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

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.