Leveraging customer-to-customer interactions to create immersive and memorable theme park experiences
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 6 May 2021
Issue publication date: 28 June 2022
Abstract
Purpose
Theme park experiences ubiquitously unfold in the presence of others. In acknowledgement of this important part of theme park consumption, this research set out to examine if other visitors help create an immersive environment and, in turn, memorable experiences for theme park visitors.
Design/methodology/approach
An online survey was distributed to 561 theme park visitors. Structural equation modeling (AMOS 26) was used for testing the hypotheses in the proposed framework.
Findings
Results of SEM analyses reveal the positive impact of perceived similarity on visitors' sense of immersion at theme parks and the memorability of the experience. In turn, memorable experiences further drive behavioral intentions (i.e., return intention and willingness to pay premiums).
Practical implications
The findings provide suggestions for theme parks to leverage customer-to-customer interactions in order to create immersive and memorable visitor experiences.
Originality/value
This research marks one of the first attempts to approach customer-to-customer interactions (CCIs) at theme parks by empirically examining the impact of the perceived similarity of others on focal visitors' emotions and experiences.
Keywords
Citation
Wei, W., Zheng, Y., Zhang, L. and Line, N. (2022), "Leveraging customer-to-customer interactions to create immersive and memorable theme park experiences", Journal of Hospitality and Tourism Insights, Vol. 5 No. 3, pp. 647-662. https://doi.org/10.1108/JHTI-10-2020-0205
Publisher
:Emerald Publishing Limited
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