Fuzzy importance-performance analysis of visitor satisfaction for theme park: the case of Fantawild Adventure in Taiwan, China

Abstract

This study presents a quantitative analysis of visitor satisfaction and its relationship with tourism attributes in the Fantawild Adventure Theme Park in Taiwan, China. The study applies a fuzzy method and importance-performance analysis (IPA) to determine the range of impact of various attributes on visitor satisfaction. The weight and logical value of satisfaction were determined by using triangular fuzzy variables. Analysis of 389 visitor surveys identified a complex relationship between satisfaction and the following attributes: recreation experience, park service and management, park environment, guidance information, amusement consumption, and park facilities. Recreation experience is the most significant factor in visitor satisfaction, whereas the attribute of park facilities is the least significant. The fuzzy IPA method is a very useful diagnostic tool for theme park managers, who can use it to identify current problems regarding visitor experiences and then assign priorities to improvement measures for such experiences.

Keywords:

• theme park
• visitor satisfaction
• Fantawild Adventure
• fuzzy IPA

Acknowledgements

The authors are grateful with the anonymous reviewers whose suggestions helped to improve the manuscript. The preparation of this article was supported by the Humanities and Social Sciences Planning Fund of Chinese Ministry of Education (11YJAZH017) and by the National Natural Science Foundation of China (41271417).