Rethinking the Impact of Theme Park Image on Perceived Value and Behavioral Intention: The Case of Chimelong Ocean Kingdom, China
Abstract
:1. Introduction
2. Literature Review and Hypotheses
2.1. Impact of COVID-19 in Tourism
2.2. Theme Parks in Tourism
2.3. Destination Image
2.4. Perceived Value
2.5. Behavioral Intention
3. Research Method
3.1. Study Site and Measurements
3.2. Questionnaire Design and Data Collection
4. Findings
4.1. Measurement Model Evaluation
4.2. Structural Model Assessment
4.3. Direct, Indirect, and Total Effects
5. Discussion
6. Conclusions
6.1. Theoretical Contributions
6.2. Implications for Business Practice
6.3. Limitations and Future Study
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Frequency | Percent | ||
---|---|---|---|
Gender | Males | 134 | 44.1 |
Females | 170 | 55.9 | |
Age | 19–30 | 228 | 75 |
31–40 | 41 | 13.5 | |
41–50 | 24 | 7.9 | |
51–60 | 7 | 2.3 | |
Over 60 | 4 | 1.3 | |
Education | High School or below | 6 | 2.0 |
Junior College | 18 | 5.9 | |
Undergraduate | 200 | 65.8 | |
Postgraduate | 80 | 26.3 | |
Income (Individual monthly) | CNY4000 or below | 163 | 53.6 |
CNY4001-7000 | 76 | 25.0 | |
CNY7001-10,000 | 48 | 15.8 | |
CNY10001-15,000 | 13 | 4.3 | |
Over CNY15,000 | 4 | 1.3 | |
Job | Student | 166 | 54.61 |
Worker/Staff | 41 | 13.49 | |
Public Institution Employees | 51 | 16.78 | |
Civil Servants | 20 | 6.58 | |
Freelancers | 26 | 8.55 |
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Measurement Item | Mean | S.D. | Factor Loading | |
---|---|---|---|---|
Cognitive Image (CI) | ||||
CI-1 | I think it has a beautiful scenery. | 5.576 | 5.576 | 0.765 |
CI-2 | I think it is a novel travel destination. | 5.424 | 5.424 | 0.751 |
CI-3 | I think it has convenient transportation. | 5.339 | 5.339 | 0.754 |
CI-4 | I think it has quality of infrastructure and suitable accommodation. | 5.421 | 5.421 | 0.775 |
CI-5 | I think it has good entertainment facilities. | 5.645 | 5.645 | 0.804 |
CI-6 | I think it has a good reputation. | 5.556 | 5.556 | 0.791 |
CI-7 | I think it safeguards my personal safety. | 5.51 | 5.51 | 0.757 |
CI-8 | I think it provides standard hygiene and cleanliness. | 5.457 | 5.457 | 0.741 |
Affective Image (AI) | ||||
AI-1 | It is a pleasing travel destination. | 5.655 | 0.995 | 0.874 |
AI-2 | It is an inspired travel destination. | 5.408 | 1.096 | 0.862 |
AI-3 | It is an exciting travel destination. | 5.48 | 1.07 | 0.856 |
AI-4 | It is an enjoyable travel destination. | 5.674 | 1.074 | 0.849 |
Social Value (SV) | ||||
SV-1 | This tour makes me feel more socially accepted. | 4.924 | 1.191 | 0.855 |
SV-2 | This tour improves the way I am perceived. | 4.605 | 1.26 | 0.869 |
SV-3 | This tour helps me to feel acceptable to others. | 4.724 | 1.265 | 0.909 |
SV-4 | This tour enables me to impress others. | 4.799 | 1.228 | 0.855 |
Emotional Value (EV) | ||||
EV-1 | This tour makes me enjoyable. | 5.562 | 0.965 | 0.886 |
EV-2 | This tour makes me relaxed. | 5.52 | 1.097 | 0.859 |
EV-3 | This tour makes me happy. | 5.533 | 1.016 | 0.884 |
EV-4 | This tour makes me good. | 5.52 | 1.026 | 0.87 |
Functional Value (FV) | ||||
FV-1 | This tour represents ‘value for money’. | 5.434 | 0.988 | 0.829 |
FV-2 | The service fees at this tour are reasonable. | 4.888 | 1.095 | 0.725 |
FV-3 | This tour has an acceptable standard of quality. | 5.457 | 1.002 | 0.857 |
FV-4 | This tour has consistent quality. | 5.421 | 1.013 | 0.838 |
Behavioral Intention (BI) | ||||
BI-1 | I consider this tour as my first choice compared to other tours. | 5.243 | 1.045 | 0.853 |
BI-2 | I have a strong intention to join this tour again. | 5.138 | 1.073 | 0.863 |
BI-3 | I would recommend it to others. | 5.444 | 1.034 | 0.842 |
BI-4 | I will tell others interesting things about the tour. | 5.566 | 1.027 | 0.787 |
Cronbach’s Alpha | CR | AVE | Fornell–Larcker Criterion | Heterotrait–Monotrait Ratio (HTMT) | ||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
AI | BI | CI | EV | FV | SV | AI | BI | CI | EV | FV | ||||
Affective image (AI) | 0.883 | 0.919 | 0.740 | 0.860 | ||||||||||
Behavioral intention (BI) | 0.857 | 0.903 | 0.700 | 0.643 | 0.837 | 0.736 | ||||||||
Cognitive image (CI) | 0.900 | 0.920 | 0.589 | 0.744 | 0.617 | 0.767 | 0.831 | 0.699 | ||||||
Emotional value (EV) | 0.898 | 0.929 | 0.765 | 0.767 | 0.723 | 0.669 | 0.875 | 0.860 | 0.825 | 0.744 | ||||
Functional value (FV) | 0.830 | 0.887 | 0.663 | 0.738 | 0.602 | 0.656 | 0.700 | 0.814 | 0.851 | 0.711 | 0.752 | 0.803 | ||
Social value (SV) | 0.895 | 0.927 | 0.761 | 0.425 | 0.557 | 0.42 | 0.416 | 0.490 | 0.872 | 0.479 | 0.632 | 0.468 | 0.462 | 0.570 |
Path Coefficient | t-Value | f-Square | p-Value | Supported? | ||
---|---|---|---|---|---|---|
H1 | CI → AI | 0.744 | 22.795 | 1.238 | 0.000 | Yes |
H2a | CI → FV | 0.239 | 3.637 | 0.059 | 0.000 | Yes |
H3a | AI → FV | 0.561 | 9.55 | 0.328 | 0.000 | Yes |
H2b | CI → SV | 0.231 | 3.23 | 0.03 | 0.000 | Yes |
H3b | AI → SV | 0.253 | 2.968 | 0.036 | 0.003 | Yes |
H2c | CI → EV | 0.221 | 3.644 | 0.056 | 0.000 | Yes |
H3c | AI → EV | 0.603 | 9.49 | 0.417 | 0.000 | Yes |
H4 | FV → BI | 0.074 | 1.239 | 0.006 | 0.215 | No |
H5 | SV → BI | 0.292 | 5.59 | 0.162 | 0.001 | Yes |
H6 | EV → BI | 0.55 | 9.902 | 0.385 | 0.000 | Yes |
AI Direct | Functional Value | Social Value | Emotional Value | Behavioral Intention | |||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Direct | Total Indirect | Total Effect | Direct | Total Indirect | Total Effect | Direct | Total Indirect | Total Effect | Direct | Total Indirect | Total Effect | ||
CI | 0.744 *** | 0.239 *** | 0.417 *** | 0.656 *** | 0.231 *** | 0.189 *** | 0.42 *** | 0.221 *** | 0.448 *** | 0.669 *** | --- | 0.539 *** | 0.539 *** |
AI | --- | 0.561 *** | --- | 0.561 *** | 0.253 * | --- | 0.253 * | 0.603 *** | --- | 0.603 *** | --- | 0.447 *** | 0.447 *** |
FI | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | 0.074 ns | --- | 0.074 ns |
SV | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | 0.292** | --- | 0.292 ** |
FI | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | 0.55*** | --- | 0.55 *** |
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Zhu, C.; Fong, L.H.N.; Shang, Z.; Gan, M. Rethinking the Impact of Theme Park Image on Perceived Value and Behavioral Intention: The Case of Chimelong Ocean Kingdom, China. Sustainability 2022, 14, 2349. https://doi.org/10.3390/su14042349
Zhu C, Fong LHN, Shang Z, Gan M. Rethinking the Impact of Theme Park Image on Perceived Value and Behavioral Intention: The Case of Chimelong Ocean Kingdom, China. Sustainability. 2022; 14(4):2349. https://doi.org/10.3390/su14042349
Chicago/Turabian StyleZhu, Chris, Lawrence Hoc Nang Fong, Ziye Shang, and Manrong Gan. 2022. "Rethinking the Impact of Theme Park Image on Perceived Value and Behavioral Intention: The Case of Chimelong Ocean Kingdom, China" Sustainability 14, no. 4: 2349. https://doi.org/10.3390/su14042349