Developing and Validating the Key Attraction Criteria for Theme Park Destinations in Malaysia

Abstract

The theme park industry in Malaysia has experienced substantial growth since the 1970s, yet several parks have faced closure due to increasing competition and changing visitor expectations. While previous studies have examined factors influencing tourism destinations, limited research has explored how specific theme park criteria (core, tangible, and augmented) contribute to long-term success. This study aims to identify and validate the key criteria for theme parks in Malaysia. A two-phase approach was employed: the Content Validity was used to evaluate the relevance and clarity of proposed criteria through expert assessment (n=7) and measured using Content Validity Ratio (CVR), followed by Construct Validity using an Exploratory Factor Analysis (EFA) of survey responses from 202 visitors. The findings refined and consolidated the key criteria into ten constructs for theme park attractions. The findings will provide valuable insights about identifying the criteria that determine the success of theme parks in Malaysia and thereby making substantial contributions to both academic knowledge and industry practices.