Scale Development of Non-Smoking Theme Park Visitors’ Emotion and Its Connation

Abstract

To advance consumer emotion research in tourism, it is necessary to develop practical and context-relevant emotion measures. This paper aims to discover the connation of consumer emotion of non-smoking theme park visitors and develops emotion scale and provides theoretical and practical suggestions for theme parks. This paper adopted two studies and combined qualitative and quantitative research methods with Shanghai Disneyland as the research objective. In study one, this paper develops theme parks visitors’ emotion scale based on literature review and three focus group interviews. In study two, this paper verifies the scale based on 215 on-site effective questionnaires. The final emotion scale has four dimensions, love(cared, loved, romantic, happiness and warm-hearted), joy(content, happy, satisfied and joy), surprise(surprise, exciting, indulged and fantastic)and unpleasantness(anger, sad, disappointed and worried). This emotion scale can be used as an effective tool to measure theme park’s visitor emotion since it considers theme park’s character and consumer experience.