1. Investigating theme park service quality by using modified THEMEQUAL model
IVA VALČIĆ
Ph.D Student, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija
JELENA KOMŠIĆ
NIGEL CHRISTOPHER SIMPSON
Director, IstraŽivot d.o.o. (Glavani Park)

2. 02. Conceptual Background
Presentation outline
03. Empirical Background
research Methodology
study Results
Research Methodology
research objectives and hypotheses
questionnaire design
data analysis
02. Conceptual Background
Study results
- univariate and multivariate statistical analysis
theme parks
service quality
SERVQUAL & THEMEQUAL
01. Introduction
04. Conclusion
- limitations
- future research

3. CONCEPTS Conceptual Background SERVICE QUALITY SERVQUAL THEME PARKS
THEMEQUAL

4. Total: 22 characteristics
SERVQUAL & modified THEMEQUAL MODEL
Conceptual Background
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
SERVQUAL Model 3.
Source: authors

5. Total: 26 characteristics Total: 27 characteristics
SERVQUAL & modified THEMEQUAL MODEL
Conceptual Background
THEMEQUAL
(Tsang et al., 2012)
Modified THEMEQUAL
(Tsang et al. (2012),
Lo Shuk Ting (2007) and
Bigne et al. (2005)
Literature Review
Tangibles (4)
Tsang et al. (2012)
O’Neill & Palmer (2003)
Reliability (6)
Reliability (4)
Responsiveness and
access (6)
access (6)
Assurance (3)
Empathy (5)
Courtesy (2)
Ambience (5)
Total: 26 characteristics
Total: 27 characteristics
THEMEQUAL Model 3.
Source: authors

6. Research Methodology Research objectives
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 1. 2.
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. 3.

7. Research Methodology Research hypotheses
Overall perception of the service quality in Glavani Park is high.
Tangibles is the most important perceived service quality dimension in the theme park settings. H2 H3
Overall visitor satisfaction with Glavani Park is high.
Responsiveness and access is the best predictor of the overall visitor satisfaction in the theme park settings. H4

8. Research Methodology Research Path Conclusion QUESTIONNAIRE SURVEY
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
Conclusion
Multiple Regression Analysis
Univariate Statistical Analysis
(Descriptive statistics)
Reliability Analysis
Source: authors

9. Demographic characteristics of the respondents
Study Results
Demographic characteristics of the respondents
Characteristics
Percentage
Gender
Male
41.6
Female
58.4
Education
Primary school
1.3
Secondary school
37.0
College and University
49.4
MSc or PhD
19.0
Type of visitors
Domestic
74.7
Foreign
25.3
Motive for visiting Glavani Park
Escape from the daily routine
32.5
Rest and relaxation
34.4
Enjoying nature
31.8
Desire for an adrenaline experience
84.4
Characteristics
Percentage
Age
less than 20
22.1
21 – 30
40.9
31 -40
17.5
41 -50
12.3
51 -60
5.2
61 and above
1.9
Occupation
Employed
51.3
Unemployed
6.5
Pupil
16.9
Student
23.4
Retired
Number of visits to Glavani Park
One time
Two times
18.2
Three times
11.0
Four or more times
19.5
Source: authors

10. Visitors’ perceptions of theme park service quality (N=154)
Study Results: Descriptive Statistics
Visitors’ perceptions of theme park service quality (N=154)
Characteristics
Perceptions
Mean
Rank SD
Mean 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
0.662
V7 – accurately service performing
4.67 14
0.627
V8 – never too busy staff
4.68 11
0.635
Mean responsiveness and access
4.76
V9 – exactly performed service
4.62 20
0.706
V10 – offering service on time
4.66 17
0.670
V11 – willingness to help
4.88 1
0.462
V12 – 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
Perceptions
Mean
Rank SD
Mean assurance
4.72 -
V15 – feeling safe
4.68 12
0.602
V16 – 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 6
0.487
V19 – offering individual attention
4.64 19
0.591
V20 – understanding specific needs 13
0.604
V21 – pleasant experience
4.85 2
0.482
V22 – 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
0.806
V25 – providing ‘adventure’ environment 16
0.627
V26 – sufficient number of activities
4.25 25
0.926
V27 – providing unique experience
4.55 21
0.742
Source: authors

11. Study Results
R= 0.737
R2= 0.543
Adjusted R2 = 0.536
Standard error= 0.363
F= 89.53%
Significant level of F= 0.000
Independent variable
Beta t
Significance
(Constant) -
10.041
0.000
Responsiveness and access
0.266
3.635
Ambience
0.534
7.299
Impact of service dimensions of the satisfaction level of visitors (N=154)
Source: authors

12. Conclusion 2. 1. 4. 3. Hypotheses: Limitations: Future studies:
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

13. THANK YOU FOR YOUR ATTENTION! Time for Questions & Answers
ToSEE - Tourism in South East Europe
3rd International Scientific Conference
Sustainable Tourism, Economic Development and Quality of Life
University of Rijeka, Faculty of Tourism and Hospitality Management Opatija
THANK YOU FOR YOUR ATTENTION!
Time for Questions & Answers
Jelena Komšić
Ph.D Student, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija