| Summary: | Tourism is one of the fastest growing service industries in the global economy.It is an important activity and is rapidly becoming the second most important sector for the Malaysian economy.The growth of the tourism industry
impacts several important economic areas such as employment, income, foreign exchange earnings, and
generation of value added. Realising that tourism sector is becoming a key component of the economic sources, the Malaysian government is now focusing in this sector.Many tourism packages are being promoted such as eco and agro tourism, festivals and entertainment, such as amusement parks and theme parks.Theme parks are one form of leisure activity designed to suit individuals of all ages and is gaining popularity in Malaysia.The growth of the theme park industry increased the number of theme park operators, which creates intense competition both in products and services they provide to customers.As a result, this situation is developing the implementation of new management techniques such as Knowledge Management (KM) to increase competitive advantage.KM is a new management approach that makes theme parks more competitive by improving the decision-making and
the productivity. KM solutions are expected to improve the performance of the theme parks to gain competitive advantage.By measuring the achievement of this competitive advantage, this will enable the operators to monitor the required services being provided to the patrons.In this paper, we implement the LOWA operator to perform linguistic assessments instead of numerical values to express the preferences of theme park patrons.Comparisons are then made between the age group, sex,
ethnic of patrons, frequency of visiting theme parks, and also between selected theme parks. This is to identify the key aspects of theme parks services preferred by patrons.
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