Examining the Factors Influencing Tourists’ Destination: A Case of Nanhai Movie Theme Park in China

The present study used a stimulus-organism-response (S-O-R) theoretical framework to examine the relationship between theme park tourists’ experience, brand identity, brand satisfaction, and brand loyalty in China. By using the structural equation model (CB-SEM), this paper illustrates the process of forming destination brand loyalty for sustainable tourism on theme parks. The results suggested a second-order structure of tourism experience. The first-order four factors have different impacts on the second-order tourism experience. Activity experience is the most important factor influencing tourism experience, followed by environment experience, then facility experience, and finally interaction experience. In terms of tourism experience, individual brand identity-brand satisfaction-brand loyalty is the most important path of a theme park on tourists’ behavioral intention, among which brand satisfaction plays the most significant partial mediation effect in the relationship between individual identity and destination loyalty. It is expected that the results of this study provide a reference for improving tourists’ brand loyalty to achieve sustainable development of theme parks.