The theme park experience: An analysis of pleasure, arousal and satisfaction

This article analyses how visitor emotions in a theme park environment influence satisfaction and behavioural intentions. Emotions consist of two independent dimensions, i.e. pleasure and arousal. Two competing models were tested. The first model is derived from the environmental psychology research stream as developed by (An Approach to Environmental Psychology, MIT Press, Cambridge, 1974), where the visitor's arousal generates pleasure and, in turn, approach/avoidance behaviour. This emotion-cognition model is supported by Zajonc and Markus (1984). The second model to be tested is based on Lazarus' (Emotion and Adaptation, Oxford University Press, New York, 1991) cognitive theory of emotions. In this latter model, emotions are elicited by visitors' disconfirmation of the theme park. Using confirmatory factor analysis, it was supported that the cognitive theory of emotions better explains the effect of pleasure on satisfaction and loyalty. Additionally, consumers' willingness to pay more for the service is more likely to be induced by disconfirmation than by satisfaction alone. Managerial implications concerning the cognitive-affective sequence of satisfaction are discussed.