Service Quality Dimensions and their Impact on Visitor Satisfaction in Adventure-Based Theme Parks

Service Quality Dimensions and their Impact on Visitor Satisfaction in Adventure-Based Theme Parks

Nadia Nur Zulaiqa Mohammad Hazrin¹, Raja Yasmin Syahila Raja Zahudeen², Nurul Aisya Amri³, Fadhilah Zainal Abidin⁴

¹Sunway Resort Hotel, Petaling Jaya, Selangor

²UOB Plaza 1, Kuala Lumpur

³CIT Travel, Midvalley City, Kuala Lumpur

⁴Faculty of Hotel and Tourism Management, UiTM Cawangan Kampus Bandaraya Melaka

DOI: https://dx.doi.org/10.47772/IJRISS.2025.907000435

Received: 16 July 2025; Accepted: 22 July 2025; Published: 22 August 2025

ABSTRACT

This study investigates the key service quality dimensions influencing visitor satisfaction at Skyline Luge Kuala Lumpur, Gamuda Garden. As visitor satisfaction plays a crucial role in sustaining tourism attractions, understanding the underlying service components is essential for improving visitor experiences. This research focuses on four main factors: outdoor entertainment, internal access (security), external access (accessibility), and available facilities. A total of 142 valid responses were collected through structured questionnaires using judgmental and convenience sampling. Multiple regression analysis revealed that all four factors significantly influence visitor satisfaction, with external access (β = 0.525, p < 0.001) and outdoor entertainment (β = 0.378, p < 0.001) emerging as the most impactful predictors. The regression model explained 70.2% of the variance in satisfaction (R² = 0.702). These findings offer practical insights for theme park operators to prioritize service elements that matter most to visitors and contribute to broader improvements in the tourism sector.

Keywords: Visitor experiences, Outdoor Entertainment, Theme Park, Visitor satisfaction, Service quality

INTRODUCTION

The global tourism industry has experienced substantial growth over the past few decades, particularly in diversifying visitor attractions that cater to the evolving demands of experience-driven travel. Among these, theme parks have emerged as one of the most vibrant and competitive sectors, offering immersive, multi-sensory environments that combine leisure, entertainment, and escapism (Lee et al., 2020). These attractions are not only major contributors to the tourism economy, through job creation, infrastructure development, and tourism spending, but also serve as cultural and emotional touchpoints for visitors from various demographics (Baek et al., 2021).

A theme park is a recreational facility designed around a specific theme or narrative, offering a cohesive visitor experience that extends across rides, architecture, landscaping, and entertainment services (Li, 2021; Astari et al., 2020).

This narrative coherence distinguishes theme parks from traditional amusement parks, which typically prioritize individual rides over immersive storytelling (Croy et al., 2020). By constructing a unified thematic environment, these parks deliver emotional, sensory, and symbolic experiences that resonate with both domestic and international tourists (Yoon, 2019). As such, theme parks are increasingly viewed not just as leisure venues but as experiential spaces that reinforce national branding and social interaction (Vogel, 2010).

Within this context, visitor satisfaction has emerged as a key metric in evaluating the success and sustainability of theme park operations. It is widely accepted that satisfaction, defined as the degree to which the experience meets or exceeds visitor expectations, is crucial in driving repeat visits, positive word-of-mouth, and customer loyalty (Oliver, 1997; Manthiou et al., 2015). In theme park settings, satisfaction is shaped by multiple dimensions, including service quality, accessibility, safety, cleanliness, and the perceived value of entertainment and facilities (Milman et al., 2020). While much of the existing literature has focused on well-established parks in developed tourism economies, relatively little is known about satisfaction drivers in newly opened or niche parks, particularly those in Southeast Asia.

Skyline Luge Kuala Lumpur, launched in December 2023 and located within the Gamuda Gardens township in Selangor, Malaysia, offers a unique blend of outdoor recreation and themed adventure. As the first luge park in Malaysia and only the second in Southeast Asia, it features gravity-driven rides, scenic downhill tracks, LED-lit tunnels, and RFID-enabled helmets for enhanced visitor interactivity (Skyline, 2023).

Positioned as both a family-friendly and thrill-seeking destination, the park represents a novel hybrid between outdoor adventure tourism and modern theme park innovation.

Despite its strong market positioning and public interest, early feedback from online platforms such as TikTok, TripAdvisor, and Google Reviews has raised concerns about certain operational shortcomings, including extended waiting times, brief ride durations, and inconsistent safety measures (Herrick et al., 2023; Pong, 2024). These negative reviews point to a potential gap between promotional promises and the actual visitor experience, underscoring the need for empirical investigation. As tourists increasingly rely on user-generated content (UGC) and online reviews to inform their travel choices, understanding the relationship between service performance and visitor satisfaction becomes essential (Assaker, 2019; Guzzo et al., 2022).

Considering these developments, this study aims to examine the key factors influencing visitors’ satisfaction with the overall theme park experience at Skyline Luge Kuala Lumpur. Specifically, the research focuses on four core service quality dimensions which are outdoor entertainment, internal access (security), external access (accessibility), and facilities. By identifying and evaluating the impact of these variables, the study seeks to contribute to both theoretical frameworks in tourism satisfaction and practical recommendations for enhancing visitor experiences in Malaysia’s emerging theme park industry.

Problem Statement

Theme parks continue to grow as a major component of global tourism, attracting approximately 500 million visitors annually and significantly contributing to both national economies and the broader tourism industry (Bai et al., 2024). However, despite their popularity, many theme parks face persistent challenges in meeting visitor expectations, particularly in terms of service delivery and experience quality. Research indicates that dissatisfaction often stems from gaps between expected and perceived service quality, particularly in areas such as reliability, responsiveness, tangibility, assurance, and empathy (Hernandez et al., 2023). These service quality deficits not only diminish visitor satisfaction but also threaten repeat visitation and long-term brand loyalty.

Outdoor adventure-based theme parks are particularly vulnerable to these challenges, as they must balance physical thrill with operational efficiency and safety. According to Moisescu et al. (2021), service quality, safety standards, and the adequacy of amenities are among the most influential factors affecting visitor loyalty in such environments. Failure to address these aspects can result in negative visitor experiences, which are increasingly amplified through social media and review platforms. Skyline Luge Kuala Lumpur, launched in 2023, is a recent addition to Malaysia’s theme park landscape.

Despite initial excitement, the park has received mixed reviews online. User-generated content (UGC) platforms such as TikTok and TripAdvisor has featured recurring complaints about prolonged queue times, brief ride durations, and ineffective crowd management (Herrick et al., 2023). For example, Yusof (2024) reported a mismatch between the park’s promotional messaging and the experience, highlighting that the longest ride lasted only 2 minutes and 12 seconds despite visitors waiting over an hour. Similarly, Pong (2024) criticized the management for failing to monitor ticket sales, resulting in inefficient operations and reduced visitor satisfaction.

Given that modern tourists frequently rely on UGC and online review platforms like TripAdvisor, Booking.com, and Expedia for travel planning (Assaker, 2019), the reputation and perceived value of a theme park are increasingly shaped by digital word-of-mouth. Credibility theory suggests that trustworthiness and perceived expertise significantly influence the adoption of such online reviews (Guzzo et al., 2022). Negative digital feedback, therefore, poses serious reputational risks to emerging attractions like Skyline Luge.

Given these issues, there is a critical need to examine and address the factors contributing to visitor dissatisfaction in this context. This study responds to that gap by investigating the core service elements that shape visitors’ satisfaction at Skyline Luge Kuala Lumpur. By identifying and analyzing these factors, the research aims to provide practical recommendations for enhancing service delivery, improving digital reputation, and supporting long-term competitiveness in Malaysia’s theme park industry.

To address the research problem and fulfill the purpose of this study, the following research questions are proposed:

RQ1: What are the key factors that influence visitors’ satisfaction with the overall theme park experience at Skyline Luge Kuala Lumpur, Gamuda Garden?

RQ2: What is the relationship between each service dimension (outdoor entertainment, internal access, external access, and facilities) and visitors’ overall satisfaction?

The primary aim of this study is to examine the service quality dimensions that contribute to visitors’ satisfaction at Skyline Luge Kuala Lumpur. Specifically, the objectives are:

RO1: To identify the key service-related factors that influence visitors’ satisfaction at Skyline Luge Kuala Lumpur, Gamuda Garden.

RO2: To analyze the relationship between outdoor entertainment, internal access (security), external access (accessibility), and facilities with overall visitor satisfaction.

Significance of Study

This study contributes to the growing body of literature in tourism and recreation management, particularly within the context of adventure-based theme parks in Southeast Asia. By focusing on Skyline Luge Kuala Lumpur—a relatively new and unique attraction in Malaysia—this research provides empirical evidence on how various service dimensions, such as entertainment, safety, accessibility, and facilities, impact visitor satisfaction.

The study extends existing theoretical frameworks related to visitor satisfaction by offering insights into how these factors function in an outdoor, adrenaline-oriented park setting. Specifically, it enhances the understanding of the emotional, psychological, and environmental variables that influence visitor behavior, thereby contributing to the refinement of models such as SERVQUAL and experience-based satisfaction theories. Moreover, the findings offer culturally relevant perspectives by exploring visitor expectations within the Malaysian context, which is often underrepresented in tourism satisfaction research. Methodologically, the study also adds value through the application of a validated quantitative approach involving regression analysis, pilot testing, and structured data collection. These elements contribute to the academic rigor of the study and serve as a replicable model for future research examining visitor satisfaction in similar environments.

On the other hand, from a managerial perspective, the study provides valuable insights for theme park operators, particularly at Skyline Luge Kuala Lumpur, to enhance visitor satisfaction and operational performance. By identifying specific strengths and weaknesses in service delivery, such as issues related to queue management, safety enforcement, and accessibility, the findings offer practical guidance for improving the overall visitor experience. The study can inform staff training programs, facility upgrades, and operational planning, ensuring that investments are directed toward service elements that matter most to visitors. For example, better queue control systems, regular maintenance of rides, and enhanced inclusivity for disabled visitors can directly address areas of concern highlighted in this research.

Additionally, the findings are relevant to tourism marketers and policymakers. Understanding what influences visitor satisfaction allows for the development of targeted promotional strategies that emphasize high-impact attributes such as entertainment quality and ease of access. This is especially critical in the era of user-generated content, where digital reviews significantly influence destination image and visitation decisions. Finally, the study offers transferable insights for other adventure-based theme parks across Malaysia and the broader Southeast Asian region, helping stakeholders to adopt evidence-based practices that enhance competitiveness, increase tourist spending, and contribute to the sustainable growth of the tourism sector.

LITERATURE REVIEW

Visitor Satisfaction

Visitor satisfaction is a central concept in tourism and leisure studies, representing the extent to which a tourist’s experience meets or exceeds expectations (Oliver, 1997). Satisfaction is commonly linked to positive behavioral intentions such as revisit intentions and recommendations to others (Ahn & Thomas, 2020). In the context of theme parks, satisfaction is not only influenced by the quality of the rides and attractions but also by the perceived value of the overall experience, including service delivery, ambiance, and amenities (Milman, 2009; Rittichainuwat et al., 2022). Several scholars emphasize that theme park satisfaction is multidimensional, incorporating both cognitive assessments, such as service quality and safety, and emotional responses, such as enjoyment and excitement (Assaker, 2019). Thus, measuring satisfaction requires an evaluation of both tangible and intangible service aspects. Research has shown that enhancing customer satisfaction in theme parks leads to increased brand loyalty, greater customer retention, and more favorable online reviews (Bai et al., 2024).

Outdoor Entertainment

Outdoor entertainment refers to the recreational and adventure activities offered in an open-air environment, which contribute significantly to the theme park experience. According to Mohamad et al. (2023), outdoor attractions that combine thrill and nature, such as luge rides, zip lines, and scenic views, heighten visitor excitement and differentiate one park from another. These elements contribute to the creation of memorable experiences and increase overall visitor satisfaction. Outdoor entertainment also includes performance-based attractions, live shows, and interactive features that appeal to a wide audience (Kim et al., 2020). In Skyline Luge Kuala Lumpur, the availability of LED-lit tunnels and gravity-driven rides serves as a key pull factor. Previous studies have confirmed that when such entertainment is well-managed and matches visitor expectations, it significantly influences satisfaction and perceived value (Milman et al., 2020).

Internal Access (Security)

Internal access refers to the ease with which visitors can navigate the theme park, including signage clarity, safety enforcement, and crowd control. Security, as part of internal access, plays a vital role in shaping visitors’ trust and comfort. Yoon and Uysal (2005) argue that perceived safety and order contribute significantly to satisfaction, particularly for families and international tourists. Theme parks must ensure well-maintained facilities, responsive staff, and visible safety measures to create a sense of physical and psychological security (Rittichainuwat et al., 2022). Inadequate signage, disorganized queue systems, or the absence of safety personnel can disrupt the flow of experience and negatively affect visitor perceptions (Gursoy et al., 2017).

External Access (Accessibility)

External access concerns the park’s location, transport connection, parking availability, and directional signage from main roads. Accessibility is a key determinant of visitation rates, especially in urban and suburban locations. According to Moisescu et al. (2021), convenient access to attractions enhances visitor convenience and contributes positively to satisfaction. Research by Croy et al. (2020) found that ease of access not only affects initial visitation decisions but also influences repeat visits. For Skyline Luge Kuala Lumpur, which is in a planned township, effective road networks and public transport availability are essential to attracting a broader visitor base. Poor accessibility may lead to visitor frustration and decreased satisfaction regardless of the park’s internal quality.

Facilities

Facilities refer to the supporting infrastructure provided to enhance comfort and usability, including restrooms, seating areas, dining services, lockers, and child-friendly amenities. These facilities play a pivotal role in shaping the perceived quality of the visitor experience. Clean, functional, and conveniently located facilities can significantly enhance overall satisfaction (Hernandez et al., 2023). Visitors often evaluate the quality of a theme park not only based on major attractions but also the availability and quality of essential facilities (Assaker, 2019). Inadequate or poorly maintained facilities are frequently cited in negative reviews and contribute to dissatisfaction, particularly among families with children and elderly visitors (Guzzo et al., 2022).

Fig. 1 Research Framework – Adopted from Milman et. Al., 2020 and Bayang et al., 2022

RESEARCH FRAMEWORK

The conceptual framework of this study is grounded in service quality theory and visitor satisfaction literature. Based on past research, four key independent variables, which are outdoor entertainment, internal access (security), external access (accessibility), and facilities, are posited to influence the dependent variable, visitors’ satisfaction with the overall theme park experience. This framework is adapted from prior models applied in the leisure and tourism sector, particularly those emphasizing experiential and service quality components as primary determinants of satisfaction (Assaker, 2019; Milman et al., 2020). The model integrates both tangible and intangible service elements, providing a comprehensive approach to analyzing satisfaction within the context of outdoor theme parks.

Hypotheses

Based on the conceptual framework, the following hypotheses are proposed:

H1: There is a significant relationship between outdoor entertainment and visitors’ satisfaction with the theme park experience.

H2: There is a significant relationship between internal access (security) and visitors’ satisfaction with the theme park experience.

H3: There is a significant relationship between external access (accessibility) and visitors’ satisfaction with the theme park experience.

H4: There is a significant relationship between facilities and visitors’ satisfaction with the theme park experience.

METHODOLOGY

This study adopts a quantitative research approach, employing a descriptive and correlational design to explore the factors that influence visitor satisfaction at Skyline Luge Kuala Lumpur. The use of quantitative methods enables statistical examination of the relationships between independent variables and the dependent variable using regression analysis. The target population comprises visitors who have experienced the theme park services at Skyline Luge Kuala Lumpur, Gamuda Garden.

The study employed a non-probability sampling technique, combining judgmental and convenience sampling to select respondents. A total of 142 valid responses were obtained, which met the minimum sample size requirement for regression analysis, as suggested by Hair et al. (2010). A structured questionnaire was developed based on established measurement items from previous research. The questionnaire consisted of three main sections:

Section A: Demographic profile of respondents.

Section B: Measurement of the independent variables (outdoor entertainment, internal access, external access, and facilities).

Section C: Measurement of the dependent variable (visitors’ satisfaction).

A five-point Likert scale ranging from 1 (“strongly disagree”) to 5 (“strongly agree”) was used to assess all constructs. A pilot test was conducted with 30 respondents to assess the reliability and internal consistency of the questionnaire. Cronbach’s alpha values for all variables exceeded the threshold of 0.70, indicating acceptable reliability (Sekaran & Bougie, 2016). Content validity was ensured through expert reviews from tourism academics and practitioners. Data were analyzed using Statistical Package for the Social Sciences (SPSS) version 27.0.

Descriptive statistics were used to summarize the demographic characteristics of respondents. Pearson correlation and multiple regression analysis were applied to test the proposed hypotheses and examine the strength and direction of the relationships between variables.

FINDINGS

Descriptive Analysis

The demographic profile revealed a balanced distribution of respondents in terms of gender, age, and occupation. Most respondents were between 21–30 years old and had visited the park within the last six months, indicating relevance and recency of experience.

Correlation Analysis

The Pearson correlation results demonstrated a positive and significant relationship between each of the independent variables and visitor satisfaction. The strongest correlation was observed for external access (r = 0.688, p < 0.01), followed by outdoor entertainment, facilities, and internal access.

Table I  Regression Analysis

Regression analysis methods (refer Table 1) are used to investigate the relationship between independent variables and dependent variables (Geissler, 2011). In this study, the regression model demonstrates strong predictive power, with all four independent variables jointly explaining over 70% of the variation in visitor satisfaction. This finding is consistent with previous research that emphasizes the critical role of service quality elements, particularly accessibility, entertainment, and amenities, in shaping satisfaction in theme park environments (Milman et al., 2020; Assaker, 2019). These results underscore the importance of strategic improvements in physical infrastructure, entertainment quality, and safety management to enhance visitor experience and loyalty in adventure-based tourism settings like Skyline Luge Kuala Lumpur.

Table II Coefficients of All Variables

The regression coefficients analysis in Table II reveals that three out of the four independent variables, entertainment park, facilities provided, and external access, have a positive and statistically significant impact on visitors’ satisfaction at Skyline Luge Kuala Lumpur. Among these, external access (β = 0.525, p < 0.001) emerged as the most influential predictor, indicating that ease of transport, parking availability, and directional signage significantly enhance the overall visitor experience.

This finding is consistent with prior research by Moisescu et al. (2021) and Croy et al. (2020), which emphasized the pivotal role of accessibility in influencing tourist behavior and satisfaction. Entertainment Park features, such as rides and interactive attractions, also showed a strong positive effect (β = 0.378, p < 0.001), confirming the importance of engaging recreational activities in shaping memorable tourism experiences (Kim et al., 2020; Mohamad et al., 2023). Likewise, the facilities provided, including cleanliness, comfort, and availability of amenities, positively affected satisfaction (β = 0.268, p < 0.001), in line with the findings of Assaker (2019) and Hernandez et al. (2023), who stressed that well-maintained facilities contribute to positive visitor perceptions and return intentions. Interestingly, internal access (security) recorded a negative and significant effect (β = –0.225, p = 0.005).

This result suggests potential dissatisfaction related to internal navigation, signage clarity, or crowd and safety management. Such a finding supports Herzberg’s (1966) hygiene-motivation theory and aligns with Rittichainuwat et al. (2022), who noted that safety measures are often taken for granted by visitors, becoming a source of dissatisfaction only when perceived as inadequate. In conclusion, the regression output highlights that accessibility, entertainment quality, and facility provision are the most impactful contributors to visitor satisfaction. Meanwhile, internal access and safety elements require managerial attention to avoid eroding the overall visitor experience.

TABLE III Coefficients of all variables

From the table III above, all four independent variables demonstrated positive and statistically significant correlations with visitor satisfaction at the 0.01 significance level (2-tailed), indicating strong linear relationships. External access (r = .760, p < .001) showed the strongest correlation with visitor satisfaction. This suggests that accessibility-related factors—such as transport availability, signage, and ease of reaching the park—play a critical role in shaping the visitor’s experience. These findings reinforce previous studies emphasizing accessibility as a primary determinant of tourist satisfaction and revisit intention (Moisescu et al., 2021; Croy et al., 2020).

Entertainment (r = .661, p < .001) and facilities (r = .660, p < .001) both displayed moderately strong correlations, indicating that engaging attractions and the availability of clean, functional amenities significantly influence visitor perceptions. These results are consistent with Kim et al. (2020) and Hernandez et al. (2023), who found that entertainment quality and infrastructure services are key contributors to memorable tourism experiences. Internal access (security) also had a significant yet moderately lower correlation (r = .551, p < .001). This implies that while navigation ease and safety measures within the park do influence satisfaction, their impact may be less prominent compared to other variables.

As noted by Rittichainuwat et al. (2022), safety and internal order are often considered baseline expectations, gaining salience primarily when inadequately managed. Overall, the results of the correlation analysis confirm that all proposed service dimensions are significantly associated with visitor satisfaction, with external access emerging as the most influential factor.

CONCLUSIONS

Findings from correlation and multiple regression analyses revealed that all four service dimensions are significantly correlated with visitor satisfaction, with external access (r = .760, p < .001) demonstrating the strongest correlation. This highlights the pivotal role of park accessibility—including ease of transport, parking availability, and directional signage, in shaping visitor perceptions, echoing the conclusions of Moisescu et al. (2021) and Croy et al. (2020).

The regression model further revealed that external access (β = .525, p < .001) and outdoor entertainment (β = .378, p < .001) were the most influential predictors of visitor satisfaction. Facilities also showed a significant positive influence (β = .268, p < .001), while internal access (security) had a negative and statistically significant relationship (β = –.225, p = .005), suggesting potential dissatisfaction with crowd control, navigation signage, or on-ground safety procedures. These findings support the dual-role nature of safety as a hygiene factor in tourism environments, as described by Rittichainuwat et al. (2022). The regression model explained 70.2% (R² = .702) of the variance in visitor satisfaction, indicating a strong explanatory power. This validates the research framework and confirms that the studied service dimensions are critical to enhancing visitor experience in theme parks.

Based on the findings, several practical recommendations are proposed to enhance visitor satisfaction at Skyline Luge Kuala Lumpur. First, the park management should improve accessibility and wayfinding, as external access emerged as the most influential factor. This can be achieved by investing in better public transport integration, digital wayfinding systems, and clearer road signage to ensure ease of arrival for both local and international tourists. Second, to sustain engagement and increase the experiential value of the visit, Skyline Luge should consider enhancing its entertainment offerings. This includes the periodic introduction of new attractions such as seasonal events, interactive installations, or augmented reality features that cater to the thrill-seeking preferences of modern visitors (Kim et al., 2020; Mohamad et al., 2023). Third, upgrading park facilities is essential to maintain a high level of visitor comfort and convenience. Improvements in the cleanliness, functionality, and accessibility of key amenities, such as restrooms, food courts, and child-friendly areas, can significantly boost satisfaction levels, especially among families (Assaker, 2019; Hernandez et al., 2023). Fourth, the study revealed a negative relationship between internal access (security) and satisfaction, indicating a need to revise internal safety protocols. Measures such as efficient queue management, clear signage, improved crowd flow systems, and the presence of visible safety personnel should be implemented to create a more secure and enjoyable environment. Lastly, it is recommended that the management actively monitor user-generated content (UGC) and online reviews on platforms such as TripAdvisor and TikTok. Timely responses to visitor feedback and collaborations with influencers can amplify positive experiences, enhance the park’s digital presence, and attract a broader audience (Guzzo et al., 2022).

Despite its contributions, this study is subject to several limitations that should be acknowledged. Firstly, it is geographically limited, as the data was collected solely from visitors to Skyline Luge Kuala Lumpur. This restricts the generalizability of the findings to other types of theme parks or regions within Malaysia. Secondly, the use of non-probability convenience sampling may introduce selection bias, potentially affecting the representativeness and reliability of the results.

Thirdly, the study employed a cross-sectional design, capturing data at only one point in time. Visitor perceptions and satisfaction levels may vary depending on seasonal factors, promotional events, or operational changes, which this study could not account for. Considering these limitations, several directions for future research are proposed. Comparative studies across different types of theme parks, such as indoor versus outdoor, or local versus international brands, would offer broader insights and improve the generalizability of results. Incorporating qualitative methods such as interviews or focus groups could provide a deeper understanding of emotional and cultural dimensions influencing visitor satisfaction, which may not be fully captured through quantitative surveys.

Future research may also benefit from integrating mediating variables such as perceived value or emotional engagement to better explain how service dimensions affect satisfaction. Additionally, longitudinal studies that track satisfaction over time would offer valuable insights into evolving visitor expectations and the long-term effectiveness of service improvements.

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