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Co‐branding is an often used marketing strategy within the theme park industry and it has existed in one form or another since the 1930s. Notwithstanding the growing interest for co‐branding in the theme park industry academic research in a theme park context has not been found yet. Empirical research on co‐branding is limited to a relatively few studies that have typically examined product concepts or fictitious products rather than real instances of co‐branding. This article aims to present results of an experiment on the effects of co‐branding from a real‐life theme park perspective.

The article is based on a classical field experiment in which the IBRA‐method of measuring brand associations was used. The IBRA‐method does not influence the brand associations like many other research techniques do (by giving certain cues). It is an unaided, unbiasing research technique. The objective of the study is to investigate whether the relationship between theme park Efteling and WWF, resulting in the co‐branded attraction PandaVision, could have a negative effect on the strong brand associations of theme park Efteling.

Through the field experiment an insight has been given into the possible effects a respondent's perceived brand fit within a co‐branding situation can have on the average evaluation of core associations of one of the constituent brands. Even strong brands (Efteling is the strongest brand in The Netherlands) can be harmed by a wrong co‐brand strategy. Results also showed that the brand fit manipulation has resulted in a more negative image of Efteling without affecting the evaluation of the co‐branded attraction PandaVision. Only measuring whether guests like or dislike your attractions is thus not sufficient.

This research is presented as a preliminarily study and the results should be interpreted with caution. The sample size was limited to 70 respondents and the experimental design with only students may not necessarily represent the typical visitor to the Efteling. Because of the crude manipulation of the treatment it is unclear what precisely caused the established effect. Is the effect caused by the degree of elaboration (meaning, because the respondent is triggered to think deeply about the matter at hand) or by the substantive guidance? Supplementary research with several experimental groups is needed to answer this question.

Theme parks should be aware of the dangers of co‐branding. Pairing with a wrong partner can damage the brand; negative spillover effects, erosion, brand dilution and even negative bottom line effects for the participating brands are possible. If the results occur for strong brands, weaker brands should be even more aware of the dangers.

This article presents the first application of the effects of co‐branding in a specific theme park setting. It is also the first article to use the unbiased IBRA‐method for measuring brand associations of a co‐brand strategy. Negative effects of co‐branding for strong brands in a real‐life situation were never reported before.

This study aims to examine the role of the servicescape in the customer experience management (CEM) of a themed amusement park following the COVID-19 pandemic. Considering the managers’ and customers’ perspectives, this study specifically addresses the following three research questions: first, What changes have occurred in the servicescape following the adoption of safety measures in the park in response to the COVID-19 pandemic? Second, What are the effects of these safety measures in relation to CEM? Third, What are the changes that could be maintained in the future to continue improving the customer experiential journey in the park?

A single case study method was adopted. Gardaland Park was selected as the case for this study. Data were collected from several sources: in-depth interviews with managers of Gardaland Park, focus group interviews with customers, and the corporate website and documentary. Reflexive thematic analysis was used to examine the data.

The findings reveal that safety measures affect the physical, social and digital (e- and smart) servicescape by influencing the aesthetic (reassurance), entertainment (relaxation), escapist (enjoyment and distraction) and educational (learning) experiences. Among the various changes implemented, the digital servicescape can be improved in the future when the pandemic is over by providing flexible solutions in relation to services at the park (e.g. virtual queuing) or on the website (e.g. dynamic booking).

The findings provide park managers with practical advice about servicescape organization to facilitate offering safe and memorable customer experiences.

To the best of the authors’ knowledge, this is the first study to address the effects of safety measures on the servicescape and CEM in themed amusement parks after the COVID-19 pandemic.

The purpose of this paper is to uncover how emotions change (or remain constant) throughout the course of the vacation experience. Although the importance of affective experiences has been recognized in the literature, the momentary effects of each stage of the vacation on the overall appraisal of the experience deserve more attention.

A survey instrument was developed using the PANAS scale. Customers were asked for their emotions at different points of their vacation. Data were analysed using multinomial logistic regression, correlations and path analysis.

The results indicate that it is possible for guests to experience different affective states at different parts of the vacation experience. Furthermore, it is also likely for each service experience to impact the next service, in spite of the apparent distinction between them. Finally, the researchers noted the tendency of consumers to recall mostly positive emotions, thus raising the possibility of various kinds of memory biases in recalling a vacation experience.

Emotions are by their very nature momentary. Consequently, these affective states can change over time, especially over a vacation spanning several days. Therefore, the present research contributes to the literature, in that it measures emotions at various points in time, determines the impact of emotions towards one service provider on the next and ascertains the impact of said emotions on the overall vacation experience.

This study examined the waiting times to board an attraction at a theme park (Tokyo DisneySea in Japan) using a simulation based on measured values. Park visitors often complain that waiting times are too long; guests (Disney's term for park visitors) must stand in long, slow-moving queues outdoors in all weather, enduring heat, cold, rain and wind. This can undermine their health and reduce customer satisfaction. To date, no research has offered a scientific approach to solve the problem in the context of theme park queues.

The attraction examined two queues: a short waiting queue for guests with priority entry tickets and a long waiting queue for guests without priority entry tickets. The total number of guests with priority entry tickets remained a constant value, as in the current system; however, the author designed the number as a monotonically increasing function to reduce the waiting times for nonpriority entry. It was impractical to analyze queues or try to explain proposed wait time reduction methods using theories and mathematical models alone. Therefore, the author used a simulation study based on real data to demonstrate the proposed method of this study.

The simulation results indicated that the proposed method significantly decreased guests' waiting times in the nonpriority entry queue, without changing the number of guests in both priority and nonpriority entry queues.

Simple queues can be analyzed using theoretical calculations, but complicated queue systems require simulation methods. Therefore, this paper cannot provide a theoretical basis for the method.

The proposed method offers benefits to managers of any event or location seeking to manage queue times and not just theme parks (e.g. exhibitions, concerts, etc.). Advance tickets are equivalent to priority entry tickets, so applying the proposed method can shorten waiting times on the day of the event.

This study has important practical implications for queues management, and the proposed approach is a unique system that reduces waiting times, thus increasing customer satisfaction. The proposed method can be applied to similar types of priority entry systems.

With the development of the city, the urban parks of the red revolutionary culture have been gradually recognized by people. Red culture can arouse people's special memory for a period and a city, thus gradually applying to the urban landscape planning. Based on this, in this paper, in terms of terrain, water, artificial structure, light and shade, color and so on, the urban park landscape of the red revolutionary culture was planned and studied. At the same time, by using a large number of successful cases of domestic red landscape and foreign commemorative landscape, a way of thinking and method for the design of red landscape was explored. In addition, taking the Wuzhishan red cultural theme park as an example, the study was carried out, and the problems faced by the red culture theme park in the planning and design stage were expounded. Finally, the theory was applied to practice, thus providing an example for reference.

This study investigates the image of a theme park by determining the relative importance of factors tourists rely on in their evaluations of a theme park and their assessments of that theme park in satisfying these motives. The analytical framework of the importance‐ performance technique is used in analyzing the data. The SantaPark in Rovaniemi, Finland serves as the study setting. Study results and their implications are discussed.

It is well known that the traditional net present value (NPV) approach fails to take account of the multiple effects arising from the interactions of the operating and strategic flexibility during the course of a project. Option pricing theory (OPT) has been successfully applied in the valuation of both financial and real investments in the last two decades. However, it is still a relatively new approach in the valuation of real estate investments. This paper thus attempts to extend the application of OPT to the valuation of real estate development projects, providing insights into rectifying the limitations of traditional approaches. The paper starts with an overview of the development of OPT relating to real estate investments. It then examines the appraisal method adopted by the Government for Hong Kong Disneyland and explores the real options that may create added value to the project. A binomial option pricing model is proposed that estimates the potential values of the project with those options available. The study concludes that OPT is superior to NPV approach on the valuation of real estate investments in that it enhances upside potential as well as reducing downside risk.

Since tourism is viewed as being a fast-growing industry, researchers are keen to investigate the negative impacts brought by an increasing number of visitors. As one of the derived social impacts, crowding has been proven to have a negative effect on tourists’ visiting experience. Thus, this study aims to understand tourists’ perception of crowding and its subsequent effect on their loyalty. A theme park in China called China Dinosaur Land, located in Jiangsu Province, is selected as the research site and 296 valid questionnaires are collected from the visitors. The results illustrate that psychological states, such as perceived crowding, emotional response, and coping behavior are much more complex than the study initially proposes; therefore, the hypotheses of the study are amended according to the research results.

The aim of this paper is to explore the amusement park industry and its evolution during the 1990s. The primary causes of change in this industry are determined and their impact on the companies operating in this business is investigated. The assumption to be ascertained is how currently operating amusement park firms have been able to effectively respond to the threats and opportunities created by the environmental changes occurring in the 1990s. The analysis is framed into three main sections: first, it offers an overview of the amusement industry; second, it examines the environmental trends affecting it; and third, it attempts to delineate the future development of the amusement business.

This study aims to investigate the factors that drive the tourist customer experience around theming. Theming is considered vital to creating a memorable customer impression.

The cruise industry was chosen as the empirical setting. A total of 328 cruise travelers returned valid questionnaires during a cruise in March 2010. The questionnaire was developed based on a conceptual model of components (name, employee interaction, lighting, design and music) hypothesized to contribute to a themed cruise environment.

Name, employee interaction and lighting were found to be the most important drivers for the customer experience. Theming was less reliant on design and music.

This research was limited to one narrow context. Further research on other ships, itineraries and cruise lines should clarify whether factors affecting theme perception are the same across the cruise industry.

Cruise industry decision makers should consider the naming of spaces, lighting and employee interaction when designing themed experiences.

Theming has received little attention in the research literature. This study is a unique contribution to our understanding of this particular field.