Purpose Paranormal tourism's immersive settings, narratives and capacity to evoke awe align with the experience economy framework. This study aims to examine the effects of experiential elements on tourist satisfaction and revisit intentions in paranormal tourism. Design/methodology/approach Using purposive sampling, 256 self-administered survey responses were collected from three paranormal sites in Thailand. A convergent parallel mixed-methods design integrated structural equation modelling with qualitative thematic analysis. Findings Entertainment and esthetics experiences significantly enhanced the overall paranormal tourist experience, while escapism and esthetics positively impacted revisit intention. Specifically, entertainment and esthetics experiences enhanced tourist revisit intention and satisfaction through overall experience. Research limitations/implications Entertainment and esthetics experiences significantly enhanced the overall paranormal tourist experience, which positively impacted revisit intention. Specifically, entertainment experiences had the most significant effect, enhancing tourist revisit intention and satisfaction through overall experience. Practical implications Tour operators may prioritise entertainment and esthetic elements, as they enhance overall experience and strengthen revisit intention. Emphasising engaging settings, atmospheric effects and storytelling can deepen emotional connection, increase memorability and encourage repeat visitation. Originality/value This study offers new insights into the experience economy within paranormal tourism by examining how experience dimensions shape revisit intentions. The findings challenge conventional tourism models, revealing that education and escapism are less influential, while spiritual engagement and ritual practices are central. Paranormal tourism thus emerges as a socio-cultural and economic phenomenon driven by emotional resonance and spiritual fulfilment, providing a nuanced understanding of visitor motivations in this niche market.
Thongtammachat et al. (Tue,) studied this question.