Factors affecting tourist revisit intention to Sunway Lagoon Theme Park / Sofia Sarmimi Saripin & Victoria Asong Stephen

Generally, studies have highlighted that the factors affecting a tourist’s intention to revisit a theme park vary from one to the other for several reasons. Previous research has focused more on the “repurchase intention of products” rather than the services, another one was pertaining to the perception of tourists towards service recovery and its relationship with their intention to revisit the theme park, meanwhile in Malaysia, a study was conducted in order to identify the satisfaction of visitors towards the attractions in Sunway Lagoon. Hence, the need for identifying the factors of intention to revisit is important because there is still lack of proof and information. The research objectives of this study are to investigate the factors affecting tourists’ intention to revisit a theme park, and to determine the most important factor that affects tourists’ intention to revisit a theme park. The method used in this study is based on primary research - electronically distributed questionnaire. The findings supported that satisfaction, motivation, and word-of-mouth are indeed the factors affecting tourist revisit intention to a theme park. The outcome of this study will provide a better understanding to the industry players and policy makers about the factors affecting tourists’ intention to revisit a theme park. Besides, this study can also contribute to enhance the previous studies done in this field and as a reference for further studies as well.