Perceived service quality and visitors' sustainable visit intentions in theme parks: empirical analysis on the THEMEQUAL scale

Theme parks, as indispensable commodities within the tourism industry, wield significant influence in fostering local and national economic development. However, despite their crucial role, there remains a dearth of comprehensive research concerning the determinants of theme park visits. Employing the THEMEQUAL scale, this study uses an ordered logit model and an in-depth interview method to investigate the effects of service quality on visitors' sustainable visit intentions (SVIs). The results show that service quality is the most pivotal determinant shaping SVIs and that the effects are moderated by COVID-19, i.e., a reduced emphasis on service quality in bolstering visitors' sustainable visit inclinations during this pandemic. In particular, the staff delivering assurances and being courteous markedly influence visitors' perceptions. This research contributes to a comprehensive interplay between service quality, COVID-19, and visitors' SVIs, providing references for policymakers and managers to develop theme park recovery policies in the post-pandemic era.