Crowded and popular: The two sides of the coin affecting theme-park experience, satisfaction, and loyalty

Crowding has become popular in academic research. Empirical studies have not, however, addressed the role of crowding on increasingly popular theme-park settings. This study explores the relative influences of perceived crowding and perceived popularity on theme-park product perceptions, which then influence satisfaction and behavioral intentions. Survey data (N=477) indicates that perceived crowding has a negative effect on internal access (or navigation) of the theme-park experience, while perceived popularity has positive effects on internal access, outdoor entertainment, and retail practices aspects of the theme-park overall experiences. These aspects of theme-park experiences have significant influences on visitors’ satisfaction, which then affect behavioral intentions of word-of-mouth, willingness to pay price premiums, and revisit. The external access aspect of theme-park experiences is not influenced by either crowding or popularity, and this aspect does not influence satisfaction either. The theoretical and managerial implications of the study are critical, especially for recovery efforts post COVID-19.