CREATING A MODEL OF COLLEGE STUDENTS' REVISIT INTENTION FORMATION IN THE THEME PARK INDUSTRY

다국어 초록 (Multilingual Abstract)

The purpose of this research was to create a model of college students' revisit intention formation in the theme park industry. Based on a literature review, six theoretical constructs influencing revisiting intention were derived: brand awareness, brand image, perceived quality, satisfaction, affective commitment, and perceived price fairness. The existing theoretical background support causal relationships between the concepts, thus deriving 16 hypotheses. The hypotheses were tested using the data collected from actual colleges students in United States.

Data analysis revealed that awareness and image about the theme park influences college students' perceived quality about the theme park, thus inducing revisit intentions. Moreover, satisfaction, perceived price fairness, and affective commitment has direct/indirect influences on revisit intentions. During this process, distance played a moderating role in the relationship between perceived price fairness and revisit intention. This indicates that students' develop strong bonds with theme parks which overcome distance in matters of affection and satisfaction, but price, being a less emotional factor, is less affected. Key practical implications for theme park companies are discussed.

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