Investigating visitor attitudes towards the reopening of a theme park: an application of the push-pull-mooring model

ABSTRACT

This study investigates visitors’ attitudes towards the reopening of the Chimelong Ocean Kingdom in China amid the global pandemic in 2020. The proposed framework utilizes the Push-Pull-Mooring model by adapting the THEMEQUAL dimensions. Seven perceptual variables are identified as a source of visitors’ attitudes arising from their theme park experiences. The findings reveal that the pandemic is leading to a change in which PPM factors most influence visitors’ decision to revisit a theme park. It proposes that the theme park industry should put these important factors together in order to develop a cohesive approach to cultivating safety and brand trust.

KEYWORDS:

• Push-pull-mooring model
• theme park
• SERVQUAL
• THEMEQUAL
• safety
• pricing
• brand trust
• peer influence
• revisit intention
• pandemic

Disclosure statement

No potential conflict of interest was reported by the author(s).