Sustainability | Free Full-Text | Brand Behavioral Intentions of a Theme Park in China: An Application of Brand Experience

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Regardless of theme parks being a analysis hotspot, there’s a paucity of analysis to grasp the forming course of of brand name behavioral intentions (i.e., the intention of revisiting a theme park and the go to intentions of different theme parks beneath the identical model). For figuring out the creating course of of brand name behavioral intentions from the attitude of expertise, the present research developed a theoretical framework during which model expertise and reminiscence have an effect on guests’ satisfaction and behavioral intentions to revisit a selected theme park in addition to to go to different theme parks of the identical model. The empirical outcomes of present research confirmed that guests’ theme park experiences have been adequate antecedents of their reminiscences and satisfaction. It was additionally discovered that, when guests’ reminiscence and satisfaction are excessive, they’re prone to have stronger impression on intentions to revisit the theme park and to go to theme parks of the identical model than did reminiscence.



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