Entrance as a Non-Peripheral Space in a Theme Park Design – Focusing on Lotte World Adventure in Seoul, Korea

Modeling brand color emotions, perceived brand creativity, perceived value, and brand loyalty in the context of theme parks

“…The relationships between color identity, brand association, its psychological and communication functions, consumer satisfaction and loyalty have been addressed in recent studies such as the role of color on guests’ perceptions of their hotel room (Siamionava et al , 2018), consumers’ evaluations and purchase intention of restaurant food (Cai and Chi, 2020), restaurant servers’ clothing color effects on tipping (Lynn et al , 2016), the impact of color in airlines’ logo, airplane exteriors and cabin attendants’ uniforms on consumer loyalty (Jin et al , 2019), the impact of color as a sensory experience in airlines’ lounges (Kim et al , 2016), consumers’ engagement in touristic Instagram pictures (Yu and Egger, 2021; Yu et al , 2020) and the role of color in tourist photographs that represent the tourist experiences and destination consumption (Lee, 2020). However, studies about color in the context of theme parks are limited to contributions associated with design and engineering (Min, 2017; Yoon, 2019; Younger et al , 2016).…”

“…Visitors perceive theme parks primarily in visual terms, and, therefore, the creative design of theme parks is a crucial feature in developing their identities. Theme parks also offer imaginary enclosed environments for applying creative design to architecture, objects and landscaping without the need to get approval from government authorities (Yoon, 2019).…”

“…These geographically-defined entertaining attractions attempt to create a fantasy atmosphere of another place and time, concentrate on a dominant theme with likely subthemes and have closed geographical boundaries with admission prices at the gate (Milman, 2010). While recent studies addressed the impact of several aspects of theme park products on visitor satisfaction and loyalty (Cabanas, 2020;Godovykh et al, 2019;Milman and Tasci, 2018;Milman et al, 2020aMilman et al, , 2020bMin et al, 2017;Yoon, 2019;Zhang et al, 2017), none of the contributions addressed specifically the emotional impact of color on the theme park brands' perceived creativity and its impact on perceived value and, consequently, consumer loyalty.…”