Walt Disney World: consumption experience of the millennial generation in theme parks

Santos, Rennan Carvalho dos; Costa, Marconi Freitas da

doi:10.7784/rbtur.v17.2746

Rennan Carvalho dos Santos E-mail: rennancarvalho0511@gmail.com

Universidade Federal de Pernambuco, Recife, PE, Brasil.

Rennan Carvalho dos Santos Ph.D. student in Management from the Postgraduate Program in Management (PROPAD) at the Federal University of Pernambuco (UFPE). Master in Hospitality and Tourism at the Graduate Program in Hospitality and Tourism (PPHTur) at the Federal University of Pernambuco (UFPE). Bachelor in Tourism from UFPE at the Federal University of Pernambuco.

http://orcid.org/0000-0002-2476-1336

Marconi Freitas da Costa E-mail: marconi_costa@hotmail.com

Universidade Federal de Pernambuco, Recife, PE, Brasil.

Edgar Reyes Júnior (in memoriam) Professor at the Federal University of Pernambuco (UFPE). PhD in Management from the University of São Paulo (Brazil). Coordinator of the Graduate Program in Management, Innovation, and Consumption (PPGIC) and Permanent Professor of the Graduate Program in Management (PROPAD) at the Federal University of Pernambuco. Fulbright fellow for the doctoral internship (July-2014 / May-2015) at Questrom School of Business, Boston University (USA). SemeAd PQ Jr. Productivity Scholarship (2022-2023). Coordinator of the Consumer Behavior Research Group (GPCC) registered in the CNPq Directory. Editor-in-Chief of Consumer Behavior Review (CBR). He is a founding member of SCORAI – Sustainable Consumption Research, Action, and Initiative in Brazil.

http://orcid.org/0000-0001-9888-8359

Rennan Carvalho dos Santos

Ph.D. student in Management from the Postgraduate Program in Management (PROPAD) at the Federal University of Pernambuco (UFPE). Master in Hospitality and Tourism at the Graduate Program in Hospitality and Tourism (PPHTur) at the Federal University of Pernambuco (UFPE). Bachelor in Tourism from UFPE at the Federal University of Pernambuco.

E-mail: rennancarvalho0511@gmail.com

Edgar Reyes Júnior (in memoriam)

Professor at the Federal University of Pernambuco (UFPE). PhD in Management from the University of São Paulo (Brazil). Coordinator of the Graduate Program in Management, Innovation, and Consumption (PPGIC) and Permanent Professor of the Graduate Program in Management (PROPAD) at the Federal University of Pernambuco. Fulbright fellow for the doctoral internship (July-2014 / May-2015) at Questrom School of Business, Boston University (USA). SemeAd PQ Jr. Productivity Scholarship (2022-2023). Coordinator of the Consumer Behavior Research Group (GPCC) registered in the CNPq Directory. Editor-in-Chief of Consumer Behavior Review (CBR). He is a founding member of SCORAI – Sustainable Consumption Research, Action, and Initiative in Brazil.

E-mail: marconi_costa@hotmail.com

Glauber Eduardo de Oliveira Santos.

Construct	Items (dimensions and variables)	Code
Consumption Experience in Theme Parks Adapted from Tasci & Milman (2017)Tasci, A. D. A., & Milman, A. (2017). Exploring experiential consumption dimensions in the theme park context. Current Issues in Tourism, 22(7), p. 853-876. https://doi.org/10.1080/13683500.2017.1321623 https://doi.org/10.1080/13683500.2017.13...	- I felt excitement and fun - I felt the excitement of the rides and shows - I stimulated emotions that I do not feel in everyday life - I felt like a child again	CETP01 CETP02 CETP03 CETP04
Customer Delight Adapted from *Torres et al. (2019)*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), p. 65–85. https://doi.org/10.1108/jhti-10-2017-0011 https://doi.org/10.1108/jhti-10-2017-001...	-I felt euphoric -I felt happy -I felt moved -I felt very happy -I felt delighted -I felt special -I felt welcome -I felt recognized -I felt like a unique customer	CEN1 CEN2 CEN3 CEN4 CEN5 CEN6 CEN7 CEN8 CEN9
Optimism in Technology Readiness (TR) Adapted from Parasuraman & Colby (2014)Parasuraman, A., & Colby, C. L. (2015). An Updated and Streamlined Technology Readiness Index: TRI 2.0. Journal of Service Research, 18(1), p. 59–74. https://doi.org/10.1177/1094670514539730 https://doi.org/10.1177/1094670514539730...	Optimism
	- New technologies contribute to a better experience in theme parks	OTR01
	- Technology gives me more freedom of movement	OTR02
	- Technology gave me more control over my experience	OTR03
	- Technology has made me more productive in my experience	OTR04
Co-creation Experience Adapted from Ranjan & Read (2014)Ranjan, K. R., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44(3), p. 290-315. https://doi.org/10.1007/s11747-014-0397-2 https://doi.org/10.1007/s11747-014-0397-...	Co-creation Experience
	- It was a memorable experience for me (that is, the memory of the process lasted quite a while);	CV01
	- Depending on the nature of my own participation, my experience in the process may be different from that of another consumer;	CV02
	- During my visit, it was possible to improve the process by trying and experimenting new things	CV03

Indexes	Results	Criteria
X²/Gl (58,950/33)	1,786	[1; 2] Good adjustment
p-value	0,004	>0,05 Acceptable adjustment^* * Large samples are more sensitive regarding significance in the p-value
GFI	0,979	>0,95 Very good adjustment
IFI	0,995	>0,95 Very good adjustment
TLI	0,992	>0,95 Very good adjustment
CFI	0,995	>0,95 Very good adjustment
NFI	0,989	>0,95 Very good adjustment
PCFI	0,579	<0,80 Inadequate adjustment
RMSEA	0,038	<0,05 Very good adjustment
PCLOSE	0,951	>0,05 Very good adjustment
EVCI	0,883	The smaller the better
MEVCI	0,902	The smaller the better

Variables	Mean	S.D.	Cronbach	CR	AVE
Technology Readiness – Optimism (OTR)	6,068	1,372	0,939	0,968	0,938
Co-creation of Value (CV)	6,064	1,429	0,893	0,941	0,888
Consumption Experience in Theme Parks (CETP)	6,101	1,337	0,916	0,934	0,876
Customer Delight (CEN)	5,535	1,424	0,901	0,918	0,839

Variables	OTR	CV	CETP	CEN
OTR	0,938	0,649	0,592	0,633
CV	0,806	0,888	0,635	0,562
CETP	0,77	0,797	0,876	0,622
CEN	0,796	0,750	0,789	0,839

Hypothesis	Standardised coefficient	Unstandardised coefficient	S.E.	C.R.	p	Status
H1(+): PT ---> EC	0,967	1,031	0,050	20,463	0,001	Supported
H2(+): CCV ---> PT	0,583	0,531	0,055	9,646	0,001	Supported
H3a(+) PO ---> PT	0,360	0,339	0,053	6,425	0,001	Supported
H3b(+): PO ---> CCV	0,806	0,834	0,039	21,200	0,001	Supported

[1] Rennan Carvalho dos Santos

Ph.D. student in Management from the Postgraduate Program in Management (PROPAD) at the Federal University of Pernambuco (UFPE). Master in Hospitality and Tourism at the Graduate Program in Hospitality and Tourism (PPHTur) at the Federal University of Pernambuco (UFPE). Bachelor in Tourism from UFPE at the Federal University of Pernambuco.

Brasil

Brasil

Walt Disney World: consumption experience of the millennial generation in theme parks

O mundo de Walter Disney: experiência de consumo de geração dos millenials em parques temáticos

El mundo de Walter Disney: La experiencia de consumo de los millenials en los parques temáticos

Abstract