Antecedents of Visitors’ Loyalty towards the Amusement Parks in Bangkok

Abstract

Having a good quality of life is the ultimate desire of every human being, especially having an opportunity to relax in a tourist attraction. An amusement park is an alternative way through which ones can experience changing life that is different from their routine-work life. The amusement park industry has thus emerged to cater for visitors of all genders, ages, and nationalities. In today's business competition, amusement park entrepreneurs have to adjust their strategies for the smooth business operations by building greater loyalty among visitors. The objectives of this research were to: 1) study levels of loyalty and variables affecting visitors visiting amusement parks in Bangkok; 2) examine influences of the variables affecting the loyalty of visitors of the amusement parks in Bangkok; and 3) develop a model for the variables affecting the loyalty of the visitors of the amusement parks in Bangkok. This research employed a mixed research methodology combining quantitative and qualitative methods. For the quantitative research part, the research sample consisted of 360 visitors of the amusement parks in Bangkok. The sample size was determined based on the criterion of 20 times the observed variables. They were selected via stratified sampling. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 20 key informants consisting of executives of the amusement parks who were purposively selected. The findings showed that: 1) all the variables affecting the loyalty of the visitors of the amusement parks in Bangkok were rated at a moderate level; 2) the variables including trust, confidence, good image, and revisiting had a positive influence on, and could predict the loyalty of the visitors by 84 percent; and 3) the model for the variables affecting the loyalty of the visitors of the amusement parks in Bangkok, developed by the researcher, was called the L. (L referring to Loyalty) Amusement park Model which is a model for the development of trust, confidence, good image, and revisiting . This model can be used as a guideline to promote loyalty among domestic and international visitors, giving the amusement park business in Bangkok competitive power. In addition, the qualitative research results also found that for the theme park tourism in Bangkok, the government should support the budget for tourism development during the post-COVID-19 situation so that the operators and visitors will be safe and secure. The Ministry of Tourism and Sports should support the amusement operators in Bangkok to improve service quality, prices, promotions, rides and activities, and identities of the rides and locations. In addition, it should provide the opportunities to enhance service potential of the amusement park operators in Bangkok as well as develop the amusement park business in Bangkok in a sustainable way in order to support the development of the tourism economy of Thailand.