A Study on the Factors Influencing Theme Park Visitors' Revisit Intention Based on the Double-Entry Mental Accounting Theory

Abstract

Based on the Double-Entry Mental Accounting Theory, this study examines the influence mechanism of Pleasure of Consumption and Pain of Paying on theme park visitors' Revisit Intention from the perspective of tourist experience. The research establishes a relationship model among Pleasure of Consumption, Perceived Value, Tourist Satisfaction, Anticipated Emotion, Desire, and Revisit Intention. Through empirical analysis of 420 valid questionnaires, the following main conclusions were drawn:1)Pleasure of Consumption significantly enhances visitors' Revisit Intention through the positive chain mediation effect of Perceived Value and Tourist Satisfaction.2)Although the chain mediation effect of Anticipated Emotion and Desire between Pain of Paying and Revisit Intention was not significantly supported, Pain of Paying still exerts a direct negative impact on Revisit Intention.By introducing a chain mediation model, this study deepens the understanding of the role of Pleasure of Consumption in tourists' decision-making processes, while also revealing the complex influence pathways of Pain of Paying in visitors' behavioral intentions. The research findings provide theoretical basis and practical implications for theme park managers in optimizing visitor experiences and enhancing revisitation rates.