The theme park industry is increasingly attracting attention as a subject of tourism research as the market size expands, and studies have focused on the influence structure on satisfaction and loyalty, which are post-visit evaluations of the experience during the visit. This study clarifies the influence structure of cognitive and affective images of theme parks on satisfaction and loyalty, respectively. This study focused on Tokyo Disneyland (TDL), the largest and most representative theme park in Japan in terms of the number of visitors. 324 valid responses were obtained through an Internet survey of monitors who had visited TDL. The validation results from structural equation modelling showed that the formation of a good affective image was effective in increasing satisfaction and reducing negative emotions by arousing expectations and positive emotions. On the other hand, the results suggest that the formation of a favorable cognitive image is effective only in increasing satisfaction through the reduction of negative emotions during the visit.
