Determining visitor's motivation to Legoland Malaysia

The reason of this research was to examine the motivations of people who visit Legoland Theme Park in Nusajaya, Johor. In this study, The Leisure Motivation Scale survey questionnaire was administered on visitors who will and had visited Legoland. A total of 110 questionnaires were distributed in May of 2014. The survey results of the four motivational dimensions in the Leisure Motivation Scale— social, intellectual, competence-mastery, and stimulus-avoidance—were analyzed across eight demographic variables, which included gender, age, ethnicity, residential status, travelling with children or not, number of times visited Legoland, level of education, and annual income. The results showed that the intellectual dimension was the most influential motivation for people who visited Legoland. Moreover, this study found that visitors' motivations differ by demographic variables. The findings from this study provided information on what motivate people to visit Legoland with respect to specific demographic variables and what aspects of services and attraction of the amusement
parks may enhance to attract and satisfy visitors with different needs.