TOURISTS RETURN INTENTION TO MAGIC KINGDOM THEME PARK, WALT DISNEY WORLD: A CONTENT ANALYSIS
DOI:
https://doi.org/10.55197/qjssh.v4i4.258Keywords:
content analysis, purposive sampling, return intention, theme park, destination image, tourist satisfactionAbstract
Theme parks have grown in popularity around the world, not only because they are a popular source of major amusement, but also because they are a stress-relieving destination for both children and adults. At Walt Disney World, there are four different and unique destinations: EPCOT, Animal Kingdom, Hollywood Studios, and the Magic Kingdom, which is the most popular of the three. This qualitative study aims to acquire information from secondary data gathered from various YouTube vlogs in order to assist researchers in determining the elements that influence tourists' desire to return to Walt Disney World's Magic Kingdom Theme Park. Simultaneously, establish what strategies might be offered and developed to aid tourists' desire to return to the stated park, and other theme parks. Through content analysis, a qualitative research approach was employed to examine tourists' experiences, perceptions, and statements. In addition, data extraction employed a purposive sample strategy, with the YouTube videos (vlogs) from second-time or more visits to Walt Disney World's Magic Kingdom theme park. The study concludes that the image of the destination, level of happiness that tourists have with the site, infrastructure, natural and cultural surroundings, level of safety and security, and price, are all key elements that can greatly impact visitors' intents to return to a theme park. Several recommendations are then made for other theme and amusement parks to improve tourists’ intention to return.
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