The Influence Of Theme Park Servicescape On Tourists’ Impulse Buying Behavior

Given that the theme park industry is facing increasing compeititon,there is an urgent need for theme park managers to rethink revenue management.A number of well-known theme parks in China are no longer heavily relying on ticket revenue.Managers are paying more attention to the atmosphere and environment in theme parks,and some theme parks are making use of their scenes and cultural features and integrating IP,cultural creation,catering,and accommodation services to diversify their business and develop various tourism services.Compared to traditional stores,theme parks convey more information to customers.In addition to physical tourism products,the thematic atmosphere created by the servicescape is more readily stimulating and can be an opportunity for tourist to impulse buying.Existing research shows that the situational factors during online shopping can promote visitors’ impulse buying behavior.Therefore,this study aims to answer the research question that how theme park servicescape influence customers’impulse buying behaiovr.Existing literature on theme park servicescape are conducted from a physical perspective,however,the physical perspective alone cannot focus on the description of sensory marketing and cannot address the impact of "people" on visitors’ buying behavior in theme parks.At the same time,most scholars have selected the case sites of servicescape in hotels or restaurants,and more mature studies have been conducted.At the same time,most scholars have selected the case sites of service scenes in hotels or restaurants,and more mature studies have been conducted.However,for hedonistic servicescape theme parks with distinctive cultural backgrounds,there are relatively few studies on servicescape.Through literature review,this study divides servicescape into social and physical dimensions and theoretically explores the influence of servicescape in theme parks on triggering tourists’ impulse buying behavior.This study further explores the interrelationships among the variables based on the generalization of related studies on servicescape,flow experience,perceived crowding and impulse buying behavior.The "environment-psychology-behavior"analysis path of sensory marketing theory is introduced to establish a more comprehensive model of impulse buying behavior of theme park tourists.This study takes theme parks in Chengdu and Shanghai as the research objects to explore the influence mechanism of impulse buying behavior of theme park tourists’ and introduces perceived crowding as a moderating variable.456 questionnaires were collected successively based on offline questionnaires,and the data were compiled and analyzed empirically.The following conclusions are drawn:theme park social and physical servicescape have a positive influence on tourists’ impulse buying behavior,social and physical servicescape have a positive influence on flow experience,flow experience has a mediating role between social and physical servicescape and flow experience;tourists’ perceived crowding negatively regulates the influence of social and physical servicescape on flow experience.From the conclusion of the data analysis,we propose suggestions for theme park atmosphere creation and marketing strategy development,so that the management can better understand visitors’ buying behavior habits and make appropriate marketing tools in the process of offline marketing in theme parks.This study provides a theoretical basis for the management to develop more helpful marketing tools,and we hope that the results of this study can serve as guidance and suggestions for the environmental management,atmosphere creation and community management of domestic theme parks.