Exploring the experiential and sociodemographic drivers of satisfaction and loyalty in the theme park context

This study attempts to identify the drivers of satisfaction and loyalty in the context of theme parks. Drivers examined included Schmitt's (1999, 2003) experiential consumption dimensions of SENSE, FEEL, THINK, RELATE, and ACT, sociodemographic characteristics, and past visit behavior. Data were gathered from an online survey of 371 US residents who had visited at least one theme park in the previous 12 months. Results show that overnight visitors who experienced the FEEL dimension of experiential consumption and perceived their visit as a good value for money were more likely to be satisfied with their visit than those who felt otherwise. In addition, visitors' overnight stay at the theme park's destination, their number of past visits, and their FEEL experience were the primary drivers of their likelihood to return (loyalty). Theoretical, managerial and methodological implications regarding visitor experience in theme parks are discussed.