How Narrative-Related Stimuli Shape Revisit Intention in Theme Park Tourism: The Mediating Roles of Emotional Resonance and Satisfaction—The Case of Fantawild Theme Parks in China

Theme park tourism has become a trend and brings huge profits; however, how Fantawild, a representative theme park in China, can attract tourists to return remains to be explored. Given the substantial economic value of repeat visitors for theme parks, this study focuses on revisit intention rather than general tourist behavior. Drawing on the Stimulus–Organism–Response (S-O-R) framework as the theoretical foundation, this study examines how narrative-based experiences influence visitors’ revisit intention to Fantawild as a theme park tourism destination. Data were collected from 573 visitors to Fantawild in China and analyzed using structural equation modeling. The results show that storytelling does not directly influence revisit intention but instead operates through emotional resonance and satisfaction, indicating a fully mediated mechanism. Emotional resonance also indirectly affects revisit intention through satisfaction. In addition, marketing activities, fond travel memories, and IP appeal significantly enhance emotional and evaluative responses, which in turn drive revisit intention. These findings provide a clearer understanding of the affective and cognitive mechanisms underlying narrative immersion and offer practical implications for improving visitor engagement, repeat visitation, and retention in theme park tourism.