Creating memorable theme park experiences: the role of customer-to-customer interactions, perceived similarity and sense of immersive

Purpose This study aims to examine theme park visitor interactions and their effects on experiences. It specifically aims to investigate perceived similarity’s impact on immersion and memorable experiences and how these experiences influence revisit intention and recommendations while exploring the mediating role of immersion within theme park settings. Design/methodology/approach A cross-sectional survey design was used, collecting data through purposive sampling from 494 respondents through a face-to-face survey at Jatim Theme Park, Indonesia. Findings The analysis confirms visitors’ perceived similarity significantly influences their sense of immersion and, in return, contributes to creating memorable experiences. In return, their memorable theme park experiences significantly impact their revisit intentions and willingness to recommend. In addition, this study also found that sense of immersion substantially mediates the relationship between perceived similarity and memorable experiences. Research limitations/implications This research bridges gaps in the existing literature by integrating social interaction factors with experiential outcomes, contributing to current theoretical advancement and practical applications in theme park research. Practical implications This study contributes to the advanced understanding of social identity theory, similarity-attraction theory and flow theory within theme park management settings, providing valuable practical insights for theme park managers. Originality/value This study’s originality lies in its integrated analysis of the interplay between perceived similarity among theme park visitors and their immersive experiences and how these elements collectively enhance memorable tourism experiences. By highlighting the mediating role of immersion, it offers novel insights into the mechanisms that drive visitor engagement and behavioral intentions, thus providing a better understanding of visitor dynamics in theme parks.