ASSESSMENT OF AMUSEMENT PARK ATTRIBUTES IN BANGKOK AND METROPOLITAN AREA
by
PARADA! WENUCHAN
A Thesis submitted in partial fulfillment of the requirements for the degree of
Master of Arts in Tourism Management
Graduate School of Business Assumption University
Bangkok, Thailand
September, 2004
ACCEPTANCE
This dissertation was prepared under the direction of the candidate's Advisor and Committee Members/Examiners. It has been approved and accepted by all members of that committee, and it has been accepted in partial fulfillment of the requirements for the degree of Master of Arts in Tourism Management in the Graduate School of Tourism Management of Assumption University of Thailand.
Thesis Committee:
(Dr. Jakarin Srimoon) (Advisor)
(Dr. Chanchai Athicsitskul)
(Dr.Adarsh Batra)
(Dr. Soonthorn Pibulcharoensit)
Director I Associate Dean Graduate School of Tourism Management
Abstract
In the last decade, amusement and leisure parks in Thailand have played
an important role in urban life. Economic and social pressure has heightened the
need for relaxation. Visitor demand for amusement parks has been increasing
rapidly in recent years. Knowledge of how visitors and users perceive the
attractiveness of alternative types of amusement parks or recreation settings in
different situations is essential to proper recreation marketing planning and
project development within the context of an amusement park.
This research aimed to determine the importance of amusement park
attributes and information sources when choosing an amusement park to visit in
order to investigate amusement park visitors' behavior among Thai visitors. Four
hundred and forty questionnaires were distributed to Thai people who had visited
amusement parks located in Bangkok and metropolitan areas within the past three
years. The respondents were asked about their demographic characteristics,
source of information about amusement parks, and assessment of amusement
park attributes.
The results represented the significant importance on cleanliness, parking
available, family atmosphere, nice scenery, overall prices, parking lot shuttle,
picnic area and discount/group rates as the most important choice criteria that
effect respondents when choosing an amusement park to visit. The results
indicated that family members, relatives, friends and television advertising as the
most important information sources providers in the decision-marking process.
This research provided recommendations and implications for the amusement
park manager. In addition, future research direction is discussed at the end.
I
Acknowledgement
This thesis could not have been completed without many people who
supported me to make it success. I would like to take this opportunity to express my
appreciation to them.
I wish to express my sincere gratitude to my advisor Dr. Jararin Srimoon, who
has contributed greatly by giving his time and expertise in supporting and developing
this thesis. I could not have been completed it with out his advice and guidance.
I would also wish to thank all my committee members who are Dr. Chanchai
Athichsitskul, Dr. Adarsh Batra, and Dr. Soonthom Pibulcharoensit, for their advice
and recommendation, which help me to make this thesis a success.
I would like to acknowledge Dr. Rangsun Wiboonuppatum for his kind
recommendation for the methodology and for his kind advice for the analyses the
thesis results.
I would like to thank to my dearest friend who give me advice to help me to
make my thesis a success. And I also thank to the respondents for their co-operation
in providing all valuable information that helped me to conduct my thesis successfully.
I would also like to thank Mr. Perapat Singchoo, for his love, support, understanding
and inspiration in helping me to complete this thesis.
Finally, I would like to thank my parents, my sister and my relatives for their
love, support, understanding in believing and helping me to complete this thesis, for
with out them this thesis could not be a success.
II
Ms.Paradai Wenuchan
Assumption Univesity
Bangkok, Thailand
Table of Contents
Abstract Acknowledgement Table of Contents List of Tables List of Figures
Chapter 1: Generalities of the Study
I II
III v VI
I. I Introduction of the Study I I. I. I Overview of Global Amusement Park industry 4 1.1.2 Overview of Siam Park City and Dream World 6
1.2 Statement of Problem IO I .3 Objective of the Study I I I .4 Scope of the Study 11 1.5 Limitation of the Study I2 1.6 Significance of the Study I2 1.7 Definition of Terms I2
Chapter 2: Literature Review
2.1 Tourism 2.2 Attraction 2.3 Amusement park 2.4 Review of literature 2.5 Empirical studies
Chapter 3: Research Framework
I5 I6 I7 19 2I
3.1 Theoretical Framework 25 3.2 Conceptual Framework 26 3.3 Research Hypotheses 29 3.4 Operationalization Of Independent, Moderating and
Dependent Variable 38
III
Table of Contents
Chapter 4: Research Methodology
4.1 Research Method Used 4.2 Respondents and Sampling Procedures 4.3 Research Instruments/ Questionnaires 4.4 Collection of Data/Gathering Procedures
4.4.1 Documentary Research (Secondary Data) 4.4.2 Survey Research (Primary Data)
4.5 Statistical Treatment of Data 4.5.1 Descriptive statistics 4.5.2 Chi-square
Page
39 41 43 44 44 44 45 45 45
Chapter 5: Presentation of Data and Critical Discussion of Results
5.1
5.2
Profile of the sample 5.5.l Sample analysis
Test and Explanation of Hypothesis Results
5.2.1 Result of Chi-square
48 48
54
55
Chapter 6: Summary Finding, Conclusion and Recommendations
6.1 Summary of finding
6.2 Summary of Hypothesis Testing Results 6.3 Conclusion
6.4 Recommendations
6.5 Future Research Direction
Appendix A: Reference Appendix B: Questionnaires (English and Thai version) Appendix C: Frequency Tables
IV
55 57 62
64
66
List of Tables
Table 3.1
Table 4.1
Table 4.2
Table 5.1
Table 5.2
Table 5.3
Table 6.1
Operationalization of Independent Variable
Sample sizes used in marketing research studies
Reliability Analyses-scale (Alpha)
Personal Data
Chi-square and mean rating scores concerning choice
criteria
Chi-square and mean rating scores concerning
information sources
Summary of Hypothesis Testing Results
v
Page
38
42
47
50
52
54
57
List of Figures
Figure 3.1 Conceptual framework of amusement park visitor
behavior-Thai attitudes
VI
Page
28
Chapter I
Generalities of the Study
This chapter will introduce the issue of this research in terms of the
relationship of amusement parks to tourism. It includes an overview of the
global amusement park industry. Therefore, this chapter will introduce an
overview of Siam Park City and Dream World followed by a statement of
problems, objectives of the study, scope of the study, limitations of the study,
significance of the study, and definition of terms.
1.1 Introduction of the study
In recent years, amusement parks and attractions have become favorite
modes of mass entertainment (Milman, 2001 ). Amusement parks are generally
designed to cater to the family as a visiting unit, and they are considered a
form of leisure activity because they provide an opportunity for entertainment
during an individual's discretionary free time (Milman, 1991). The amusement
park industry represents one of the major components of the
hospitality/tourism industry. Amusement parks have evolved according to
changing preferences and trends in travel and tourism demand (Chasse, 1993).
Since, the opening of Disneyland in California in 1955, the global
growth of amusement park has emerged as a major element of leisure,
recreation and tourist activity patterns in the development world (Page, 1998).
Formica and Olsen (1998) pointed out that amusement parks are a
profitable business. However, this business requires substantial capital
investment and is particularly sensitive to financial leverage. Historically,
rising interest rates have affected new and well established facilities
significantly. Indeed, the initial investment only represents the first financial
effort to enter the market; once operating, the amusement park demands
considerable capital funds to update the available attractions and implement
new, more captivating rides in order to retain market share (Formica & Olsen
,1998).
The global amusement park industry has grown to a 11 billion US
dollar a year business, with an estimated 119 major theme parks spread across
the world, from the entertainment, leisure and tourism industry perspective,
many powerful business interests have recognized these trends as part of the
growth sector for the future (Page, 1998). The strong consumer demand has
resulted in the development of many new parks around the world, given
industry estimates that a minimum of one million patrons is necessary for
economic viability (Duffy, 1984). Local and specialty amusement parks
compete with the large regional amusement parks for the amusement park
patron. In addition, the potential attendee is choosing from among a wide
variety of leisure opportunities, thus requiring amusement parks to compete
against a broad range of activities as well as other amusement parks (Thach &
Axinn, 1994).
Within the tourism literature, the research studies amusement parks and
the wider issues of visitor attractions remain a neglected area, although a
number of overview studies do exist, one of the principal problems with
2
amusement park and attraction research is the relative paucity of data (Page,
2000). Hanna (1998) studies for entire countries such as the UK are
comparatively rare, with much of the data deemed confidential and
commercially sensitive by operators. Leiper (1997) provides an excellent
example of one attraction which sought to make the transition from a roadside
attraction to an amusement park and highlighted one of the major requirements
of an amusement park - a substantive base market.
In the Australian case the roadside attraction traditionally relied on a
large number of low-spenders as transit visitors on a major route way.
However, this was inadequate to meet the needs of a capital-intensive
amusement park, which required high-spending tourists visiting the region for
more than a day. Similar finding emerged with the initial opening of Euro
Disneyland near Paris. In what it is certainly an over-researched theme in the
literature, Roisne (1997) highlighted the success of appropriate pricing and
marketing strategies to attract the Worker Councils trade. In a similar vein,
Vogel ( 1998) also examines the economic considerations associated with
successful amusement park development and operation.
Although Disney has attracted considerable interest, Rojek (1993)
provided an incisive and thoughtful analysis of their films and amusement
parks to conclude that they were part of a specific moral order. In one sense,
Disney culture has parallels with the rational recreation era of the 19th and
early 20th century (Hall and Page, 1999) where organization, control and rigid
rules existed. D'Hauteserre (1997) adopted a different perspective in the
analysis of Disney, highlighting the French government's utilization of the
amusement park development process to create a growth pole within its new
3
town strategy. In an exploratory study of the Tang Dynasty in Singapore, Kau
(1994) examined pre-opening attitudes to the Amusement park. Kau provided
an analysis of Singapore's tourism attraction system and the role of theme
parks, while Tao and Yeo (1997) examined Haw Par Village to assess local
images and tourists attitudes to the development.
The high degree of competition without and within the amusement
park industry, coupled with the necessity of appealing to an increasingly
experienced consumer, dictates that attention be directed toward the
consumer's evaluation of park attractiveness (Thach & Axinn, 1994). This
research study focuses on investigate amusement park visitors' behavior
among Thais by determining the most importance of amusement parks and
sources of information used by visitors when choosing an amusement park to
visit. The results of this research provided useful information to help
amusement park marketers to develop their marketing strategies.
1.1.1 Overview of Global Amusement Park Industry
The amusement park industry has witnessed a fairly rapid international
expansion in recent years. Growth has been focused mostly in Europe and
Japan. It is instructive to compare industry development in the U.S. with
where other world markets stand. The U.S. industry has had about a 30-year
growth to maturity. This was characterized by an inception period pioneered
by Disney in the late 50s and early 60s, rapid growth period through the 70s,
and maturity in the 80s. Europe and North Asia are currently in the rapid
4
growth phase of their amusement park industries. The developing countries are
in the inception period (Economic Research Association, 2003).
Asia is the world's next leading international amusement park market.
It includes a mature industry in Japan, strong growth in Korea, strong
performance in Hong Kong, underserved markets in Taiwan, and a rapidly
changing China. A substantial amusement park industry has been established
in Japan since the recovery from post-war period. A variety of themed
attractions and numerous amusement parks are located throughout the country.
The growth of this business has been assisted by the presence of major
amusement ride manufactures in Japan (Economic Research Association,
2003).
Tokyo Disneyland, which opened in 1983, brought the large-scale
amusement park product to Japan, and since that time, several large projects
have been built including the $630 million Puroland in Tama, and Nippon
Space World in Kyushu. The Japanese industry at present has about 29 large
parks with annual attendance over 1 million persons, and 30 moderate-scale
parks with attendance between 500,000 persons and 1 million persons. As a
whole, the Japanese industry generates about 75 million attendees and about$
1.5 billion in annual revenues. This places the Japanese industry at about 30
percent of the U.S. industry in terms of revenues (Economic Research
Association, 2003).
In 1990 it was estimated that there were 230 parks around the world
attracting 309 million visits and generating $7.9 billion in revenues. By 2005
prediction these figures will have grown to 362 parks (57 percent increase),
5
606 million visits (96 percent increase), and $15 .1 billion in revenues (92
percent increase) (Economic Research Association, 2003).
In the last decade, amusement and leisure parks m Thailand have
played an important role in urban life. Economic and social pressure has
heightened the need for relaxation. Amusement and leisure parks that are
located near cities are convenient substitutes for distant tourist resorts (Fuller,
1997).
At present, Thailand has more than 20 amusement and leisure parks, 1 7
of which are members of the Thai Amusement and Leisure Parks Association
(TAPA). Most of the amusement and leisure parks are scattered around
Bangkok and adjacent provinces. A TDRI survey revealed that the number of
visitors to these parks could reach 20 million persons per year (Fuller, 1997).
About 40 percent of visitors to the larger parks are foreign tourists,
each spending on average about 400 Baht per person per day in the parks. A
conservative estimate of the gross income of all parks is about 3,000 million
Baht per year. Thailand's amusement and leisure parks ranked third owing to
inadequate international marketing effort (Fuller, 1997).
1.1.2 Overview of Siam Park City and Dream World
~ Overview of Siam Park City
Siam Park City had been open since 1980; located in suburban Min
Buri on Sukhaphiban 2 Road, this water amusement park contains a man-made
sea with towering slides. Satellite attractions include children's playgrounds,
aviaries, an open zoo and a botanical garden.
6
)- Main Attractions
• Water parks: the biggest water park in Asia contains a man
made sea with towering slides. The water parks include Speed
Slider, Man-made Sea, Flowing Pool, Super Spiral, and Spa
Club.
• Amusement parks: There are more than 10 rides for
teenagers in Fantasy Land and more than 20 rides for children
in Small World. The attractions in amusement parks are as
follows: Loop the Loop, Double-Desk Merry-Go-Round,
Indiana Log, and Twin Dragon.
• Educational Exhibition: the attractions in educational
exhibition are as follows: Dinotopia Museum, The Great
China, Zoo and Bird Park, and Botanical Garden.
)- Food and Other Service
Consists of Sally restaurant, Si-am Hall, Plaza, Club House, and Scout
Camp.
)- Overview of Dream World
More than 20 years experience in managing Magic Land (the first
amusement park in Thailand), the management of Magic Land created a new
project to build a new theme park "Dream world" at a cost of over 1,000
million Baht. Dream World had been open since 12 November 1993, situated
at km. 7 of Rangsit-Ongkharak Road.
7
~ Main Attractions
• Dream world Plaza: the variety of colorful European - style
houses lined next to each other along both sides of the street.
Dream world Plaza consists of; Information Center, Dream
World Souvenir, Ice-Cream Corner, Dream World Clock
• Dream Garden: where the tourist will find beautiful flowers or
be thrilled by the sight of the world's renowned architectural
wonders such as the Taj Mahal, the Great Wall of China or the
Leaning Tower of Pisa, can take the cable car climbing all the
way to the Lake of Paradise. The attractions at Dream Garden
are the following: Cable Car, Sightseeing Train, Bicycle Boat,
Crazy Bus, Swing Chair, Racing Car, Jet Ride, 7 Wonders Of
The World, Dreamy Garden, Love Garden, Crazy Zone,
Fantastica Parade
• Fantasyland attractions consist of; Fairy Tales Land, Giant's
House, Uncle Tom's Farm, Animals Show.
• Adventure Land has many rides as follows; Space Mountain,
Hanging Coaster, Haunted Mansion, Vikings, Bump Car,
Thunderbird, Air Gun, Bump Boat, Monorail, Super Splash,
Rapter, Go-Kart, Flying Carpet, Antique Car, Battery Car,
Indian Boat, Grand Canyon.
• Show town
Fantastica Parade: The favorite cartoon characters m the
spectacular Fantastica Parade.
8
Hollywood Action Show: The exciting shows where the good
guys fight the bad guys with spectacular special effects
Snow Town: an enormous field of snow and discover the
excitement of a world like no other in Thailand, ride a sleigh,
make a snowman, visit Santa's house and see what an igloo is.
Learn how penguins, polar bears and other arctic animals live
in a world of snow and ice.
);;>- Food & Other Services
Consists of Nestle Ice-Cream Comer, Food Pavilion, Food Station,
Fantasy Hall, Food Time, KFC Restaurant, Dream World Souvenir Shop,
Information Counter and Tour guide lounge.
9
1.2 Statement of Problem
Amusement parks in Thailand played an important role in urban life,
visitor demand for amusement parks has been increasing rapidly in recent
years. Knowledge of how visitors and users perceive the attractiveness of
alternative types of amusement parks or recreation setting in different
situations is essential to proper recreation marketing planning and project
development within the context of amusement parks.
The ultimate purpose of amusement park planning is to create
opportunities for visitors to use specific amusement park settings. However if
amusement park planning decisions are to be made effectively, they must
reflect the varying competitiveness of alternative amusement park settings in
different usage situations which arise for visitors. The relationship between
specific amusement park usage and amusement park choice has not been
widely investigated. Those efforts which have been directed at examining the
competitiveness of amusement parks terms of setting-usage relationships have
too often adopted a 'supply' perspective, when a 'demand' or customer/visitor
orientation has been warranted.
Understanding this relationship appears to be fundamental to the
understanding of amusement park behavior because the effect of usage are
related to the identification of competing alternatives as well as to the
individual visitor's choice among them. The question is raised on what are the
most important amusement park attributes that effect Thai visitors when
choosing an amusement park to visit? What are the most important
10
4 5 9 :3 ~? ~ , )-information sources used by Thai visitors when choosing an amusement park
to visit?
1.3 Objective of the Study
The objective of this study is to analyze amusement park visitors'
behavior among Thai visitors, a study was designed to determine as follows:
1. To determine consumers' choice criteria as related to an
amusement park.
2. To determine the amusement park attributes that the visitors
rates as most important.
3. To determine the most important information sources used by
the consumer when choosing an amusement park.
1.4 Scope of the Study
The major focus of this research is to investigate the amusement park
visitors' behavior among Thai visitors. Therefore, the structure of the survey is
based on the following scope:
1. The sample population is any Thai who have been to amusement parks
located in Bangkok and metropolitan areas in the past three years.
2. The study was conducted from the data at Siam Square, Silom,
Bangkapi, Ladprao from November 2003 to January 2004 by using
questionnaires.
11
1.5 Limitations of the Study
This research is aimed to investigate the amusement park visitors'
behavior. The limitations of this research are as follows:
1. This research is limited to assessing the attributes of
amusement parks located in Bangkok and the metropolitan
areas during the specific period of time of the study (during
December 2003 - January 2004) therefore its findings cannot
be generalized for all times to come without considering
specific issues related to other time periods.
1.6 Significance of the Study
This research is to analyze amusement park visitors' behavior among
Thai visitors. The results of this research will help amusement park marketers
to develop their strategic and tactical plans in order to compete successfully in
the competitive tourism market. And for the academics of this research who
studied the amusement parks in Bangkok which result in this research, it will
be the guideline for amusement parks in other parts of Thailand.
1. 7 Definition of Terms
Amusement park refers to a tract of land on which a developer has created a
series of exhibits, rides, and other elements that tend to be designed around
some unifying idea and commonly have other elements that are not related to
the theme in any way (Dittmer & griffin, 1997).
12
Attractions are generally single units, individual sites or very small, easily
delimited geographical areas bases on a single key feature. Destinations are
larger areas that include a number of individual attractions together with the
support services required by tourists (Swarbrooke, 2000).
Attribute is a quality or characteristic that someone or something has
(http:/ !dictionary .cambridge.org/ define.asp?key=4 773&dict=CALD, retrieved
on April 13, 2004).
Consumer is person who actually travels and uses business tourism services
(Swarbrook & Horner, 2001).
Tourism is the activities of a person, traveling outside his or her environment
for less than a specified period of time and whose main purpose of travel is
other than exercise of an activity, remunerated from the place visited (Smith,
1996).
Tourist experience is the culmination of a given experience which a tourist
forms when they are visiting and spending time in a given tourist location. The
experience one forms is a complex amalgam of individual perception and
image of a locality and the products consumed which can be influenced by
individual, environmental, situational and personality-related factors as well as
the degree of communication with other people (Graefe & Vaske, 1987).
13
Visitor is a widely used term for someone who makes a visit to an attraction.
Visitors are not all tourists in the technical sense in that they will not all spend
at least one night away from home (Swarbrook & Horner, 1999).
Visitor attractions is a single site, unit or entity which motivates people to
travel to it to see, experience and participate in what it has to offer. They may
be artificial or natural and can be physical entities or special events
(Swarbrooke & Horner, 1999).
14
Chapter II
Review of Related Literature and Studies
The theoretical framework of this research focuses on investigating the
amusement park visitors' behavior among Thai visitors. This chapter discusses
definition of tourism, attraction, amusement park, review of literature and
empirical study.
2.1 Tourism
The terms travel and tourism are often interchanged within the
published literature on tourism, though they are normally meant to encompass
'the field of research on human and business activities associated with one
more aspects of the temporary movement of persons away from their
immediate home communities and daily work environments for business,
pleasure and personal reasons (Chadwick, 1994).
Tourism Organization {WTO) International Conference of Travel and
Tourism in Ottawa in 1991 which reviewed, expanded and developed
technical definitions where tourism comprises: 'the activities of a person
traveling outside his or her usual environment for less than a specified period
of time and whose main purpose of travel is other than exercise of an activity
remunerated from the place visited, where "usual environment" is intended to
exclude trips within the areas of usual residence and also frequent and regular
trips between the domicile and the workplace and other community trips of a
routine character where "less than a specified period of time" is intended to
exclude long-term migration, and "exercise of an activity remunerated from
the place visited" is intended to exclude only migration for temporary work'.
Nickerson (1996) described tourism as the action and activities of
people taking trips to a place or places outside of their home community for
any purpose except daily community to and from work. The tourism industry
is the mix of interdependent business that directly or indirectly serves the
traveling public, and the components of tourism industry include
transportation, accommodations, attractions, food service, travel distributors,
tourism promoters, and land managing agencies.
Swarbrooke (2000) stated that attractions are arguably the most
important components in the tourism system. They are the main motivations
for tourist trips and are the core of the tourism product. Without attractions
there would be no need for other tourism services. Indeed tourism as such
would not exist if it were not for attractions.
2.2 Attraction
Scottish Tourist Board (1991) defined attractions as a permanently
established excursion destination, a primary purpose of which is to allow
public access for entertainment, interest or education, rather than being
principally a retail outlet or a venue for sporting, theatrical, or film
performances. It must be open to the public without prior booking, for
published periods each year, and should be capable of attracting tourists and
day visitors as well as local residents.
16
French (1996) classified the tourist attractions into three types. First,
natural attractions are those that occur naturally and neither created by human
beings. Most of the natural features are tourism incidentals, but a limited
number of contrived natural attractions do occur. Second, Cultural attractions
each destination attracts visitors in a variety of activities for example shopping
can be considered a form of cultural attraction whether it is for local souvenirs
or traditional artifacts. Third, Built attractions are those that occur human
made such as places, ancient places, museums, theme park etc.
The term 'tourist attraction' is actually a misnomer since most visitors
to attractions are not tourists in the accepted sense of the word, except in a few
exceptional cases, such as Disney World in Florida or Legoland in Denmark.
In other words, they are usually day visitors rather than staying visitors and
often they come from the region in which the attraction is located. It is
therefore more accurate to talk about visitor attractions rather than tourist
attractions (Swarbrooke, 2000).
2.3 Amusement Park
Amusement parks represent a relatively new concept among the most
common tourist attractions, such as cultural and heritage tourism, or sun-sea
sand vacations, this type of tourist attraction typically emphasizes a major
theme on which man-made, natural, and human resources are coordinated in
order to offer a unique visitation experience (Formica & Olsen, 1998).
Gee, Makens and Choy (1997) stated that the original amusement
parks were an outgrowth of private and public picnic grounds, these parks
17
existed on both sides of Atlantic from at least the eighteenth century. The first
amusement parks, which were called pleasure gardens, were built in England
and France. As the name pleasure garden implies, these attractions began as
manicured gardens designed to provide a temporary escape for city dwellers
from the every day drudgeries of life, rides such as carousels, games, and food
and drink stands were added to these pleasure gardens to meet guest needs
(Cook, Yale and Marque, 1999).
Weston (1996) explained that many of today's amusement parks had
modest beginnings as one-ride operations. An entrepreneur with a passion for
fun would purchase an attraction, find a location, and sell tickets for rides.
Most likely the attraction was a small carousel or Ferris Wheel, and target
market was children. While owning one attraction was good, owning two
attractions was better. Two attractions ultimately became three attractions, and
so on. Growth progressed naturally with the addition of restrooms, souvenir
stands, more attractions, and food and picnic areas.
Disneyland was much more than an amusement park. Although it drew
on some of the basic attributes of an amusement park, Disneyland was the first
theme park, and its opening served to rekindle respectability and interest in
amusement parks (Mahwah, 1997). Since that time, the operations of
amusement parks have become more sophisticated, with technology playing a
far more important role. However, the basics of fun, excitement, and fantasy
remain the keys to amusement park successes (Cook, Yale & Marque, 1999).
McClung ( 1991) has carried out an interesting study of the factors
influencing attendance at amusement parks in the USA, involving telephone
interviews with 3039 respondents in ten metropolitan areas. The findings were
18
that the following factors affect people's decision to visit a theme park such as
weather, a preference for amusement park, attractiveness of the park to the
respondent's children, cost, existence of crowd at the attraction, distance from
home to park and availability of loading on site.
Amongst those people using amusement parks, interestingly,
attractions offering an opportunity for learning something new were the most
popular, other aspects of amusement park that made them particularly
attractive to potential visitors included animals, water rides, big name
entertainment, good quality catering and rides for smaller children. The most
popular themes at parks were educational exhibitions, exotic animals and
technology (McClung, 1991 ).
2.4 Review of literature
There are two main variables in this research which are independent
variables and dependent variables. The independent variables are amusement
park attributes and information sources, dependent variables are amusement
park visitor behavior among Thai visitors. The research was to analysis
amusement park visitors' among Thai visitors by determining the most
important amusement park attributes and sources of information that visitors
will use when choosing the amusement park to visit.
Amusement park attributes; there are thirty four factors under amusement park
attributes.
19
Animal show and Animated ahows : In the study of Patron
Assessments of amusement park attributes by Thach and Axinn (1994) found
that animal show and animated show are of increasing importance as patrons'
breadth of experience increases.
Comedy/action show: Thach and Axinn (1994) found that
comedy/action show is not increasing in importance as patrons' breadth of
experience increases.
Educational shows/exhibition: The study of Moutinho (1988) found
educational shows not the importance factor as people may find it hard to
associate fun and learning.
Educational value: Moutinho (1988) found that educational value is
not the importance factor due to theme park's stage of development in Britain
compared to that of the USA. Theme parks such as Disneyland have been in
operation for some 30 years in America, while Britain's theme parks have only
had a few years to develop.
Parking lot shuttle, Picnic area and Parking available: Thach and
Axinn (1994) found parking lot shuttle, picnic area and parking available
decreasing in importance when breadth of experience increases.
Roller coaster, water rides, thrill rides and Fantasy-advanture:
Moutinho (1988) found that fun ride is the importance factor for choosing
amusement park
Nice scenery, park prestige, fantasy/adventure atmosphere, botanical
gardens/floral displays: In the study of Moutinho (1988) found that factor
relating to nice scenery, park prestige, fantasy/adventure atmosphere, botanical
gardens/floral displays have also achieved a high mean score in the study.
20
Children's rides, smaller rides, children's preference/playgrounds: In
the study of Moutinho (1988) found that the variables related to children's
rides, smaller rides, children's preference/playgrounds achieved high scores as
an importance factor when choosing an amusement park to visit.
Overall prices, line control and time waiting: Moutinho (1988) found
that concerning about overall prices and little waiting are consistent with the
subsequent analysis of the most importance attribute related to the enjoyment
or non-enjoyment of an amusement park.
Cafeteria, sit down restaurant, fast food: Moutinho (1988) found that
the factor relating to good food/ restaurants achieved high scores in the study.
Midway, good shops and gifts/ souvenir shops: The study of Thach
and Axinn ( 1994) found that factors related to entertainment are decreasing in
importance as patrons' breadth of experience increases.
Proximity, hour of operation and transport available: The study of
Moutinho (1988) found that most respondents did not appear to be highly
dependent on this factor when deciding to reach a specific location and visit a
particular amusement park.
2.5 Empirical studies
This section reviews important factors in order to determine the
respondent demographic profile and sources of information about amusement
parks and amusement park attributes.
21
• Respondent profile
Thach and Axinn (1994) found that the majority age of the respondents
were between 21and 25 years old. The majority incomes of respondents were
more than 40,000 USD. The majority of family sizes were 2 people in their
family.
Hageman ( 1981) examined primary demographic variables and the
probability of travel and expenditure, concluding that family income, family
size appeared as the most important predictors of household travel with family
income showing the strongest relationship to travel expenditure.
Studies of tourist characteristics have been carried out extensively.
Both demographic and psychographic variables have been developed to cluster
tourists into different segments. Anderson and Langmeyer studied the under-
50 and over-50 travelers and found that, although both age-groups journeyed
for relaxation and to visit relatives, the over-50 travelers were more inclined to
visit historic sights while their younger counterparts were more likely to go for
outdoor recreation and to visit man-made amusement facilities (Ah-Keng,
1993)
• The source of information about amusement park
Thach and Axinn ( 1994) found that when the respondent was asked to
rate the important source of information about amusement parks, friends was
placed to be the most importance source of information followed by family
members, television advertising, newspaper advertising, brochures, radio
advertising, magazine advertising, children, travel agents and billboards.
As to the factors influencing the decision to visit a park, the study
found that about 46% of the respondents were influenced by the
22
recommendations of friends, relatives and about 38% made the decision based
on previous experience in the parks. Chlidren influenced 20% of the
respondents and traditional marketing activites (newspaper, advertisements,
billboards, television commercials etc.) were influenceing about 7.17% of the
respondents (McClung, 1991 ).
• The assessment of importance of amusement park attribute
McClung (1991) studied the factors influencing the choice of
amusement parks; the important factors were found to be weather, a preference
for amusement park, attractiveness of the park to the respondent's children,
cost, existence of crowd at the attraction, distance from home to park and
availability of loading on site.
Amongst those people using amusement parks, interestingly,
attractions offering an opportunity for learning something new were the most
popular; other aspects of amusement park that made them particularly
attractive to potential visitors included animals, water rides, big name
entertainment, good quality catering and rides for smaller children. The most
popular themes at parks were educational exhibitions, exotic animals and
technology (McClung, 1991 ).
Amusement park offers a controlled, clean environment. Amusement
parks are continually changing and adding dimensions. Disney World has
become a resort in itself. The latest trend is to provide education as an intergral
component of amusement parks. Recent technological developments are used
to involve park visitors in learning games. Youngsters and adults can solve
puzzles, play competitive games make words and letters, create musical
compositions, etc. Even the fast food restaurant has an educational goal - to
23
make healthy foods interesting and to make popular foods healthy.
Manufacturer are beginning to produce mental rides', where the audience is
seated and the visual environment is manipulated to create the illusion of
movement (McClung, 1991 ).
Some amusement parks have experienced difficulty in maintaining
their customer base. Changing customer tastes can interfere with success if the
park fails to anticipate the customers' needs. Beyond the basic threat to
survival, miscalculating the public's taste may result in lost revenues. Some
parks with 'hard' rides would need to bring in 'soft' rides. Other options are
'live' shows. A lunchtime performance relieves the pressure on a park's
restaurants, while an evening extravaganza encourages visitors to stay for
supper and the show (McClung, 1991).
As the result of previous research it can be concluded that the attributes
related to following factors such as shows, rides, ambiance, price, catering,
entertainment and access was placed as importance attributes for amusement
park visitors for their enjoyment. According to the main previous research by
Thach & Axinn (1994) conducted in USA, some attributes were different from
amusement parks in Bangkok. The researcher had to modify some attributes
for suitability; such as cut some attributes (Tour packages, nearby loading,
music shows) and add some attributes such as transport available, thrill rides,
botanical garden, time waiting, fantasy and adventure atmosphere, children 's
playground.
24
Chapter III
Research Frameworks
The purpose of this chapter is to describe the research frameworks used
to achieve the research objectives of this study. This chapter consists of
theoretical framework, conceptual frameworks, research hypothesis, and
operationalization of the independent variables. The part of conceptual
framework discusses the specific map of ideas for this research. Therefore, the
part of the operationalization of independent variables included conceptual
definition, operational components, and measurement scale.
3.1 Theoretical Framework
This study aimed to investigate visitors' behavior among Thai visitors
toward amusement park attributes and information sources on how these
factors perceived as important factors to visitors who choose to visit
amusement parks. The results of chi-square statistic used to evaluate criteria
related to the amusement park attributes as most important and it was also
used to measure the importance information sources used by the visitor when
choosing and amusement park. The X2 (chi-square) procedure was used to
measure the choice-criteria, which was developed to have respondents rate the
importance placed on different factors they might use when choosing an
amusement park, X2 was also used to analyze the importance placed on
information received through various sources (Moutinho, 1988).
3.2 Conceptual Framework
This study seeks to investigate amusement park visitors' behavior
among Thai visitors. In order to accomplish the objectives of the research, a
conceptual framework of this research is shown in Figure 3 .1 conduct based
on the relationship between dependent and independent variables.
The conceptual framework consists of thirty-four amusement park
attributes and ten source of information about amusement parks as the
independent variables.
The thirty-four amusement park consist of as follows:
Animal shows
Animated show
Comedy/action shows
Educational shows
Educational value.
Parking lot shuttle
Parking available
Picnic area.
Roller coaster,
Water rides
Thrill rides
Fantasy-adventure.
Nice scenery
Cleanliness
Park prestige
26
Fantasy/adventure atmosphere
Botanical gardens/floral displays
Children's rides
Smaller rides
Children's preference/playgrounds
family atmosphere.
overall prices
Line control
Time waiting
Discount/ group rates.
Cafeteria
Sit down restaurant
Fast food
Midway
Good shops
Gifts/souvenir shops
Proximity
Hours of operation
Transport available.
Sources of information about amusement parks consist of
husband/wife/children/parents, other relatives, friends, television advertising,
radio advertising, newspaper advertising, magazine advertising, brochures,
internet and billboards.
27
Independent Variables Dependent Variables
Amusement parks attributes ----------------------------------
----------
Animal shows Animated shows Comedy/action shows Educational shows Educational value Parking lot shuttle Parking available Picnic area Roller coaster Water rides Thrill rides Fantasy -Adventure rides Nice scenery Cleanliness Park prestige Fantasy/adventure atmosphere Botanical gardens/floral displays Amusement Parks Children's ride . Visitors' Behavior . Smaller rides Among Thai visitors Children's preference/playgrounds Family atmosphere Overall prices Line control
~
Time waiting Discount/group rates Cafeteria Sit down restaurant Fast food Midway Good shops Gifts or souvenir shops Proximity Hour of operation
Transport available.
Sources of Information Husband I Wife I Children/ Parent Other relatives Friends Television Advertising Radio Advertising News Paper advertising Magazine Advertising Brochures Internet Billboards
Figure 3.1 Conceptual Framework of Amusement Park visitor behavior -
Thai attitudes; developed from Moutinho (1988).
28
3.3 Research Hypotheses
Due to the conceptual framework, Forty four main study hypotheses will
be utilized to fulfill the objectives of the study. These hypotheses are as
follows:
Hl 0 : There is no significant importance of animal shows effect on visitor
when choosing amusement parks to visit.
Hla: There is a significant importance of animal shows effect on visitor when
choosing amusement parks to visit.
H20 : There is no significant importance of animated shows effect on visitor
when choosing amusement parks to visit.
H2a : There is a significant importance of animated shows effect on visitor
when choosing amusement parks to visit.
H30 : There is no significant importance of comedy/action shows effect on
visitor when choosing amusement parks to visit.
H3a : There is a significant importance of comedy/action shows effect on
visitor when choosing amusement parks to visit.
H40 : There is no significant importance of educational/exhibition shows effect
on visitor when choosing amusement parks to visit.
H4a : There is a significant importance of educational/exhibition shows effect
on visitor when choosing amusement parks to visit.
29
H50 : There is no significant importance of educational value effect on visitor
when choosing amusement parks to visit.
H5a : There is a significant importance of educational value effect on visitor
when choosing amusement parks to visit.
H60 : There is no significant importance of parking lot shuttle effect on visitor
when choosing amusement parks to visit.
H6a : There is a significant importance of parking lot shuttle effect on visitor
when choosing amusement parks to visit.
H7 0 : There is no significant importance of picnic area effect on visitor when
choosing amusement parks to visit.
H7 a : There is a significant importance of picnic area effect on visitor when
choosing amusement parks to visit.
H80 : There is no significant importance of parking available effect on visitor
when choosing amusement parks to visit.
H8a : There is a significant importance of parking available effect on visitor
when choosing amusement parks to visit.
H9o : There is no significant importance of roller coaster effect on visitor when
choosing amusement parks to visit.
H9a : There is a significant importance of roller coaster effect on visitor when
choosing amusement parks to visit.
30
Hl00 : There is no significant importance of water rides effect on visitor when
choosing amusement parks to visit.
HlOa: There is a significant importance of water rides effect on visitor when
choosing amusement parks to visit.
H 11 0 : There is no significant importance of thrill rides effect on visitor when
choosing amusement parks to visit.
HI la : There is a significant importance of thrill rides effect on visitor when
choosing amusement parks to visit.
H120 : There is no significant importance of fantasy/adventure rides effect on
visitor when choosing amusement parks to visit.
H12a : There is a significant importance of fantasy/adventure rides effect on
visitor when choosing amusement parks to visit.
H13 0 : There is no significant importance of nice scenery effect on visitor
when choosing amusement parks to visit.
Hl3a: There is a significant importance of nice scenery effect on visitor when
choosing amusement parks to visit.
H140 : There is no significant importance of cleanliness effect on visitor when
choosing amusement parks to visit.
H 148 : There is a significant importance of cleanliness effect on visitor when
choosing amusement parks to visit.
31
H150 : There is no significant importance of park prestige effect on visitor
when choosing amusement parks to visit.
HI Sa : There is a significant importance of park prestige effect on visitor when
choosing amusement parks to visit.
H160 : There is no significant importance of fantasy/adventure atmosphere
effect on visitor when choosing amusement parks to visit.
H16a : There is a significant importance of fantasy/adventure atmosphere
effect on visitor when choosing amusement parks to visit.
HI 7 0 : There is no significant importance of botanical garden/floral displays
effect on visitor when choosing amusement parks to visit.
HI 7 a : There is a significant importance of botanical garden/floral displays
effect on visitor when choosing amusement parks to visit.
H180 : There is no significant importance of children's rides effect on visitor
when choosing amusement parks to visit.
H18a : There is a significant importance of children's rides effect on visitor
when choosing amusement parks to visit.
HI 90 : There is no significant importance of smaller rides effect on visitor
when choosing amusement parks to visit.
HI 9a: There is a significant importance of smaller rides effect on visitor when
choosing amusement parks to visit.
32
H200 : There is no significant importance of children's preference/
playgrounds effect on visitor when choosing amusement parks to visit.
H20a: There is a significant importance of children's preference/ playgrounds
effect on visitor when choosing amusement parks to visit.
H21 0 : There is no significant importance of family atmosphere effect on
visitor when choosing amusement parks to visit.
H21 a : There is no significant importance of family atmosphere effect on
visitor when choosing amusement parks to visit.
H220 : There is no significant importance of overall prices effect on visitor
when choosing amusement parks to visit.
H22a : There is a significant importance of overall prices effect on visitor when
choosing amusement parks to visit.
H230 : There is no significant importance of line control effect on visitor when
choosing amusement parks to visit.
H23a There is a significant importance of line control effect on visitor when
choosing amusement parks to visit.
H240 : There is no significant importance of time waiting effect on visitor
when choosing amusement parks to visit.
H24a : There is a significant importance of time waiting effect on visitor when
choosing amusement parks to visit.
33
H250 : There is no significant importance of discount/group rates effect on
visitor when choosing amusement parks to visit.
H25a : There is a significant importance of discount/group rates effect on
visitor when choosing amusement parks to visit.
H260 : There is no significant importance of cafeteria effect on visitor when
choosing amusement parks to visit.
H26a : There is a significant importance of cafeteria effect on visitor when
choosing amusement parks to visit.
H27 0 : There is no significant importance of sit down restaurant effect on
visitor when choosing amusement parks to visit.
H27 a : There is a significant importance of sit down restaurant effect on visitor
when choosing amusement parks to visit.
H280 : There is no significant importance of fast food restaurant effect on
visitor when choosing amusement parks to visit.
H28a : There is no significant importance of fast food restaurant effect on
visitor when choosing amusement parks to visit.
H290 : There is no significant importance of midway restaurant effect on
visitor when choosing amusement parks to visit.
H29a : There is a significant importance of midway restaurant effect on visitor
when choosing amusement parks to visit.
34
H300 : There is no significant importance of good shops effect on visitor when
choosing amusement parks to visit.
H30a : There is a significant importance of good shops effect on visitor when
choosing amusement parks to visit.
H31 0 : There is no significant importance of gifts/souvenir shops effect on
visitor when choosing amusement parks to visit.
H31 a : There is a significant importance of gifts/souvenir shops effect on
visitor when choosing amusement parks to visit.
H320 : There is no significant importance of proximity effect on visitor when
choosing amusement parks to visit.
H32a : There is a significant importance of proximity effect on visitor when
choosing amusement parks to visit.
H330 : There is no significant importance of hour of operation effect on visitor
when choosing amusement parks to visit.
H33a : There is no significant importance of hour of operation effect on visitor
when choosing amusement parks to visit.
H340 : There is no significant importance of transport available effect on
visitor when choosing amusement parks to visit.
H34a : There is a significant importance of transport available effect on visitor
when choosing amusement parks to visit.
35
H350 : There is no significant importance of husband/wife, children/parents
effect on visitor when choosing amusement parks to visit.
H35a : There is a significant importance of husband/wife, children/parents
effect on visitor when choosing amusement parks to visit.
H360 : There is no significant importance of other relatives effect on visitor
when choosing amusement parks to visit.
H36a : There is a significant importance of other relatives effect on visitor
when choosing amusement parks to visit.
H3 7 0 : There is no significant importance of friends effect on visitor when
choosing amusement parks to visit.
H3 7 a : There is a significant importance of friends effect on visitor when
choosing amusement parks to visit.
H380 : There is no significant importance of television advertising effect on
visitor when choosing amusement parks to visit.
H38a : There is a significant importance of television advertising effect on
visitor when choosing amusement parks to visit.
H390 : There is no significant importance of radio advertising effect on visitor
when choosing amusement parks to visit.
H39a: There is a significant importance of radio advertising effect on visitor
when choosing amusement parks to visit.
36
H400 : There is no significant importance of newspaper advertising effect on
visitor when choosing amusement parks to visit.
H40a : There is a significant importance of newspaper advertising effect on
visitor when choosing amusement parks to visit.
H41 0 : There is no significant importance of magazine advertising effect on
visitor when choosing amusement parks to visit.
H41 a : There is a significant importance of magazine advertising effect on
visitor when choosing amusement parks to visit.
H420 : There is no significant importance of brochures effect on visitor when
choosing amusement parks to visit.
H42a : There is a significant importance of brochures effect on visitor when
choosing amusement parks to visit.
H430 : There is no significant importance of internet effect on visitor when
choosing amusement parks to visit.
H43a : There is a significant importance of internet effect on visitor when
choosing amusement parks to visit.
H440 : There is no significant importance of billboards effect on visitor when
choosing amusement parks to visit.
H44a : There is a significant importance of billboards effect on visitor when
choosing amusement parks to visit.
37
3.4 Operationalization of Independent Variables
Table 3.1 Operrationalization of Independent Variables
Concept Concept Operational Components Level of Definition Measurement
Amusement Attributes which - Animal shows Ordinal park attributes is effect on visitor - Animated shows
when choosing - Comedy/action shows amusement park - Educational shows/ to visit. exhibition
- Educational value - Parking lot shuttle - Picnic area - Parking available - Roller coaster - Water rides - Thrill rides - Fantasy-adventure - Nice scenery - Cleanliness - Park prestige - Fantasy/adventure atmosphere - Botanical garden - Children's rides - Smaller rides - Children's preference - Family atmosphere - Overall prices - Line control - Time waiting - Discount/group rates - Cafeteria - Sit down restaurant - Fast food - Midway - Good shops - Gifts/souvenir shops - Proximity - Hour of operation
- Transport available Information Information - Husband/wife/children/parents Ordinal sources Source used by - Other relatives
visitor when - Friends choosing an - Television advertising amusement park - Radio advertising
- Newspaper advertising - Magazine advertising - Brochure - Internet
- Billboards
38
Chapter IV
Research Methodology
This chapter describes the methodology used in this research for
collecting data and analysis. This section consists of methods of research used,
respondents and sampling procedures, research instruments, collection of data,
and statistical treatment of data. The part of respondents and sampling
procedures include target population, sampling methods, sampling frames,
sampling units and sampling size. In the part of research
instruments/questionnaires are related to the statement of the problem and
hypotheses. The part of collection of data involves the method used to collect
secondary data from investment data. The statistical treatment of data consists
of the program that is used for interpretation of collected data, and hypothesis
testing.
4.1 Research Method Used
Quantitative research is used in this research. Quantitative research is
about measuring a market and quantifying that measurement with data. Most
often the data required relates to market size, market share, penetration,
installed base and market growth rates. However, quantitative research can
also be used to measure customer attitudes, satisfaction, commitment and a
range of other useful market data that can be tracked over time.
Quantitative research can also be used to measure customer awareness
and attitudes to different manufacturers and to understand overall customer
behaviour in a market by taking a statistical sample of customers to understand
the market as a whole. Such techniques are extremely powerful when
combined with techniques such as segmentation analysis and mean that key
audiences can be targeted and monitored over time to ensure the optimal use
of the marketing budget.
The survey method is applied for this research. A survey method of
obtaining information is based on the questioning of respondents. Respondents
are asked a variety of questions regarding their behavior, intentions, attitudes,
awareness, motivations, and demographic and lifestyle characteristics. These
questions may be asked verbally, in writing, or via computer, and the
responses may be obtained in any of these forms.
In this research, survey method is based on communication with a
representative sample of individuals by using a questionnaire, which can reach
the respondents easily and is easy to provide, meaning that the survey requires
low cost and minimal time, due to the limitation of time in distributing the
questionnaire.
40
4.2 Respondents and Sampling Procedures
Target Population
The target populations of this research are Thai people who have been
to amusement parks in Bangkok and metropolitan areas within the past 3
years. The marketing manager stated that there was approximately 2,000,000
visitors who visited Dream World in one year. For Siam Park City the
marketing manager stated that there were approximately 3,000,000 visitors
who visited Siam Park City in one year. Therefore, there were approximately
15,000,000 visitors who visited both amusement parks in the past three years.
Sampling Method
Non-probability sampling method will be applied to this research. Non-
probability is a sampling method in which little or no attempt is made to
ensure a statistical representative cross section (McDaniel & Gates, 1996). The
technique uses samples based on personal judgments and convenience.
The researcher decided to use the convenience sampling method in this
research. Convenience sampling attempts to obtain a sample of convenient
elements (Malhotra, 2000). For example, it may be convenient and economical
to sample Thai people who have been to amusement parks within the past 3
years in metropolitan areas such as Silom, Siam Square.
Sampling Unit
A Sampling unit is a single or group of elements subject to selection in
a sample (Zikmund, 1997). The sampling unit of this research will be an
individual who is Thai and have been to amusement parks in Bangkok and
metropolitan areas within the past 3 years.
41
Sampling Size
Sample size refers to the number of elements to be included in the
study. Determining the sample size is complex and involves several qualitative
and quantitative considerations (Malhotra, 2000).
The nature of the research also has an impact on the sample size. For
conclusive research, such as descriptive surveys, large samples are required.
Likewise, if data are being collected on a large number of variables, large
samples are required. Sample size is influenced by the average size of samples
in similar studies (Malhotra, 2000). Table 4.1 gives an idea of sample sizes
used in different marketing research studies. These sample sizes have been
determined based on experience and can serve as a rough guideline,
particularly when non-probability sampling techniques are used (Malhotra,
2000).
Type of Study Minimum Size
Problem identification research 500 (e.g., market potential) Problem solving research (e.g., pricing) 200 Product tests 200 Test marketing studies 200 TV /radio/print advertising 150 (per commercial or ad tested) Test market audits 10 stores Focus groups 6 groups
Table 4.1 Sample sizes used in marketing research studies
(source: Malhotra, 2000)
Typical Range
1,000-2,500
300-500 300-500 300-500 200-300
10-20 stores 10-15 groups
From table 4.1, 200 is the minimum samples size required for the
study. As a result, samples of 400 are used for collecting the primary data via
questionnaire.
42
4.3 Research Instruments/ Questionnaires
The study instrument used in this research is a self-administered
questionnaire. The questionnaire comes from "Amusement Park visitor
behaviour-Scottish attitude" (Moutinho, 1988). The questionnaire was
designed in order to investigate amusement park visitors' behaviour among
Scots, also focuses on amusement park usage patterns and usage rate, as well
as on the family decision-making process.
The self-administrative questionnaire of this research consists of 3
parts, in which the respondents can fill in the questionnaire freely without
interference by the interviewers.
The questionnaire consists of the following:
Part I: Demographic Profile, this part consisted of 3 questions. The
demographic profile collected includes age, income and family size.
Part II: Last visitation to amusement park in the past 3 years, which in
this part consisted of 3 questions.
• Question 1: the respondents were asked about the number of
amusement parks that they have visited in the past 3 years.
• Question 2: the respondents were asked about the number of times
that they have visited amusement parks in the past 3 years.
• Question 3: the respondents were asked about the important source
of information about amusement parks, which can range from "1"
Very low importance to "5" Very high importance.
43
Part III: Assessment of amusement park attributes. There were thirty
four attributes. Rating of each attribute used a Five-point Likert scale ranging
from "l" Very low importance to "5" Very high importance.
4.4 Collection of data/Gathering Procedures
4.4.1 Documentary Research (Secondary Data)
In this research, secondary data had been used before conducting
primary data collection. The researcher has collected secondary data through
various sources such as academic textbooks; the development and
management of visitors attractions (Swarbrooke, 2000), and journals such as
Journal of Travel Research (Milman, 2001) and Tourism Management
(McClung, 1991 ).
4.4.2 Survey Research (Primary Data)
The primary data is collected through a self-administered structured
questionnaire. The researcher asked each respondent to fill in the questionnaire
in order to derive information regarding the research study.
The period to distribute questionnaires began on November 2003 -
January 2004. All questionnaires were distributed in many areas that had many
Thais. Some questionnaires were distributed at Siam Square, Some
questionnaires were distributed at Silom, Some questionnaires were distributed
at Bangkapi, Some questionnaires were distributed at Ladprao.
44
4.5 Statistical Treatment of Data
In this research the data analysis techniques used to test the hypothesis
are Descriptive statistics and Chi-square.
4.5.1 Descriptive statistics
Represent even more powerful ways of summarizing the characteristics
of large sets of data. In the case of statistical analysis, the analyst calculates
one number or a few numbers that reveal something about the characteristics
of large sets of data (McDaniel & Gates, 1996).
For this research, descriptive statistics were used to provide
background information about the respondents, including demographic profile,
last visitation of amusement parks in the past 3 years, source of information
about amusement park and assessment of amusement park attributes.
4.5.2 Chi-Square
Chi-square statistic(X2) is a sample statistic used to measure the degree
of association among nominally scaled variables. The chi-square distribution is
a frequency distribution used to test how well a set of observed sample
frequencies corresponds to or 'fits' a set of expected or theoretical frequencies.
The chi-square statistics is computed as follows:
Where 0 = observed frequency
E = expected or theoretical frequency
45
Pretest
Zikmund (1997) stated that pretests are trial runs with a group of
respondents for the purpose of detecting problems in the questionnaire
instructions or design. In a pretest, the researcher looks for evidence of
ambiguous questions and respondent misunderstanding, whether the questions
mean the same thing to all respondents, the point at which respondent's fatigue
sets in, places in the questionnaire where a respondent is likely to terminate,
and other considerations. Editing the questionnaires during the pretest stage
can be proved valuable.
Cooper and Schindler (2000) stated a pilot test is conducted to detect
weaknesses in design and instrumentation and to provide proxy data for
selection of a probability sample. It should, therefore, draw subjects from the
target population and simulate the procedures and protocols that have been
designated for data collection. The size of the pilot group may range from 25
to 100 subjects, depending on the method to be tested, but the respondents do
not have to be statistically selected. Therefore, the researcher examined
questionnaires by distributing 30 questionnaires to people who live in
Bangkok and Metropolitan area and who have visited amusement parks in
Bangkok and Metropolitan areas in the past three years. After pretesting the
questionnaire, some questions that do not provide adequate information were
eliminated and some that caused problems were revised.
46
Table 4.2 Reliability Analyses - Scale (Alpha)
(Testing for assessment of amusement park attributes)
No. Variables Mean Std. Dev
1 ANIMAL 3.66 .8841 2 ANIMATE 3.43 .8584 3 COMEDY 3.53 .9732 4 ED SHOWS 3.30 1.0875 5 ED_ VALUE 3.56 1.1043 6 SHUTTLE 4.45 .7311 7 PICNIC A 4.36 .6149 8 PARKING 4.60 .8137 9 ROLLER R 4.16 .9855 10 WATER R 4.40 .6747 11 THRILL R 4.30 .8367 12 FANTASY 4.16 .9855 13 SCENERY 4.66 .4795 14 CLEANLY 4.83 .3790 15 PRESTIGE 4.06 .8277 16 AD ATMOS 4.36 .9279 17 BOTANIC 4.03 .9279 18 CHILD_R 4.56 .7279 19 SMALL R 4.43 .8172 20 PLAY GR 4.16 .8743 21 FA ATMOS 4.56 .6261 22 OVERALL 4.50 .6823 23 L CONT 4.23 .8584 24 TIME W 4.50 .6823 25 DISCOUNT 4.33 .9589 26 CAFE 3.40 1.0700 27 S REST 3.73 .9803 28 FAST F 3.80 .7611 29 MIDWAY 3.53 1.0080 30 GOOD SH 3.00 .9469 31 GIFT SH 3.13 1.0743 32 ACESS 3.53 1.0080 33 HOUR OP 3.93 .9072 34 HOUR OP 4.36 .7649
Reliability Coefficients 34 items N of Cases = 30.0 Alpha 0.8785
47
Chapter V
Presentation of Data and Critical Discussion of Results
This chapter provides a summary of the respondents' profile, which
composed of the data analysis and findings were discussed, including the
results of Chi-square.
5.1 Profile of the sample
Profile of the sample consists of sample analysis and frequency
analysis. Sample analysis were respondents demographic characteristics,
which are age, income, household size, number of amusement parks visits and
number of times visits to amusement park.
5.5.1 Sample Analysis
According to Table 5.1, the majority of the respondents were aged
between 21 - 25 years old (19.3%) or 77 respondents, followed by 26 - 30
years old (18.8 %), under 15 years old (17.5 %), 31 - 35 years old (12.0 %),
16 - 20 years old (9.5 %), over 46 years old (9.3 % ), 41 - 45 years old (8.0
%) and the minority ofrespondents were aged between 36 - 40 years old or 23
respondents. For monthly income, the largest group of respondents received
monthly income less than 10,000 Baht (41.5 %) or 166 respondents, 10,001 -
15,000 Baht were 79 respondents (19.8 % ), more than 25,001 Baht was 18.8
%, 15,001 - 20,000 Baht was 12.8 % and 20,001 - 25,000 Baht were 29
respondents or 7 .3 %.
The largest group of the respondent had more than 5 persons in their
family (43.5 %) or 174 respondents, 127 respondents had 4 persons in their
family (31.8 %), the respondents who had 3 persons in their family were 15.5
% or 62 respondents, 7.3 % or 29 respondents had 2 persons in their family
and 2 % or 8 respondents had only 1 person in their family. The respondents
have visited 1 amusement park in the past three years were 60.8 % or 243
respondents and 157 respondents or 39.3 % have visited 2 amusement parks in
the past three years. 270 respondents or 67.5 % have visited amusement parks
1 - 2 times in the past three years. The respondents have visited amusement
parks 3 - 5 times were 27.3 % or 109 respondents and 21 respondents or 5.3 %
have been to amusement parks more than 6 times.
For this research, the questionnaires were distributed to 400
respondents, and the results indicated that there were no biases in choosing the
target respondents and the results shows that the samples selection in this
research were reasonably representative of the target population.
49
Table 5.1 Personal Data
Variables Demographic frequency Percent Cumulative Percent
Age Under 15 years 70 17.5 17.5 16 - 20 years 38 9.5 27.0 21 - 25 years 77 19.3 46.3 26- 30 years 75 18.8 65.0 31 - 35 years 48 12.0 77.0 36-40 years 23 5.8 82.8 41 -45 years 32 8.0 90.8 Over 46 years 37 9.3 100.0
Total 400 1000.0 Income Less than 10,000 Baht 166 41.5 41.5
10,001 - 15,000 Baht 79 19.8 61.3 15,001 -20,000 Baht 51 12.8 74.0 20,001 - 25,000 Baht 29 7.3 81.3 Over 25,0001 Baht 75 18.8 100.0
Total 400 100.0 Family size 1 person 8 2.0 2.0
2 people 29 7.3 9.3 3 people 62 15.5 24.8 4 people 127 31.8 56.8 More than 5 people 174 43.5 100.0
Total 400 100.0 Number of 1 park 243 60.8 60.8 amusement park visit
2 parks 157 39.3 100.0 Total 400 100.0
Number of time visit 1 -2 times 270 67.5 67.5 to amusement park
3 -4 times 109 27.3 94.8 More than 6 times 21 5.3 100.0
Total 400 100.0
50
5.2 Test and Explanation of Hypothesis Result
This research concentrates on investigating amusement park visitors'
behaviors among Thai visitors. The hypothesis statement as indicated in
Chapter 4 composes of forty four hypotheses, all hypotheses will be analyzed
by using Chi-square to determine the importance of thirty four amusement
parks attributes and information sources used by the respondent when
choosing an amusement park.
51
5.2.1 Result of Chi-square
Table 5.2 Chi-square and mean rating scores concerning choice criteria
Variable
Animal shows Animated shows Comedy/action shows Educational shows/exhibition Educational value Parking lot shuttle Picnic area Parking available Roller coaster Water rides Thrill rides Fantasy-adventure Nice scenery Cleanliness Park prestige Fantasy/adventure atmosphere Botanical garden Children's rides Smaller rides Children's preference Family atmosphere Overall prices Line control Time waiting Discount/group rates Cafeteria Sit down restaurant Fast food Midway Good shops Gifts/souvenir shops Proximity Hour of operation Transport available
•L. Note. X has four degree of freedom.
P<0.001
Mean Score 3.81 3.58 3.70 3.71 3.75 4.26 4.24 4.44 3.95 4.21 4.02 4.04 4.39 4.52 4.03 3.97 4.03 4.22 4.10 4.13 4.44 4.30 4.10 4.01 4.21 3.84 4.02 4.02 3.65 3.31 3.34 3.60 3.99 4.34
52
X"' Level of Si~.
146.80 .000 145.32 .000 188.25 .000 129.67 .000 128.17 .000 345.42 .000 358.15 .000 506.95 .000 185.05 .000 307.87 .000 211.02 .000 222.27 .000 434.12 .000 560.22 .000 277.67 .000 221.50 .000 230.67 .000 317.85 .000 278.57 .000 308.82 .000 473.70 .000 374.67 .000 247.67 .000 208.25 .000 321.62 .000 177.72 .000
244.550 .000 219.725 .000 121.67 .000 148.10 .000 105.92 .000 81.42 .000
215.62 .000 399.07 .000
Thirty four hypotheses are tested significance of each attribute as the
importance of amusement park attributes when visitors choose an amusement
park. Chi-square was applied to test the importance on thirty four amusement
park attributes.
According to chi-square results from table 5.2, all thirty four
amusement park attributes (Animal shows, Animated shows, Comedy/action
shows, Educational shows/exhibition, Educational value, Parking lot shuttle,
Picnic area, Parking available, Roller coaster, Water rides, Thrill rides,
Fantasy-adventure, Nice scenery, Cleanliness, Park prestige,
Fantasy/adventure atmosphere, Botanical garden, Children's rides, Smaller
rides, Children's preference, Family atmosphere, Overall prices, Line control,
Time waiting, Discount/group rates, Cafeteria, Sit down restaurant, Fast food,
Midway, Good shops, Gifts/souvenir shops, Proximity, Hour of operation,
Transport available) demonstrates statistical significance at level 0.001. These
mean that respondents placed all thirty four attributes as the importance factors
when they choose to visit an amusement park.
53
Table 5.3 Chi-square and mean rating scores concerning information
sources.
Variable Mean xz Level of Score Sig.
Husband/wife/children/parents 3.91 170.15 .000 Other relatives 3.47 64.47 .000 Friends 3.60 108.77 .000 Television advertising 3.90 181.55 .000 Radio advertising 2.97 130.42 .000 Newspaper advertising 3.12 110.37 .000 Magazine advertising 3.13 111.50 .000 Brochure 3.47 132.67 .000 Internet 3.34 93.05 .000 Billboards 3.36 56.42 .000
Ten hypotheses are to test a significance of each attribute as the
importance of information sources that visitor used for choosing an
amusement park. Chi-square is applied to test the importance on ten
information sources.
According to chi-square results from table 5.3, all ten information
sources (Husband/wife, children/parents, Other relatives, Friends, Television
advertising, Radio advertising, Newspaper advertising, Magazine advertising,
Brochure, Internet and Billboards) demonstrate statistical significance at level
0.001. These mean that a respondent placed all ten factors as the importance
information sources to choose an amusement park to visit.
54
Chapter VI
Summary Finding, Conclusion and Recommendations
In this chapter, the research describes the summary of findings in a
brief statement based on the problems and hypotheses. Then the conclusions of
the whole study are discussed and hypothesis testing result is summarized.
Additionally, recommendations and future research directions are provided at
the end.
6.1 Summary of finding
The respondents of this study were Thais who had been to amusement
parks in Bangkok and metropolitan areas in the past three years; there were
totally 400 respondents. The findings of this research indicated that the largest
group of respondents were in the age group of21-25 years (19.3%), 41.5 %
have monthly income less than 10,000 Baht. The majority of respondents
have more than 5 people in their family (43.5%). 60.8 % of the respondents
have visited one amusement park and have visited one or two times in the past
three years. This group of respondents represents the target population of the
study.
In this research one methodology was used which is Chi-square
statistic. Chi-square was used to determine the significant importance of thirty
four amusement park attributes used by visitors when choosing an amusement
park, and also determine the significant importance of ten information sources
used by visitors when choosing an amusement park. The results of X2 (Chi-
square) shows that all variables of amusement park attributes proved to be
significant, the most important choice criteria for choosing an amusement park
were found to be cleanliness, parking available, family atmosphere, nice
scenery and transport available. These choice criteria were followed closely by
the concern about overall prices, parking lot shuttle, picnic area, children's
rides and discount/group rates.
Other choice criteria variables have also achieved high mean scores in
the study. These variables were water rides, children preference/playgrounds,
smaller rides, line control, fantasy adventure, park prestige, botanical garden,
fast food, sit down restaurant, thrill rides, and time waiting.
The information sources used by amusement park visitors. These data
indicate that husband/wife/parents/children and television advertising play the
most critical role as information providers in the decision-making process.
Friends and other relatives were also seen as important sources. These
information source ratings were followed by the involvement and influence of
brochure, billboards, internet, magazine advertising, newspaper advertising,
and radio advertising in the visit decision-making process.
56
6.2 Summary of Hypothesis Testing Result
Table 6.1 Summary of Hypothesis Testing Results
Hypothesis Statements Type of Result Statistics
H1 0 : There is no significant importance of animal shows effect Chi-square Reject on visitor when choosing amusement parks to visit. Ho
H 1 a : There is a significant importance of animal shows effect on visitor when choosing amusement parks to visit.
H2o : There is no significant importance of animated shows Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H2a : There is a significant importance of animated shows effect on visitor when choosing amusement parks to visit.
H30 : There is no significant importance of comedy/action shows Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H3a: There is a significant importance of comedy/action shows effect on visitor when choosing amusement parks to visit.
H40 : There is no significant importance of educational/exhibition Chi-square Reject shows effect on visitor when choosing amusement parks to Ho visit.
H4a: There is a significant importance of educational/exhibition shows effect on visitor when choosing amusement parks to visit.
H50 : There is no significant importance of educational value Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H5a : There is a significant importance of educational value effect on visitor when choosing amusement parks to visit.
H60 : There is no significant importance of parking lot shuttle Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H6a: There is a significant importance of parking lot shuttle effect on visitor when choosing amusement parks to visit.
H7 0 : There is no significant importance of picnic area effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H7 a : There is a significant importance of picnic area effect on visitor when choosing amusement parks to visit.
H80 : There is no significant importance of parking available Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H8a : There is a significant importance of parking available effect on visitor when choosing amusement parks to visit.
H90 : There is no significant importance of roller coaster effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H9a : There is a significant importance of roller coaster effect on visitor when choosing amusement parks to visit.
57
Hypothesis Statements Type of Result Statistics
H 100 : There is no significant importance of water rides effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H 1 Oa : There is a significant importance of water rides effect on visitor when choosing amusement parks to visit.
Hl 10 : There is no significant importance of thrill rides effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
Hl la: There is a significant importance of thrill rides effect on visitor when choosing amusement parks to visit.
H120 : There is no significant importance of fantasy/adventure Chi-square Reject rides effect on visitor when choosing amusement parks to Ho visit.
H12a: There is a significant importance of fantasy/adventure rides effect on visitor when choosing amusement parks to visit.
H130 : There is no significant importance of nice scenery effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
Hl3a: There is a significant importance of nice scenery effect on visitor when choosing amusement parks to visit.
H 140 : There is no significant importance of cleanliness effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H 14a : There is a significant importance of cleanliness effect on visitor when choosing amusement parks to visit.
H150 : There is no significant importance of park prestige effect Chi-square Reject on visitor when choosing amusement parks to visit. Ho
H15a: There is a significant importance of park prestige effect on visitor when choosing amusement parks to visit.
Hl60 : There is no significant importance of fantasy/adventure Chi-square Reject atmosphere effect on visitor when choosing amusement Ho parks to visit.
Hl 6a: There is a significant importance of fantasy/adventure atmosphere effect on visitor when choosing amusement parks to visit.
H 17 0 : There is no significant importance of botanical garden/ Chi-square Reject floral displays effect on visitor when choosing amusement Ho parks to visit.
H 1 7 a : There is a significant importance of botanical garden/ floral displays effect on visitor when choosing amusement parks to visit.
H l 80 : There is no significant importance of children's rides Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H18a: There is a significant importance of children's rides effect on visitor when choosing amusement parks to visit.
58
Hypothesis Statements Type of Result Statistics
HI 90 : There is no significant importance of smaller rides effect Chi-square Reject on visitor when choosing amusement parks to visit. Ho
HI 9a: There is a significant importance of smaller rides effect on visitor when choosing amusement parks to visit.
H200 : There is no significant importance of children's preference/ Chi-square Reject playgrounds effect on visitor when choosing amusement Ho parks to visit.
H20a: There is a significant importance of children's preference/ playgrounds effect on visitor when choosing amusement parks to visit.
H2I 0 : There is no significant importance of family atmosphere Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H2Ia: There is no significant importance of family atmosphere effect on visitor when choosing amusement parks to visit.
H220 : There is no significant importance of overall prices effect Chi-square Reject on visitor when choosing amusement parks to visit. Ho
H22a : There is a significant importance of overall prices effect on visitor when choosing amusement parks to visit.
H230 : There is no significant importance of line control effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H23a There is a significant importance of line control effect on visitor when choosing amusement parks to visit.
H240 : There is no significant importance of time waiting effect Chi-square Reject on visitor when choosing amusement parks to visit. Ho
H24a : There is a significant importance of time waiting effect on visitor when choosing amusement parks to visit.
H250 : There is no significant importance of discount/group rates Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H25a: There is a significant importance of discount/group rates effect on visitor when choosing amusement parks to visit.
H260 : There is no significant importance of cafeteria effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H26a : There is a significant importance of cafeteria effect on visitor when choosing amusement parks to visit
H27 0 : There is no significant importance of sit down restaurant Chi-square Reject effect on visitor when choosing amusement park to visit. Ho
H27 a : There is a significant importance of sit down restaurant effect on visitor when choosing amusement parks to visit.
H280 : There is no significant importance of fast food restaurant Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H28a : There is no significant importance of fast food restaurant effect on visitor when choosing amusement parks to visit.
59
Hypothesis Statements Type of Result Statistics
H290 : There is no significant importance of midway restaurant Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H29a : There is a significant importance of midway restaurant effect on visitor when choosing amusement parks to visit.
H300 : There is no significant importance of good shops effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H30a : There is a significant importance of good shops effect on visitor when choosing amusement parks to visit.
H3 l 0 : There is no significant importance of gifts/souvenir shops Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H31 a : There is a significant importance of gifts/souvenir shops effect on visitor when choosing amusement parks to visit.
H320 : There is no significant importance of proximity effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H32a: There is a significant importance of proximity effect on visitor when choosing amusement parks to visit.
H330 : There is no significant importance of hour of operation Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H33a: There is no significant importance of hour of operation effect on visitor when choosing amusement park to visit.
H340 : There is no significant importance of transport available Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H34a : There is a significant importance of transport available effect on visitor when choosing amusement parks to visit.
H350 : There is no significant importance of husband/wife, Chi-square Reject children/parents effect on visitor when choosing Ho amusement parks to visit.
H35a: There is a significant importance of husband/wife, children/parents effect on visitor when choosing amusement parks to visit.
H360 : There is no significant importance of other relatives effect Chi-square Reject on visitor when choosing amusement parks to visit. Ho
H36a : There is a significant importance of other relatives effect on visitor when choosing amusement parks to visit.
H370 : There is no significant importance of friends effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H3 7 a : There is a significant importance of friends effect on visitor when choosing amusement parks to visit.
H38o: There is no significant importance of television Chi-square Reject advertising effect on visitor when choosing amusement Ho parks to visit.
H38a: There is a significant importance of television advertising effect on visitor when choosing amusement parks to visit.
60
Hypothesis Statements Type of Result Statistics
H390 : There is no significant importance of radio advertising Chi-square Reject effect on visitor when choosing amusement parks to visit. Ho
H39a: There is a significant importance of radio advertising effect on visitor when choosing amusement parks to visit.
H400 : There is no significant importance of newspaper Chi-square Reject advertising effect on visitor when choosing amusement Ho parks to visit.
H40a : There is a significant importance of newspaper advertising effect on visitor when choosing amusement parks to visit.
H4l 0 : There is no significant importance of magazine Chi-square Reject advertising effect on visitor when choosing amusement Ho parks to visit.
H41 a : There is a significant importance of magazine advertising effect on visitor when choosing amusement parks to visit.
H420 : There is no significant importance of brochures effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H42a: There is a significant importance of brochures effect on visitor when choosing amusement parks to visit.
H430 : There is no significant importance of internet effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H43a: There is a significant importance of internet effect on visitor when choosing amusement parks to visit.
H440 : There is no significant importance of billboards effect on Chi-square Reject visitor when choosing amusement parks to visit. Ho
H44a : There is a significant importance of billboards effect on visitor when choosing amusement parks to visit.
61
6.3 Conclusion
The objective of the research is to determine the most important
amusement park attributes and information sources used by visitors when
choosing an amusement park. In order to investigate visitors' behaviour
among Thai visitors, the study also focuses on amusement park usage patterns
and usage rates as well as on the family decision-making process
Considering the amusement park attributes, it shows that Thai visitors
considered cleanliness, parking available, family atmosphere and nice scenery
as the most important choice criteria that affect them when choosing an
amusement park to visit, these were followed closely by the concerns about
overall prices, parking lot shuttle, picnic area, children's rides and
discount/group rates. Other choice criteria variables that have also achieved
high mean scores were water rides, children preference/playgrounds, smaller
rides, line control, fantasy adventure, park prestige, botanical garden, fast
food, sit down restaurant, thrill rides, and time waiting.
The same result was obtained in the previous study of Moutinho (1988)
on Amusement park visitor behaviour-Scottish attitudes. It shows that for
Scots, they placed the most importance of amusement parks choice criteria that
they used when choosing an amusement park to visit on fun rides, little
waiting in queues, good climate or scenery and a clean family atmosphere.
Moreover, the same results were also found in Thach and Axinn (1994)
studied of Patron Assessments of Amusement Park Attributes which found
that cleanliness, variety of rides including good roller coasters, agreeable
scenery, and a not-too-crowded, family atmosphere were the most important
features. It can be explained that clean and nice scenery or atmosphere and
62
fun rides were used by visitors when choosing an amusement/theme parks to
visit even if they were in different country.
The respondents in this research placed transport available as the most
important choice criteria when choosing an amusement park to visit. The
different results found in Amusement park visitors' behaviour-Scottish
attitudes by Motinho (1988) availability of transport was found to be non
significant denoting that most respondents did not appear to be highly
dependent on this factor when deciding to reach a specific location and visit a
particular amusement park. This can be implied that Scottish people did not
depend on this variable when choosing an amusement park to visit while Thai
visitors placed the most important amusement park choice criteria on this
variable. For Thai when choosing an amusement park to visit, they considered
about how to reach a specific location and visit a particular park.
In the study ofMotinho (1988) the results obtained that a large number
of respondents were concerned about proximity as the most important of
criteria for choosing an amusement park. The difference in results found in
this research as the respondents did not place the importance on these criteria.
This can be implied that visitors had difference depending on these criteria
when choosing an amusement park. It shows that Scottish are more likely to
visit an amusement park that is easily accessible, but not for Thai visitors.
The results of this research indicated that respondents placed
educational value as not an important attribute when choosing amusement
parks to visit. This result is in line with Motinho (1988) who stated that
educational value was not considered important among the respondents as
importance attribute to the visitors' amusement park preference, Scottish may
63
find that it is difficult to associate fun and learning. This can be implied that
both Scottish and Thai visitors do not consider educational value as the
importance attribute when choosing an amusement park to visit as they found
it difficult to associate fun and learning.
For information sources, the research results indicated that
husband/wife/parents/children and television advertising were the most
important information sources provider in the decision-making process. And
friends and other relatives also perceived high mean scores. The same results
was found in Amusement park visitor behaviour-Scottish attitudes by
Moutinho (1988), who found that family members and friends play a most
critical information source followed by television advertising. This result also
is in line with Thach and Axinn (1994) on Patron assessments of amusement
park attributes, who found that word of mouth sources (friends and family
members) are the most valued. Television advertising was consistently rated
higher than other forms of advertising by all groups of respondents. This can
be implied that family member, relatives, friends and television advertising
were the most important information sources used by visitors when choosing
an amusement park to visit even if they are in different counties.
6.4 Recommendations
From the results, there are some different visitor behaviors among Thai
visitors and others such as Scottish. The examination of the importance of
amusement park attributes and information sources that are used by visitors
when choosing an amusement park to visit in order to investigate amusement
park visitors' behaviour among Thai visitors may be useful for the amusement
64
park marketers and other organizations related to tourism. The results of this
research have useful information for development of strategic and tactical
plans.
The amusement park market that wants to be successfully marketed
should create more cleanliness, family atmosphere, nice scenery and off er
more variety of fun rides. Moreover, the park developer and managers should
be also concerned about the overall prices and discount/group rates as Thai
visitors pay attention on two variables when choosing an amusement park to
visit. The amusement park marketers may cooperate with other related
businesses to create promotion for discounting the entrance fees in order to
attract more visitors. The amusement park should provide visitor features such
as shuttle bus and picnic areas for make visitors' comfort. It could create
higher visitor frequency and interest among Thai visitors.
Thai visitors did not place importance on the educational value when
choosing an amusement park to visit. Park marketers should combine the
educational value and entertainments together by adding more games or make
visitors participate in the educational shows/exhibitions in order to make it to
be more attractive for visitors. The marketers should pay not much attention
on proximity as Thai visitors did not place importance on this variable when
choosing an amusement park. But should consider the transport available
when choosing a location to build an amusement park as many respondents
appear to be highly dependent on this variable when deciding to reach a
specific location and visit a particular amusement park.
For information source, the marketer should place importance on word
of-mouth information source as family members, other relatives and friends
65
were the most important source in the decision-making process. The marketer
should provide more budgets to spend on television advertising more than
other type of media advertising as visitors perceived this information source as
the most important when choosing amusement parks to visit. Successful
amusement parks are those which add quality of life in an area, create income
and jobs, and increase prestige and attractiveness of a tourist destination.
6.5 Future Research Direction
The amusement park industry represents one of the major components
of the hospitality/tourism industry. But research in this area is still limited.
This research will be useful for the amusement park marketer and other related
business to find out the visitor behavior among Thai visitor when choosing an
amusement park to visit. For further research, the investigation of visitors'
behavior among Thai visitors can be applied to other markets which want to
analyze their visitor behavior in order to assist the development of marketing
strategy.
66
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This questionnaire is part of the research for a thesis on "Assess the importance attributes of amusement park: a cases study of amusement park in Bangkok and metropolitan area" as part of a Master of Arts in Tourism Management, Assumption University.
Please complete all questions by giving your actual information. The results of the study will be useful for the development and improvement in marketing strategies of related organizations. Thank you.
Screening Question:
Have you ever been to amusement park in Bangkok and metropolitan area (Siam Park City/Dream World) in the past 3 years?
0 Yes (Please continue to Part 1-3) 0 No (Please discontinue, thank you)
Part 1 Demographic Profile
Explanation; please provide the correct information that has been requested by checking all that apply to you.
1.Age
0 Under 15 0 21-25 0 31-35 0 41-45
2. Income/month 0 10,00 Baht or less 0 15,001-20,00 Baht D Over 25,000 Baht
3. Family Sizes D 1 person D 3 people 0 5 people or more
Part 2
0 16-20 0 26-30 0 36-40 0 46 or above
0 10,001-15,000 Baht 0 20,001-25,000 Baht
0 2 people o 4 people
Last visitation to amusement park in past 3 years
1. How many amusement parks in Bangkok and metropolitan area have you visited in past 3 years? 0 1 park (Siam Park or Dream World) O 2 parks {both Siam Park and Dream World)
2. How many times have you visited amusement parks in Bangkok and metropolitan area in past 3 years? o 1-2 times o 3-5 times D 6 or more times
1
3. How do you rate the importance of source of information about amusement parks in Bangkok and metropolitan area?
5 = Very high importance 4 = High importance 3 = Importance 2 = Low importance 1 = Very low importance
No. Source of information 5. 4. 3. 2. 1.
1. Husband/Wife. Children/Parents 2 Other relatives 3. Friends 4. Television advertisina 5. Radio advertisinci 6. Newspaper advertisina 7. Maciazine advertisinci 8. Brochures 9. Internet 10. Billboards
Part3 Evaluation of amusement park attributes
The statements below represent the amusement park attributes, what the following statements that would be importance to your enjoyment of amusement parks in general. Read each statement carefully and indicate how suitable it for you.
5 = Very high importance 4 = High importance 3 = Importance 2 = Low importance
1 = Very low importance
No. Attribute Factors 5 4 3 2 1
1. Animal shows 2. Animated shows 3. Comedy/action shows 4. Educational shows/exhibition 5. Educational value 6. Parking lot shuttle 7. Picnic area 8. Parkinci available 9. Roller coaster 10. Water rides 11. Thrill rides 12. Fantasv - adventure 13. Nice scenery 14. Cleanliness 15. Park oresticie 16. Fantasy/adventure atmosphere 17. Botanical gardens/floral displays 18. Children's rides 19. Smaller rides 20 Children's oreference/plavarounds 21. Family atmosphere 22. Overall orices 23. Line control 24. Time waitinci 25. Discount/arouo rates
26. cafeteria 27. Sit down restaurant 28. Fast food 29. Midway 30. Good shoos 31. Gifts/souvenir shops 32. Proximitv 33. Hours of operation 34. Transport available
Thank you for your co-operation
2
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Frequency Table of Respondents' profile
Age
Cumulative Freauencv Percent Valid Percent Percent
Valid under 15 70 17.5 17.5 17.5 16-20 38 9.5 9.5 27.0 21-25 77 19.3 19.3 46.3 26-30 75 18.8 18.8 65.0 31-35 48 12.0 12.0 77.0 36-40 23 5.8 5.8 82.8 41-45 32 8.0 8.0 90.8 46 or above 37 9.3 9.3 100.0 Total 400 100.0 100.0
Income/month
Cumulative Freauencv Percent Valid Percent Percent
Valid 10,000 Baht or less 166 41.5 41.5 41.5 10,001-15,000 Baht 79 19.8 19.8 61.3 15,001-20,000 Baht 51 12.8 12.8 74.0 20,001-25,000 Baht 29 7.3 7.3 81.3 over 25,001 Baht 75 18.8 18.8 100.0 Total 400 100.0 100.0
Family Sizes
Cumulative Freauencv Percent Valid Percent Percent
Valid 1 person 8 2.0 2.0 2.0 2 people 29 7.3 7.3 9.3 3 people 62 15.5 15.5 24.8 4 people 127 31.8 31.8 56.5 5 people or more 174 43.5 43.5 100.0 Total 400 100.0 100.0
Number of amusement park visit
Cumulative Freauencv Percent Valid Percent Percent
Valid 1 park 243 60.8 60.8 60.8 2 parks 157 39.3 39.3 100.0 Total 400 100.0 100.0
Number of time visited to amusement park
Cumulative Freauencv Percent Valid Percent Percent
Valid 1-2 times 270 67.5 67.5 67.5 3-5 times 109 27.3 27.3 94.8 6 or more times 21 5.3 5.3 100.0 Total 400 100.0 100.0
the most enjoyable amusement park
Cumulative Freauencv Percent Valid Percent Percent
Valid Siam Park 152 38.0 38.0 38.0 Dream World 248 62.0 62.0 100.0 Total 400 100.0 100.0
'tffE ASSUMPllONUNIVERS1'1'YL1B.RA:IY