Delighted or outraged? Uncovering key drivers of exceedingly positive and negative theme park guest experiences

Abstract

Purpose Despite multiple studies of customer delight in various service industries, limited research exists in the hedonically driven theme park context. The purpose of this paper is to explore the key drivers of customer delight and outrage in theme parks by analyzing TripAdvisor’s comments from visitors to the top 20 North American theme parks. Design/methodology/approach Following the analysis of thousands of extremely positive and negative comments using MAXQDA qualitative software, keywords drivers of delight and outrage were identified. The researchers applied both thematic and root cause in order to ascertain the sources leading to both positive and negative consumer feedback. Findings Delighted guests relayed various aspects of their experience including positive affect experience, positive value perceptions, and limited wait times. Root causes that influenced customer delight included: excellent core product, quality food and beverage, servicescape, pricing decisions, and low visitor demand or sensible admissions policies. Outraged guests described various aspects of their experiences such as negative perceptions of value, long waits, poor customer service, and negative emotions. Root causes for customer outrage included low quality or deficient core products, poor quality of food and beverage, poor facility maintenance, aggressive pricing decisions, poor staff selection, training, and working conditions, and high customer demand on any given date or aggressive admissions policies. Originality/value The present research is unique in that it exposes the key themes of customer delight and outrage in the theme park setting, presents a conceptual model, and analyzes its root causes.

Theme Park Disasters and Crisis Management – New Insights towards a Duty of Care in Responsible Tourism Management

“…However, theme parks will differ in terms of the lack of a substitution effect as compared to airlines who can perhaps alter their flying routes through scheduling of another plane or reduced frequencies. Theme parks, however, will have to close the ride, with its visitors having to make do with the remaining choices elsewhere in the vicinity, and thereby result in service failures (Torres, Milman & Park, 2018). Nevertheless, it is argued that responsible tourism management should also be approached from a supply-side perspective whereby tour operators and attractions also undertake due diligence in ensuring that safety is paramount.…”

Corporate Social Responsibility at LUX* Resorts and Hotels: Satisfaction and Loyalty Implications for Employee and Customer Social Responsibility

“…While customer satisfaction can be earned by delivering according to customer expectations [153], customer delight only can be achieved through exceptional services. Exceptional boundary spanners in direct contact with the customers are the face of the company to bring success in customer delight [154,155]. Although some, for example [156] argue that surprise is not essential to make customers delighted, most research in this stream mandates [151] surprise as a significant element to produce customer delight which creates a dilemma for all customers and loyal customers in specific.…”

“…So, similar forms of relationship between employee CSR and customer delight can be observed between employee CSR and customer satisfaction. The hospitality industry is characterized by high turnover rates and the increasing customer demand that can only be served by retaining exceptional, self -motivated employees at boundary spanning roles [155].Empowerment, involvement of employees in CSR initiatives and improving morale by taking part in a firm's CSR can act as a job motivator for employees. Motivated and committed employees usually show loyalty and great potential to deliver service [20] and customer delight.…”

Theming Discurse in Village Develpoment

“…According to Wong and Cheung (1999), thematic tourism is gaining popularity because interest in a particular subject or area, rather than traditional motives such as idyllic landscapes and climate, encourages travel. Contemporary thematic objects of interest often feature picturesque landscapes that are associated with stories, books, plays and movies (Torres, Milman, Park, 2018). It can be assumed that theming provides opportunities for visitors to meet their hobbies, find out more about their areas of interest, and feel them.…”