THE INFLUENCE OF MEMORABLE EXPERIENCES ON TOURIST ENGAGEMENT IN VIRTUAL SOCIAL MEDIA

Identifier:  imarina:9324050

Handle: https://hdl.handle.net/20.500.11797/imarina9324050

Authors:  Rocha, ED; Clavé, SA; Zucco, FD; Sohn, APL

Abstract:
Objective: The aim of this work is to analyze how memorable experiences in theme parks can influence tourists' engagement in virtual social media. Methodology/approach: The sample consisted of 1,126 visitors of two theme parks in Brazil and Spain between July 2017 and May 2018. The data collection instrument was the questionnaire. For data analysis, the procedures included: Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) with the use of discriminant validity criteria and extracted mean-variance (AVE), Spearman's Correlation test, and the Bootstrapping technique. Originality/relevance: Although several studies contribute to the research of memorable experiences and consumer engagement in social media in the tourist context, few works focus on the tourist experience in theme parks. In this sense, and based on a comparative approach, such investigation is explored in an attempt to contribute to initial empirical evidence on the subject. Results: There is a positive effect of experience on virtual social media engagement in relation to the theme parks analyzed. Two constructs (attention and enthusiasm) were identified as expressive indicators of consumer engagement. The findings suggest that the more visitors engage with memorable park experiences, the more they identify with the park on virtual social media. Theoretical/methodological contributions: This work provides indicators to understand the dynamics of park visitors in countries with different cultures and customs through a new measurement tool. Social/Management Contributions: It provides support for managers to establish strategies that aim to increase the rate of engagement related to the virtual social media experience.