Using self-report and skin conductance measures to evaluate theme park experiences

Abstract

This study examines the impact of the key affective moments of a theme park experience on visitors’ post-trip evaluations measured immediately after their visits. One hundred and twenty-three participants visited a theme park while their real-time skin conductance and self-report data were collected. Results indicate that visitors’ pleasure levels (i.e. average, beginning, peak, and end) consistently correlate with satisfaction, which in turn, positively influences behavioural intention. In particular, visitors’ satisfaction levels are better aligned with the affective intensity at the end moment and the average emotion intensity of a theme park experience. Arousal, however, was not found to be a significant indicator of post-trip evaluation. The study extends literature on key moments and retrospective evaluation by illustrating how visitors rely on affective moments of a theme park experience to construct overall evaluations. The study concludes with practical implications and scope for future research.