Relationships Between Theme Park Ride Experience and Loyalty: The Moderating Role of Past Experience

Understanding the relationship between theme park ride experiences and visitor loyalty is crucial yet still not fully elucidated, particularly regarding differences between first-time and repeat visitors. Drawing upon the experience economy framework and the theory of experienced utility, this study explores how various aspects of theme park ride experience (education, aesthetics, entertainment, and escapism) influence visitor loyalty (revisit and recommendation intentions), considering the moderating effect of past experience. Structural equation modeling and invariance tests were conducted on data collected from 412 theme park visitors in China. Results indicate that the four dimensions of theme park ride experience have varying impacts on patrons' revisit and recommendation intentions. Additionally, first-time visitors' intentions are more influenced by active participation experiences compared to repeat visitors. This study advances the theoretical knowledge of theme park ride experience and offers practical implications for park management.