O mundo de Walter Disney
experiência de consumo de geração dos millenials em parques temáticos
DOI:
https://doi.org/10.7784/rbtur.v17.2746Palavras-chave:
Experiência de consumo, Co-criação, Prontidão tecnológica, Encantamento, Disposição para pagar, Geração milenarResumo
Esta pesquisa visa analisar a influência do otimismo na prontidão tecnológica e nas experiências de co-criação nas experiências de consumo da geração millenium nos parques temáticos da Disney, bem como sua relação com o encantamento do cliente. Foi realizada uma pesquisa quantitativa. A amostra obteve 530 respondentes e foi utilizada a Modelagem da Equação Estrutural para análise de dados. Os resultados indicam que as experiências de consumo dos Millenials estão ligadas a fatores não evidenciados anteriormente por outras gerações, tais como as experiências de co-criação e o otimismo para a prontidão tecnológica, o que aumenta o grau dessas experiências e pode levar ao encantamento do consumidor.
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