Visitors' brand loyalty to a historical and cultural theme park: a case study of Hangzhou Songcheng, China. Issue 9 (28th July 2016)

• Record Type: Journal Article
• Authors: Cheng, Qian; Fang, Lin; Chen, Huazhen
• Is Part Of: Current issues in tourism. Volume 19:Issue 9(2016)
• Page Start: 861
• Page End: 868
• Publication Date: 2016-07-28
• Subjects: historical and cultural theme parks -- brand loyalty -- structural equation model -- Hangzhou Songcheng; Tourism -- Social aspects -- Periodicals; Tourism -- Environmental aspects -- Periodicals; Travel -- Periodicals; 338.479105
• DOI: 10.1080/13683500.2015.1006589
• Languages: English
• ISSNs: 1368-3500

Abstract

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.