Novelty in Theme Park Physical Surroundings: An Application of the Stimulus-Organism-Response Paradigm

Many theme parks and other facility-driven leisure services seek to market and differentiate themselves through the creation and recreation of their physical surroundings. This study examines the extent to which the physical surroundings are perceived as novel influences the shopping values and revisitation behaviours of theme park visitors. This empirical investigation explored two types of theme park. The findings indicate that the more theme park visitors perceive physical surroundings as novel, the higher the level of shopping values (utilitarian and hedonic value) and the stronger their intention to revisit. The researchers propose a number of theoretical and managerial implications.