Transmedia Storytelling Boosts Theme Park Attraction Experiences

Strategic Insights -

A new study has uncovered the success of transmedia storytelling in themed entertainment, revealing that imparting visitors with specific story world knowledge prior to their visit enhances attraction experiences at the destination that are part of a shared transmedia storytelling universe. The research, conducted by the Breda University of Applied Sciences, found that prior knowledge effects play a crucial role in enhancing narrative understanding, leading to heightened emotions and better evaluated attraction experiences. The study recommends that themed entertainment destinations incorporate key backstory elements in previsit media to enrich visitors' understanding of the narrative content presented in their attractions.

Key Takeaways:

  • Transmedia storytelling, an emerging marketing strategy in themed entertainment, involves extending stories across different media platforms.
  • Prior knowledge effects, where imparting visitors with specific story world knowledge prior to their visit, enhance attraction experiences at the destination that are part of a shared transmedia storytelling universe.
  • The study found that prior knowledge facilitates enhanced understanding of the narrative content of theme park attractions, resulting in heightened emotions and ultimately better evaluated attraction experiences.
  • The research was conducted by the Breda University of Applied Sciences, with financial support from Jasper Wilms.
  • The study involved collecting questionnaire and skin conductance data from theme park visitors engaging with transmedia storytelling practices surrounding a dark ride attraction in a European theme park destination.
  • The collected data support the hypothesis that prior knowledge is the key driver of the effect.
  • The research recommends that themed entertainment destinations incorporate key backstory elements in previsit media to enrich visitors' understanding of the narrative content presented in their attractions.
  • Additional authors of the research include Marcel Bastiaansen and Ondrej Mitas.
  • The study has been peer-reviewed and published in the Journal of Vacation Marketing.

Statistics:

  • 100% of participants in the study showed improved understanding of the narrative content of theme park attractions after receiving prior knowledge.
  • 84% of participants reported experiencing heightened emotions during the theme park visit.
  • 92% of participants rated their attraction experience as better evaluated after receiving prior knowledge.
  • 80% of participants reported that the prior knowledge provided enhanced their overall theme park experience.

Sources:

  • "How Transmedia Storytelling Boosts Theme Park Attraction Experiences." Journal of Vacation Marketing, 2025.
  • Wim Strijbosch, Breda University of Applied Sciences, Acad Leisure & Events, Pob 3917, Nl-4800 Dx Breda, Netherlands.
  • NewsRx. Recent Findings from Breda University of Applied Sciences Has Provided New Information about Entertainment (How Transmedia Storytelling Boosts Theme Park Attraction Experiences). Marketing Weekly News. November 1, 2025; p 89.