The effect of customers’ feelings of joy is not linked to loyalty in previous research. It is reasonable to assume that customers’ feelings of joy and loyalty are positively related. This assumption is due to human nature in that one responds to an event in certain ways in order to maintain a positive emotion (and to avoid a negative emotion).
Specifically, a person’s feeling of joy tends to link to his or her decisions to stay or continue with what he or she is doing. It is also reasonable to assume that customers’ positive experiences in a winter park cause feelings of joy that in turn motivates customers to share this positive experience with others (e.g. family and friends). Consequently, there are reasons to assume that there is a positive connection between customers’ feelings of joy, and loyalty. Based on the previous theoretical framework, the present study poses its fourth hypothesis: