Faculty of Economics and Business Administration, Babeș-Bolyai University, 400591 Cluj-Napoca, Romania.
Faculty of Business, Babeș-Bolyai University, 400038 Cluj Napoca, Romania.
Int J Environ Res Public Health. 2021 Sep 24;18(19):10033. doi: 10.3390/ijerph181910033.
Outdoor adventure parks are highly important for contemporary society, having positive social, economic, and environmental impacts. Nevertheless, to fulfill their positive role in society, and to be economically sustainable, such parks need to nurture visitor loyalty. Drawing on previous fundamental research results that ascertain that customer satisfaction has a positive influence on customer loyalty, the objective of the current research is to explore the specific elements of outdoor adventure park visitors' satisfaction, within an applied research framework, in order to emphasize those attributes that have a significant impact on visitors' loyalty. For that, an online survey was conducted among the visitors of Arsenal Park, Romania, one of the largest adventure parks in south-eastern Europe. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). Our results show that visitors' satisfaction with respect to the safety and equipment involved in amusement services, the ambience of the park's food and beverage facilities, and the quality of the food are the most important satisfaction constituents for enhancing visitor loyalty in the context of outdoor adventure parks. By formatively specifying the exogeneous variables of our model (in contrast with the omnipresent reflective measurements used in previous studies), and by employing the importance-performance map analysis (IPMA), we clearly emphasize those particular aspects that are under the control of outdoor adventure parks' managers, which significantly impact their visitors' loyalty, as well as the way in which managers can clearly identify those attributes that need improvements.
户外探险公园对当代社会非常重要，具有积极的社会、经济和环境影响。然而，为了在社会中发挥积极作用，并实现经济可持续性，这样的公园需要培养游客忠诚度。本研究基于先前的基础研究结果，即客户满意度对客户忠诚度有积极影响，旨在探索户外探险公园游客满意度的具体要素，以强调那些对游客忠诚度有重大影响的属性。为此，在罗马尼亚最大的东南欧探险公园之一的 Arsenal Park 游客中进行了在线调查。使用偏最小二乘结构方程建模 (PLS-SEM) 对数据进行了分析。我们的研究结果表明，游客对游乐服务所涉及的安全性和设备、公园餐饮设施的氛围以及食品质量的满意度是增强户外探险公园游客忠诚度的最重要满意度构成要素。通过对我们模型的外生变量进行形成性指定（与之前研究中普遍使用的反射性测量形成对比），并采用重要性绩效映射分析（IPMA），我们清楚地强调了那些户外探险公园管理者可以控制的特定方面，这些方面对游客忠诚度有重大影响，以及管理者如何能够清楚地确定需要改进的属性。
