The Impact Mechanism of Effectiveness of Tourist Experience Journey Design on Theme Park Revisit Intention:Based on the Two-factor Theory
Revisit rate has always been a core concern of theme parks.Previous studies on the revisit intention were conducted from the perspective of"see you next time".Therefore,most studies on the influencing factors of theme park visitors'revisit intention were limited to factors affecting their past visits,giving little attention to the angle of repeat visits.The article explored the internal mechanism of tourists visiting theme parks multiple times from the perspective of the tourist experience journey.Based on the two-factor theory,a structural equation model was constructed to explore the relationship among the effectiveness of tourist experience journey design,satisfaction,no dissatisfaction,psychological richness,fluency perception,optimum stimulation level,and revisit intention,breaking away from the original framework of research on the factors influencing revisit intention in theme parks.In model verification,firstly,based on semi-structured interview data of tourists who have revisited Universal Studios Beijing three times or more,and visitors'comments on and travel notes of Universal Studios Beijing on Trip.com,a global online travel agency,the article coded a question pool on the effectiveness of tourist experience journey design and conducted the reliability and validity test of the scale through questionnaire collection;Secondly,the model was validated by analyzing 360 questionnaire data of tourists who visited theme parks 3 times or more.The final results showed:1)the effectiveness of tourist experience journey design includes two dimensions:stickiness of service content and smoothness of service process,which are major factors affecting the revisit intention of theme park tourists.2)The smoothness of the service process and the stickiness of service content are both motivating factors for the satisfaction of theme park visitors.3)The stickiness of service content can enhance visitors'satisfaction through psychological richness,thereby increasing their willingness to revisit;The smoothness of the service process cannot boost tourists'revisit intention through no dissatisfaction.4)The optimum stimulation level plays a moderating role between the stickiness of service content and revisit intention.Overall,at the theoretical level,the article introduced the tourist experience journey,a new viewpoint of tourist experience management.From the perspective of multiple service cycles,it elaborated on the influencing factors of theme park tourists'revisit intention,supplemented relevant measurement scales for customer experience journey design,and provided measurement tools for further research in the tourist experience management field.At the practical level,the article suggested that theme park managers should concentrate on repeat visits rather than simply coming once again when considering the influencing factors of tourists'revisit intention,which will contribute more to the long-term development of theme parks.In addition,it should be noted that in designing tourist experience journeys,the smoothness of the service process cannot be simply considered as a hygiene factor that determines whether tourists are satisfied since it plays an integral part in the tourist experience.
effectiveness of tourist experience journey designrevisit intentiontwo-factor theorytheme parkstructural equation model
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