ASSESSMENT OF AMUSEMENT PARK ATTRIBUTES IN BANGKOK …

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


H2a : There is a significant importance of animated shows effect on visitor


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


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


H5a : There is a significant importance of educational value effect on visitor


H60 : There is no significant importance of parking lot shuttle effect on visitor


H6a : There is a significant importance of parking lot shuttle effect on visitor


H7 0 : There is no significant importance of picnic area effect on visitor when


H7 a : There is a significant importance of picnic area effect on visitor when


H80 : There is no significant importance of parking available effect on visitor


H8a : There is a significant importance of parking available effect on visitor


H9o : There is no significant importance of roller coaster effect on visitor when


H9a : There is a significant importance of roller coaster effect on visitor when


30

Hl00 : There is no significant importance of water rides effect on visitor when


HlOa: There is a significant importance of water rides effect on visitor when


H 11 0 : There is no significant importance of thrill rides effect on visitor when


HI la : There is a significant importance of thrill rides effect on visitor when


H120 : There is no significant importance of fantasy/adventure rides effect on


H12a : There is a significant importance of fantasy/adventure rides effect on


H13 0 : There is no significant importance of nice scenery effect on visitor


Hl3a: There is a significant importance of nice scenery effect on visitor when


H140 : There is no significant importance of cleanliness effect on visitor when


H 148 : There is a significant importance of cleanliness effect on visitor when


31

H150 : There is no significant importance of park prestige effect on visitor


HI Sa : There is a significant importance of park prestige effect on visitor when


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


HI 7 0 : There is no significant importance of botanical garden/floral displays


HI 7 a : There is a significant importance of botanical garden/floral displays


H180 : There is no significant importance of children's rides effect on visitor


H18a : There is a significant importance of children's rides effect on visitor


HI 90 : There is no significant importance of smaller rides effect on visitor


HI 9a: There is a significant importance of smaller rides effect on visitor when


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


H21 0 : There is no significant importance of family atmosphere effect on


H21 a : There is no significant importance of family atmosphere effect on


H220 : There is no significant importance of overall prices effect on visitor


H22a : There is a significant importance of overall prices effect on visitor when


H230 : There is no significant importance of line control effect on visitor when


H23a There is a significant importance of line control effect on visitor when


H240 : There is no significant importance of time waiting effect on visitor


H24a : There is a significant importance of time waiting effect on visitor when


33

H250 : There is no significant importance of discount/group rates effect on


H25a : There is a significant importance of discount/group rates effect on


H260 : There is no significant importance of cafeteria effect on visitor when


H26a : There is a significant importance of cafeteria effect on visitor when


H27 0 : There is no significant importance of sit down restaurant effect on


H27 a : There is a significant importance of sit down restaurant effect on visitor


H280 : There is no significant importance of fast food restaurant effect on


H28a : There is no significant importance of fast food restaurant effect on


H290 : There is no significant importance of midway restaurant effect on


H29a : There is a significant importance of midway restaurant effect on visitor


34

H300 : There is no significant importance of good shops effect on visitor when


H30a : There is a significant importance of good shops effect on visitor when


H31 0 : There is no significant importance of gifts/souvenir shops effect on


H31 a : There is a significant importance of gifts/souvenir shops effect on


H320 : There is no significant importance of proximity effect on visitor when


H32a : There is a significant importance of proximity effect on visitor when


H330 : There is no significant importance of hour of operation effect on visitor


H33a : There is no significant importance of hour of operation effect on visitor


H340 : There is no significant importance of transport available effect on


H34a : There is a significant importance of transport available effect on visitor


35

H350 : There is no significant importance of husband/wife, children/parents


H35a : There is a significant importance of husband/wife, children/parents


H360 : There is no significant importance of other relatives effect on visitor


H36a : There is a significant importance of other relatives effect on visitor


H3 7 0 : There is no significant importance of friends effect on visitor when


H3 7 a : There is a significant importance of friends effect on visitor when


H380 : There is no significant importance of television advertising effect on


H38a : There is a significant importance of television advertising effect on


H390 : There is no significant importance of radio advertising effect on visitor


H39a: There is a significant importance of radio advertising effect on visitor


36

H400 : There is no significant importance of newspaper advertising effect on


H40a : There is a significant importance of newspaper advertising effect on


H41 0 : There is no significant importance of magazine advertising effect on


H41 a : There is a significant importance of magazine advertising effect on


H420 : There is no significant importance of brochures effect on visitor when


H42a : There is a significant importance of brochures effect on visitor when


H430 : There is no significant importance of internet effect on visitor when


H43a : There is a significant importance of internet effect on visitor when


H440 : There is no significant importance of billboards effect on visitor when


H44a : There is a significant importance of billboards effect on visitor when


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


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


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


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


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

APPENDIX A Reference

References

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Chasse, S. (1993). The revival of Theme Park. Teors, Revue de Recharche en

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Cook, R. A., Yale, J. & Marque, J. J. (1999). Tourism the Business of Travel.

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Cooper, D. R. & Schinder, D. S. (2000). Business research methods (61h ed.).

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Duffy, K. Y. (1984). Can Amusement parks of the future become business

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French, C. N., Craig-Smith, S. J., & Collier, A. (1996). Principle of Tourism.

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Formica, M., & Olsen, M. D. (1998). Trends in the amusement park industry.

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Gee, C., Makens, J.C. & Choy, D. J. (1997). The Travel Industry (3rd ed.). New

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www.dictionary.cambridge.org

APPENDIXB Questionnaires

(English and Thai version)

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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D 16-20 !l D 26-30 !l D 36-40 !l D 46 !l 'l-11il J.11nni1

D 10,001-15,000 tJ1'VI D 20,001-25,000 tJ1'VI

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4 3 2 1

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2

APPENDIXC Frequency Tables

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


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


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


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


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


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

ASSESSMENT OF AMUSEMENT PARK ATTRIBUTES IN BANGKOK …

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