중국 테마파크 방문객이 지각하는 관광제약과 재방문의도의 관계에서 여가관여도의 조절효과

The Moderating Effect of Leisure Involvement in The Relationship between Tour Constraint and Revisit Intention of China Theme Parks Customer

In the intensifying competition within China's theme park industry, enhancing customer revisit intention is a crucial aspect that can contribute to improved managerial performance through a stable revenue structure. Accordingly, this study examined how tour constraints of Chinese theme park visitors influence their revisit intentions and whether leisure involvement moderates the relationship between tour constraints and revisit intentions. The research findings revealed that among the three components of tour constraints, only intrinsic constraints and structural constraints negatively influenced revisit intentions, while interpersonal constraints showed no significant relationship with revisit intentions. Furthermore, while there was no direct impact of the interaction between the components of tour constraints and leisure involvement on revisit intentions, leisure involvement was found to directly enhance revisit intentions. Based on these findings, theme park enterprises should aim to alleviate perceived tour constraints among visitors and employ segmented strategies targeting customers with high leisure involvement to increase revisit intentions and enhance managerial performance.