Visitors’ brand loyalty to a historical and cultural theme park: a case study of Hangzhou Songcheng, China

Abstract

Conducting research on the factors affecting brand loyalty to theme parks is an important method for enhancing brand loyalty among tourists. This paper takes the Hangzhou Songcheng historical and cultural theme park as a case study. Hypotheses are proposed and structural equation model is constructed based on tourist perception theory. Findings show that theme park brand satisfaction is related to brand loyalty through brand attachment and historical and cultural performance. The quality of facilities and attractions has no significant correlation with perceived value and brand satisfaction. The service quality of attendants also has no significant correlation with tourist perceived value.

Keywords:

• historical and cultural theme parks
• brand loyalty
• structural equation model
• Hangzhou Songcheng

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

The preparation of this article was supported by the Humanities and Social Sciences Planning Fund of Chinese Ministry of Education [grant number 11YJAZH017], by the Zhejiang Province philosophy social science planning subject [grant number 13NDJC041YB], and by the 2013 Qianjiang talent project C item [grant number QJC1302013].