Navigating the postpandemic theme park experience: an experiencescape perspective

Purpose The aim of this study is to ascertain the fundamental characteristics that influence the theme park experience during the period following the pandemic, using the experiencescape framework. Design/methodology/approach To obtain electronic word-of-mouth data, this research leverages Google Maps reviews and uses diverse Python libraries for computational and natural language processing-based analyses. Findings In the context of theme parks during a pandemic, visitors tend to convey favorable attitudes and engage in discourse pertaining to six primary themes or subjects, i.e. health and safety protocols, ride and queue management, sanitation measures, promotional pricing, family-oriented amenities and exciting escapades. Research limitations/implications This study highlights the continued relevance of the experiencescape framework during the COVID-19 pandemic and the dynamic nature of its five dimensions. Furthermore, it underscores the intricate interplay between these dimensions and advocates for a comprehensive approach to experiencescape management. Originality/value The research addresses a notable gap in existing literature by examining the pandemic’s impact on theme park experiences, using natural language processing techniques for insights gleaned from online reviews. In doing so, this study contributes a more profound and nuanced comprehension of the theme park experience in the post-COVID era.