The Walt Disney World

consumption experience of the millennial generation in theme parks

Authors

DOI:

https://doi.org/10.7784/rbtur.v17.2746

Keywords:

Consumption Experience, Co-creation, Technology Readiness, Delight, Willingness to pay, Millenial Generation

Abstract

This research aims to analyse the influence of optimism on technology readiness and co-creation experiences in the consumption experiences of the millennial generation at Disney's theme parks as well as their relationship to customer delight. Quantitative research was carried out. The sample obtained 530 respondents, and the Structural Equation Modeling for data analysis was used. The results indicate that the consumption experiences of the Millenials are linked to factors not previously evidenced by other generations, such as the co-creation experiences and the optimism for technological readiness, which increase the degree of these experiences and can lead to consumer delight. On a practical level, it is worth highlighting the importance of theme park marketing teams understanding the behaviour of the millennial consumer, given his/her continuous growth in purchasing power compared to other generations.

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Author Biographies

Rennan Carvalho dos Santos, Universidade Federal de Pernambuco, Recife, PE, Brasil.

Ph.D. student in Management from the Postgraduate Program in Management (PROPAD) at the Federal University of Pernambuco (UFPE). Master in Hospitality and Tourism at the Graduate Program in Hospitality and Tourism (PPHTur) at the Federal University of Pernambuco (UFPE). Bachelor in Tourism from UFPE at the Federal University of Pernambuco. Contribuições: Concepção da pesquisa; Revisão da literatura; Coleta de dados; Análise de dados; Discussão dos Resultados

Marconi Freitas da Costa, Universidade Federal de Pernambuco, Recife, PE, Brasil.

Professor at the Federal University of Pernambuco (UFPE). PhD in Management from the University of São Paulo (Brazil). Coordinator of the Graduate Program in Management, Innovation, and Consumption (PPGIC) and Permanent Professor of the Graduate Program in Management (PROPAD) at the Federal University of Pernambuco. Fulbright fellow for the doctoral internship (July-2014 / May-2015) at Questrom School of Business, Boston University (USA). SemeAd PQ Jr. Productivity Scholarship (2022-2023). Coordinator of the Consumer Behavior Research Group (GPCC) registered in the CNPq Directory. Editor-in-Chief of Consumer Behavior Review (CBR). He is a founding member of SCORAI – Sustainable Consumption Research, Action, and Initiative in Brazil. Contribuições: Concepção da pesquisa; Análise de dados; Discussão dos Resultados.

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Published

2023-05-23

How to Cite

Santos, R. C. dos, & Costa, M. F. da. (2023). The Walt Disney World: consumption experience of the millennial generation in theme parks. Revista Brasileira De Pesquisa Em Turismo, 17, 2746. https://doi.org/10.7784/rbtur.v17.2746

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Articles - Tourism Management