Integrating the tourist gaze with the social servicescape: Implications for creating memorable theme park experiences |
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| Institution: | 1. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL, 32819, United States;2. Dedman School of Hospitality, Florida State University, B, University Center, 288 Champions Way, Tallahassee, FL, 32306, United States;3. The School of Hospitality Business, Michigan State University, Broad College of Business, 645 Shaw Lane, East Lansing, MI, 48825, United States;1. Florida State University, Dedman School of Hospitality, B4113 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;2. Florida State University, Dedman School of Hospitality, B4114 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;3. Michigan State University, The School of Hospitality, Business 645 N Shaw Lane, Room 241, East Lansing, MI 48824, United States;1. La Rochelle Business School – Excelia Group, CRM, IRGO EA 4190, 102 rue de Coureilles, 17024 La Rochelle Cedex 1, France;2. La Rochelle Business School – Excelia Group, CEREGE EA 1722, 102 rue de Coureilles, 17024 La Rochelle Cedex 1, France;1. School of Geography and Tourism, Guangdong University of Finance and Economics, 21 Luntou Road, Guangzhou 510320, Guangdong, China;2. Department of Leisure Management, I-Shou University, Kaohsiung, Taiwan;3. Hainan University-Arizona State University Joint International Tourism College, Hainan University, Haikou, China;1. Graduate School of Culture Technology, KAIST, Daejeon 305-701, Republic of Korea;2. Department of Interior Architecture Design, Hanyang University, Seoul, Republic of Korea |
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| Abstract: | This research examines how the social servicescape-directed gaze (i.e., perceptions of similarity, appearance, and behavior of other customers) influences theme park visitors’ affective states and experiences. A quantitative, survey-based research design was adopted with a total of 561 theme park patrons participating in the study. Results of structural equation modeling analyses reveal that similarity and behavior positively affect visitors’ feelings of arousal and curiosity, which in turn contribute to memorable theme park experiences. Other visitors’ appearances, however, are not a significant predictor of affect/experience. From a theory standpoint, this research represents a first attempt to study the tourist gaze at theme parks and makes a unique contribution by integrating the three dimensions of the social servicescape with the theoretical lens of the tourist gaze. Practically, this research provides suggestions for theme park management to create more memorable experiences by leveraging the social servicescape-directed gaze among visitors. |
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| Keywords: | Tourist gaze Social servicescape Arousal Curiosity Experience Theme parks |
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