ABSTRACT

Purpose

This study aims to segment visitors to a Greek theme park using factors that motivate attendance.

Research methods

Three hundred and twenty-two young and adult visitors of an outdoor recreational theme park, located in the midlands of Greece, completed a questionnaire that measured four dimensions: motivation, service quality perceptions, intention to revisit, and word-of-mouth communication.

Results and Findings

A principal component analysis of the motivation items revealed a clear five-factor structure. Thereafter, a cluster analysis of the five factors was performed. This classified participants into three psychographic segments: “incurious to activities and social life”, “recreation and nature oriented”, and “outdoor activities enthusiast”. An analysis of variance test successfully validated the three segments relative to visitors’ perceptions of service quality and future behavioural intentions.

Practical implications

Theme park management can use this study’s newly developed visitor segmentation to better understand, commercialise, and personalise their services. Managers can more effectively execute visitor management strategies to attract customers and develop marketing techniques to create new competitors’ advantages.

Research contribution

The study successfully developed three validated psychographic theme park visitor segments: “incurious to activities and social life”, “recreation and nature oriented”, and “outdoor activities enthusiast”.

中文翻译：

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使用激发出勤率的因素对希腊休闲主题公园的游客进行细分

摘要

目的

本研究旨在使用激发出勤率的因素对希腊主题公园的游客进行细分。

研究方法

位于希腊中部地区的户外休闲主题公园的 322 名年轻和成年游客完成了一份调查问卷，该问卷衡量了四个维度：动机、服务质量感知、重访意愿和口碑传播。

结果和发现

动机项目的主成分分析揭示了一个清晰的五因素结构。随后，对五个因素进行了聚类分析。这将参与者分为三个心理部分：“对活动和社交生活不感兴趣”、“以娱乐和自然为导向”和“户外活动爱好者”。方差分析测试成功地验证了这三个部分相对于访客对服务质量和未来行为意图的看法。

实际影响

主题公园管理人员可以使用本研究新开发的游客细分来更好地了解、商业化和个性化他们的服务。管理人员可以更有效地执行访客管理策略以吸引客户并开发营销技巧以创造新的竞争优势。

研究贡献

该研究成功开发了三个经过验证的心理主题公园游客细分：“对活动和社交生活不感兴趣”、“以娱乐和自然为导向”以及“户外活动爱好者”。