Optimizing Experiential Quality to Drive Positive Post-Consumption Behaviours in Kenyan Theme Parks

  • Joshua Ngacha Weru Chuka University
  • Joseph Muiruri Njoroge, PhD Murang’a University of Technology
  • Antoneta Kariru Njeri, PhD Murang’a University of Technology
Keywords: Experiential Quality, Perceived Value, Visitor Satisfaction, Behavioural Intentions and Theme Parks
Share Article:


Experience quality has become increasingly important, particularly for the theme park sector. This is because visitors' post-consumption behaviours are influenced by experiential quality, and this has an impact on theme parks' overall success. There have been studies on the relationship between psychological outcomes such as perceived value, image, experiential satisfaction, and behavioural intentions in theme parks and experience quality; however, most of these studies have focused on the global north. In light of this, this study examines management' and guests' perceptions of experiencing quality, perceived value, and post-consumption behaviours (satisfaction and behavioural intentions) in what are thought to be Kenya's top theme parks. According to the research findings, improving experiential quality is critical for nurturing favourable post-consumption behaviours from both managerial and tourist perspectives. Furthermore, visitors place a premium on cost/affordability, outstanding service, and enjoyable and thrilling encounters as critical components of delivering visitor value and creating quality and memorable experiences. Both managers and guests reported high visitor satisfaction and positive behavioural intentions. The authors suggest that optimising the quality of visitor experiences at theme parks leads to beneficial post-consumption behaviours and overall park success


Download data is not yet available.


Adam, I. (2021). Negative tourist-to-tourist interactions, value destruction, satisfaction, and post-consumption behavioral intention. Journal of Destination Marketing and Management, 20(January), 100557. https://doi.org/10.1016/j.jdmm.2021.100557

AFDB. (2021). Africa’s growth performance and outlook amid the COVID–19 pandemic. Afdb, 7–44.

Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2018). Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing and Management, 7, 1– 11. https://doi.org/10.1016/j.jdmm.2016.05.003

Altunel, M. C., & Erkut, B. (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing and Management, 4(4), 213– 221. https://doi.org/10.1016/j.jdmm.2015.06.003

Başarangil, İ. (2018). The relationships between the factors affecting perceived service quality, satisfaction and behavioral intentions among theme park visitors. Tourism and Hospitality Research, 18(4), 415– 428. https://doi.org/10.1177/1467358416664566

Bayih, B. E., & Singh, A. (2020). Modeling domestic tourism: motivations, satisfaction and tourist behavioral intentions. Heliyon, 6(9), e04839. https://doi.org/10.1016/j.heliyon.2020.e04839

Careless, J. (2022). Bouncing Back from the Pandemic: Three attractions share how they’ve reworked operations to adapt to challenges brought on by COVID 19. IAAPA. https://www.iaapa.org/news/funworld/bouncing-back-pandemic

Castro, H., Chang, B., Cheu, L., Fischer, L., Hoffman, M., Li, D., Lock, J., Marshall, J., Nonato, M., Posso, M., Robinett, J., Rubin, J., Yoshii, C., & Nelson, L. (2021). TEA/AECOM 2020 Theme index and museum index: The global attractions attendance report.

Chaiprasurt, C. (2019). Enhancing students’ motivation using facebook and sms with google spreadsheets support: A comparative study. International Journal of Pedagogy and Teacher Education, 3(1), 19. https://doi.org/10.20961/ijpte.v3i1.25370

Cheng, Q., Du, R., & Ma, Y. (2016). Factors influencing theme park visitor brand-switching behaviour as based on visitor perception. Current Issues in Tourism, 19(14), 1425– 1446. https://doi.org/10.1080/13683500.2014.885497

Choi, Y., Kim, J., Lee, C. K., & Hickerson, B. (2015). The role of functional and wellness values in visitors’ evaluation of spa experiences. Asia Pacific Journal of Tourism Research, 20(3), 263– 279. https://doi.org/10.1080/10941665.2013.877044

Dolnicar, S., Coltman, T., & Sharma, R. (2015). Do satisfied tourists really intend to come back? Three concerns with empirical studies of the link between satisfaction and behavioral intention. Journal of Travel Research, 54(2), 152–178. https://doi.org/10.1177/0047287513513167

Dong, P., & Siu, N. Y. M. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36, 541–551. https://doi.org/10.1016/j.tourman.2012.09.004

Duan, X., Chan, C. shing, & Marafa, L. M. (2019). Does authenticity exist in cultural theme parks? A case study of Millennium City Park in Henan, China. Journal of Tourism and Cultural Change, 17(3), 321–338. https://doi.org/10.1080/14766825.2018.1437745

Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477–488. https://doi.org/10.1016/j.tourman.2014.08.003

Feng, Y., Chen, X., & Lai, I. (2020). The effects of tourist experiential quality on perceived value and satisfaction with bed and breakfast stays in southwestern China. Journal of Hospitality and Tourism Insights, 4(1), 121–135. https://doi.org/10.1108/JHTI-02-2020-0015

Fu, X., Kang, J., Hahm, J. J., & Wiitala, J. (2020). Investigating the consequences of theme park experience through the lenses of self-congruity and flow. International Journal of Contemporary Hospitality Management, 32(3), 1181– 1199. https://doi.org/10.1108/IJCHM-06-2019-0522

Fu, X., Kang, J., & Tasci, A. (2017). Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand. Journal of Travel and Tourism Marketing, 34(9), 1261– 1273. https://doi.org/10.1080/10548408.2017.1343704

Ghorbanzade, D., Mehrani, H., & Rahehagh, A. (2019). The effect of experience quality on behavioral intentions of domestic tourists in visiting water parks. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1580843

Giousmpasoglou, C., & Hua, T. T. (2020). The use of self-service technologies in budget hotels: the case of Bournemouth. European Journal of Tourism, Hospitality and Recreation, 10(3), 251–261. https://doi.org/10.2478/ejthr-2020-0022

Godovykh, M., Milman, A., & Tasci, A. (2019). Theme park experience: factors explaining amount of pleasure from a visit, time allocation for activities, perceived value, queuing quality, satisfaction, and loyalty. Journal of Tourism and Leisure Studies, 4(2), 1–21. https://doi.org/10.18848/2470-9336/cgp/v04i02/1-21

Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1– 20. https://doi.org/10.1080/09669582.2020.1758708

Graham, J. E. J., & Wall, G. (1991). American visitors to Canada: A study in market segmentation. Journal of Travel Research, 16(3), 21– 24. https://doi.org/10.1177/004728757801600305

Hernández-Ortega, B. (2020). When the performance comes into play: The influence of positive online consumer reviews on individuals’ post-consumption responses. Journal of Business Research, 113(August), 422–435. https://doi.org/10.1016/j.jbusres.2019.08.026

Hernandez, G. J., Bungcasan, J. J., sardido, N. A., & Gueco, I. (2023). Customer Satisfaction on Service Quality of Theme Park X: an Experimental Study. Quantum Journal of Social Sciences and Humanities, 4(4), 204–216. https://doi.org/10.55197/qjssh.v4i4.269

Hussein, A. S., & Hapsari, R. (2020). Heritage experiential quality and behavioural intention: lessons from Indonesian heritage hotel consumers. Journal of Heritage Tourism, 1– 20. https://doi.org/10.1080/1743873X.2020.1792474

Jamal, A., & Sharifuddin, J. (2015). Perceived value and perceived usefulness of halal labeling: The role of religion and culture. Journal of Business Research, 68(5), 933–941. https://doi.org/10.1016/j.jbusres.2014.09.020

Jin, N. (Paul), Lee, S., & Lee, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 17(1), 82–95. https://doi.org/10.1002/jtr.1968

Kang, J. (2018). Finding desirable post-consumption behaviors: An investigation of luxury value and romantic brand love relationships. International Journal of Contemporary Hospitality Management, 30(9), 2984– 3003. https://doi.org/10.1108/IJCHM-07-2017-0410

Kao, Y. F., Huang, L. S., & Wu, C. H. (2008). Effects of theatrical elements on experiential quality and loyalty intentions for theme parks. Asia Pacific Journal of Tourism Research, 13(2), 163– 174. https://doi.org/10.1080/10941660802048480

Kenya National Bureau of Statistics. (2020). Economic survey 2020. In Economic Survey 2020. https://doi.org/10.4324/9781315016702

Kim, M., & Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of Destination Marketing and Management, 8(August), 373–384. https://doi.org/10.1016/j.jdmm.2017.08.002

Kuo, H. P., & Wu, K. L. (2014). The influence of service quality on customer satisfaction in theme parks design of Taiwan. Advanced Materials Research, 1008–1009, 1543–1547. https://doi.org/10.4028/www.scientific.net/AMR.1008-1009.1543

Lee, S., Jeong, E., & Qu, K. (2020). Exploring theme park visitors’ experience on satisfaction and revisit intention: A utilization of experience economy model. Journal of Quality Assurance in Hospitality and Tourism, 21(4), 474–497. https://doi.org/10.1080/1528008X.2019.1691702

Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846–869. https://doi.org/10.1007/s11747-010-0219-0

Li, B., Zhang, T., Hua, N., & Jahromi, M. F. (2021). Developing an overarching framework on theme park research: a critical review method. Current Issues in Tourism, 24(20), 2821– 2837. https://doi.org/10.1080/13683500.2020.1849047

Loureiro, S. M. C. (2017). Medical tourists’ emotional and cognitive response to credibility and Servicescape. Current Issues in Tourism, 20(15), 1633–1652. https://doi.org/10.1080/13683500.2015.1050363

Moisescu, O. I., Gică, O. A., & Dorobanțu, M. C. (2021). Exploring the drivers of visitor loyalty in the context of outdoor adventure parks: The case of Arsenal Park in Romania. International Journal of Environmental Research and Public Health, 18(19). https://doi.org/10.3390/ijerph181910033

Olorunsola, V. O., Saydam, M. B., Lasisi, T. T., & Ozturen, A. (2023). Exploring tourists’ experiences when visiting Petra archaeological heritage site: voices from TripAdvisor. Consumer Behavior in Tourism and Hospitality, 18(1), 81–96. https://doi.org/10.1108/CBTH-05-2021-0118

Pan, H., Bahja, F., & Cobanoglu, C. (2018). Analysis of U.S. theme park selection and international implications. Journal of Transnational Management, 23(1), 22–38. https://doi.org/10.1080/15475778.2018.1426943

Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6

Rosli, N., Che-Ha, N., & Ghazali, E. M. (2020). The influence of hotel attributes on brand attachment and post-consumption outcomes: The mediating effects of brand credibility. International Journal of Business and Society, 21(1), 313–333.

Sirakaya-Turk, E., & Uysal, M. S. (2017). Research methods for leisure, recreation and tourism. In Research methods for leisure, recreation and tourism. https://doi.org/10.1079/9781786390486.0001

Song, H. J., Lee, C. K., Park, J. A., Hwang, Y. H., & Reisinger, Y. (2015). The influence of tourist experience on perceived value and satisfaction with temple stays: The experience economy theory. Journal of Travel and Tourism Marketing, 32(4), 401–415. https://doi.org/10.1080/10548408.2014.898606

Spyriadis, T. (2010). Tourism and hospitality marketing: A global perspective. In International Journal of Contemporary Hospitality Management 22(2). https://doi.org/10.1108/09596111011018232

Szu-Ju Lin. (2012). Consumer behavior and perception of marketing strategy for amusement parks: A case study of Taiwan. African Journal of Business Management, 6(14), 4795–4803. https://doi.org/10.5897/ajbm10.1669

Tasci, A. D. A., & Milman, A. (2019). Exploring experiential consumption dimensions in the theme park context. Current Issues in Tourism, 22(7), 853– 876. https://doi.org/10.1080/13683500.2017.1321623

Tien, N. H., Ngoc, N. M., Ba, D., & Anh, H. (2021). Change of consumer behavior in the post Covid-19 period. International Journal of Multidisciplinary Research and Growth Evaluation, April, 53–58.

Torres, E. N., Milman, A., & Park, S. (2018). Delighted or outraged? Uncovering key drivers of exceedingly positive and negative theme park guest experiences. Journal of Hospitality and Tourism Insights, 1(1), 65–85. https://doi.org/10.1108/JHTI-10-2017-0011

Tripadvisor. (2022). No Title. Reviews. https://www.tripadvisor.com/Attraction_Review- g294210- d4546231- Reviews- Wild_Waters- Mombasa_Coast_Province.html#REVIEWS

Tsang, N. K. F., Lee, L. Y. S., Wong, A., & Chong, R. (2012). THEMEQUAL-Adapting the SERVQUAL Scale to Theme Park Services: A Case of Hong Kong Disneyland. Journal of Travel and Tourism Marketing, 29(5), 416– 429. https://doi.org/10.1080/10548408.2012.691391

Tubillejas-Andrés, B., Cervera-Taulet, A., & Calderón García, H. (2020). How emotional response mediates servicescape impact on post consumption outcomes: An application to opera events. Tourism Management Perspectives, 34(June 2019), 100660. https://doi.org/10.1016/j.tmp.2020.100660

Wang, J., Kim, J., & Kang, S. (2019). Antecedents and consequences of brand experiences in a historical and cultural theme park. Sustainability (Switzerland), 11(17). https://doi.org/10.3390/su11174810

Wei, W., Qi, R., & Zhang, L. (2019a). Effects of virtual reality on theme park visitors’ experience and behaviors: A presence perspective. Tourism Management, 71(August 2018), 282– 293. https://doi.org/10.1016/j.tourman.2018.10.024

Wei, W., Qi, R., & Zhang, L. (2019b). Effects of virtual reality on theme park visitors’ experience and behaviors: A presence perspective. Tourism Management, 71(October 2018), 282– 293. https://doi.org/10.1016/j.tourman.2018.10.024

Wei, W., Zheng, Y., Zhang, L., & Line, N. (2021). Leveraging customer-to-customer interactions to create immersive and memorable theme park experiences. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-10-2020-0205

World Bank Group. (2017). Tourism for. In Knowledge Series. https://openknowledge.worldbank.org/bitstream/handle/10986/28388/119954- WP- PUBLIC- SustainableTourismDevelopment.pdf

World Bank Group. (2018). Tourism Theory of Change Development.

World Travel & Tourism Council. (2020). Travel & Tourism. Global Economic Impact Trends 2020. World Travel & Tourism Council, June, 1– 20. https://wttc.org/Portals/0/Documents/Reports/2020/Global Economic Impact Trends 2020.pdf?ver=2021-02-25-183118-360

World Travel and Tourism Council (WTTC). (2021). World - Economic Impact 2021. Global Economic Impact & Trends 2021, 1–2. https://wttc.org/Portals/0/Documents/EIR/EIR2021 Global Infographic.pdf?ver=2021-04-06-170951-897

World Travel and Tourism Council (WTTC). (2023). Travel & tourism: economic impact 2023. Travel & tourism: Economic impact 2023, 1, 2023. https://wttc.org/news-article/global-travel-and-tourism-catapults-into-2023-says-wttc

Wu, H. C., Cheng, C. C., & Ai, C. H. (2018a). A study of experiential quality, experiential value, trust, corporate reputation, experiential satisfaction and behavioral intentions for cruise tourists: The case of Hong Kong. Tourism Management, 66, 200– 220. https://doi.org/10.1016/j.tourman.2017.12.011

Wu, H. C., Li, M. Y., & Li, T. (2018b). A study of experiential quality, experiential value, experiential satisfaction, theme park image, and revisit intention. In Journal of Hospitality and Tourism Research 42(1). https://doi.org/10.1177/1096348014563396

Xu, X. (2020). Examining an asymmetric effect between online customer reviews emphasis and overall satisfaction determinants. Journal of Business Research, 106(July), 196–210. https://doi.org/10.1016/j.jbusres.2018.07.022

Zhu, C., Hoc, L., Fong, N., Shang, Z., & Gan, M. (2022). Rethinking the impact of theme park image on perceived value and behavioral intention: The Case of Chimelong Ocean Kingdom, China. https://doi.org/10.3390/su14042349

8 May, 2024
How to Cite
Weru, J., Njoroge, J., & Njeri, A. (2024). Optimizing Experiential Quality to Drive Positive Post-Consumption Behaviours in Kenyan Theme Parks. African Journal of Tourism and Hospitality Management, 3(1), 94-110. https://doi.org/10.37284/ajthm.3.1.1915