The paper by Godovykh and Baker (2022) examines how a guest’s visit status—whether they are a first-time visitor or a repeat visitor—affects their attitudes and intentions toward revisiting a theme park. The study finds that first-time visitors are generally more focused on exploring and experiencing the park’s offerings, while repeat visitors are driven by nostalgia and familiarity.
Influence on Attitudes and Satisfaction
The research highlights that visit status significantly influences guest attitudes, with repeat visitors showing higher levels of satisfaction and positive attitudes due to their previous experiences. In contrast, first-time visitors often have higher expectations and are more critical in their evaluations, which can impact their overall satisfaction.
Behavioral Intentions and Loyalty
The study reveals that repeat visitors are more likely to exhibit strong behavioral intentions, such as revisiting the park and recommending it to others. This loyalty is attributed to the emotional connections and memories formed during past visits, which enhance their attachment to the park.
Practical Implications for Theme Park Management
For theme park managers, these findings suggest the importance of tailoring marketing and service strategies to different visitor segments. Providing unique and personalized experiences for both first-time and repeat visitors can help enhance satisfaction and encourage loyalty.
Contributions to Tourism Research
The study contributes to tourism research by offering insights into how visit status influences guest behavior in the theme park context. Understanding these dynamics can help theme parks design better experiences that cater to the distinct needs and expectations of different visitor groups.
Reference: Godovykh, M., & Baker, C. (2022). The effects of visit status on guests’ attitudes and visit intentions in the theme park context. International Journal of Hospitality & Tourism Administration, 1-26. https://doi.org/10.1080/15256480.2022.2118907
You can access the full paper here.
