Theme Park Consumer Experience, To Experience The Value And Behavioral Intention Relations

After 20 years' development since its entry in China in 1980s, theme parks have becoming a new form of tourist destination. However, its rapid growth has brought series of problems, which severely undermines the stable and healthy development of theme parks in China. Therefore, this paper, in line with consumer behavior studies, is endeavored to explore the kernel elements for the theme park growth.The study, from the perspective of consumption experience, probes into the influence of consumption experience on behavior intention and experience value, the establishment process of which is also affected by the consumers' life styles. Therefore, the adjustment of consumers' life forms will also be considered in this paper. Meanwhile, the paper analyses the differences of variables among consumers' characteristics, through which the managers of theme parks may formulate market differentiation tactics and attract potential consumers groups.According to the above, we conduct a questionnaire investigation of citizens in Hang Zhou and Ning Bo. The result, Based on data analysis of 269 valid samples, justifies the general idea of the present research. The major findings are:(1) The consumption experience of theme parks consists of five dimensions: sense, feel, think, act and relate, which, in combination, exerts remarkable influence on the experience value. However, the influence exerted is not equally distributed among all the dimensions with think being the most influential one.(2) Consumption experience exerts remarkable influence on behavior intention. Apart from relate, all the other dimensions of consumption experience influence behavior intention and the largest one being the think .(3) Experience value also exerts remarkable influence on behavior intention. The higher the experience value, the larger the possibility of re-buy and the higher degree of recommendation.(4) Consumers with different life styles display various influence of consumption experience on experience value.(5) Consumers with various consumption habits show remarkable differences in their perception of such variables as consumption experience, experience value and behavior intention.