THEME PARKS ATTRIBUTES AND REVISIT INTENTION TO THE GENTING SKYWORLDS THEME PARK AMONG YOUTH IN MALAYSIA

Abstract

Theme parks offer a distinct blend of entertainment, attractions, and leisure activities designed to immerse visitors in unique experiences distinct from their daily routines. This research investigates the motivations behind visitors' repeated visits to theme parks. It focuses on Genting SkyWorlds Theme Park as a case study due to its consistent revenue growth and explicitly targeting the youth demographic within the age bracket of 18 to 24 in Malaysia. Three independent variables, Ride Attraction, Technology, and Safety and Security, were identified to assess the correlation between the revisit intentions of Malaysian youth to the theme parks. A questionnaire will be designed and distributed among 111 Malaysian youth who have previously visited Genting SkyWorlds Theme Park. A Simple Random Sampling method was employed to ensure a diverse and unbiased sample. The data was analyzed using descriptive analysis of IBM SPSS version 22. The results show that all variables have a positive relationship with the revisit intention to the Genting Skyworlds Theme Park, supported by Cronbach's alpha analysis, which yielded values exceeding 0.7 for all variables. Ride attraction yielded the highest mean results (4.35), followed by safety and security attributes (4.30) and technology (4.03). This research not only aims to shed light on the motivations driving visitors to return to theme parks but also holds practical implications for theme park operators in understanding and catering to the preferences of their target audience.