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

Keywords

Script theory, recollection, experience, loyalty, Chile, theme parks

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.

Publication Date

8-27-2015

Original Citation

Manthiou, A., Kang, J., Chiang, L., & Tang. L. (2016). Investigating the effects of memorable experiences: An extended model of script theory. Journal of Travel & Tourism Marketing, 33(3), 362-379.

Number of Pages

362-379

Document Type

Paper

Language

English

Source Title

Journal of Travel & Tourism Marketing

Volume

33

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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