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

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 scri...

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Bibliographic Details
Published in:Journal of travel & tourism marketing 2016-03, Vol.33 (3), p.362-379
Main Authors: Manthiou, Aikaterini, Kang, Juhee, Chiang, Lanlung, Tang, Liang (Rebecca)
Format: Article
Language:English
Subjects:
Amusement parks
Brand loyalty
Business administration
Chile
Competitive advantage
Customer satisfaction
experience
Humanities and Social Sciences
loyalty
Market strategy
Recall
recollection
Script theory
Studies
theme parks
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Summary: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.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2015.1064055