Research on the Impact of Experiential Marketing on Consumer Behavior: A Case Study of the Harry Potter Wizarding World Theme Park

Abstract

This study explores the impact of experiential marketing on consumer behavior, focusing on the Wizarding World of Harry Potter at Universal Studios as a case study. The research examines how immersive experiences, emotional satisfaction, and avant-garde imagination influence purchasing intentions. Through a combination of theoretical analysis and empirical data, the study identifies experiential value-comprising authenticity, immersion, and imagination-as a significant driver of consumer purchase intentions, while the effect of experiential quality (e.g., physical environment, service interaction) is found to be less pronounced. The findings highlight the importance of creating deep emotional connections and immersive environments in theme parks to enhance consumer engagement and loyalty. The study contributes to the understanding of experiential marketing strategies in the entertainment industry and offers practical insights for theme park operators aiming to optimize visitor experiences and drive revenue.