THEMEQUAL-Adapting the SERVQUAL Scale to Theme Park Services: A Case of Hong Kong Disneyland

Faced with keen competition in the theme park operating environment, operators have realized the necessity of maintaining a high standard of service quality in order to survive. Because of the scarcity of literature on theme park service quality, the present study adapts the SERVQUAL model and modifies it as the THEMEQUAL model to measure the gap between perceived service quality and expected service quality from visitors under the theme park setting. The Hong Kong Disneyland is selected due to its importance to the Hong Kong tourism industry. The impact of the dimensions of the model on visitor satisfaction is also examined. Results expressed visitor satisfaction in terms of physical environment, but signified dissatisfaction on employee performance. Among the six dimensions of the model, "responsiveness and access," "assurance," and "empathy" are the critical predictors of visitor satisfaction. Discussions on the findings are presented and managerial implications are explained in detail.