A multi‐attribute approach to understanding image of a theme park: The case of SantaPark in Lapland

This study investigates the image of a theme park by determining the relative importance of factors tourists rely on in their evaluations of a theme park and their assessments of that theme park in satisfying these motives. The analytical framework of the importance‐ performance technique is used in analyzing the data. The SantaPark in Rovaniemi, Finland serves as the study setting. Study results and their implications are discussed.