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ABSTRACT
Although the success of a theme park depends heavily on visitors’ experience, few studies have sought to understand visitor behaviors. This research employs the experience economy model to investigate how different types of experience influence visitors’ satisfaction with the theme park and intention to revisit. A structural equation modeling approach with 530 visitors showed that both educational and esthetic experiences in theme parks significantly influenced visitors’ satisfaction while escapism was the only important experience that led to intention to revisit. This study offers a conceptual and specific perspective for understanding the various experiences available to a visitor and their separate impacts on satisfaction and intention to revisit. Findings provide concrete suggestions for developing effective programs and promotional materials, which in turn will help theme park operators to enhance their offerings and services and enrich visitors’ experiences.