테마파크의 서비스품질이 재방문의도에 미치는 영향: 정서적가치와 경제적가치의 매개효과 검증

Global theme parks that provide entertainment worldwide are continuously growing. In 2018, about 7% of the world's population visited theme parks. Theme parks around the world have stagnated since COVID-19, but they are rapidly recovering to pre-COVID-19 levels. As COVID-19 continues to be eased in Korea, the number of visitors to theme parks has increased since the second half of 2022. Therefore, this study aims to investigate the effect of service quality on value and the effect of value on revisit intention. To this end, a survey was conducted of theme park visitors from November 16 to 22, 2022, and an empirical analysis was conducted using the collected questionnaires. As a result of the analysis, the service quality (personality, price, event/occasion, and ride) had an effect on emotional value. However, prices, event/occasion, and rides had an effect on economic value, but human factors were rejected. Emotional and economic values had an effect on revisit intention. In terms of the effect of service quality on emotional value, the human service quality was the highest, and in terms of the effect of service quality on economic value, the price of service quality was the highest. In addition, the mediating effect of emotional value and economic value was confirmed in the relationship between service quality and revisit intention. Through these results, it is possible to understand the behavioral intentions of theme park visitors after COVID-19 and to provide implications for the sustainable competitive advantage of theme parks.