A study on visitor's intention to revisit Universal Studios Singapore (USS)

• Main Authors: Mun, Le Xuan, Lai, Dyan Wei Chih, Low, Neritta Danqi
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/51311
• Institution: Nanyang Technological University

Tourist attractions are gradually becoming a large component of the tourism industry today and Singapore is no exception. After the launch of new projects such as the two integrated resorts in Resorts World Sentosa and Marina Bay Sands, side attractions such as Gardens by the Bay and Universal Studios Singapore (USS) took off with great success. As one of the first and leading theme park in Asia, USS prides itself as an exciting and increasingly popular tourist attraction with its 18 exclusive themed rides. With the competitive landscape of the tourist attractions industry, and more specifically, the theme park attractions, it is important that USS is able to keep up with its competitors and understand the motivational forces behind revisit intentions. Thus, in this research project, the relationship between the motivational push and pull factors on visitors’ intention to revisit USS was investigated and analyzed. A total of 132 person-administered questionnaires were taken into consideration for our analysis. The results showed that visitors found these factors, namely, service quality (tangibles, reliability, and responsiveness and assurance) and exclusivity to be of significant importance to their intention to revisit USS. Of which, tangibles was found to be the most influential factor pertaining to visitors’ revisit intentions. These findings can be applied to USS’s future reinvestment plans and infrastructure management efforts to increase its attractiveness to both the tourists and the local population. Our study attempts to help USS better understand the motivational factors behind visitors revisit intentions to ensure continued patronization in the long term