FACTORS AFFECTING CUSTOMER DELIGHT OF LEISURE’S TOURISM FROM THE THEME PARK’S EXPERIENCE

Abstract

Due to the increased demand for projects in the entertainment business, there is increased competition in this sector, generating the need for differentiation among others, aimed at customer loyalty, from the perspective of “Customer Delight.” In this context, this study aimed to investigate the interrelationships among factors that can influence the delight of leisure tourism customer. Therefore, this study presented descriptive exploratory-character with quantitative analytical approach. The Survey collected data from an audience of 176 adolescents who traveled in package tours to Walt Disney World, located in Orlando, Florida, in June 2014, by a travel agency located in the city of Natal/RN. The park chosen for the object of the survey was the Magic Kingdom. For data analysis was used exploratory factor technique and multiple linear regression analysis. It was noted that the dimensions: “Appetitive Goal Congruence”, “Goal Interest” and “Unexpectedness”, considered of Customer Delight background, have a significant impact on the Customer Delight formation. Findings advance the understanding of consumer behavior in leisure tourism.