Atmospheric experiences that emotionally touch customers: A case study from a winter park

This study aims to focus on what types of atmospheric experiences emotionally touch visitors at a winter park. The objective is to describe and explain the relationship between: three atmospheric constructs (ambience, interaction, and design); the construct of joy; and the construct of customer loyalty.

The research data are based on a study of customers visiting a Norwegian winter park, in which 162 visitors participated in the survey. Confirmatory factor analysis and structural equation modeling were used to test the measurements and structural properties between atmospheric experiences, joy, and loyalty to winter parks.

The findings reveal that two out of the three constructs of atmospheric experiences are linked to customers' feelings of joy, namely, design and interaction. The atmospheric construct of design had the strongest impact on customers' emotions. Furthermore, the study finds that customers' feelings of joy are highly related to the construct of customer loyalty.

The study limits its focus to one type of hedonic service, namely customers visiting a winter park. Although the results from the study offer implications for other winter parks, there is a need for further research in other hedonic services to verify their validity, reliability, and generality.

The study emphasizes how important it is that managers of hedonic services consider the significance of the atmospheric construct of design in such a way that it contributes positively to customers' experiences of the service setting. In particular, managers should focus on design in relation to customers' experiences in order to evoke feelings of joy.

The study establishes the need to manage customers' atmospheric experiences in winter parks. It also links atmospheric constructs to customers' emotions.