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Journal of Resources and Ecology >

2025 , Vol. 16 >Issue 4: 1145 - 1156

DOI: https://doi.org/10.5814/j.issn.1674-764x.2025.04.018

Special Column: Ecotourism and Rural Revitalization

The Production of Culture on Display and Tourists’ Appeal in Theme Parks: A Case Study of Universal Beijing Resort

  • LI Chuangxin , 1, 2, * ,
  • LI Rong 1, 2 ,
  • YE Liqing 1, 2
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  • 1. School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
  • 2. Research Center for Beijing Tourism Development, Beijing 100024, China
LI Chuangxin, E-mail:

Received date: 2024-07-03

  Accepted date: 2024-11-10

  Online published: 2025-08-05

Supported by

The National Natural Science Foundation of China(72172007)

The Excellent Young Academic Talent Program of Beijing International Studies University(QNYC23A001)

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Abstract

The cultural elements are the core of theme parks, which gradually interact with people as unique cultural space landscapes. The expression of culture is pivotal in determining the quality of a theme park and significantly affects the tourist experience. From the perspective of the production of culture on display, this paper explores the cultural practices of theme parks and tourists’ appeal through field research, content analysis, and grounded theory. The research findings indicate that theme parks are characterized by authenticity, interaction, participation, and readability. They rely on scene restoration, story narration, service facilities, cultural characteristics and tourist interaction to facilitate cultural engagement. Content analysis shows that tourists prioritize amusement attractions, performances, and the overall tourism experience. When theme parks serve as venues for leisure and entertainment, tourist appeal reflect in five aspects: Theme park products, tourism services, storytelling, social interaction, and immersive experiences. Meanwhile, these appeals drive the cultural reproduction within theme parks. This study expands the application scope of cultural engagement in theme parks, elucidates the evolving demands of visitors, and provides insights for theme parks to enhance their storytelling capabilities and improve tourist experiences.

Key words： production of culture on display; tourists appeals; theme park

Cite this article

LI Chuangxin , LI Rong , YE Liqing . The Production of Culture on Display and Tourists’ Appeal in Theme Parks: A Case Study of Universal Beijing Resort[J]. Journal of Resources and Ecology, 2025 , 16(4) : 1145 -1156 . DOI: 10.5814/j.issn.1674-764x.2025.04.018

1 Introduction

As consumption upgrades and lifestyles transform, there is an increasing demand for high-quality tourism products characterized by personalization and experiential elements. Theme parks, blending entertainment with experiential features, are highly favored by tourists and are booming globally. The 2023 Global Theme Parks and Museums Report by AECOM and the Themed Entertainment Association indicates that theme parks worldwide are in good shape. However, in some regions, the growth in consumer numbers and spending levels does not match the overall expansion. Additionally, as visitor flow rates increase, new challenges in management and development emerge. From destination management perspective, it is crucial to explore methods for constructing attractive theme parks that integrate cultural elements into their design and services to enhance their core competitiveness. Conversely, influenced by social development and personal preferences, tourists’ demands are diverse and vary widely, leading to varied requirements for different types of theme parks. As evaluators and appreciators of theme parks, tourists’ appeal must be clearly understood in order to provide a solid foundation for the high-quality development of these parks.
Under the wave of consumerism, one emerging characteristic of consumption is that culture itself becomes an object of consumption. As a symbolic system of meaning, culture is produced to satisfy public consumption needs (Wang, 2004). The production of culture on display, referred to as the production of contemporary visitability, involves presenting this intangible culture in a perceptible and consumable form to consumers. Culture currently relies on various mediums and is widely disseminated through multiple channels. Theme parks serve as important vehicles for promoting culture, providing spaces for the production of culture on display. Symbols, images, and stories created by cultural elements are key attractions of theme parks. These cultural factors in theme parks can enhance tourists’ satisfaction by demonstrating authenticity (Zhang et al., 2022). Therefore, exploring how cultural elements shape a theme park is worthwhile. From the perspective of the production of culture visitability, the framework of the production of culture visitability offers a way to address this question. Moreover, cultural visitability production determines the quality of tourist experiences. Generally speaking, theme parks are constructed to meet tourists’ needs for leisure and entertainment. On tours, tourists are primarily concerned not only with the culture itself but also with whether it meets their leisure and entertainment needs. However, with the continuous advancement of technology and rapid societal development, tourists’ preferences and appeals have evolved. It is necessary to study tourists’ appeals for culture in theme parks. Therefore, this study employs content analysis and grounded theory to examine the process of the production of culture on display and tourists’ perception and appeals for cultural visitability spaces. This aims to expand the application of cultural visitability production, clarify specific expressions of tourists’ appeal of quality in theme parks, and provide a practical reference for the high-quality development of theme parks.

2 Literature review

2.1 Theme park

There are various definitions of theme parks from different perspectives in different domains. In tourism research, theme parks are defined as leisure and entertainment venues designed around a common theme or series of themes, integrating elements such as landscapes, amusement rides, and performances to satisfy people’s leisure preferences and needs (Zhong et al., 2015). Liang and Li (2023) define a theme park as a dedicated space featuring five main characteristics: thematic identity, closed space with controlled access, hybrid consumption, performative labor, and merchandising. Theme parks encompass various types, including niche or indoor parks, as well as regional and urban parks with extensive outdoor and indoor spaces. They have a positive impact on driving consumption, shaping city images, and promoting urban renewal. Current research at both the macro-level and micro-level promotes an in-depth understanding of theme parks. Specifically, at the macro level, social, economic, political, and technical factors have been proven to impact theme parks. Some research focuses on spatial perspectives (Liang and Li, 2023), including spatial planning and design (Lee et al., 2011) and spatial production. On the micro-level, most empirical studies have established conceptual frameworks for examining factors influencing visitor behavior, including visitor satisfaction (Ittamalla and Kumar, 2021), experience quality (Zheng et al., 2021; Fu et al., 2023), emotion, perceived authenticity (Tan and Huang, 2020), and so on (Li et al., 2021).
The effectiveness of theme park construction is closely related to spatial characteristics such as scale and layout. Under the influence of power and capital, spaces are continually constructed and reconstructed in various ways, transforming them into meaningful places for participation, such as technical spaces, architectural spaces, and performance spaces (Zhang, 2021). Cultural elements constitute the soul of theme parks, distinguishing them from others. Cultural factors enrich tourists’ experiences, enhancing satisfaction levels while providing recreational entertainment. Moreover, theme parks are experiential products that emphasize active individual participation. Through design and guidance within the park, tourists become “part-time employees”, contributing value to the park (Ye et al., 2023) and meeting personalized tourist demands. Additionally, technology drives the development of tourism products, enhancing their quality and attractiveness, diversifying visitor participation, and greatly enhancing the experiential nature of theme parks.

2.2 The production of culture: The production of contemporary visitability

Tuan (2017) proposed the concept of “spatial visibility”, suggesting that a place can become visible through competition with others or by creating visual focal points using the power generated by art, architecture, ceremonies, and rituals. Culture embodies the competitiveness of places and regions, serving as a crucial means to achieve local visitability. Through the integration and reorganization of cultural elements, cultural spaces become visitable, consumable, and experiential, attracting tourists’ attention (Cheng, 2022). The theory of culturally visitable production notes that culture in this era is deliberately produced and displayed to meet visitors’ cultural needs (Dicks, 2012). Culture is typically intangible but can be conveyed to people through specific media and expressions, aiding in their intuitive understanding of culture. Culturally visitable production integrates narratives and cultural comfort objects based on spatial and participatory foundations, showcasing cultural essence, shaping authentic spaces, and endowing cultural spaces with visitability. The construction of cultural spaces primarily adheres to the fundamental principles of authenticity, meaningfulness, and readability (Cheng, 2014). Furthermore, vivid cultural presentations not only require external authenticity and vivid storytelling but also engage people in immersive participation, particularly through interaction to co-create value and deepen understanding of cultural connotations. Thus, experience and interaction constitute the essence of visitable production. Wu et al. (2021) note that culture production via practice theories shows that production practice is a collection of various elements, including materials, competence, and meaning.
Current studies on cultural production focus on the construction of cultural spaces, exploring strategies and meanings of culture in various environments. For example, Wang (2020) noted that in the red cultural space, visitability can be achieved by shaping a sense of reality, guiding the construction of meaning in consumption, and expanding consumption spaces. Similarly, Kang and Pan (2023) identified that the visitability production of cultural tourism towns includes both static displays and dynamic co-creation. This suggests that cultural production methods are unique to specific spaces. As a significant practice of cultural and tourism integration, the cultural expressions and presentations of theme parks have distinctive characteristics. Culture, as the soul of theme parks, makes the combination of culture and entertainment immensely valuable. Although theme parks are crucial subjects of cultural visitability production, academic research in this area remains limited. Therefore, by focusing on the visitability production of theme parks, this study aims to clearly understand the strategies of visitability production in theme parks and provide insights for theme parks to better meet tourist demands through cultural enhancements.

2.3 Tourists’ appeal

Tourists’ interest in attractions is not static but is influenced by factors such as the social environment, the quality of attractions, and personal preferences, showing dynamic and phased characteristics. Understanding tourists’ appeals is crucial for enhancing the supply of tourism quality, a focus of academic research. Milman (2009) summarized seven important factors of concern when consumers evaluate theme parks. These factors were relevant to tourists’ experiences, such as entertainment variety and quality, security, food, theming, family-oriented activities, attractions, and price. Recent literature points out that tourist experiences are not all positive, and there are also negative emotions, indicating that what tourists need is not being fully met. Park et al. (2020) explored theme park visitors’ emotions based on two axes of pleasure and arousal. Torres et al. (2018) revealed that the core product, servicescape, food, and traveling party bring positive experiences to tourists, while tourists were frustrated with failing attractions, long waits, and crowds. Theme parks create a “hyper-real world” primarily to meet tourists’ leisure and entertainment needs, offering an escape from a fast-paced life and providing psychological enjoyment. With tourists increasingly seeking higher tourism quality and improved theme park standards, tourists’ appeals have changed. Accurately recognizing tourists’ appeals is of great significance for the high-quality development of theme parks.

3 Research method

3.1 Research case

To explore tourists’ appeals in theme parks from the perspective of cultural visitability, this study selects Universal Beijing Resort as a case study. Universal Beijing Resort is located in the Tongzhou District of Beijing, adjacent to the East Sixth Ring Road and the Beijing-Harbin Expressway (Figure 1). It is Asia’s third and the world’s fifth Universal Studios theme park, opened in 2021. Leveraging animated films, it features seven themed areas including the Kung Fu Panda Land of Awesomeness, Jurassic World Isla Nublar, The Wizarding World of Harry Potter, Transformers Metrobase, WaterWold, Minion Land and Hollywood. Within the first year, it received over 13.8 million visitors, garnering significant attention and traffic across major platforms. It serves as a model for theme park operations and offers important insights into the development of domestic theme parks in China.
Figure 1 Universal Beijing Resort

3.2 Research method

This study employs literature analysis, content analysis, field research, and grounded theory to explore cultural visitability production and tourist appeals at Universal Beijing Resort (Figure 2). Given the complexity of tourist experiences, qualitative research methods are chosen to deeply reflect tourists’ authentic feelings and demands.
Figure 2 Research method
First, literature analysis and field research are used to explore the production strategy of Universal Beijing Resort. Secondly, to better understand tourist experiences, content analysis is employed to measure tourists’ perceptions. Content analysis is a fundamental method for objectively, systematically, and quantitatively describing textual content. In this study, ROST CM6 software is used to statistically analyze the frequency of vocabulary in travelogues, aiming to understand visitors’ perceptions of Universal Beijing Resort. Additionally, to deeply understand tourists’ appeals, grounded theory is employed. Grounded theory involves analyzing and summarizing raw data to develop theories from the ground up (Wang et al., 2018). Following the steps of open coding, axial coding, and selective coding, this study uses Nvivo12 software to analyze tourists’ emotional experiences and appeal. Ultimately, this study comprehensively constructs the mechanism of tourist appeals from the perspective of cultural visitability production in theme parks.

3.3 Data collection

With the application of information technology, people’s travel behaviors have been transformed. Tourists often use technology to enhance their travel experiences. The detailed experiences shared by tourists on social media provide valuable insights into their perceptions of travel destinations. Compared to reviews, online travelogues offer more comprehensive and rich information with stronger logical coherence. Therefore, this study utilizes travelogues from Mafengwo (https://www.mafengwo.cn/), a leading travel platform in China, as the primary data source. Mafengwo covers domestic and international destination guides, travel notes, questions and answers, reviews, and other real information shared by users, and is favored by younger. Data collection was completed by April 1, 2023, comprising 50 travelogues. These travelogues are named as N1-N50. After removing redundant and duplicate content, as well as HTML tags and official website introductions, the dataset was refined to 118200 words. The data were imported into Nvivo12 for coding analysis. The initial 35 travelogues were used for coding analysis, while the remaining 15 were utilized to test for theoretical saturation.

4 Research results

Culture is the core of theme parks, and cultural visitability serves as the foundation for their operation. When tourists visit a theme park, their imagination of culture is continually affirmed through real-world experiences. Interactive experiences on-site lead to cognitive and emotional perceptions. The demands of tourists, whether before or after their trip, are revealed. Therefore, this study constructs an interactive logic between the production of cultural visitability in theme parks and tourists’ demands, offering insights into the high-quality development of theme parks.

4.1 The production of visitability in the theme park

4.1.1 Authenticity: Scene reconstruction and storytelling

Universal Beijing Resort’s most distinctive feature is its division of space into multiple distinct scenes, creating a diverse range of film and cultural spaces that integrate technological, architectural, and performance elements. Scene shaping is at the core of constructing theme parks. Typically, experiencing film and cultural elements involves watching videos or purchasing cultural products, which provide viewers with basic visual and emotional experiences. However, theme parks enhance the accessibility, interactivity, and consumption of film culture through the reenactment of film symbols and the creation of atmospheres. This brings viewers’ mental images to life, engages their participation, and fulfills their expectations for stories.
(1) Cultural embedding and symbol reenactment
Cultural elements are crucial aspects of the servicescape’s communicative staging, playing a pivotal role in various service environments, particularly in experiential services that facilitate comprehensive interaction between visitors and the environment (Dong and Siu, 2013). Intellectual Properties (IPs) such as Minions, Transformers, and Kung Fu Panda form the core of diverse cultural spaces at Universal Beijing Resort. These IPs are showcased through meet-and-greets, theme-based rides, and cultural retail outlets. Activities such as photo-taking, direct interactions, and purchases enable visitors to engage with these IPs, exemplified by interactions with characters like Megatron, which generate excitement and enhance the visitor experience. The architectural design within the themed areas achieves a high degree of authenticity, particularly notable at Hogwarts Castle, acclaimed as a “must-visit” site for Harry Potter enthusiasts. This design transports visitors into the realm of movie scenes, fostering a profound sense of realism and immersion. Moreover, the reenactment of movie scenes within these areas rekindles memories of the films, deepening emotional engagement and leaving a lasting impact on visitors. To maintain thematic integrity, Universal Beijing Resort emphasizes meticulous attention to detail, evident in themed restrooms, signage, and even animated paintings within Hogwarts Castle. Notably, when visitors observe these subtle details, their sense of wonder is significantly enhanced, thereby enriching their experience during and after their visit.
(2) Atmosphere in theme parks
When visiting theme parks, guests experience not only tangible entities but also the situational atmosphere of the park. The atmosphere, referring to the environment that influences individual feelings and experiences, significantly affects the tourist experience and encourages repeat visits and word-of-mouth promotion. Universal Beijing Resort primarily creates this atmosphere through embodied experiences that engage guests’ sensory faculties. For instance, attractions such as “The Unstoppable” and “Jurassic Adventure” at Universal Beijing Resort employ stunning special effects to stimulate guests visual, auditory, and olfactory senses, thereby enhancing emotional responses. Additionally, guests who value ceremony and authenticity often don themed attire such as “school uniforms”, and magical robes, or wield magic wands, immersing themselves as students of Hogwarts School. They can interact with “fellow students”, transcending temporal boundaries to immerse themselves in movie scenes. During these interactions, these students seamlessly blend into the scene, becoming akin to part-time staff. In theme parks, tourists are spectators of both staged and non-staged experiences (Zheng et al., 2021). Tourists’ cognitive perceptions of fellow tourists significantly influence their behavior (Wu et al., 2024). Thus, even visitors without themed attire can absorb the rich campus atmosphere emanating from others, achieving full immersion.
Scene reconstruction acts as a form of spatial narrative, facilitating the transition from production to reception among tourists. The creation of authentic environments and unique personal experiences fulfills the storytelling function in theme parks. Theme parks deploy various narrative media and types, including explicit narratives like photos and videos, implicit narratives such as architectural expression and sensory perception, and participatory narratives through amusement rides. Through these diverse narrative methods, theme parks craft authentic spaces, enhancing visitor authenticity and presence.

4.1.2 Comfort: Service assurance

Service assurance encompasses various external circumstances that ensure the overall travel experience for visitors, influencing the quality of their experience (Churchill and Surprenant, 1982).
(1) Comprehensive infrastructure and supporting facilities
Tourism facilities are designed to complement the sale of tourism products, encompassing play facilities, dining options, accommodations, transportation, and other support services such as shops and reception centers. These comprehensive facilities form a core competitive advantage in the tourism industry. Within Universal Beijing Resort, a variety of facilities are provided, including thrilling rides, diverse entertainment options, family-friendly attractions, dining venues, convenient transportation links, the Universal Studios Grand Hotel, and visitor service centers, all of which ensure a reliable and enjoyable visitor experience. The dining, shopping, and accommodation options within the resort are tailored according to seven major themes, catering to the varied preferences of different movie enthusiasts.
(2) Convenience: Complementary tourism services
Complementary tourism services refer to personalized product offerings designed to enhance visitor engagement and enrich their experience. Universal Beijing Resort provides an array of value-added services to alleviate the burden on travelers during their visit. These services include complimentary drinking water, baggage storage, strollers for children, and express passes. Express passes, available in both individual and comprehensive options, significantly reduce wait times, thereby providing visitors with more time to explore and enjoy the park.
(3) Smart tourism system
The use of smart systems enables tourists to create more meaningful experiences (Kirova and Thanh, 2019). The rapid advancement of technology not only impacts tourists but also enhances the efficiency of tourist attractions while reducing management costs. Universal Beijing Resort’s official mobile app and mini-program serve as essential tools for seamless park navigation. Although paper maps are available at entry points, most visitors prefer using their smartphones as personal guides. The official app displays start times and queue wait times for each attraction, enabling visitors to plan their routes effectively and reduce wait times. Additionally, this system facilitates facial recognition for park entry, locker access, and food purchases, optimizing service processes, conserving visitor time, and improving overall service efficiency.

4.1.3 Uniqueness: Aligned with local culture

Universal Studios’ operational strategy is tailored to local contexts, emphasizing cultural characteristics specific to each country to meet the diverse needs of different nationalities. At Universal Beijing Resort, designers have thoughtfully incorporated Chinese elements throughout the park, significantly enhancing the resonance with visitors’ preferences. A prime example of this cultural integration is the Kung Fu Panda themed area, where elements such as noodles, martial arts academies, and Chinese fairs are highlighted by innovative lighting and technology, effectively bridging the cultural gap and enhancing visitors’ sense of belonging. The resort’s dining options, featuring renowned Chinese brands such as Mengniu, Quanjude, and Donglaishun, offer visitors an authentic taste of Chinese cuisine. Through these strategic incorporations, Universal Beijing Resort seamlessly weaves Chinese cultural narratives into its setting, thereby enriching the thematic storytelling experience.

4.1.4 Interactivity: Tourism interaction

Interaction is a crucial aspect of the tourism process, facilitating communication within the destination and addressing the social interaction needs of tourists, which include interactions among tourists themselves, residents, and service personnel (Xie, 1999). Interactive experiences in tourism cater to visitors’ desires for an in-depth understanding and deep immersion in the destination, fostering emotional connections and identification between visitors and interactors. Such interactions contribute significantly to creating memorable tourism experiences.
In Universal Beijing Resort, staff ensure the smooth operation, promptly assisting visitors with any difficulties they encounter. After certain performances, opportunities for visitors to engage with actors and IP through photo sessions are available, significantly enhancing the overall atmosphere. This is particularly evident during character parades, where IP interact closely with visitors through lively performances. Additionally, in the Harry Potter themed area, interactive experiences enable visitors to manipulate magical displays using wands in front of interactive windows, fostering a sense of magical empowerment and immersion.

4.2 Perception of tourists on the production of visitability in the theme park

Based on cleaned travelogue data, an analysis and statistical study were conducted using ROST CM6. Stopword lists and custom word lists were applied. Table 1 displays the top 45 high-frequency words.
Table 1 Statistics of high-frequency words in Universal Beijing Resort
Number Words Frequency Number Words Frequency Number Words Frequency
1 Project 359 16 Ticket 82 31 Shop 41
2 Queueing 275 17 Subway 74 32 Decepticoaster 38
3 Universal Beijing Resort 224 18 Advance 72 33 Map 36
4 Time 195 19 Restaurant 70 34 Parade 35
5 Harry Potter 181 20 Forbidden Journey 66 35 Service 33
6 Minions 181 21 Security Check 65 36 Parking Lot 25
7 Express Pass 142 22 Transformers 62 37 Check-in 24
8 Photography 95 23 Staff 62 38 Butterbeer 23
9 Movie 94 24 Kung Fu Panda 53 39 Scene 23
10 Experience 94 25 Reservation 53 40 Actor 23
11 Performance 91 26 Thrilling 52 41 Battle for the AllSpark 23
12 Amusement 89 27 Water World 50 42 Rides and Attractions 19
13 Interaction 85 28 Jurassic 49 43 Ticket Price 19
14 Hotel 85 29 Three Broomsticks 43 44 Recreation 18
15 Hollywood 82 30 Applet 43 45 Magic Wand 17
The frequency table illustrates tourists’ recognition and focus on key elements of their visits (Tan et al., 2021). According to Table 1, tourists’ perceptions primarily concentrate on amusement rides, performances, services, infrastructure, and overall experience. The term projects ranks highest, indicating a strong interest in amusement rides and attractions. Specific attractions such as “Harry Potter”, “Minions”, “Hollywood”, and “Forbidden Journey” rank 5th, 6th, 15th, and 20th, respectively. Additionally, Queueing relates to queue times and display within the resort, reflecting effective management, although tourists’ attitudes towards queuing vary with crowd flow. In terms of visitor services, tourists express high satisfaction with staff, actors, and security services. Tools such as applets and map guidance are crucial during visits, while infrastructure elements like shops, transportation, and dining facilities are noted to be comprehensive, ensuring a secure travel experience. Lastly, Experience and Thrilling rank 10th and 26th respectively, indicating overall satisfaction with the trip, favorable impressions, and the willingness of some tourists to revisit and recommend the destination.

4.3 Tourists’ appeal for production of culture on display in the theme park

Firstly, open coding is performed on organized data, where original materials are analyzed sentence by sentence to form initial concepts directly from the text snippets (Dai et al., 2023). Similar concepts are then grouped into sets, with each set being assigned a distinct category name. In this study, the open coding process initially yielded 70 concepts, which were eventually refined into 15 preliminary categories. Secondly, axial coding is conducted to further refine these 15 preliminary categories derived from open coding into six main categories: product optimization, tourism services, storytelling, social interaction, immersive experience, and emotion arouse (Table 2). Lastly, selective coding is carried out to further categorize these main categories into core domains focused on tourist emotions and appeals.
Table 2 Results of coding tourists’ emotion and appeals
Categories Properties Dimension
Product optimization Amusement rides Short duration, Scene breaking, Visual quality, Similar (same old wine in a new bottle)
Perception of the ticket price Ticket price, VIP, Priority pass
Tourism service Employee services Service attitude, service awareness, service skills
Facilities Dining, Shopping, Transportation, Accommodation, Souvenir Shop
Convenience services Baggage storage, water, Stroller rental, Facial recognition, APP
Management Queue management, Area capacity control, Tour routes, High holiday traffic, Seasonal fluctuations, Visitor center
Storytelling Story content IP, Plot, Complete storyline, Wanting more, Tight storyline, Realistic
Presentation format Commentary, Performance, Holographic projection, 4D
Social interaction Interact with actors Waving, Warmth, Birthday greetings, Photo-taking, Interactive with mascots, Interactive displays, Staff assistance
Interact with audience Friends, Family
Immersive
experience		 Atmospheric immersion Architecture, Costume, Photograph, Film, Sound, Reproduction, Special effects, Props
Sensory immersion Auditory, Olfactory, Tactile, Visual
Emotion immersion Engaging, Enchanting, Sense of presence
Emotion arouse Positive emotion Amazement, Excitement, Thrill, Joy, Enjoyable, Worthwhile, Satisfaction
Negative emotion Dizziness, Regret, Letdown, Disappointment

4.3.1 Tourists’ emotion arouse

Emotions are the result of individuals’ evaluations of their surrounding environment and circumstances. They are influenced by various factors including situations, expectations, perceptions, and personal experiences. Tourists who anticipate emotional stimulation from theme parks are more likely to report satisfaction (Milman and Tasic, 2018). Emotions are typically classified into two categories: positive and negative. Positive emotions experienced by individuals may include excitement, happiness, and pleasure, while negative emotions may encompass sadness and grief.
(1) Positive emotions include wonder, excitement, thrill, joy, worthiness, and satisfaction. The design of emotional experiences plays a crucial role in the success of a theme park and its positive impact on visitors (Cabanas, 2019). Positive emotions primarily arise when tourists engage in travel activities, immerse themselves in the thematic atmosphere, and participate in multisensory experiences involving sight, sound, and physical interaction. These experiences lead to psychological enjoyment and contribute to overall satisfaction with the theme park.
(2) Negative emotions include dizziness, regret, disappointment, and frustration. These emotions primarily stem from factors such as the quality of tourism products within the park, crowd congestion, and long queue times. Queueing and congestion are significant contributors to negative emotions among visitors, especially during holidays and weekends when wait times for some attractions can exceed an hour. This prolonged waiting significantly diminishes the overall travel experience, adversely affecting visitor satisfaction and their willingness to revisit.

4.3.2 Tourists’ appeal

(1) Product optimization
Theme parks are artificially constructed landscapes designed around specific themes, with distinct themes and high-quality products being central to their appeal. Textual frequency analysis reveals that tourists primarily focus on amusement rides that cater to their basic leisure and entertainment needs. They seek high-value experiences from rides, expecting satisfying durations, clear visuals, and innovative designs that fulfill their desires for relaxation and curiosity. Furthermore, tourists perceive differentiation between various themes as essential, favoring a variety of experiences over repetitive ones. This is reflected in travel notes where tourists compare experiences like “Jurassic Adventure” with “Harry Potter’s Forbidden Journey” and “Transformers Spark Wars”, noting similarities in structure but differences in thematic content (N15). Langhof and Güldenberg (2019) identify storytelling, immersion, and emotional involvement as three critical success factors for dark rides. Additionally, non-fan tourists discuss their specific demands in travel notes, suggesting that unfamiliarity with the movie themes can detract from their experience, potentially leading to negative evaluations of the theme parks (N4). This indicates that non-fans visit theme parks out of curiosity and trend-following psychology, primarily attracted to the amusement aspects rather than the intellectual property stories. Enhancing non-fans perception of product quality could expand the target market.
Tourists’ perceptions of ticket prices and sales policies are also crucial, influencing their willingness to visit. This factor involves not only the objective price but also tourists’ psychological evaluations of economic value based on the overall experience. Universal Beijing Resort adjusts its ticket prices during peak and off-peak seasons and offers VIP services, various ticket combinations, and Express Passes. Tourists desire more flexible ticket options and better control over availability, as evidenced by a tourist's feedback on the need for quantity control of Express Pass sales to improve the experience (N12).”
(2) Tourism service
Tourism services encompass various aids designed to meet tourists’ basic needs, and the quality of these services impacts visitor satisfaction, which is based on the gap between tourists’ psychological expectations and the actual service delivery.
Once tourists have chosen their destination, the first perception they encounter is the level of facilities provided by the park. Comprehensive services in transportation, accommodation, and ticket reservations contribute to expected and enjoyable visitor experiences. For instance, as noted by N15, “At the vehicle queueing area, they will give your car a sticker, distinguishing between paid parking and free online car-hailing temporary parking. However, taking Metro Line 1 to ‘Universal City Station’ is super convenient. After exiting the station, it’s just the security check area. Recommended”, highlighting the accessibility of the theme park. During their visit, tourists inevitably interact with staff members. The assurance, reliability, and responsiveness of staff services significantly affect visitor satisfaction, demanding higher standards in staff attitude, service awareness, and skills. Simultaneously, convenience-oriented services within the park significantly reduce staff pressure while enhancing convenience for visitors. For example, the Universal Beijing Resort app, which offers ticketing and tour guide services, is preferred over traditional paper maps by tourists. Another highlight of Universal Beijing Resort is the resort’s use of facial recognition technology for park entry, storage, and dining, greatly improving service efficiency.
In park management, especially in queue management, tourists’ attention is particularly high. Due to unified vacation times, visitor flow intensifies during weekends, Labor Day, National Day, and other holidays, creating distinct peak and off-peak seasons. This is particularly crucial for theme parks, where queue duration becomes a significant concern. Universal Beijing Resort employs well-designed queue routes and diverse scenes during waiting times, coupled with time management features displayed on the app to manage visitor expectations effectively. Tourists appreciate surrounding landscapes that alleviate potential boredom. However, during peak periods with crowded conditions, many tourists still express negative feedback, such as “2 hours of queuing for 5 minutes of fun” (N6). Excessive wait times can severely diminish the visitor experience, making effective park management a critical demand for visitors. Although theme park crowding is typically associated with negative impacts on the tourist experience, it can also have a positive relationship with perceived popularity, potentially yielding positive experiences (Milman et al., 2020).
(3) Storytelling
Stories from the core of theme parks (Li et al., 2021). Cultural expression within these parks relies heavily on narrative techniques, positioning theme parks as dynamic spaces for storytelling. This facilitates the construction of visitors’ cultural experiences through the strategic use of media and scene settings. For tourists, the emphasis is on both narrative content and its delivery.
Narrative content typically encompasses settings, characters, and plotlines (Xu and Yu, 2014), which together weave a complete and authentic story. Beijing Universal Resort’s cinematic storytelling focuses on these elements, enhanced by interactivity to deeply engage visitors. Compelling narratives often diminish the need for auxiliary attractions, focusing instead on vivid characters and conveying deeper meanings. For instance, one visitor noted, “Drifting while witnessing the birth of Dragon Hero captivated the children's attention. They eagerly followed scene transitions, absorbed in the compact storyline” (N8).
The effectiveness of these stories also depends on their delivery format. Advances in virtual reality, which offer more interactive and diverse encounters (Han et al., 2018), have been shown to enhance tourists’ overall theme park experience and behavioral intention (Wei et al., 2019). Universal Beijing Resort augments its storytelling through narration and performances, as well as holographic projections and 4D technologies. These advanced techniques make the narratives more compelling, significantly enhancing audience interest and enjoyment.
(4) Social interaction
During the tourism process, interactions between tourists and service personnel, friends, and other visitors are crucial to the tourism experience. These interactions allow tourists to perceive themselves as part of the story, collectively enhancing the value of their experience. At Universal Beijing Resort, social interactions are integral throughout visitors’ experience. IP meet emotional and enjoyment needs, while enthusiastic performances by actors uplift the atmosphere, as highlighted by one visitor: “The staff’s interaction was very enthusiastic; even though the audience wasn’t full, they performed with great enthusiasm” (N22). Additionally, non-human actors, such as buildings and media installations, play a crucial role in shaping spatial formation and strengthening the tourism experience through interactive engagements.
Enhancing relationships with friends and family is a common motivation for tourists (Long and Xu, 2022) and significantly influences individual satisfaction and happiness (Su et al., 2021). At Universal Beijing Resort, most visitors travel in groups, including families, friends, and couples, each with varying needs. Family trips often focus on the children’s experiences, aiming to broaden their horizons and bring happiness. For friends and couples, the entire travel process helps strengthen relationships and create shared memories. Furthermore, exploring the park facilitates the discovery of like-minded individuals and fosters new acquaintances.
(5) Immersive experience
An immersive experience refers to a state in which tourists are completely absorbed in an activity, achieving spiritual enjoyment and often losing awareness of self and time, easily identifying with the content (Shi et al., 2021). Theme parks create atmospheres that engage visitors and enhance their sense of presence, resulting in a flow state experience. Upon entering, visitors immediately perceive the overall atmosphere of the park. Each thematic area enhances visitors’ cognition and identification with the theme through integrated music and film, making visitors feel as though they have stepped into a movie scene.
Sensory immersion relies heavily on technological advancements. Movie-themed parks, such as Universal Beijing Resort, utilize various technologies to engage multiple senses in storytelling. Universal Beijing Resort Technologies like 4D and virtual reality enhance visual experiences, while auditory experiences are enriched with classic movie quotes and character voices, such as those from Minions and Peach. Olfactory elements are also incorporated, such as the banana-scented spray used during movie-themed rides, adding to the overall sensory experience and making it memorable for tourists: “During waits, the movie sprays a banana-scented smell, which is quite interesting” (N15).
Emotional immersion represents the highest level of immersion, stimulating tourists’ emotional experiences and fostering a close connection and identification with the story (Visch et al., 2010). For instance, during a parade, one visitor noted, “I received a lot of hand heart gestures from the actress girls, very joyful. This is probably how happiness spreads” (N24). Such interactions with actors generate emotional contagion in the same field, causing tourists to feel affection and joy towards the characters. As tourists listen to stories, they become deeply immersed, experiencing a sense of being present and emotionally intoxicated, which intensifies their identification with the narrative. Simultaneously, tourists’ emotions change in sync with the shifts in the story plot.

4.4 Mechanism of tourists’ appeal for visitability production

Based on literature analysis, field research, content analysis, and grounded theory, this study has uncovered the mechanism behind tourists’ appeal for the visitability production of theme park culture (Figure 3). Visitability production in theme parks is a foundational element for crafting tourist experiences. Universal Beijing Resort that is focusing on film culture, continuously enhances the extension of film culture by adhering to principles of authenticity, comfort, uniqueness, and interactivity. This approach shapes spaces where visitors can observe, sense, and consume film culture. Upon entering these constructed spaces, tourists form an initial cognition of the overall image of the destination, which in turn influences their expectations and demands related to theme park products, tourism services, storytelling, social interaction, and immersive experiences—all essential for a satisfying tourism experience. Furthermore, tourists play a pivotal role in shaping these places, stimulating the production of cultural visitability through their desire for engaging spaces and cultural experiences. In this dynamic, tourists exert significant influence in the tourism sector, prompting destinations to tailor their visitability offerings based on tourists’ demands.
Figure 3 Mechanism for generating tourist appeals for the production of perceptions of cultural visitability in theme parks

5 Conclusions and implications

5.1 Conclusions

Based on literature analysis, field research, content analysis, this study explores tourists’ appeal to the theme park. Visitability production is identified as a crucial prerequisite for enriching tourist experiences.
Firstly, Dicks (2012) emphasized that the production of visitable spaces should incorporate characteristics such as readability, interpretability, interaction, and participation. At Universal Beijing Resort, the visitability strategy is centered around constructing spaces with authenticity, comfort, uniqueness, and interactivity. Authenticity is primarily achieved through the recreation of film scenes and storytelling, enriching the cultural connotations of the films. The resort employs amusement projects and performances to immerse tourists in authentic cinematic environments. Comfort is ensured by enhancing service facilities at Universal Beijing Resort, thereby increasing visitor satisfaction. As an international brand serving the Chinese market, Universal Beijing Resort adapts to local customs to meet market demands and foster emotional identification among tourists. Interactivity enhances visitors’ sense of participation and presence, creating personalized and memorable tourism experiences. Cheng (2014) found in his study of Luoyang Guanlin Temple that visitability production strategies in folk ritual spaces exploit local cultural distinctions and adhere to principles of authenticity, significance, and readability. Similarly, theme parks, as artificially constructed spaces, necessitate a coordinated integration of cultural visitability production strategies. This integration emphasizes cultural embedding, spatial significance, and the fulfillment of theme park functions, allowing cultural elements to flourish and providing visitors with unique tourism experiences.
Secondly, while tourists primarily seek entertainment at theme parks, cultural interventions have led to heightened expectations. Tourists evaluate the visitability of destinations based on their perceptions, which in turn drive demands for product optimization, tourism services, storytelling, social interaction, and immersive experiences. Product optimization emerges as a core demand, with tourists focusing on amusement projects and seeking stimulating, novel experiences. Tourism services represent a fundamental demand, with the quality of service directly influencing tourist behavior. As cultural carriers, theme parks depend on comprehensive and authentic storytelling, along with captivating narrative techniques, to bring culture to life—this is crucial for enhancing visitor experiences. The immersive experiences offered in theme parks meet tourists’ need for escapism, enabling mental pleasure through physical participation. As key venues for leisure and entertainment, theme parks must primarily satisfy tourists’ pursuit of enjoyment. However, with the integration of cultural and technological elements, they also fulfill additional functions. The evolving demands of tourists, driven by improvements in life quality, necessitate a clear understanding of these new expectations to provide insights into the high-quality development of theme parks.
Finally, with the increasing emphasis on tourist agency, this study reveals a spiral relationship between the cultural visitability production of theme parks and tourists’ demands. The process of cultural visitability production is gradual and involves spatial significance as well as active interaction with tourists. Only by clearly understanding tourists’ reflections on visitable spaces and identifying their latent demands can culture be effectively presented. Thus, tourists’ demands serve as a critical foundation for the cultural visitability production of theme parks, guiding the ongoing reproduction of theme park culture to meet evolving tourist needs and enhance visitor experiences (Bai et al., 2017).

5.2 Practical implications and future research directions

This study employs content analysis and grounded theory to explore the evolving demands of tourists concerning the cultural visitability production of theme parks. It expands the application of cultural visitability production, clarifies emerging tourist demands for theme parks, and offers practical insights for high-quality development.
Firstly, it is essential to emphasize the quality of theme parks, particularly rides and attractions, as these are critical factors in consumer decision-making. Establishing a distinctive theme that caters to mass consumption is key, with cultural themes that integrate significance and amusement serving as a sustainable driver of interest. Theme development should comprehensively consider cultural themes, narrative styles, and presentation formats. Selecting suitable mediums to convey stories without compromising cultural integrity helps to avoid homogeneity in attractions.
Secondly, enhancing the quality of tourism services is crucial. Interactions between employees and visitors are omnipresent, with employees representing the park’s image and directly impacting the visitor experience. Staff training should be strengthened to improve service awareness and skill levels, encouraging employees to maintain a friendly demeanor and proactively engage with tourists. Additionally, as theme park visits tend to be lengthy, tourists may experience fatigue. Supplementary services such as rest areas and water stations contribute to increased tourist satisfaction.
Thirdly, high-interactivity experiences foster tourist identification and resonance. In theme parks, tourists play a dual role as both experiencers and story creators. The authenticity of the setting is key to establishing an atmosphere, providing tourists with opportunities to interact with their surroundings. Additionally, technology can be used to further engage tourists and elevate the quality of their experiences. Immersive tourism experiences are also crucial metrics for measuring theme park success; attention to detailed design elements such as sound, smell, lighting, and sensory immersion contributes to the flow experience for tourists.
This study explores tourist appeals from the perspective of cultural visitability production in theme parks. However, several limitations exist. First, the data for this paper were sourced from tourist travelogues. While the conceptual framework has reached theoretical saturation, there may be gaps in the identified mechanisms of tourist demands related to cultural visitability production in theme parks. Future research could incorporate interview data to provide further analysis and validation. Second, the case study in this research focuses on Universal Beijing Resort, which differs significantly from the development models of domestic theme parks in China. Future studies could examine domestic theme parks as case studies to explore tourist demands for cultural visitability production in a more localized context. Finally, this study does not differentiate between various tourist motivations and types. Subsequent research could enhance understanding by examining the demands of different tourist segments.

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