Experiential Marketing, Customer Engagement, and Repurchase Intention: An Empirical Study based on Shanghai Disneyland

Yingting Fu

doi:10.6981/FEM.202602_7(2).0003

Authors

Yingting Fu

DOI:

https://doi.org/10.6981/FEM.202602_7(2).0003

Keywords:

Experiential Marketing; Repurchase Behavior; Brand Loyalty; Shanghai Disneyland.

Abstract

Experiential marketing has become one of the most prevalent strategies in the theme park industry, aiming to elicit positive consumer feedback by enhancing their immersive experiences. As a well-established topic in marketing research, prior studies have indicated that experiential marketing is associated with brand loyalty and emotional attachment. However, the relationship between experiential marketing and repurchase intention remains underexplored, with limited empirical evidence clarifying their connection. A report issued by the China Tourism Academy suggests that one of the key success factors of Shanghai Disney Resort is its integration of immersive storytelling with elements familiar to visitors. For instance, the representative “Zootopia” land brings cinematic scenes to life, making guests feel as though they are part of the story. Therefore, this study takes Shanghai Disneyland as a case and investigates consumers’ repurchase intention toward its offerings through a mixed-methods approach, incorporating qualitative focus group interviews and quantitative questionnaire surveys. Structural equation modeling (SEM) and hierarchical regression techniques are employed to analyze the collected data, examining the relationships between experiential marketing and customer engagement, between experiential marketing and brand relationships (brand loyalty and emotional attachment), and between experiential marketing and repurchase behavior. Finally, recommendations are proposed for Shanghai Disneyland’s experiential marketing model to suggest pathways for further development.

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