| This decade has witnessed the dawn of Experience Economy,in tourism management field,much more attention has been shifted to satisfy tourists' psychology reflection in theme park's setting up and operation.Though China's tremendous amount of tourists has ensured the flourishing market,it has been widely aware that fierce competition is approaching on the entry of many world famous brands.The fierce competition makes it necessary or even urgent for theme park management to create value from customers' view,to forge customers' loyalty and satisfaction.Festival event plays a vital role in keeping a steady income flow with the immersion of culture and entertainment,as well as economic benefits,especially in low season.Combined the characteristics and importance,intensive study on customer satisfaction for further loyalty in the Theme Park Festival background is full of application value.This study integrates consumption emotion into the American Customer Satisfaction Index(ASCI)model,to propose a Leisure-Park-Festival-event customer satisfaction index,which could be well applied to estimated customer satisfactions toward the event.The HV-CSI model items scales from various aspects,and has been based on 628 surveys from tourists in Happy valley festival event.The partial least squares method was employed to validate the measurement instruments in the HV-CSI model and estimate item weights for the customer satisfaction that includes most possible antecedents and outcomes.The research results show that the HV-CSI model has displayed good explanatory power based on its reliability and validity,which could be of much application value for Parks and Resorts managers to obtain robust estimation of customer satisfaction.The ACSI model has also provided extra information of post-purchase customer behavior(under customer loyalty)to better manage customer satisfaction and achieve much more advantage in a fierce competitive market in China. |
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