WAITING TIMES AT THEME PARKS: HOW MANAGERS INTERPRET WAITING

Abstract

This paper explores how managers of theme parks interpret waiting times from a services marketing perspective. In-depth interviews are undertaken in order to uncover manager’s perceptions of waiting.
‘The inevitability of waiting times’, ‘the negative interpretation of waiting times’ and ‘neutral waiting times’ are three themes that emerge from this qualitative study.
A deeper analysis of the waiting experience may contribute to enhanced strategies for managing waiting in theme parks, improved evaluations of the service and increased customer satisfaction. Finally, some practical tips for practitioners are proposed in the form of management takeaways.