Analysis of Actual Visitation to Amusement Parks and Recreational Facilities

Recreational facilities are widely regarded as one of the largest sources of and contributors to the tourism of countries worldwide. Given this, this study aimed to examine adults’ general behavioral intentions and actual visitation to amusement and recreational facilities. A total of 1367 adult and young-adult Filipinos voluntarily answered a self-administered survey consisting of measure items drawing on the extended theory of planned behavior framework. Structural equation modeling was employed for the simultaneous analysis of all latent variables and their causal relationships, and the marketing mix greatly affected the hedonic motivation and perceived behavioral control, leading to an indirect effect on behavioral intentions and actual visitation. Subjective norms and attitudes also had a significant direct effect on behavioral intentions and indirect effects on actual visitation. Interestingly, the marketing mix prompted a higher significant effect than behavioral intentions on actual visitation. It was implied that consumers are going to recreational facilities and amusement parks when they can visit an area, access a location, participate in different activities, and have enough resources. Businesses may capitalize on this finding in promoting their amusement parks and recreational facilities. In addition, they may highlight their location and space because they are among the highly significant measured items that the participants noted. The results of this study provides insights into the strategies, individual behavior, and motivation aspects. Implications and managerial insights are provided for the study’s adoption and extension worldwide.