Does ambience matters ? case on theme park visitor satisfactions' and loyalty in Malaysia

Abstract

Ambience in tourism and hospitality are inter related in enhancing the visitor or the customer level of satisfaction and loyalty. The main objective of this study is to describe and explain the construct of ambience; the construct of satisfaction and the construct of visitor loyalty. The study will be focusing on the selected theme park which is cover from southern, central, and northern. This study focuses on the important of ambience that emotionally touch visitor at the theme park, especially on Malaysian and non-Malaysian visitor and they will be the target respondent of this study. The research data are based on the visitor visiting the perspective theme park. The outcome of this study will be a source of information for the theme park management to enhance the understanding of the main contributor of ambience towards the visitor loyalty and be competitive among the competitor as the result of the high quality of their services as to carry a good positive image of theme park and Malaysia as the country of harmonize and excellent in hospitality towards delivering first class customer service to the Malaysian and non-Malaysia visitor.