主題樂園服務品質與知覺價值之研究－以麗寶樂園為例

本研究目的旨在探討主題樂園遊客在服務品質與知覺價值之現況，及不同背景變項在服務品質與知覺價值之差異情況，最後探討此兩構面的關聯性。本研究採問卷調查法，以「主題樂園服務品質與知覺價值量表」為研究工具，針對至麗寶樂園的遊客進行立意抽樣。共發出194份問卷，有效回收問卷178份，回收率90.8%。問卷資料再以SPSS For Windows 18.0版，進行描述性統計、單因子變異數分析（one-way ANOVA）、雪費事後比較及皮爾森積差相關進行分析，結果發現：一、麗寶樂園的遊客年齡分布在16～25歲之間；職業以學生；教育程度以大學（專）與票種以全票居多。二、服務品質方面可分為服務關懷性、服務可靠性、服務回應性與服務有形性四個構面，以服務回應性得分最高，最低則是服務有形性。三、「服務有形性」及「知覺價值」在不同年齡與教育程度中發現有顯著差異。四、服務有形性與知覺價值相關性最高。遊客對於麗寶樂園內工作人員的服務十分滿意，但對於園內的設施以及活動的宣傳表示尚可，經營管理業者可增加週邊硬體設備並規劃家庭日等類似的節目，吸引更多的遊客前來遊玩。

關鍵字

主題樂園；服務品質；知覺價值

並列摘要

This study is to explore the current situation of service quality and perceived value of the theme park visitors, the differences in service quality and perceived value between different background variables, and to explore the relevant situations of the two aspects. This research method adopts a questionnaire survey method and uses the ＂The Theme Park Service Quality and Perception Value Scale＂ as a research tool to sample visitors to Lihpao Land. A total of 194 questionnaires were issued, and 178 valid questionnaires, the effective recovery rate was 90.8%. The questionnaire data was analyzed by SPSS for Windows version 18.0 with descriptive statistics, one-way multivariate analysis (one-way ANOVA), post-fee comparison and Pearson product difference. The results showed that: 1. Lihpao Land Among the tourists are women; the ages are between 16 and 25 years old; the occupation is students; the education level is mostly by university (special) and ticket type. 2. The quality of service products is divided into four aspects: service care, service reliability, service responsiveness and service tangibility. The service response score is the highest, and the lowest is service tangibility. 3. Different ages and educational levels have significant differences in the ＂service tangibility＂ facet in the quality of service products, and the perceived value is also significantly different. 4. The tangible and perceived value of services are the most relevant. Visitors are very satisfied with the service of the staff in the park, but the publicity of the facilities and activities in the park is acceptable. The operators can increase the surrounding hardware and plan similar programs such as family day to attract more tourists.