The Influence of Relational Bonds and Innovative Marketing on Consumer Perception – A Study of Theme Parks

Abstract

Increased prosperity has made quality of life and entertainment greater priorities, creating fierce competition among recreation industries. Apart from pursuing innovation, businesses must establish strong relational bonds with their customers to maintain their competitive edge. Using theme parks as a case study, we researched and modelled the relationships among relational bonds, innovative marketing, perceived value, satisfaction, trust and loyalty. A consumer survey returned 803 valid questionnaires and revealed the following: (1) Relational bonds with customers have a significantly positive effect on their perceived value and satisfaction. (2) Innovative marketing has a significantly positive influence on customer perceived value. Consumers were categorized by their visit frequency (high, moderate, or low) and compared by group. Results showed the most significant difference between moderately frequent and infrequent visitors in relation to the influence of trust on loyalty. The results can serve as reference for companies in implementing customer relations and innovative marketing strategies.