The Effect of Unique Attraction, Word of Mouth (WOM), and Self-Interest on Tourists’ Visit Intention: A Case of Sunway Lagoon, Malaysia
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 16
Abstract
Theme park has become a famous and significant urban leisure activity worldwide. Various studies have investigated factors that influence tourists’ intention to visit theme park. However, even with the increasing importance of the theme park sector and the large volume of research on the subject, there is still lack of study on unique attraction, word of mouth, and self-interest factors influencing tourists’ intention to visit the theme park. Moreover, the demand for different activities and the factors influencing tourist intention could change depending on the different tourist behaviors as well as the location of the theme park. Therefore, this study aims to investigate the co-existing relationship between unique attraction, word of mouth, and self-interest as factors influencing tourists’ intention to visit the theme park. Three hypotheses were developed. This study used quantitative technique by way of survey, distributed to 212 respondents. The unit of analysis is Sunway Lagoon theme park visitor. Partial Least Square Structural Equation Modeling with SmartPLS 3.0 software was used to investigate the above-mentioned relationship. The findings revealed that the unique attraction factor significantly influenced visitors’ intention to visit Sunway Lagoon theme park. This result could be useful for current destination marketers, especially theme park developers that are eager to understand tourists’ future behavior.
Authors and Affiliations
Zatul Iffah Mohd Fuza, Victoria Asong Stephen, Sofia Sarmimi Saripin, Sulaiha Mohd Isa, Mohd Onn Rashdi Abd Patah
Keywords
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- EP ID EP598689
- DOI 10.6007/IJARBSS/v8-i16/5122
- Views 81
- Downloads 0
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