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Investigating the effects of memorable experiences: an extended model of script theory

Author

Listed:
  • Aikaterini Manthiou

    (NEOMA - Neoma Business School)

  • Juhee Kang
  • Lanlung Chiang
  • Liang ( Rebecca) Tang

Abstract

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.

Suggested Citation

  • Aikaterini Manthiou & Juhee Kang & Lanlung Chiang & Liang ( Rebecca) Tang, 2015. "Investigating the effects of memorable experiences: an extended model of script theory," Post-Print hal-01196938, HAL.
  • Handle: RePEc:hal:journl:hal-01196938
    DOI: 10.1080/10548408.2015.1064055
    as

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    Cited by:

    1. JunHui Wang & Yunseon Choe & HakJun Song, 2020. "Brand Behavioral Intentions of a Theme Park in China: An Application of Brand Experience," Sustainability, MDPI, vol. 12(11), pages 1-13, June.

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