Viljan att komma tillbaka : En kvalitativ studie om motivation och lojalitet hos unga vuxna som återbesöker Gröna Lund

Sammanfattning: For many years, the experience and entertainment industry overall has had strong growth and become something that is important for the current tourism in big cities. Repeatable experiences mean that there is a second-hand value of the experience and that it is possible to implement again. This means that visiting attractions, such as Gröna Lund, are places that allow visitors to experience their roller coasters and other experiences several times, which leads to more frequent visits. The intention of this study is to investigate what motivates young adults to repeatedly visit the amusement park Gröna Lund repeatedly. Interviews have been conducted with seven respondents aged 20–25 who return to Gröna Lund several times a year. An interview with Gröna Lund’s project manager at the marketing department has also been conducted. The interviewers’ answers have been analyzed along with selected theories of loyalty development, push and pull factors and the communications process. The result shows that all respondents have a loyalty to Gröna Lund and are motivated to visit the park both through the promotion of Gröna Lund on social media, but also through the products that the park offers, mainly rides and concerts. It turns out that they are also motivated to return to Gröna Lund, with family and friends, as a tradition.