Investigating the Effects of Memorable Experiences: an Extended Model of Script Theory

Aikaterini Manthiou, NEOMA Business School
Juhee Kang, University of Central Florida
Lanlung Chiang, Yuan Ze University
Liang Tang, Iowa State University


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.