Jugo et al.: Content analysis on the guest experience of park visitors in enchanted kingdom, Laguna. - 1 - QUANTUM JOURNAL OF SOCIAL SCIENCES AND HUMANITIES 4(1): 1-10. eISSN: 2716-6481 https://doi.org/10.55197/qjssh.v4i1.206 CONTENT ANALYSIS ON THE GUEST EXPERIENCE OF PARK VISITORS IN ENCHANTED KINGDOM, LAGUNA JUGO, T. E. 1* – BARILEA, A. F. 1 – NATIVIDAD, R. M. P. 1 – ESPLANADA, D. 1 1 College of Tourism and Hospitality Department, De La Salle University, Dasmarinas, Philippines. *Corresponding author e-mail: jtc0523[at]dlsud.edu.ph (Received 12 th December 2022; accepted 04 th February 2023) Abstract. During the pandemic, the implementation of safety protocols allowed theme parks to reopen with a certain capacity which gave tourists mixed experiences during their stay at the theme park. On the other hand, the growing popularity of social media led to the creation of websites such as Facebook where online reviews can be posted on the official Facebook page of different establishments. In this study, the researchers used qualitative content analysis by utilizing Microsoft Teams Excel and the Experience Economy Theory to identify the guest experience of park visitors in theme parks during the pandemic through utilizing the 4 Realms of Experience which are Entertainment, Educational, Escapist and Esthetic. The results show that majority of the online reviews mentioned the Escapist realm while the Entertainment realm was the least mentioned experience. Furthermore, most of the online reviews were negative which mentioned “queue times” and “safety protocols” as the main factor that negatively affected their experience. This study aims to improve the management’s understanding of the guest experience during the pandemic in Enchanted Kingdom in Santa Rosa, Laguna and suggested recommendations based on the results gathered from each realm of experience to contribute in the betterment of the guest’s experiences. Keywords: theme park, guest experience, online reviews, content analysis, Experience Economy Theory Introduction Tourism is one of the most affected sectors as livelihood of people, public services, health, economy, and opportunities suffered from the effects of the pandemic (UNWTO, 2021). The IATF or Inter-Agency Task Force on Emerging Infectious Diseases issued different safety protocols corresponding to different community levels to allow businesses to operate at a certain capacity (Talabis et al., 2021). Theme parks are among the establishments allowed to operate at a certain capacity under COVID-19 safety protocols. In particular, Enchanted Kingdom is one of the few theme park establishments allowed to operate during the COVID-19 pandemic. Safety protocols allowed the establishment to slowly recover from the after effects of the pandemic. Furthermore, the use of social media in posting personal evaluations about products and destinations are excellent in providing insights regarding the personal experiences of tourists. Hence, this study aims to explore the guest experience of park visitors of Enchanted Kingdom in Santa Rosa, Laguna. Enchanted Kingdom first opened in October 1995 in Santa Rosa, Laguna founded by Cynthia and Mario Mamon. After decades of providing excellent service to tourists, it became one of the most iconic, largest and go to theme park destination in the Philippines. Enchanted Kingdom provides excellent service and experience that cater all ages and instill unforgettable memories within the theme park. However, temporary closure of Enchanted Kingdom was issued at different times from 2020 to 2022. On March 14, 2020, Enchanted Kingdom issued the first temporary closure of the theme