Atmospheric theming is the use of the sensory experience in connection to a theme. The purpose of this research is to examine the effects of atmospherics with theming and their effects on customer behavior in food and beverage operations of a theme park. The official research questions developed for this study include: Does the impact of the authenticity of atmospheric theming influence an effect on revisit intention? Does the type of theme (land's theme or venue's theme) influence the effect of visitor revisit intention? These questions guided the current research in previously non-evaluated fields of study. This study used the Mehrabian–Russel (M-R) model to create a new research model. In the current study, atmospheric theming was the stimuli, emotional value was the emotional response, and visitor revisit intentions was the behavioral intention. Restaurant image was added to the model to obtain a cognitive reason.The results from the multiple regression indicated that all hypotheses were accepted. Restaurant image had a positive influence on both authenticity variables, and both authenticity variables had a positive influence on emotional value. Finally, emotional value was found to have a positive influence on revisit intention. These results indicated that atmospheric theming influenced revisit intention through emotional value. Furthermore, the results indicated that when it comes to the different types of themes within a venue, as indicated in the second research question, the venue's theme has a stronger influence on the emotional value than the land's theme.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1703381 |
| Date | 05 1900 |
| Creators | O'Dell, Billy Ray |
| Contributors | Kim, Young H, Wen, Han, Kinley, Tammy |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | vi, 92 pages, Text |
| Rights | Public, O'Dell, Billy Ray, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
Page generated in 0.0013 seconds