Antecedents and Consequences of Brand Experiences in a Historical and Cultural Theme Park

Sustainability has been a major research topic in the tourism and hospitality industry, and theme parks are no exception, particularly in terms of their economic sustainability. Yet few studies have specifically explored sustainability approaches for theme parks. This work examines structural relationships among theme park attributes and visitors' brand experiences, perceived value, satisfaction, and behavioral intentions at a theme park. Data from 321 respondents, collected at a famous historical and cultural theme park in China, were incorporated into statistical analyses (e.g., structural equation modeling) in R software. Compared to peripheral attributes, core attributes comprised an antecedent that was closely and significantly related to brand experiences. Of the brand experiences construct consisting of sensory, affective, intellectual, and behavioral experiences, sensory and behavioral experiences significantly influenced the functional value of the perceived value and sensory and intellectual experiences significantly influenced the emotional value of the perceived value. The functional and emotional values each significantly affected satisfaction, which in turn significantly influenced behavioral intention. This study is the first to apply the brand experience concept in a theme park context. Theoretical and practical implications for achieving sustainable theme park growth and development are also provided.