Destination attractiveness of a theme park: A case study in Malaysia

Tourism in Malaysia has evolved significantly, from providing nature and heritage tourism-related activities, to the creation of fun and leisure related experience to cater the needs of fun and energetic tourism activities. In line with the previous notion, this study aims to examine the effect of theme park destination attractiveness towards visitors' satisfaction. Quantitative approach was chosen hence 384 respondents were interviewed to examine the stipulated objective. Findings show that facilities and entertainment are the main determinants in predicting the variance in satisfaction and behavioural intention. Surprisingly, price is not a key determinant to promote behavioural intention. By looking at the facilities provided, the price is perceived as value for money. It is concluded that destination attractiveness are important to determine the satisfaction and behavioural intention. Therefore, theme park providers must pay attention to the attributes listed to ensure positive word-of-mouth.