A Study on the Relationships Between Brand Experience,Perceived Value,and Behavioral Intention

Brand experience is essential in shaping the competitive advantage and sustainability of theme park attractions.Using Shanghai Disneyland as a reference case,this study examined the relationships among brand experience,perceived value,satisfaction,and behavioral intention.And their relationship is the key point for the sustainable development of theme park market.This study constituted the relationship path theory mode of hypothesis between brand experience,perceived value,satisfactory,behavior intention.The key findings of this study revealed that the brand experience of theme park has significant positive impact on perceived value and satisfaction.In that,thoughts have no significant impact on emotional value and societal value.Similarly,functional experience has no significant impact on recreational value.Subsequently,perceived value has significant positive impact on satisfaction.And lastly,satisfaction has significant positive impact on tourist behavioral intention.The findings of this study may offer constructive bases to the management of Shanghai Disneyland and other theme park attractions of similar nature in formulating policies and marketing strategies.