Investigating the Effects of Memorable Experiences: an Extended Model of Script Theory

Aikaterini Manthiou · Juhee Kang · Lanlung Luke Chiang · Liang Rebecca Tang

95 citations0/0 files storedJournal of Travel & Tourism Marketing

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Diverse Aspects of Tourism Research Customer Service Quality and Loyalty Recreation, Leisure, Wilderness Management

Abstract

Providing visitors with unique and memorable experiences is believed to be a competitive advantage of theme parks. The purpose of this study was to examine the impact of theme park visitors’ experiences on their recollection-based memories, satisfaction, and loyalty using the foundation of script theory. Surveys were collected from visitors at the Fantasilandia theme park in Santiago, Chile. The findings indicated that satisfaction partially mediated the relationship between experience and recollection, and that both satisfaction and recollection influenced loyalty behaviors. The study is anticipated to provide theme park managers with effective strategies for the design of attractions and activities, as well as for the development of marketing techniques.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1970Back-Translation for Cross-Cultural Research 1996The Behavioral Consequences of Service Quality 1999Whence Consumer Loyalty?1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1987Dimensions of Consumer Expertise

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2022Effects of tourism experiences on tourists’ subjective well-being through recollection and storytelling 2022The Importance of Nostalgic Emotions and Memorable Tourism Experience in the Cultural Experience

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