Modular service provision in tourism: a ticket to ride?

The objective of this study was to investigate the perceived effect of service modularity on the customer experience of theme park visitors. We collaborated with one of the largest theme parks in Europe and collected quantitative data from 303 theme park visitors. Our findings show that perceived service modularity positively affects the customer experience of theme park visitors. Furthermore, data shows that all customer experience dimensions (sense, feel, think, act, and relate) are positively affected by perceived service modularity, contrary to our developed hypothesis. Our study complements existing research with quantitative analysis, revealing customers’ perspectives on perceived service modularity and customer experience in tourism industry.