Antecedents and Consequences of Brand Experiences in a Historical and Cultural Theme Park release_axai35pqanf4pi2x6greulgwqy

by Junhui Wang, Jinwon Kim, Sanghoon Kang

Published in Sustainability by MDPI AG.

2019   Volume 11, Issue 17, p4810


Sustainability has been a major research topic in the tourism and hospitality industry, and theme parks are no exception, particularly in terms of their economic sustainability. Yet few studies have specifically explored sustainability approaches for theme parks. This work examines structural relationships among theme park attributes and visitors' brand experiences, perceived value, satisfaction, and behavioral intentions at a theme park. Data from 321 respondents, collected at a famous historical and cultural theme park in China, were incorporated into statistical analyses (e.g., structural equation modeling) in R software. Compared to peripheral attributes, core attributes comprised an antecedent that was closely and significantly related to brand experiences. Of the brand experiences construct consisting of sensory, affective, intellectual, and behavioral experiences, sensory and behavioral experiences significantly influenced the functional value of the perceived value and sensory and intellectual experiences significantly influenced the emotional value of the perceived value. The functional and emotional values each significantly affected satisfaction, which in turn significantly influenced behavioral intention. This study is the first to apply the brand experience concept in a theme park context. Theoretical and practical implications for achieving sustainable theme park growth and development are also provided.
In application/xml+jats format

Archived Files and Locations

application/pdf  908.4 kB
file_f6jk2ch6tvftrd64d4qp4ssaa4 (webarchive) (publisher)
Read Archived PDF
Type  article-journal
Stage   published
Date   2019-09-03
Language   en ?
Container Metadata
Open Access Publication
In Keepers Registery
ISSN-L:  2071-1050
Work Entity
access all versions, variants, and formats of this works (eg, pre-prints)
Catalog Record
Revision: 064cec91-3cc7-4296-a483-c24d04d90078