Innovating for retention: strategies for enhancing customer retention in theme parks

Abstract

ABSTRACT Customer retention holds strategic importance in securing a vital competitive edge for theme park businesses. This study examines the role of different types of motivated consumer innovativeness (Hedonic, Functional, Social, and Cognitive) on memorable experiences and their effect on customer retention. The moderating effect of perceived safety on this relationship is also explored. We designed a conceptual model based on Consumer Innovativeness and broaden-and-build theories. Data were collected from 503 tourists at three renowned theme parks in India using a non-probabilistic sampling method. The results show a significant influence of types of consumer innovativeness on creating memorable tourism experiences, significantly affecting customer retention. Notably, perceived safety played a positive moderating role. This study discusses results across age (young /old) and gender (Male/Female) with theoretical implications that could also contribute meaningful insights to marketers, government bodies, and corporations involved in leisure tourism.