Segmenting visitors of a Greek recreational theme park using factors that motivate attendance

Abstract

Purpose: This study aims to segment visitors to a Greek theme park using factors that motivate attendance. Research methods: Three hundred and twenty-two young and adult visitors of an outdoor recreational theme park, located in the midlands of Greece, completed a questionnaire that measured four dimensions: motivation, service quality perceptions, intention to revisit, and word-of-mouth communication. Results and Findings: A principal component analysis of the motivation items revealed a clear five-factor structure. Thereafter, a cluster analysis of the five factors was performed. This classified participants into three psychographic segments: “incurious to activities and social life”, “recreation and nature oriented”, and “outdoor activities enthusiast”. An analysis of variance test successfully validated the three segments relative to visitors’ perceptions of service quality and future behavioural intentions. Practical implications: Theme park management can use this study’s newly developed visitor segmentation to better understand, commercialise, and personalise their services. Managers can more effectively execute visitor management strategies to attract customers and develop marketing techniques to create new competitors’ advantages. Research contribution: The study successfully developed three validated psychographic theme park visitor segments: “incurious to activities and social life”, “recreation and nature oriented”, and “outdoor activities enthusiast”. © 2020 Informa UK Limited, trading as Taylor & Francis Group.