Dimensões da experiência do cliente em parques temáticos: uma perspectiva com base nas online travel reviews
In a context where the customer experience is as important as the product or service that a company offers, this study aims to analyze the dimensions of the customer experience in the context of theme parks. Therefore, the investigation was descriptive and exploratory, with a mixed qualitative an...
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| Formato: | doctoralThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/32262 |
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| Resumo: | In a context where the customer experience is as important as the product or service that a
company offers, this study aims to analyze the dimensions of the customer experience in the
context of theme parks. Therefore, the investigation was descriptive and exploratory, with a
mixed qualitative and quantitative approach. The survey was divided into three stages: the first,
which investigated the dimensions that make up the customer experience in theme parks, took
place between the months of November 2019 to June 2020 with the use of a sample of 2,023
individual evaluations of the parks Magic Kingdom, Beto Carrero World, Efteling and
Universal Studios Japan. The second, which evaluated the customer experience in the context
of a specific theme park, took place between the months of July and August 2020 with a sample
of 300 individuals who visited the park Beto Carrero World and, finally, the third, which carried
out, with the data obtained in the previous step, a network assessment of the relationship
between the dimensions that make up the customer experience in the context of a specific theme
park. The research was carried out from the user generated content (UGC) within the
cyberspace Tripadvisor.com, with the research method being applied to Content Analysis, after
which the data obtained were processed using the software NVivo 12 Pro for the word
frequency and Ucinet 6 for Windows version 6.714 [32-Bit] together with software NetDraw
2.172 for the Network Analysis method. The main results of the research showed that factors
that make up the environment, services, interactions and individual perceptions significantly
interfere with the theme park customer experience. Through the network evaluation of the
relationship between the dimensions of the customer experience in the specific context of the
theme park Beto Carrero World, it was found that the density of the network is high and with
the centrality calculation it was possible to verify that the variables attractions – rides and
shows- and the park's structure has a higher centrality index, closely linked to obtaining fun and
building satisfaction. The variables climate, interaction with the employee, queue, price, paid
attractions and drinking fountains had a significant negative impact on the perception of the
customer's experience. It was concluded that visiting theme parks is directly related to the value
of the experience (affective component). In addition, theme parks, as well as other
entertainment sector ventures, must be resilient, creative and responsive to the needs of their
consumers. Finally, the reflections arising from the theoretical and empirical implications of
this study can assist efforts to recover the theme park market in the pandemic and postpandemic scenario of COVID-19, by understanding the factors that will shape the future of the
sector. |
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