INTERNATIONAL REVIEW OF HUMANITIES AND SCIENTIFIC RESEARCH

www.irhsr.org By International Scientific Indexing

ISSN (Online) : 2519-5336

MEASURING SERVICE QUALITY FROM THE TOURISTS’

PERSPECTIVES: A CASE STUDY OF
A THEME PARK IN CENTRAL PHILIPPINES
MYLAH R. BOMEDIANO, JENNIFER B. CABARON

Abstract
Theme parks are designed primarily to entertain and satisfy its customers with its services and products.
This study examines the customers’ perception of service quality in a recently established theme park in
the central part of the Philippines. Thirty respondents having visited the theme park were considered in the
Servqual. The Servqual survey instrument is a self-administered questionnaire divided into 4 sections to
include the 22-item Servqual in a 7-point Likert scale. The data were gathered through the google docs and
in printed versions for walk-in tourists visiting the park. The study utilized the descriptive analysis method.
Results revealed that the mean average of the service quality of the theme park fell below customer’s
expectations in all five dimensions namely: on Tangibility, Reliability, Responsiveness, Assurance, and
Empathy. Of the five aspects, the Responsiveness and Assurance attained a highest mean score of 5.23, to
refer to the willingness of staff to provide services promptly, and are knowledgeable and courteous enough
to gain the trust and confidence of visitors. On the other hand, the dimension on Tangibility had the lowest
mean of 4.55, referring to the theme park’s facilities, animal displays, marketing materials, and signage.
The rating of these three dimensions indicates the tourists only “somehow agree” that the services met the
tourists’ expectations. It implies that the customer’s satisfaction was not attained. Recommendations were
offered to improve on its service quality to achieve customer satisfaction and eventually achieving superior
business performance thereby secure its position in the market.

Key Words: service quality, servqual, nature park, adventure park

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Introduction:

Theme parks have grown to be popular worldwide by offering leisure, recreational and
enjoyable activities to their customers. It also significantly contributes to the tourism
industry and able to stir economic growth. According to Albattat et al. (2017), Asian
countries such as China and Malaysia are developing theme parks to increase revenue.
The viability and recent developments of theme parks result in higher competition in the
market.
In the Philippines, the same trend experienced, and the theme park continues to be an
interesting section in the tourism industry. In the Philippines, the tourism industry is
steadily growing evidenced by the increase of tourist influx in the region. With the
government’s direction of enhancing local revenue to augment fund sources and sustain
programs, investing in income generating projects is deemed vital. In the said region, a
theme park was found to be a profitable venture by a local government unit and partners
with a private corporation in maintaining an animal display park and adventure activities.
This type of theme park centers on its uniqueness by offering educational learning value
to its customers with its exciting animal encounters, among others. There are theme parks
has lesser direct competitors; however, a variety of attractions that can be indirect
competitors of the business (Lewis and Clacher, 2001).
The indirect competitors can be other tourist attractions with abilities to take away the
attention of potential customers. The consumer’s leverage and demand for quality service
will be higher with the presence of competition and businesses cannot rely solely on their
price or product attributes (Wagenheim et al., 2008).
Studies showed that the perception of tourists’ destination influences the choices it will
make and that it is the experience that determines the significant actions. It is vital for a
theme park to ensure customer delight and exciting experiences to influence consumers’
behavior positively. The decision making of customers is influenced by how these
businesses meet, at the least, their purpose and expectations.
With the presence of competition in the market quality of service becomes a critical
factor in satisfying its customers. Finding relevance in meeting if not surpassing the
expectations of customers through the quality service leads to attaining competitive
advantage and success of a business operation.
Ali et al. (2015) expound that competitive advantage is achieving upon creating high-
quality hedonic experiences resulting in satisfied and loyal customers. It suggests that
service quality that satisfies the customers leads to competitive advantage and is
indispensable to an organization’s success.
This study finds interest in determining the quality of services of a specific theme park
as perceived by its tourists-visitors and offer recommendations to improve customer
satisfaction resulting in repeat customers and improved business performance.

Literature Reviews and Theoretical Background

The World Tourism Organization (WTO), the theme park is one of the three trends of
the development of international tourism right now and in the future. (Hu, 2013) The
recognition that theme parks make an essential contribution to a country’s economic
growth (Romli et al., 2015; Albattat et al., 2015; Valcic et al., 2015) influenced its
development in the tourism industry. Consistent with the definition of Groote (2011),
Camp (1997) states that ‘a theme park defined as being an outdoor attraction which
combines rides, attractions, and shows; as being designed around a central theme or group
of themes; and as being charging a pay-one-price admission fee to visitors’ (Pikkemaat et
al., 2007). Theme parks’ offers varied and exciting experiences to tourists; that improves
destination image, enhance tourism (Albattat et al., 2015); provide recreational,
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ISSN (Online) : 2519-5336

entertainment and enjoyable activities (Romli et al., 2015; Albattat et al., 2015). It was
found in the study of Valcic et al. (2015) that the visitors’ purpose in visiting in the park
was the “desire for an adrenaline experience,” “relaxation, “escape from the daily routine”
and “enjoying nature,” ranked in the same order.
Theme parks are generally appealing to the younger group but are also often visited by
a wide range of group age (Quiting et al., Deng, 2011, Valcic et al., 2015). In the study
of Deng (2011), the younger group favor facility features and services layout of the park
followed by quality and variety of rides and attractions suggesting unique and fun
experience and courtesy, safety and security, and dislikes having a too crowded place.
This finding is closely similar to the that of Romli et al., (2015), where it revealed that
having a variety of recreational activities, service quality, and queue management has
positive relationship towards determining visitors’ satisfaction. Çırpın & Sarıca (2014)
finds it is necessary to follow customers’ expectations closely and promptly take the
essential steps to meet them. Paying attention to the demands of customers allow the
business to effectively respond to its customers that will affect their future actions.
It was expounded by Lin et al. (2012) that the decision making of tourists takes many
considerations like arrangements and decisions in journeys by tourists’ motive, travel
feature, travel duration and perception for a destination; however, the intangible services
and experiences, among others, affect the consumer’s behavior. As suggested by Albattat
et al., (2015), the attraction is the driving force for tourists to approach the location.
With the advancement of theme parks and its competitive environment, the success of
any business relies mostly on satisfying the visitor’s needs with high-quality service.
Customers judge service quality relative to what they want by comparing their perceptions
of service experiences with their expectations of what the service performance should be
(Angelova et al., 2011). Customers view services as a variety of attributes that may, in
different ways, contribute to their purchase intentions and perceptions of service quality
(Markovic et al.). The consumer’s leverage and demand for quality service will be higher
with the presence of competition and businesses cannot rely solely on their price or
product attributes (Wagenheim et al. 2008). As cited, Kim, Li, & Brymer (2016) and Ryu
et al., (2012), satisfying customers is the ultimate goal of every business, due to its
potential impact on repeat purchasing behavior and profits (Ali et al. 2016). It is vital for
a theme park to ensure customer delight and exciting experiences to influence their
decision making and future actions positively.
Providing a high level of quality service has become the selling point to attract
customer’s attention and is the most critical driver that links to customers’ satisfaction
(Angelova et al., 2011, Valcic et al., 2015). Yoon and Uysal (2005) suggest that managers
should establish a higher consumer satisfaction level to create positive post-purchase
consumer behavior to improve and sustain destination competitiveness (Lin et al., 2012).
Satisfied visitors also will influence the repetition of a visitor to the theme park and build
loyal customer and promotion through positive word of mouth (Romli et al., 2015,
Angelova et al., 2011, Valcic et al., 2015). Providing quality services that delight
customers will strengthen and potentially expand its customer base.
In highly competitive environments, visitor satisfaction is critical for a firm to create
and maintain corporate competitiveness (Albattat et al. 2017). Ali et al. (2015) expound
that competitive advantage attained upon creating high-quality hedonic experiences
resulting in satisfied and loyal customers. Brown and Swartz (1989) reported that the
consistency of delivery of superior service is the key to the service provider to position
themselves more effectively (Bapat, 2015).
The study of Ali (2016) revealed that for customers to obtain a delightful experience,
it is essential for theme park managers to focus on sustaining a suitable physical layout of
facilities, effectively manage their human resources and the behavior of other customers.
The experience value of a product is a dominant factor influencing consumers’ motivation
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ISSN (Online) : 2519-5336

to buy a product. In this context the customer searches for emotional experiences such as
fun, happening, adventure or excitement (Pikkemaat et al., 2007).
It expected that when quality service satisfies the customers, it provides the
organization a competitive advantage and places it in a comfortable lead despite the rising
competition Parasuraman, Zithmal, and Berry (1988) briefly define service quality as a
global judgment, or attitude, relating to the superiority of the service‟, and explicated it
as involving evaluation of the outcome (i.e., what the customer actually receives from the
service) and process of the service act (i.e., the manner in which service delivered) (Bapat
2015).
Moreover, Parasuraman Berry and Zeithaml (1985, 1988) stressed that perceived
service quality is the extent to which a firm successfully serves the purpose of customers.
Seth et al. (2015) stated, on customer satisfaction, as a term to measure how customer
expectations are met or surpassed by the products and services provided by a company;
where both concepts, according to Oh & Parks (1997) are significantly correlated ( Said
et al., 2013).
In determining customer satisfaction, Parasuraman Berry and Zeithaml (1985, 1988)
developed an instrument that measures the different aspects of service quality, known as
Servqual, consisting of five dimensions namely:
Tangibility, which pertains to the physical facilities, equipment, personnel and
communication materials.
Reliability refers to the ability to perform the promised services dependably and
accurately.
Responsiveness refers to the eagerness of service providers to provide customers quick
service.
Assurance relates to the employee's ability to convey trust and confidence with
knowledge and courtesy.
Empathy refers to the individualized attention to customers with a provision of care.
(Seth et al., (2015).
Although the SERVQUAL model have inadequacies as mentioned in the studies of
Rowley (1998) and Xu et al., (2017), that results in the creation of a modified and other
versions, it is a well-accepted tool to measure service quality (Albattat et al., 2017; Valcic
et al., 2015; Ravishandra et al., 2010) as illustrated in their studies on tourism, Said et. al,
(2013) on national parks; Seth et al., (2015) and Chahal et al. (2015) on the banking
industry; Bapat et al., (2015) on hotel services, Xu et al., (2017) on automotive service,
and Aliman et al. (2016) and Purcarea et al., (2013) on healthcare services, to mention a
few.
Although the SERVQUAL model have inadequacies as indicated in the studies of
Rowley (1998) and Xu et al., (2017), that results in the creation of a modified and other
versions, it is a well-accepted tool to measure service quality (Albattat et al., 2017; Valcic
et al., 2015; Ravishandra et al., 2010) as illustrated in their studies on tourism, Said et. al,
(2013) on national parks; Seth et al., (2015) and Chahal et al. (2015) on the banking
industry; Bapat et al., (2015) on hotel services, Xu et al., (2017) on automotive service,
and Aliman et al. (2016) and Purcarea et al., (2013) on healthcare services, to mention a
few.

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Material and methods

The study gathered the required information through a questionnaire that also
measures the visitor's perception of the quality of service of the theme park and other
information or Servqual.
The survey questionnaire presented in four sections : (1) demographics, information
on theme park awareness, (2) frequency of visits and others, (3) a Servqual instrument
with 22 questions, (4) visitors preference for new attractions in the theme park. The
questionnaire was prepared in google docs and answered online while 15 printed surveys
were placed in the theme park to be distributed and collected by the staff who oriented on
the questionnaire and data gathering both at the animal kingdom and the adventure park.
The target sample size was 30 respondents. There were more than 100% responses.
However, others were not correctly accomplished, hence discarded, leaving a total of 30
valid accomplished questionnaires. The Servqual used a 7-point Likert scale where one
stands for ‘strongly disagree’ and 7 for ‘strongly agree.’ For the non-Servqual questions,
multiple responses, ranking, and supply of information required.

Results and discussion

A descriptive analysis was performed to achieve the main objectives of the study.
Hereunder below are the discussions based on the findings of the study:
The demographic profile and characteristics of the respondents presented in Table 1.
There are more female (70%) than males, mostly within the age bracket of 25-34
(43.33%). About 56.67% are married; with almost 53.33% in college level; and most of
these residing in Dumaguete.

Table 1
Demographic Profile of Respondents
Characteristics Frequency Percentage
Sex
Female 21 70.0
Male 9 30.0
Age
<11 1 3.33
12-18 1 3.33
19-24 7 23.33
25-34 13 43.33
35-44 7 23.33
>45 1 3.33
Civil Status
Married 17 56.67
Single 13 43.33
Educational Level
College 16 53.33
Graduate and Post Grad 11 36.67
High School 2 6.67
Kinder and Elementary 1 3.33
Place of Residence
Dumaguete City 11 36.67
Dauin 4 13.33
Outside the Province 4 13.33
Others - within the Province 3 10.00
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Amlan 3 10.00
Valencia 3 10.00
Bacong 1 3.33
Zamboanguita 1 3.33
About 86.67% of the respondents indicated that they had visited the theme park only
once, where half (50%) of the sample visited the animal kingdom. The motivation of the
customer’s visits is mostly (46.7%) to find relaxation which is rank as number 1.

Table 2
Respondents’ Visit in Terms of Frequency, Attraction type and Motivation
Percentage
1 86.67
2 13.33

Animal 50.00
Animal and 43.30
Adventure
Adventure 6.70
Motivation for Rank
Visiting
Relaxation 1
Enjoy Nature 2
Day out with 3.5
Family
Day out with 3.5
Friends
Adventure 5
School Activity 6
Organization 7
Activity

The respondents’ awareness about the theme park primary comes from word of mouth
or discussions with those who had experienced being in a theme park. Considering that
most respondents are relatively young, Facebook or social media (63.3%) are also favorite
sources of information. On the other hand, TV, radio and official website never selected
among the lists.
Table 3
Respondents’ Source of Information About the Theme Park

Source of Information Rank

Word of Mouth 1
Facebook / Social Media 2
Buglasan Festival 3
Prints / Local Newspaper 4
The results of the descriptive analysis of the visitors’ perceptions of the service quality
of the theme park shown in table 4. The range of service quality perceptions items was
from 1 (strongly disagree equivalent to very low perceptions) to 7 (strongly agree
equivalent to very high perceptions). The mean scores of visitors’ perceptions ranged from
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ISSN (Online) : 2519-5336

4.55 to 5.23. The lowest perception item was ‘The facilities and displays are visually
appealing,’ which indicates that the theme park does not provide suitable facilities and
attractive animal displays that could enhance theme park’s service quality. On the other
hand, respondents’ slightly higher scores were regarding the ‘the park must be error free
in providing services.
Moreover, visitors also provided a moderately high assessment on the following theme
park attributes: ‘frontline staff was never too busy to respond to visitors,’ ‘the staff was
always willing to assist visitors,’ and ‘the staff was consistently courteous with visitors.’
These indicate that a theme park’s staff have crucial roles in providing high service
quality. The grand mean score for service quality perceptions items was 5.04. This score
indicates instead an only moderately high perceptions of theme park visitors regarding
service quality.
On the five dimensions, the Responsiveness and Assurance attained a highest mean
score of 5.23, to mean visitor’s “somehow agree” that the staff are willing to provide
services promptly, and are knowledgeable and courteous enough to gain the trust and
confidence of visitors. The Reliability dimension attained 5.11 to mean that visitor’s
“somehow agree” that the staff are dependable and accurately perform the services. The
Empathy dimension had a mean score of 5.07 suggesting that the visitor’s “somehow
agree” that the theme park staff provides care and individualized attention to visitors.
However, Tangibility had the lowest mean score of 4.55 which suggests that visitor’s
“somehow agree” that the theme park has good physical facilities, attractive animal
displays, marketing communication materials.
Table 4
Average Scores of Service Quality Perception
Dimension Statement Perception
Score
1 4.57
2 4.23
Tangibles
3 5.07 4.55
4 4.33
14 5.20
6 5.03
Reliability 8 4.77 5.11
9 5.10
18 5.43
10 5.00
11 5.17 5.23
Responsiveness
13 5.40
2 5.33
15 5.17
16 5.23 5.23
Assurance
17 5.33
7 5.17
19 5.07
5 5.00
Empathy 22 5.17 5.07
20 5.03
21 5.10
Overall mean score 5.04

Among the list of new attractions for the theme park, Avatar rides and the like is found
to be the most popular choice.

Table 5

Respondents’ Preferred New Attractions

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New Attraction Rank

Avatar rides and the like 1
Nature Trekking / Tourist Spots 2
Water Rides (beach) 3
Swimming Pool 4
Scuba Diving 5

Conclusions

This study determined the service quality of the theme park, as perceived by the
tourists who had visited the place, with Servqual as the measuring tool. The findings
provided valuable insights to the company in discerning how customers understand the
quality of their service quality in the five dimensions measured and how this can affect
customer satisfaction and decision-making behavior.
In the analysis of visitor’s responses, it disclosed that word of mouth is the most
popular source of information regarding the theme park, similar to the findings of Romli
et al., 2015, Angelova et al., 2011, Valcic et al., 2015). Also, social media primarily for
the relatively young target market who commonly resides in the critical city and nearby
municipalities. This group of individuals is more interested in avatar rides and the like as
added attractions in the theme park confirming the findings of Valcic et al. (2015) that the
visitors’ purpose in visiting in the park was primarily on the “desire for an adrenaline
experience.” Parks that invest once every three years showed the highest effect on some
visitors for their latest new attraction. (Cornellis 2011).
The results of the study on the measurement of the service quality of the theme park
revealed that the perceptions are below customer’s expectations, with an overall mean
score of 5.04. It probably explains why there are not much repeat customers visiting the
park. With this, we can say that customer satisfaction was not able to attain in all five
dimensions of the Servqual model, namely, Tangibility, Reliability, Responsiveness,
Assurance, and Empathy. Of the five aspects, both Responsiveness (5.23), Assurance
(5.23) ranked first, followed by Reliability (5.11) and Empathy (5.07), while Tangibility
(4.55) ranked lowest. These further suggests that customer’s expectations are not
explicitly meet on the following:
 the physical facilities and animal displays, equipment, personnel and
communication materials
 the ability to perform the promised services in dependably and accurately
 the willingness of service providers to help customers and provide prompt service
 the knowledge, courtesy of employees and ability to convey trust and confidence
 the provision of caring and individualized attention to customers

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