{"id":9944,"date":"2026-04-20T18:31:08","date_gmt":"2026-04-20T18:31:08","guid":{"rendered":"https:\/\/www.theparkdb.com\/blog\/?p=9944"},"modified":"2026-04-20T21:26:14","modified_gmt":"2026-04-20T21:26:14","slug":"2026-vibe-report","status":"publish","type":"post","link":"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/","title":{"rendered":"The 2026 TPDB VIBE (Visitor Insights &#038; Behavior in Experiences) Report"},"content":{"rendered":"<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_63 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Why_Exactly_Disney_is_Unique\" title=\"Why Exactly Disney is Unique\">Why Exactly Disney is Unique<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#People_grumble_but_go_anyway\" title=\"People grumble, but go anyway\">People grumble, but go anyway<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Disney_is_selling_a_feeling\" title=\"Disney is selling a feeling\">Disney is selling a feeling<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#The_biggest_behavioral_differences_are_generational_not_economic\" title=\"The biggest behavioral differences are generational, not economic\">The biggest behavioral differences are generational, not economic<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#How_visitors_rate_value\" title=\"How visitors rate value\">How visitors rate value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#What_visitors_want_from_an_experience\" title=\"What visitors want from an experience\">What visitors want from an experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#How_visitors_plan\" title=\"How visitors plan\">How visitors plan<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Dealbreakers_for_visitors\" title=\"Dealbreakers for visitors\">Dealbreakers for visitors<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Cost_is_the_universal_concern_%E2%80%93_and_visitors_say_so_unprompted\" title=\"Cost is the universal concern &#8211; and visitors say so unprompted\">Cost is the universal concern &#8211; and visitors say so unprompted<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Solo_visitors_anchor_on_price\" title=\"Solo visitors anchor on price\">Solo visitors anchor on price<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Categories_that_deserve_more_attention\" title=\"Categories that deserve more attention\">Categories that deserve more attention<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Nature_and_cultural_attractions_consistently_excellent\" title=\"Nature and cultural attractions: consistently excellent\">Nature and cultural attractions: consistently excellent<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#FECs_lifestyle_convenience\" title=\"FECs: lifestyle &amp; convenience\">FECs: lifestyle &amp; convenience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Waterparks_the_all-day_family_equalizer\" title=\"Waterparks: the all-day family equalizer\">Waterparks: the all-day family equalizer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Immersive_experiences_promising_but_still_niche\" title=\"Immersive experiences: promising but still niche\">Immersive experiences: promising but still niche<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Download_the_report\" title=\"Download the report\">Download the report<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Survey_Methodology\" title=\"Survey Methodology\">Survey Methodology<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Overview\" title=\"Overview\">Overview<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Sample\" title=\"Sample\">Sample<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Screening_Criteria\" title=\"Screening Criteria\">Screening Criteria<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Questionnaire_Design\" title=\"Questionnaire Design\">Questionnaire Design<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Weighting\" title=\"Weighting\">Weighting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Segmentation\" title=\"Segmentation\">Segmentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.theparkdb.com\/blog\/2026-vibe-report\/#Limitations\" title=\"Limitations\">Limitations<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<\/span><\/p>\n<p><strong><span style=\"font-size: 18px; font-family: Geologica; color: #19a48a;\">We surveyed a cross-section of U.S. attraction visitors. Here\u2019s what they told us.<\/span><\/strong><\/p>\n<p><span style=\"font-size: 15px; font-family: Geologica; line-height: 22px;\">New TPDB research reveals how Americans choose, spend at, and evaluate attractions &#8211; across eight categories from Disney to zoos.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">The attractions industry talks a lot about attendance, but the people who drive that revenue &#8211; the visitors &#8211; remain understudied.\u00a0 What\u2019s missing is the demand side of the equation: how do visitors decide where to go, what do they value once they get there, and what would stop them from coming back?<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">This report fills that gap. The Park Database (TPDB) surveyed 300 U.S. attraction visitors across 40 states, spanning ages 18 to 64 and all household income levels. Respondents were screened to include only those who have visited at least one attraction category within the past 12 months, ensuring that every data point reflects recent experience rather than hypothetical intent.\u00a0 Results were segmented by income levels, age, household composition, and region.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Here\u2019s what stood out to us.\u00a0 Scroll to the end of this article to find the full methodology, as well as chart book and Excel downloads.<\/span><\/p>\n<h1 style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"Why_Exactly_Disney_is_Unique\"><\/span><strong>Why Exactly Disney is Unique<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h2><span class=\"ez-toc-section\" id=\"People_grumble_but_go_anyway\"><\/span>People grumble, but go anyway<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Disney has the lowest value-for-money rating of any category in this survey: in the aggregate, just 63% of respondents rate it as excellent or good value, with 14% calling it \u201cterrible value\u201d &#8211; a label no other category receives at anywhere near that rate. Universal performs better at 74%, and nature\/wildlife and cultural attractions sit at the top, with levels above 90%.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/T4_Q5_total.html\" width=\"100%\" height=\"380px\"><\/iframe><br \/>\n<span style=\"font-size: 20px; font-family: 'EB Garamond';\">Yet demand for Disney is remarkably inelastic, with its visitation rate flat across income tiers, ranging from 33% to 49% regardless of household earnings. It\u2019s not a luxury product by access &#8211; people at every income level find a way to go.\u00a0 In fact, households earning less than $30k report a visitation rate to Disney above other categories such as FECs, zoos, aquariums, and museums, and once at the park, spend at a rate that matches those of higher earners.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C02_SQ1_income2.html\" width=\"100%\" height=\"535px\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Disney_is_selling_a_feeling\"><\/span>Disney is selling a feeling<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Despite the value complaints, when we asked visitors to name their single favorite experience from the past 24 months, Disney was the second most-cited category overall, with 48 mentions. These open-ended responses reinforced the lack of value perception; respondents regularly volunteered cost complaints inside a question that asked about their favorite experience &#8211;\u00a0\u201cI love Disneyland even though it is expensive,\u201d \u201cDisneyland is my favorite but so expensive now.\u201d<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">And yet the responses revealed something deeper as well, especially when compared alongside Universal Studios, the rival megapark brand. Responses for Disney were filled with emotional terms, the language about magic, childhood, family, and identity: \u201cIt is so magically and so much to do,\u201d \u201cIt\u2019s like visually seeing my childhood comes to life in real time,\u201d \u201cBeing there with my grandkids and watching their joy,\u201d \u201cIt made us feel special.\u201d<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/OE4_disney_vs_universal_quotes.html\" width=\"100%\" height=\"565px\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Open-ended responses that named Universal Studios did evoke some feelings &#8211; &#8220;my kids really enjoy this brand,&#8221;, &#8220;always have fun when I go,&#8221; &#8220;the characters there made us laugh at lot,&#8221; but many were more likely to name specific rides. \u201cHagrid\u2019s motorbike ride,\u201d \u201cThe Simpsons ride,\u201d &#8220;Harry potter experience,&#8221; \u201cI got to see Mario land,\u201d, &#8220;it has rides and a movie theater.&#8221; Many people are naming individual products, as if the park is the container and the ride is the memory.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">The industry often speaks of Disney and Universal Studios as a megapark monolith, but the results show that their difference may be deeper than just character branding.<\/span><\/p>\n<h1 style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"The_biggest_behavioral_differences_are_generational_not_economic\"><\/span><strong>The biggest behavioral differences are generational, not economic<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h2><span class=\"ez-toc-section\" id=\"How_visitors_rate_value\"><\/span>How visitors rate value<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">While we&#8217;ve seen that Disney&#8217;s value perception is the poorest on average among all the categories, this perception varies significantly by age and generation.\u00a0 A majority of Gen Z (aged 18-24 in the survey) rate the park as a good\/excellent value, while a minority of older Gen X&#8217;ers (aged 55-64) in the survey do so.\u00a0 In general, younger respondents had more favorable views about attraction value for money overall, compared to older respondents.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C07_Q5_age.html\" width=\"100%\" height=\"850px\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_visitors_want_from_an_experience\"><\/span>What visitors want from an experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Among 18-24-year-olds who had visited at least one attraction during the past year, they are most likely to have visited Disney (58%) and waterparks (54%). For the oldest cohort, cultural attractions lead at 61% and nature\/wildlife at 54%, while Disney drops to 22%. FECs hold relatively steady in the 27-44% range across age groups, making them one of the more age-resilient categories.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C01_SQ1_age.html\" width=\"100%\" height=\"300px\"><\/iframe><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Immersive experiences remain niche, peaking at 24% for 35-44s and dropping outside that band.\u00a0 The generational shift in experience preferences is also dramatic. Perhaps expectedly, for those aged 18-24, thrill rides dominate at 66%. By 55-64, thrills collapse to 24% and are replaced by food &amp; beverage (47%) and more passive &#8220;thrills&#8221;, such as nature\/wildlife and cultural exhibits.\u00a0 Those in middle age tend to have a more balanced profile overall.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C09_Q7_age.html\" width=\"100%\" height=\"604px\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_visitors_plan\"><\/span>How visitors plan<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Pre-visit behaviors also show a clear generational pattern. Video research (e.g. YouTube, TikTok) drops from ~60% among 18\u201334-year-olds to less than 30% for 55\u201364s. Advance ticket purchasing runs in the opposite direction, peaking at 74% for 45\u201354s. VIP\/skip-the-line reservations peak at 26% for 35\u201344s &#8211; the age most likely to be balancing young children with limited time &#8211; then drops to just 11% for the older cohort.<\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C11_Q8_age.html\" width=\"100%\" height=\"535px\"><\/iframe><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Re: VIP passes, we had expected to see higher earners booking more VIP access, but it didn&#8217;t show in the data &#8211; the highest income group ($150k+) actually had the lowest rate of pre-booking such ancillaries, suggesting perhaps a greater rate of spontaneous purchases at the gate.\u00a0\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Dealbreakers_for_visitors\"><\/span>Dealbreakers for visitors<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">High costs are the top dealbreaker across nearly every segment, but the second-tier concern depends on age. Among 18-24s, the runner-ups are closures (45%) and safety (38%). Among 25-34s, cleanliness surges to 54%. By 55-64, long wait times hit 75% &#8211; nearly triple the 28% cited by the youngest cohort.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C15_Q10_age.html\" width=\"100%\" height=\"300px\"><\/iframe><\/p>\n<h1 style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"Cost_is_the_universal_concern_%E2%80%93_and_visitors_say_so_unprompted\"><\/span><strong>Cost is the universal concern &#8211; and visitors say so unprompted<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Across every demographic cut, cost-related factors dominate. Ticket cost is the #1 decision factor at 71% overall, the #1 dealbreaker at 71%, and the most consistent theme across age, income, household size, and region. This is not a low-income phenomenon, either: $150k+ households cite high costs as their top dealbreaker, the highest of any income tier.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/T7_Q9_total.html\" width=\"100%\" height=\"582px\"><\/iframe><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/T8_Q10_total.html\" width=\"100%\" height=\"468px\"><\/iframe><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C16_Q10_income.html\" width=\"100%\" height=\"530px\"><\/iframe><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C13_Q9_income.html\" width=\"100%\" height=\"330px\"><\/iframe><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">The open-ended responses reinforce this. Of the 300 free-text answers about favorite experiences, 16 mentioned price or value without being asked &#8211; and the split is revealing. Respondents who named zoos, state parks, or Dollywood framed value positively: \u201ca good deal,\u201d \u201caffordable,\u201d \u201cfree or minimal cost.\u201d Respondents who named Disney or Universal framed it as a concession: \u201ceven though it is expensive,\u201d \u201ctoo pricey,\u201d \u201cthe price has really jumped.\u201d<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">One respondent put it plainly: \u201cI like the zoo, and it\u2019s not as expensive as the other things I\u2019ve been priced out of.\u201d\u00a0 This captures a dynamic worth watching: lower-cost categories may be gaining share not because they\u2019re getting better, but because premium categories are pricing visitors out.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Solo_visitors_anchor_on_price\"><\/span>Solo visitors anchor on price<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Ticket cost is the dominant decision factor for solo households at 84% &#8211; the highest single-factor score in the entire dataset, at a level far exceeding concerns about wait times (~50%) or even the type\/theme of attraction being considered.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/C14_Q9_hh.html\" width=\"100%\" height=\"530px\"><\/iframe><\/p>\n<h1 style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"Categories_that_deserve_more_attention\"><\/span><strong>Categories that deserve more attention<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h2><span class=\"ez-toc-section\" id=\"Nature_and_cultural_attractions_consistently_excellent\"><\/span>Nature and cultural attractions: consistently excellent<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Nature\/wildlife and cultural attractions lead the survey on almost every positive metric. They\u2019re the most-visited categories overall (55% and 52%). They have the highest value-for-money ratings (92% and 94% positive). They generate strong repeat visits (22% and 29% at 3+ annually). And their value perception barely wavers across age, income, or region.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/T1_SQ1_total.html\" width=\"100%\" height=\"472px\"><\/iframe><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/T4_Q5_total.html\" width=\"100%\" height=\"380px\"><\/iframe><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">The open-ended responses add texture. Zoos and aquariums were the single most-mentioned category with 51 responses, and the language is specific, and habitual: \u201cThe Toledo Zoo always has a ton of new baby animals. We\u2019ve been countless times.\u201d Museums and cultural venues drew 34 mentions emphasizing learning and sensory engagement: \u201cThe Smithsonian museums in D.C. were amazing and some of the coolest places I\u2019d ever seen.\u201d These categories don\u2019t generate the anguished love-hate relationship that Disney does, visitors simply enjoy them and come back.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/OE2_sentiment_heatmap.html\" width=\"100%\" height=\"615px\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"FECs_lifestyle_convenience\"><\/span>FECs: lifestyle &amp; convenience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">FECs are a bit of a paradox. They have the highest repeat-visit rate in the survey (35% going 3+ times annually), the strongest middle-income following ($50k\u2013$74k households visit at 50%), and one of the most age-resilient profiles. Solo and 5+-person households both reach 50% at 3+ visits. By every behavioral metric, FECs are sticky.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/T2_Q3_total.html\" width=\"100%\" height=\"534px\"><\/iframe><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">But in the open-ended responses, FECs generated just 7 mentions out of 300 &#8211; and not a single one used emotional, nostalgic, or sensory language. The strongest sentiment was functional: \u201cbeing able to play unlimited games and access to food and drinks.\u201d Another respondent captured the category\u2019s convenience appeal: \u201cI can go on a quick without planning a whole lot and go and have fun.\u201d<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/OE1_emotional_fingerprint.html\" width=\"100%\" height=\"615px\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Waterparks_the_all-day_family_equalizer\"><\/span>Waterparks: the all-day family equalizer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Waterparks are the third most-visited category overall at 46%, and they index highest among 25-44-year-olds (53-55%), those in the prime family-formation years. In the open-ended responses, waterparks drew 24 mentions, and the dominant theme is family togetherness (29% of responses mention family) and all-day time value (12%): \u201cThe water park was the most fun because we were there all day, so it was worth the price.\u201d Four-person households drive the highest waterpark repeat rate at 20% going 3+ times. Waterparks don\u2019t generate the cultural cachet of museums or the emotional attachment of Disney, but they deliver a reliable, democratically enjoyed family day out.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/OE3_category_mention_counts.html\" width=\"100%\" height=\"694px\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Immersive_experiences_promising_but_still_niche\"><\/span>Immersive experiences: promising but still niche<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">Immersive\/interactive experiences (Meow Wolf, immersive art, branded pop-ups) are the least-visited category at 16% overall, peaking at 24% among 35-44s and dropping to under 15% for most other age groups. Yet they score the third-highest value-for-money rating at 83% positive, and among the few open-ended respondents who mentioned them, the language is distinctly sensory: \u201cvisually stunning,\u201d \u201cpretty cool &#8211; I hadn\u2019t been to a location like that before.\u201d<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\">The category\u2019s emotional signature is different from everything else. Where Disney generates attachment and nostalgia and FECs evoke convenience, immersive experiences generate aesthetic wonder.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Download_the_report\"><\/span>Download the report<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><a href=\"https:\/\/www.theparkdb.com\/blog\/wp-content\/uploads\/2026\/04\/2026-VIBE.pdf\">Download the full U.S. 2026 VIBE report<\/a>.<\/span><\/p>\n<p><span style=\"font-size: 20px; font-family: 'EB Garamond';\"><a href=\"https:\/\/www.theparkdb.com\/store\/?post_type=product&amp;p=916&amp;preview=true\">Purchase the raw data here<\/a> to plug into your own analyses.<\/span><\/p>\n<hr \/>\n<div>\n<h2 class=\"text-text-100 mt-3 -mb-1 text-[1.375rem] font-bold\" style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"Survey_Methodology\"><\/span>Survey Methodology<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\"><span class=\"ez-toc-section\" id=\"Overview\"><\/span>Overview<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">The TPDB VIBE Survey was conducted in April 2026 to understand how American consumers choose, experience, and evaluate leisure attractions across eight categories. The survey was designed and analyzed by The Park Database (TPDB).<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\"><span class=\"ez-toc-section\" id=\"Sample\"><\/span>Sample<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">A total of 300 U.S.-based adults completed the survey. All respondents were ages 18\u201364, resided across 40 U.S. states and all four Census regions (South: 101, Northeast: 73, Midwest: 68, West: 51), and were screened to include only those who had visited at least one of eight attraction categories within the past 24 months. Respondents who selected &#8220;None of the above&#8221; for all attraction categories were excluded. The sample included 166 males and 134 females, with a mean age of 42.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">The survey was fielded online on April 9, 2026, via Pollfish. All respondents were located in the United States and verified against the panel provider&#8217;s quality controls.<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\"><span class=\"ez-toc-section\" id=\"Screening_Criteria\"><\/span>Screening Criteria<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Respondents were screened using a multi-select question (SQ1) asking whether they had visited any of the following attraction types in the past 12 months: Disney theme parks, Universal Studios theme parks, other theme parks (Six Flags, SeaWorld, Dollywood, Herschend, etc.), waterparks, immersive\/interactive experiences (immersive art, Meow Wolf, branded pop-ups), family entertainment centers (Topgolf, Dave &amp; Buster&#8217;s, arcades, trampoline parks, VR), nature\/wildlife attractions (zoos, aquariums, botanic gardens), or cultural attractions (museums, performances). Only respondents who selected at least one category proceeded to the full survey. On average, respondents had visited 3.2 of the eight categories.<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\"><span class=\"ez-toc-section\" id=\"Questionnaire_Design\"><\/span>Questionnaire Design<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">The survey covered the full visitor journey across ten question areas:<\/p>\n<ul class=\"[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3\">\n<li class=\"whitespace-normal break-words pl-2\"><strong>SQ1:<\/strong>\u00a0Attraction categories visited in the past 12 months (multi-select screening question)<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q1:<\/strong>\u00a0Household size<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q2:<\/strong>\u00a0Annual household income<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q3:<\/strong>\u00a0Visit frequency by attraction type (once, 2x, 3+, or visited but not in the past 12 months)<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q4:<\/strong>\u00a0Total spending by attraction type (five brackets from $0-25 to $101+)<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q5:<\/strong>\u00a0Value-for-money perception by attraction type (excellent, good, poor, terrible, or don&#8217;t know)<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q6:<\/strong>\u00a0Overall favorite experience in the past 24 months (open-ended)<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q7:<\/strong>\u00a0Favorite experience types in the context of an attraction (select up to 3 from 11 options)<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q8:<\/strong>\u00a0Pre-visit planning behaviors (multi-select from 7 options)<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q9:<\/strong>\u00a0Decision factors influencing attraction choice (multi-select from 10 options)<\/li>\n<li class=\"whitespace-normal break-words pl-2\"><strong>Q10:<\/strong>\u00a0Dealbreaker complaints that would prevent a return visit (multi-select from 7 options)<\/li>\n<\/ul>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Questions Q3, Q4, and Q5 were asked for each attraction category the respondent had visited or was familiar with, enabling cross-category comparison on a like-for-like basis.\u00a0 Full questions are available in the chart book.<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\"><span class=\"ez-toc-section\" id=\"Weighting\"><\/span>Weighting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Responses were weighted to adjust for demographic representation. Weights ranged from 0.57 to 3.23, with a mean weight of 1.0. All results reported in this study are weighted unless otherwise stated. Unweighted sample sizes (n) are provided alongside each segmented result to indicate the base for each subgroup.<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\"><span class=\"ez-toc-section\" id=\"Segmentation\"><\/span>Segmentation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Results were analyzed across five demographic dimensions: age group (18-24, 25-34, 35-44, 45-54, 55-64), household size (1-person through 5+), household income tier (Under $30k through $150k+), U.S. Census region (Northeast, Midwest, South, West), and U.S. state (top 10 states by respondent count).<\/p>\n<h3 class=\"text-text-100 mt-3 -mb-1 text-[1.125rem] font-bold\"><span class=\"ez-toc-section\" id=\"Limitations\"><\/span>Limitations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">As with any survey research, several limitations should be noted. At a 95% confidence level, a sample of 300 yields a margin of error of approximately \u00b15.7 percentage points on any reported proportion, assuming a 50% baseline (the most conservative estimate). For subgroups with smaller sample sizes &#8211; such as the 18-24 age band (n=18), where the margin of error widens to approximately \u00b123 points &#8211; results should be interpreted as directional rather than precise. The survey was fielded via an online panel, which may underrepresent populations with limited internet access. Self-reported spending and visit frequency are subject to recall bias. The screening criterion of having visited at least one attraction in the past 12 months means the sample represents active attraction visitors, not the general U.S. adult population.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We surveyed a cross-section of U.S. attraction visitors. Here\u2019s what they told us. New TPDB research reveals how Americans choose, spend at, and evaluate attractions &#8211; across eight categories from Disney to zoos. The attractions industry talks a lot about attendance, but the people who drive that revenue &#8211; the visitors &#8211; remain understudied.\u00a0 What\u2019s [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[73,165,9,147,44],"tags":[],"class_list":["post-9944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-other-attractions","category-surveys","category-theme-parks","category-trends","category-waterparks"],"acf":{"":"","bfi_title":"","bfi_title_2":"","bfi_description":"","chart_image":"","chart_title":"","chart_description":"","bc_title":"","bc_sub_title":"","bc_content":"","bc_right_side_content":"","highlighted_image":"","highlighted_sub_title":"","highlighted_title":"","highlighted_bottom_text":"","highlighted_button_text":"","highlighted_button_link":"","below_highlighted_title":"","below_highlighted_sub_title":"","below_highlighted_content":"","below_highlighted_right_side_title":"","below_highlighted_list":""},"_links":{"self":[{"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/posts\/9944","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/comments?post=9944"}],"version-history":[{"count":0,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/posts\/9944\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/media\/9991"}],"wp:attachment":[{"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/media?parent=9944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/categories?post=9944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.theparkdb.com\/blog\/wp-json\/wp\/v2\/tags?post=9944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}