The effects of image and price fairness: A consideration of delight and loyalty in the waterpark industry

Purpose: Despite recent calls in the hospitality and tourism literature for increased research attention in the attractions industry, very little research exists in this important part of the hospitality marketplace. The purpose of this paper is to address the dearth of research in this domain by proposing and empirically testing a model of the relationships among image, price fairness and loyalty in the waterpark segment of the attractions industry. Design/methodology/approach: Data were collected from 346 waterpark patrons in South Korea. Structural equation modeling was used to test the hypotheses. Findings: The results provide empirical support for the proposed relationship between waterpark image and customer loyalty. Additionally, a set of indirect relationships between these two constructs was identified. Specifically, the intervening effects of delight, service quality and price fairness were established. Research limitations/implications: While the overall premise of the work was supported, the results provide evidence that price fairness is evaluated and considered differently in an amusement park context than in other consumption domains. This research suggests that future efforts are necessary to fully understand the complexities of behavior in the attractions industry. Practical implications: The findings suggest that successful image management results in a variety of positive outcomes including quality/price perceptions and customer loyalty. To stay competitive, however, waterparks must engage in an ongoing process of image development and maintenance with a particular emphasis on managing expectations. Originality/value: The research suggests that while the traditionally acknowledged effects of image on consumer behavior have applicability within the attractions industry, some of the existing nomological relationships established in other operational domains may not be generalizable. As such, our research can be seen as a step toward the development of a unique theory of behavior in the attractions industry.