Exploring Experiential Consumption Dimensions in the Theme Park Contex

Keywords

experiential consumption, scale development, principal component analysis, confirmatory factor analysis, partial least squares

Abstract

Although theme park products play a significant role in experiential consumption, there is a lack of attention on the components of theme park experience in the experiential consumption framework. Therefore, the current study was conducted to develop a scale to measure theme park visitor experience by applying Schmitt's [(1999a). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York, NY: Free Press] five strategic experiential modules of SENSE, FEEL, THINK, ACT, and RELATE. The scale was tested on an online sample of 400 US residents who visited at least one theme park in the past twelve months. Three different analyses were used to test the reliability and validity of the 5-factor experiential consumption model. First, principal component analysis to identify the number of meaningful factors revealed a 4-factor model structure. Second, confirmatory factor analysis to test the psychometric properties of the measurement and structural models supported the 5-factor model structure, with a few convergent and discriminant validity issues, particularly on the ACT factor. Third, partial least squares analysis with both formative and reflective specifications fully supported the 5-factor model structure with a minimal concern on the convergent validity of the ACT factor. Theoretical, managerial, and methodological implications regarding visitor experience in theme parks are discussed.

Publication Date

1-1-2017

Document Type

Article

Language

English

Source Title

Current Issues in Tourism

College

Rosen College of Hospitality Management

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