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Visitor Experience and Emotion at Six Types of Theme Parks

Abstract
This study explored the relationship between theme park visitors' experiences and emotions. A sample of 1660 visitors was surveyed at six types of theme parks in Xi'an, China. The study develops a new measurement scale of visitor experience that is suitable for six types of theme parks. Results show that atmosphere is the most important experience dimension, followed by core intangible experience, people, safety, special features, infrastructure, price, layout, and core tangible experience. Park type moderates the effect of experience on visitor emotion. The performance and importance of different experience dimensions and indicators vary across different types of theme parks. These variations are explained from the perspectives of Kano's model and type/individual features. Perceived risk of COVID has a positive impact on visitor experience and emotion and a partial mediation effect on visitor emotion through visitor experience. Findings help theme park operators better manage visitors' experiences and emotions.
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