This study explores attitudinal aspects of the Everland, the affiliate company of Samsung. Using tripartite dimensions of attitudes, individual elements of cognition, affect, and conation are investigated. We found that cognition includes entertainment, representativeness, and informativeness, and affect was explained by pleasure, arousal, and dominance. After that, this study modeled causal relationships of attitudinal constructs with attitudes toward Samsung and Yongin city. The findings of this study show that entertainment and behavioral intentions influenced attitudes toward Samsung, and entertainment, arousal, and behavioral intentions affected attitudes toward Yongin city. These results could provide academic and managerial implications regarding theme park marketing and its additional effects on brand extension and city branding.