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Article
A Study of Service Quality of Fantawild ASEAN Legend Theme Park, Nanning, China
Author(s)
XIE Julin, Punnuch Chaipinchana
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DOI:10.17265/2328-2185/2022.04.004
Affiliation(s)
Payap University, Chiang Mai, Thailand
ABSTRACT
At present, Chinese theme parks are popping up more and more. There are not many theme parks in China that can operate stably for a long period of time. The development prospect of Nanning Fantawild ASEAN Legend Theme Park is good. However, the question of how to maintain and improve the competitiveness of Nanning Fantawild ASEAN Legend Theme Park, attract more visitor volume, and create the most attractive theme park in Nanning is the question of the future sustainable survival and development of Nanning Fantawild ASEAN Legend Theme Park. This paper combines theory and practice, referring to a large amount of relevant information and literature from home and abroad, and summarizing the existing experiences and achievements. Therefore, visitors who have visited the ASEAN Legends Theme Park at Fantawild Joy World in Nanning were selected as the respondents. Firstly, this paper synthesises relevant theories such as service quality theory and (6W1H) customer behaviour. A set of questionnaires was designed for the visitors of Nanning Fantawild. The study analyzes the factors affecting the service quality of Nanning Fantawild ASEAN Legend Theme Park as well as the factor analysis of customer behaviour. Based on the empirical research and analysis of the results, methods and suggestions for improving the service quality of Nanning Fantawild ASEAN Legend Theme Park are proposed. This paper uses SPSS statistical software to analyze the results by means of reliability and validity analysis, descriptive statistics analysis, and analysis of variance. The results were concluded that the customers’ overall satisfaction with the service quality of Nanning Fantawild ASEAN Legend Theme Park is shown in the question phase of each level dimension, with the reliability dimension showing the lowest level of satisfaction. It is of great practical significance to improve the competitiveness of Nanning Fantawild ASEAN Legend Theme Park in China. Finally, there were no significant mean differences in the relationship between different gender, age, education, status, income, and service quality dimensions.
KEYWORDS
service quality, theme park, visitor satisfaction, customer behavior
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