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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
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: [email protected]