Customers intention to revisit hotels equipped with waterpark services - PowerPoint Presentation

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Customers intention to revisit hotels equipped with waterpark services

Thammasat Business School,Thammasat University, Bangkok, Thailand

Nattakan ThiamkeerakulLadanat WootthiratTool NampanwiwatDolachai LertsachanantNuntana DechpolmartChotipat NimitputSupeecha Panichpathom

ERES 2017

24th

Annual Conference

June

28 - July 1, 2017, Delft, The NetherlandsSlide2

Agenda

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Introduction and Research Background

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Research Question

This study aims to analyze the role of waterpark on intention to revisit the hotel.

How do these four main factors relate to revisit intention:Safety and securityCleanlinessAttractiveness of the theme of waterpark

Service scape ?

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Conceptual Model and Hypotheses

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Revisit Intention

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Definition:

Tendency to come back and spend time in the same hotel.

Factors influence the intention to stay in repeat tourism and business services are:Slide7

Image of Hotel

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Definition:

perceptions and attitudes customers have over products or places.

Three main component of

images, in the context of travelling destination,

are:

Zhang et al

. (

2014

)

, synthesized 66 research studies of the image of a tourist destination and concluded that studies using image caused by the perception and image of attitudes together or cognitive

-

affective joint image cannot explain the exact results of its influence on the loyalty of the attractions, including the intention to

repeat. This study concentrates on

the image caused by the perception or cognitive image

.Slide8

Safety and Security of waterpark and plaything

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Definition:

state of being protected from danger, threat and/or physically or mentally injury.

Components of safety and security are:

H1:

safety and security of waterpark have a direct relationship with revisit intention.Slide9

Cleanliness

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Definition:

state of without dust or dirt.

Components of cleanliness are:

H2:

cleanliness of waterpark have a direct relationship with revisit intention.Slide10

Theme of Waterpark

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Definition:

attractiveness of the design of all components within

w

aterpark, such as buildings, food services, dress of staff, attractions or playthings.

Components of theme of waterpark are:

H3:

Theme of waterpark have a direct relationship with revisit intention.Slide11

Servicescape

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Definition

:

feelings or emotions customers experience toward landscape of the areas, where is the interaction between service providers and customers.

Bitner

(1992) classified

servicescape

of hotel into three main

parts:

H4:

servicescape

of waterpark have a direct relationship with revisit intention.Slide12

Research Methods

Population, Sample and Data Collection

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Research Methods: Measurement ItemsCronbach’s

α is 0.924; % of variance explained is 27.869; Eigen value = 3.902

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construct

variable

items

references

safety & security

SE 1

Waterpark posts clearly the rules and regulations of playing or using all attractions or entertainment equipment

.

Milman, 2009

SE 2

All attractions or entertainment equipment of waterpark in this hotel are equipped with staff

.

Milman et al

.

, 1999;

Kim et al

.

, 2014

SE 3

Staffs stationed at attractions or entertainment equipment understand the rules and regulations of operating them

.

Milman, 2009; Lee et al

.

, 2014

SE 4

There are CCTV cameras within waterpark area

.

Milman et al

.

, 1999

SE 5

At night, the entrances to waterpark area are closed

. Slide14

Research Methods : Measurement Items

Cronbach’s α is 0.924; % of variance explained is 27.869; Eigen value = 3.902

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construct

variable

items

references

cleanliness

CL 1

Attractions or entertainment equipment in waterpark are clean

.

Milman, 2009

CL 2

All areas in waterpark are clean

.

Milman, 2009; Geissler

&

Rucks, 2011;

Lee et al

.

, 2014

CL 3

Staffs dress neatly

.

Lam et al

.

, 2011Slide15

Research Methods : Measurement Items

Cronbach’s α is 0.866; % of variance explained is 23.369

; Eigen value = 3.272

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construct

variable

items

references

theme

TH 1

Theme of waterpark attracts me to use services

.

Milman

,

2009

TH 2

I enjoy attractions with theme so that I do not know how

many hours

I spent in this waterpark

.

Wong & Cheung, 1999;

Pikkemaat & Schuckert, 2007

TH 3

Waterpark should be beautiful, innovative and has its own identity

.

Milman

, 2009; Lee et al

.

, 2014; Jin et al

.

, 2015

TH

4*

Waterpark should reflect itself via all elements of theme

.

Kao et al

.

, 2008; Jin et al

.

, 2015Slide16

Research Methods : Measurement Items

Cronbach’s α is 0.828; % of variance explained is 21.174;

Eigen value = 2.964

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construct

variable

items

references

servicescape

SS 1

Physical layout in waterpark makes me feel uncomfortable

.

Hui

& Bateson, 1991

SS 2

I can easily access all areas in waterpark

.

Bitner

, 1992

SS 3

I perceive the design alignment between waterpark and hotel

.

Kaplan, 1987

SS 4

I walk to any area in waterpark and hotel without getting lost

.

Bitner

, 1992

SS

5*

I get varied experiences from doing activities and playing the attractions of waterpark in hotel

.

Milman

,

2009Slide17

Research Methods : Measurement Items

Cronbach’s α is 0.888; % of variance explained is 75.887; Eigen value = 3.035

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construct

variable

items

references

revisit intention

R

H

1

I intend to come back

to this hotel equipped with waterpark.

Chang (2013)

R

H

2

I intend to recommend other people to come to this hotel equipped with waterpark.

Chang (2013)

R

H

3

Hotel

with waterpark is one of my favorite hotels.

Chang (2013)

R

H

4

I intend to come back

to this hotel equipped with waterpark within one year

.

Chang (2013)Slide18

Data Analysis and Result

Data Analysis

1

Reliability :

Cronbach’s Apha

2

Factor

Analysis:

Varimax

rotation and extraction with Principal Component Analysis

3

Multiple Regression

Analysis

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Result and Discussion

Respondent profile is most of them are female (68.2%), with the age between 26-30 years old (45.7%), work in private business sector (60.3%), and get the experience of waterpark in hotel with family member (43.4%) and friends (41.9%).

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Result and Discussion

Revisit intention

= .169(

safety&cleanliness) ** + .385(theme) ** + .

12(

servicescape)

**

Adjusted R

2

= 37.1%

Customers recognize

the overall look of the hotel with a water park, which is unique and affects the choice of returning to the hotel

.

This finding is consistent with the study of Wong & Cheung

(1999). Although the servicescape did not have higher significance than safety & cleanliness or theme of waterpark the architecture design, use of space, the layout of waterpark and other physical elements made tourists feel easy with waterpark and hotel

.

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Result and Discussion-cont

This study is one of pioneer study, which analyzed the influence of cognitive image of waterpark on revisit intention in a context of hotels in Thailand

.

The leading operators of hotels equipped with waterpark in Thailand are Centara Grand Mirage Beach Resort at Pattaya, Mercure Pattaya

Ocean Resort and the Hyatt Regency Hua Hin

.

Hotels operators and managers should give highest priority to the creation of the theme of waterpark in order to create the memorable and exotic experiences

.

They should install signage and rules for using the attractions or equipment with precise details, train employees to have a better understanding of the use and regulation of individual equipment, maintain cleanliness around the waterpark area, and set the employees to be neat and proper position

.

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Conclusion & Further Research

T

his study helps hotels operators and managers realize the impact of waterpark and might lead to increasing investment in waterparks for these and other hotels.

This study did not include issue of price of a waterpark or hotel room rate because we want to focus on cognitive image of waterpark. Future research might include the relation of increased price due to having waterpark and revisit intention as similarly studied by Haahti & Yavas (2005

). Since the theme of waterpark is so important and as mentioned above, there are seven theme of waterpark, the researchers might further investigate the preferable theme among target customers

.

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Thank you.

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