Enchanted since childhood: Place attachment and the role of online media in the relationship between Efteling and fans

The theme park industry has seen a large increase in attendance and revenue in the past few decades, yet research on this topic has remained limited to the various Disneyland and Universal parks across the world (Williams, 2020). Efteling belongs to the top three theme parks in annual attendance in Europe, yet almost no research has been done in relation to this park that opened in 1952 in the Netherlands. As both the theme park and the online social media industries have grown rapidly, the role of fans, visitors, and park management is examined within this recent concomitant phenomenon. Therefore, the aim of this research is to find out how social media platforms have changed the perception and behavior of fans and visitors towards Efteling. The focus of this research has therefore been twofold. First is the concept of place attachment in relation to fans of Efteling, which was researched according to the framework of place attachment (Manzo & Perkins, 2006) within the cognitive, affective, and behavioral dimensions. Second is how fans of Efteling have utilized social media in relation to the park and how this use has changed the relationship between the fans and management. A mixed-method approach with an emphasis on the qualitative using grounded theory was used by conducting eight in-depth interviews with fan group moderators and employees of Efteling management, distributing an online survey amongst Efteling fans, and engaging in participant observation of a fan event in Efteling. By analysing the findings according to the three dimensions of place attachment by Manzo and Perkins (2006), it was evident that fans of Efteling are attached to the theme park on cognitive, affective and behavioural levels. Efteling fans were found to be both dedicated and critical from often visiting the park that first started at a young age. The themed environment in the special Efteling style was deemed a critical element in the attachment to the park. The fan community online and in the park is sub-divided into smaller well-acquainted groups. Online social media platforms were used by Efteling fans to form communities and inform and be informed regarding Efteling and the theme park world in general. Mostly the platforms were used to share a passion for Efteling with like-minded fans. The use of social media has also created a two-way relationship between fans and Efteling management, who regarded fan group moderators as ambassadors for the theme park with whom to collaborate and grant special opportunities. Thus, both the perception and behavior of fans towards Efteling have changed a great deal in recent years due to social media, resulting in a more open and inclusive mind-set by management regarding fans and how they can contribute to the theme park.