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The Impact of Consumers’ Attitudes toward a Theme Park: A Focus on Disneyland in the Los Angeles Metropolitan Area

1
Department of Marketing, Penn State University, Greater Allegheny, McKeesport, PA 15132, USA
2
Department of Marketing, Belk College of Business, University of North Carolina at Charlotte, Charlotte, NC 28262, USA
3
School of Communications, Dankook University, Yongin-si 16890, Korea
4
SKK Business School, Sungkyunkwan University; Humanities and Social Sciences Campus: 25-2, Sungkyunkwan-ro, Jongno-gu, Seoul 03063, Korea
5
School of Media and Communication, Bowling Green State University, Bowling Green, OH 43403, USA
*
Author to whom correspondence should be addressed.
Sustainability 2018, 10(10), 3409; https://doi.org/10.3390/su10103409
Received: 2 September 2018 / Revised: 21 September 2018 / Accepted: 22 September 2018 / Published: 25 September 2018
(This article belongs to the Special Issue Psychology of Sustainability and Sustainable Development)
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Abstract

We explore the impact of consumers’ attitude toward a theme park on the image of the host city. We study how attitudinal aspects of Disneyland in Los Angeles can influence the image of Los Angeles. Using the tripartite approach of attitudes, we model consumers’ attitude of theme parks with three dimensions: cognition, affect, and conation. We show the causal relationships among Disney content, attitudinal constructs, and attitudes toward Los Angeles. Results showed that Disney content influenced cognition, affect, and conation, and both cognition and affect were connected to conation. Finally, affect influenced attitudes toward Los Angeles. Our research provides several implications for both academia and practitioners. View Full-Text
Keywords: attitude; cognition; affect; conation; theme park; city branding attitude; cognition; affect; conation; theme park; city branding
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Bae, Y.H.; Moon, S.; Jun, J.W.; Kim, T.; Ju, I. The Impact of Consumers’ Attitudes toward a Theme Park: A Focus on Disneyland in the Los Angeles Metropolitan Area. Sustainability 2018, 10, 3409.

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