Integrating the Tourist Gaze with the Social Servicescape: Implications for Creating Memorable Theme Park Experiences


Arousal; Curiosity; Experience; Social servicescape; Theme parks; Tourist gaze


This research examines how the social servicescape-directed gaze (i.e., perceptions of similarity, appearance, and behavior of other customers) influences theme park visitors’ affective states and experiences. A quantitative, survey-based research design was adopted with a total of 561 theme park patrons participating in the study. Results of structural equation modeling analyses reveal that similarity and behavior positively affect visitors’ feelings of arousal and curiosity, which in turn contribute to memorable theme park experiences. Other visitors’ appearances, however, are not a significant predictor of affect/experience. From a theory standpoint, this research represents a first attempt to study the tourist gaze at theme parks and makes a unique contribution by integrating the three dimensions of the social servicescape with the theoretical lens of the tourist gaze. Practically, this research provides suggestions for theme park management to create more memorable experiences by leveraging the social servicescape-directed gaze among visitors.

Publication Date


Original Citation

Zheng, Y., Wei, W., Line, N., & Zhang, L. (2021). Integrating the tourist gaze with the social servicescape: Implications for creating memorable theme park experiences. International Journal of Hospitality Management, 93, N.PAG.

Document Type




Source Title

International Journal of Hospitality Management




Rosen College of Hospitality Management


Rosen College of Hospitality Management

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