The Effects of Experience Economy Elements Perceived by Visitors to Hangzhou Songcheng Theme Park on Satisfaction and SNS Word-of-Mouth Intention: Focusing on the Moderating Effect of Perceived Value

Purpose This study investigates how experience economy elements in Hangzhou Songcheng Theme Park influence visitor satisfaction and social media word-of-mouth (WOM) intention. Although prior research has explored experience economy and visitor behavior, few studies have addressed the integrated role of perceived value. Therefore, this study examines both the direct effects of experience economy elements on satisfaction and WOM intention, as well as the moderating effect of perceived value in these relationships. Methods An online survey of 269 Chinese visitors to Hangzhou Songcheng Theme Park was conducted via the WenJuanXing platform. The data were analyzed using SPSS 26.0 through frequency, descriptive, factor, correlation, and regression analyses to test the hypotheses. Results This study found that entertainment and escapist experiences positively influenced visitor satisfaction, while aesthetic and educational experiences did not. Visitor satisfaction significantly impacted SNS word-of-mouth intention. Additionally, perceived value moderated the effects of entertainment and escapist experiences on satisfaction, but not those of aesthetic and educational experiences. Conclusion These findings offer practical insights for theme park operators in designing experience content aligned with visitors' psychological needs and in developing SNS-based marketing strategies to encourage voluntary promotion.