Degree Type

Thesis

Date of Award

2013

Degree Name

Master of Science

Department

Apparel, Events and Hospitality Management

First Advisor

Thomas Schrier

Abstract

With the rapid development of information and communication systems, mobile applications have emerged as a valuable resource. Recently, tourism has become a potential area for development and use of mobile technology. Many theme parks have launched applications (i.e., apps) to enhance customers' travel plans. Theme park Wait Time Apps (WTA) are designed to help park visitors save time while waiting in lines, which help make park visits more efficient and fun. Therefore, the acceptance of WTA by customers is essential to the successful implementation of WTA. The purpose of this study was to examine the adoption of WTAs based on user's perceptions by including both gain and loss factors influencing customers' perceived value on behavioral intention to use WTA. Six variables: (1) perceived information quality; (2) perceived wait time; (3) enjoyment; (4) perceived risk; (5) perceived fee; and (6) perceived difficulty) were proposed to influence the relationship between perceived value and intention to use WTAs. Structural Equation Modeling (SEM) was used to test the research model.

Findings of the study revealed that perceived risk and perceived fee had a significant impact on intention to use, and significant differences were also found between WTA users and WTA non-users on their behavioral intention to use any WTAs in the future. From a theoretical perspective, this study serves to fill a gap in the literature by providing an initial empirical prediction of the influence of theme park WTA adoption. From a practical perspective, this study may be helpful to theme park executives to understand user perceptions regarding: (a) utilizing WTAs to determine perceived value (perceived risk and perceived fee); and (b) implementing WTAs to attract more visitors. The finding of this study may also be used as a reference for service sector businesses such as hospitals, restaurants and city bus systems to consider how to best develop and apply WTAs to minimize customers' wait time and increase their satisfaction.

Copyright Owner

Xiaowei Xu

Language

en

File Format

application/pdf

File Size

100 pages

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