Let's 'Meetup' at the theme park. (April 2017)

• Record Type: Journal Article
• Authors: Torres, Edwin N; Orlowski, Marissa
• Is Part Of: Journal of vacation marketing. Volume 23:Number 2(2017)
• Page Start: 159
• Page End: 171
• Publication Date: 2017-04
• Subjects: Customer experience -- electronic to face (E2F) community -- group dynamics -- Meetup -- online communities -- theme parks; Hospitality industry -- Marketing -- Periodicals; Travel -- Marketing -- Periodicals; Tourism -- Marketing -- Periodicals; 338.4791
• DOI: 10.1177/1356766716634152
• Languages: English
• ISSNs: 1356-7667

Abstract

Many people enjoy theme park and other leisure experiences with their families; however, today a great number of single, geographically mobile individuals desire to partake in such experiences. 'Meetup' is the world's largest social network of local groups and thus allows for both online and off-line (in person) interactions. Using an ethnographic approach, this study examines how individuals can enjoy activities centered on common activities, interests, and opinions (AIO) via immersion in a Meetup group over the course of a year. Notably, members visited with greater frequency, had less tolerance for long lines, and were more likely to attend special events, eat at specialty restaurants, and consume alcohol. Group members also exchanged travel advice and both contributed and detracted from the enjoyment of the theme park experience. Membership in this Meetup group increased the frequency of visits and deeper exploration of the theme park resort, thus improving behavioral loyalty among annual pass holders. Managers can learn from these online communities to foster interactions among their guests and better target this new market.