How to say sorry: Increasing revisit intention through effective service recovery in theme parks

Theme parks are an important sector within the tourism industry which has grown dramatically. Service quality has become a focus for achieving satisfaction and revisit intention. In this study we sought to examine tourists’ perception of service recovery following a service complaint and how that related to their intention to revisit the theme park. The theory of planned behavior formed the foundation of a framework of revisit intention. Data were collected using questionnaires from tourists post complaint in Taiwan’s largest theme park. The data were analyzed using structural equation modeling. The results show that interactive fairness, attitude, and subjective norms all influenced revisit intention.