Brand Behavioral Intentions of a Theme Park in China: An Application of Brand Experience

JunHui Wang, Yunseon Choe and HakJun Song
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JunHui Wang: College of Business Administration, Pai Chai University, Daejeon 35345, Korea
Yunseon Choe: School of Community Resources and Development, Arizona State University, 411 N. Central Ave, Phoenix, AZ 85004-0685, USA
HakJun Song: College of Business Administration, Pai Chai University, Daejeon 35345, Korea

Sustainability, 2020, vol. 12, issue 11, 1-13

Abstract: Despite theme parks being a research hotspot, there is a paucity of research to understand the forming process of brand behavioral intentions (i.e., the intention of revisiting a theme park and the visit intentions of other theme parks under the same brand). For identifying the developing process of brand behavioral intentions from the perspective of experience, the current study developed a theoretical framework in which brand experience and memory affect visitors’ satisfaction and behavioral intentions to revisit a particular theme park as well as to visit other theme parks of the same brand. The empirical results of current study showed that visitors’ theme park experiences were good enough antecedents of their memories and satisfaction. It was also found that, when visitors’ memory and satisfaction are high, they are likely to have stronger impact on intentions to revisit the theme park and to visit theme parks of the same brand than did memory.

Keywords: theme park; brand experience; memory; satisfaction; behavioral intentions; China (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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