Brand behavioral intentions of a theme park in China: An application of brand experience

Jun Hui Wang, Yunseon Choe, Hak Jun Song

Research output: Contribution to journalArticlepeer-review

15 Scopus citations


Despite theme parks being a research hotspot, there is a paucity of research to understand the forming process of brand behavioral intentions (i.e., the intention of revisiting a theme park and the visit intentions of other theme parks under the same brand). For identifying the developing process of brand behavioral intentions from the perspective of experience, the current study developed a theoretical framework in which brand experience and memory affect visitors' satisfaction and behavioral intentions to revisit a particular theme park as well as to visit other theme parks of the same brand. The empirical results of current study showed that visitors' theme park experiences were good enough antecedents of their memories and satisfaction. It was also found that, when visitors' memory and satisfaction are high, they are likely to have stronger impact on intentions to revisit the theme park and to visit theme parks of the same brand than did memory.

Original languageEnglish (US)
Article number4500
JournalSustainability (Switzerland)
Issue number11
StatePublished - Jun 1 2020


  • Behavioral intentions
  • Brand experience
  • China
  • Memory
  • Satisfaction
  • Theme park

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Environmental Science (miscellaneous)
  • Energy Engineering and Power Technology
  • Management, Monitoring, Policy and Law


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