Enhancing visitor experience of theme park attractions: Focusing on animation and narrative

Abstract

As the sophistication of consumers grows, the theme park industry is preparing to become more interactive with state-of-the-art technology and immersive storytelling. Visitors expect an outstanding experience in theme parks, and this can be delivered by attractions that have a strong media-driven narrative content. In this study, we analyzed theme park attractions that employ interactive animated narratives and which demonstrate the immersion and emotional connection that can be experienced by visitors. For the analysis, we used the actantial model and the semiotic square, both developed by A.J. Greimas. Through this we found that the animation characters took key roles that led the narrative in the attraction. Moreover, both the animation’s content and attraction maximize fantasy and verisimilitude by making use of precise technologies to create a highly-regarded experience for visitors.