CONTENT ANALYSIS ON THE GUEST EXPERIENCE OF PARK VISITORS IN ENCHANTED KINGDOM, LAGUNA

Abstract

During the pandemic, the implementation of safety protocols allowed theme parks to reopen with a certain capacity which gave tourists mixed experiences during their stay at the theme park. On the other hand, the growing popularity of social media led to the creation of websites such as Facebook where online reviews can be posted on the official Facebook page of different establishments. In this study, the researchers used qualitative content analysis by utilizing Microsoft Teams Excel and the Experience Economy Theory to identify the guest experience of park visitors in theme parks during the pandemic through utilizing the 4 Realms of Experience which are Entertainment, Educational, Escapist and Esthetic. The results show that majority of the online reviews mentioned the Escapist realm while the Entertainment realm was the least mentioned experience. Furthermore, most of the online reviews were negative which mentioned “queue times” and “safety protocols” as the main factor that negatively affected their experience. This study aims to improve the management’s understanding of the guest experience during the pandemic in Enchanted Kingdom in Santa Rosa, Laguna and suggested recommendations based on the results gathered from each realm of experience to contribute in the betterment of the guest’s experiences.