of qualitative research
results of the interviews paint at first
a clear picture of the expectations
respondents have towards the park in
general. These expectations were not only
expressed by the attractions, but also by
means of pictures and stories about the
staff, the catering and the landscaping.
From that particular park mostly care and
attention is expected.
This is obvious by having an eye for
detail, a clean park, friendly and tidy
staff and for instance well kept nature
and walking paths. Naturally in
that particular park it follows that one
likes to feel a special and appreciated
guest. All sorts of things are undertaken
to give the guest an enchanting day out.
There is no room for standardization in
the park. That would only take away the
enchantment and would only confront the
guest too much with the hard
outside world of which one would
desperately love to escape from.
One wants and expects to be addressed
personally and sincerely. Not with an
artificial smile and a standard joke.
attractions have a high experience-rate.
Respondents appreciate the multi
sensorial aspects of both attractions.
Furthermore almost all respondents
express their appreciation of the theming
of the attractions. It is however
remarked that in the 3D/4D-show the
latter could have been finished a little
bit more tidy. The love that they feel
and express because of this in the dark
ride is in the 3D/4D-show nowhere to be
found. It was as if they
didnt want to do anymore, as if the
money had run out, or as if they thought
that it would not be apparent
main difference between both attractions
is therefore not the experience-rate.
Also hardly no like or dislike is
expressed on the kind of attraction as
such. What strikes most as explanatory
variable is the connection to the brand
feelings. The dark ride connects
seemlessly to the expectations one has
regarding the park and the brand. The
attraction is often referred to in order
to clarify what in their opinion the park/brand
stands for. The love that is shown in the
details of theming in the dark ride is a
good example of that. It shows the care
and dedication which is so typical for
the park; and which one also sees in
other expressions of the brand. Typical
for the 3D/4D-show is that just the
stating of the 3D/4D-show is in sheer
contrast with this sort of care.
Respondents state that particularly the
main show leaves them with a dismal and
nasty feeling. The film confronts the
visitor too much with the harsh outside
world. It is regarded to be too
commercial and the visitors
feelings are taken into account too
little. They come to the park just to
unwind and relax without any concerns.
This show puts one right back in the
hustle and bustle of every day life. Some
respondents even claim to have been
bothered by this the whole day through.
On a deeper metaphorical level, the
concept of mothering and caring applies.
The study also found two
other deeper metaphors that are the
driving forces of respondents
behaviour towards the park. However,
these two are not as tightly connected to
the attractions as such as the metaphor
of mothering and caring. That is why we
dont take them into this discussion.