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Brand Behavioral Intentions of a Theme Park in China: An Application of Brand Experience

Author

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  • JunHui Wang

    (College of Business Administration, Pai Chai University, Daejeon 35345, Korea)

  • Yunseon Choe

    (School of Community Resources and Development, Arizona State University, 411 N. Central Ave, Phoenix, AZ 85004-0685, USA
    The Hainan University-Arizona State University Joint International Tourism College, Hainan University, 58 Renmin Road, Haikou 570004, China)

  • HakJun Song

    (College of Business Administration, Pai Chai University, Daejeon 35345, Korea)

Abstract

Despite theme parks being a research hotspot, there is a paucity of research to understand the forming process of brand behavioral intentions (i.e., the intention of revisiting a theme park and the visit intentions of other theme parks under the same brand). For identifying the developing process of brand behavioral intentions from the perspective of experience, the current study developed a theoretical framework in which brand experience and memory affect visitors’ satisfaction and behavioral intentions to revisit a particular theme park as well as to visit other theme parks of the same brand. The empirical results of current study showed that visitors’ theme park experiences were good enough antecedents of their memories and satisfaction. It was also found that, when visitors’ memory and satisfaction are high, they are likely to have stronger impact on intentions to revisit the theme park and to visit theme parks of the same brand than did memory.

Suggested Citation

  • JunHui Wang & Yunseon Choe & HakJun Song, 2020. "Brand Behavioral Intentions of a Theme Park in China: An Application of Brand Experience," Sustainability, MDPI, vol. 12(11), pages 1-13, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4500-:d:366156
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    References listed on IDEAS

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    Cited by:

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    6. Liting Zhou & Fei Ouyang & Yang Li & Jieling Zhan & Nadeem Akhtar & Muhammad Ittefaq, 2022. "Examining the Factors Influencing Tourists’ Destination: A Case of Nanhai Movie Theme Park in China," Sustainability, MDPI, vol. 14(18), pages 1-19, September.

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