Visitor Profile: Shaping Experiential Quality, and Post-Consumption Behaviours in Kenyan Theme Parks

Abstract

Visitor experiences are individual occurrences characterized by their subjective nature. As a result, each consumer has a unique perspective on the quality of experience depending on their visitor profiles. The literature implies that demographic and travel characteristics are factors that may influence the perceptions of visitors. While some studies have examined the influence of these factors on marketing variables, more information is still needed to help predict visitors' post-consumption behaviours and to understand how they interpret experiences. This study explored whether experiential quality, perceived value, satisfaction, and behavioural intentions differ according to individuals’ demographics and travel characteristics. A survey was conducted collecting data from 324 visitors in presumed leading theme parks in Kenya. A t-test for independent samples and a Kruskal–Wallis test were used for the analysis. Except for gender and first or repeat visitors, the results for all other demographic and travel characteristics showed significant differences in at least one of the variables studied