20 22.121 – 30 40.931 -40 17.541 -50 12.351 -60 5.261 and above 1.9

Occupation

Employed 51.3Unemployed 6.5Pupil 16.9Student 23.4Retired 1.9

Number of visits to Glavani Park

One time 51.3Two times 18.2Three times 11.0

Four or more times 19.5

Demographic characteristics of the respondents

Source: authors

Study Results: Descriptive Statistics

CharacteristicsPerceptions

Mean Rank SDMean tangible 4.38 - -

V1 – modern outlook of facilities 4.08 27 0.926

V2 – visually appealing facilities 4.40 23 0.805

V3 – visually appealing informative materials 4.19 26 0.801

V4 – willingness to help the visitors 4.84 3 0.478

Mean reliability 4.59 - -V5 – immediately available facilities 4.37 24 0.808

V6 – reliable facilities 4.65 18 0.662V7 – accurately service performing 4.67 14 0.627

V8 – never too busy staff 4.68 11 0.635Mean responsiveness and access 4.76 - -

V9 – exactly performed service 4.62 20 0.706

V10 – offering service on time 4.66 17 0.670V11 – willingness to help 4.88 1 0.462V12 – easily obtained information 4.81 7 0.521

V13 – easily access to the staff 4.77 9 0.530

V14 – confidence to the visitors 4.80 8 0.516

Characteristics PerceptionsMean Rank SD

Mean assurance 4.72 - -V15 – feeling safe 4.68 12 0.602V16 – sufficient knowledge 4.82 5 0.504

V17 – convenient operation hours 4.67 15 0.606

Mean empathy 4.77 - -

V18 – best interest at heart 4.82 6 0.487

V19 – offering individual attention 4.64 19 0.591

V20 – understanding specific needs 4.68 13 0.604

V21 – pleasant experience 4.85 2 0.482V22 – consistently polite staff 4.84 4 0.517

Mean ambience 4.53 - -

V23 – attractive activities 4.74 10 0.614

V24 – unique activities 4.42 22 0.806V25 – providing ‘adventure’ environment 4.67 16 0.627

V26 – sufficient number of activities 4.25 25 0.926

V27 – providing unique experience 4.55 21 0.742

Source: authors

Visitors’ perceptions of theme park service quality (N=154)

Study Results

Source: authors

R= 0.737R2= 0.543Adjusted R2 = 0.536Standard error= 0.363F= 89.53%Significant level of F= 0.000

Independent variable Beta t Significance

(Constant) - 10.041 0.000Responsiveness and access 0.266 3.635 0.000Ambience 0.534 7.299 0.000

Impact of service dimensions of the

satisfaction level of visitors (N=154)

Conclusion

2.1.

4.3.

Hypotheses:- H1 and H3 are supported- H2 and H4 are rejected

Limitations:- period of data collection- sample size- visitors’ demographic characteristics- only perceptions are investigated

Future studies:- investigation during the high

tourism season - better demographic picture and a

larger sample size- investigation of both expectations

and perceptions

Contribution:- theoretical- empirical- practical

ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija

THANK YOU FOR YOUR ATTENTION!Time for Questions & Answers

Jelena KomšićPh.D Student, University of Rijeka, Faculty of Tourism and Hospitality Management, OpatijaE-mail: jelenak@fthm.hr