Evaluation of Theme Parks in Terms of Visitor Experience and Experience Economy: The Land of Legends Theme Park Example

This study investigates customer experience and behavioral intentions based on the online reviews of theme park visitors. The study’s sample comprises reviews posted on Tripadvisor by individuals who visited The Land of Legends, a renowned theme park in Antalya, one of Turkey’s premier visitor destinations. A total of 857 online reviews made between 2017 and 2022 were coded using Nvivo, a program for qualitative analysis, and were subjected to content and cluster analysis. The analysis, conducted within the context of Pine and Gilmore’s experience economy model, revealed 74% of the visitors’ reviews were coded as entertainment, 21% as aesthetic, and 5% as escape experience. In terms of behavioral intention, 74% of the reviews indicated satisfaction, 21% recommendation, and 5% expressed a revisit intention. The cluster analysis showed that revisiting and recommending, entertainment and aesthetics, satisfaction and escape experience were grouped. The managerial implications are discussed based on the study results.