The overall theme park experience: A visitor satisfaction tracking study

Abstract

The theme park industry has experienced steady growth for many years, and it has developed into a global phenomenon. Monitoring visitor satisfaction is critical to help ensure a satisfying overall experience, customer value, and repeat visits. Here, we examine ten years of customer satisfaction tracking data collected at a major US theme park. The study focuses on identifying significant factors influencing customer evaluation of and satisfaction with the overall theme park experience. The key findings reveal that visitors evaluate the theme park primarily on overall park experience and value, park food quality, value, and variety, and park cleanliness and atmosphere. Satisfaction with the total cost of the park visit is primarily predicted by perceptions of the admission price/value, general enjoyment, and customer expectations of the experience. Additional findings concerning the important role of expectations and prior park experiences in visitor satisfaction are detailed.