Brand Behavioral Intentions of a Theme Park in China: An Application of Brand Experience

Junhui Wang,Hakjun Song,Yunseon Choe

doi:10.3390/su12114500

Junhui Wang, Hakjun Song + Show 1 more

Open Access

https://doi.org/10.3390/su12114500

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Abstract

Despite theme parks being a research hotspot, there is a paucity of research to understand the forming process of brand behavioral intentions (i.e., the intention of revisiting a theme park and the visit intentions of other theme parks under the same brand). For identifying the developing process of brand behavioral intentions from the perspective of experience, the current study developed a theoretical framework in which brand experience and memory affect visitors’ satisfaction and behavioral intentions to revisit a particular theme park as well as to visit other theme parks of the same brand. The empirical results of current study showed that visitors’ theme park experiences were good enough antecedents of their memories and satisfaction. It was also found that, when visitors’ memory and satisfaction are high, they are likely to have stronger impact on intentions to revisit the theme park and to visit theme parks of the same brand than did memory.

Highlights

In modern society, service providers’ endeavors to find new marketing strategies have focused on customer satisfaction and loyalty because the desire that consumers want to obtain through purchasing is gradually diversifying [1]
It was found that behavioral intentions to a theme park (i.e., Songcheng Theme Park (STP)) and behavioral intentions to visit other theme parks of same brand were mainly explained by memory and satisfaction
Sensory and intellectual experiences had positive influences on memory, and satisfaction seems to be largely determined by sensory experience and memory

Summary

Introduction

Service providers’ endeavors to find new marketing strategies have focused on customer satisfaction and loyalty because the desire that consumers want to obtain through purchasing is gradually diversifying [1]. In this era of experience economy, the core of business has changed from products to services to experiences [2]. The theme park is a leisure and entertainment space different from daily life It provides tourists with different services and/or experiences to enrich their lives based on different themes. Promoting and convincing theme park brand through the experience economy will be an effective strategy in the theme park industry, where competition is intensifying

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