College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Experience Industry Management Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Date
6-2024
Primary Advisor
Brian Greenwood, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department
Abstract/Summary
The success of theme parks relies heavily on immersion and identification of the elements that create such immersion to further enhance it. Universal Studios Hollywood utilizes many engagement tactics to immerse their guests in the worlds of their park. The purpose of this study was to analyze guest engagement through themed, immersive experiences and touchpoints at Universal Studios Hollywood. A case study was conducted on Universal Studios Hollywood to analyze what immersive engagement tactics were utilized as well as their effectiveness. The results of this study determined that the park very effectively engages guests through themed experiences with its newer attractions and lacks some key immersive engagement strategies in its older attractions. The researcher recommends that Universal Studios should work to update older attractions to raise them to the caliber of their top-tier attractions, focusing on storytelling and reduction of negative cues.
URL: https://digitalcommons.calpoly.edu/expindsp/35