Creating new physical surroundings is a strategy for differentiating services from rivals and improving the marketing performance of service firms, in particular in
high 'facility-driven' leisure services such as theme parks. However, the effect of the level of newness of physical surroundings on repurchase behaviour and the
method for measuring the perception of the level of newness of physical surroundings by comparing the past experience with present experiences of consumers have not been explored. This study integrates the concept of newness
and the concept of physical surroundings to explore the effect of the level of newness of physical surroundings on theme park visitors' repurchase shopping values and actual repurchase behaviour.