Affective atmospheres have recently garnered tourism scholarly attention but remain underexplored within theme park context. This pioneering study utilizes a mixed-methods approach to delineate the orchestration of affective atmospheres and their impact on visitor-park relationships. Study one develops a three-dimensional scale to assess affective atmospheres and pinpoints the potential key contributors. Study two, rooted in affective events theory, reveals that affective atmospheres are bolstered through ritual interaction, aesthetic design, and sensory attractiveness, while positively affecting brand love and playing a mediating role between relationships. Theoretically, this study advances our understanding by creating a robust measurement tool for affective atmospheres, elucidating the mechanisms through which they are shaped, and clarifying how such atmospheres forge emotional bond between visitors and theme parks. Practically, it informs strategic management within theme parks on optimizing ritual, aesthetic, and sensory factors to cultivate desired affective atmospheres and foster visitors’ brand love.
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