Constructing a servicescape quality scale for amusement parks in Taiwan

Abstract

In response to the growing demand for enhanced visitor experiences in a more competitive environment, this study aims to develop a Servicescape Quality Scale specifically for Taiwanese amusement parks. Using a mixed-methods approach, the research begins by identifying key servicescape attributes through focus group discussions and expert interviews. We then validated these key servicescape attributes through surveys from 300 visitors across 24 leading amusement parks, ensuring the reliability and relevance of the scale. The result validates five critical dimensions that shape the servicescape: aesthetics, ambient conditions (or surrounding environment), space function, wayfinding, and cleanliness. These dimensions are crucial in influencing visitors' satisfaction and eliciting behavioral responses such as revisiting and recommending the park. These findings serve as a crucial framework for amusement parks to assess and enhance their service environments, potentially leading to significant improvements in the overall visitor experience. By focusing on these dimensions, park managers would attain focused improvements that are closer to the expectations of the visitors, thus securing significant gains within the respective service landscapes. In addition, park managers can use the scale as a diagnostic tool to pinpoint potential shortcomings. In addition, the scale allows benchmarking at a wider industry or competitive level.  The hypothesized result, given the aforesaid Servicescape Quality Scale, should translate into visitors' satisfaction, repeat patronage, and long-term customer loyalty—all factors that sustain the profitability of the amusement parks within Taiwan.