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Hospitality Administration and Management
Faculty Scholarship and Creative Works
Customer delight, customer outrage, customer experience, qualitative research, theme park, root cause analysis
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Delighted Or Outraged? Uncovering Key Drivers Of Exceedingly Positive And Negative Theme Park Guest Experience, Edwin Torres, Ady Milman, Soona Park
Delighted Or Outraged? Uncovering Key Drivers Of Exceedingly Positive And Negative Theme Park Guest Experience, Edwin Torres, Ady Milman, Soona Park
Faculty Scholarship and Creative Works
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. …