IngentaConnect Effects of Theatrical Elements on Experiential Quality and Loyalt...

Authors: Kao, Yie-Fang¹; Huang, Li-Shia¹; Wu, Cheng-Hsien²

Source: Asia Pacific Journal of Tourism Research, Volume 13, Number 2, June 2008 , pp. 163-174(12)

Publisher: Routledge, part of the Taylor & Francis Group

Abstract:

Issues surrounding hedonic consumption, experience economy and experiential marketing have become highly important in recent years. This study applies consumption experience and theater theory and proposes a model to explore the effects of theatrical elements of theme parks (including attractiveness of scripts, charm of setting, planning of activities and consistency of theme) on consumers' experiential quality (including immersion, surprise, participation and fun), experiential satisfaction and loyalty intentions. A survey composed of 408 customers in Hualien Ocean Park was conducted in Taiwan. The results of structural equation modeling indicate that most theatrical elements relate positively to experiential quality and that experiential quality in turn relates positively to experiential satisfaction. Furthermore, experiential satisfaction is positively related to loyalty intentions. Managers of theme parks could focus on improving the theatrical elements to satisfy customers and gain loyalty.

Keywords: theatrical elements; experiential marketing; experiential quality; loyalty intentions; theme park

Document Type: Research article

DOI: 10.1080/10941660802048480

Affiliations: 1: Department of Business Administration, Fu-Jen Catholic University, Taiwan 2: Graduate Institute of Management, Fu-Jen Catholic University, Taiwan

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Effects of Theatrical Elements on Experiential Quality and Loyalty Intentions for Theme Parks