臺灣主題樂園市場定位分析

Market Positioning for the Theme Parks in Taiwan

謝琦強(Chi-Chiang Hsieh) ； 張曜麟(Yao-Lin Chang)

《嶺東體育暨休閒學刊》 12期 (2014/06) Pp. 39-59

摘要

本研究針對台灣知名的八處主題樂園，整合理論與實務層面歸納11項主題樂園評估屬性，並進行市場定位分析，藉以研提策略建議。研究方法與工具則以遊樂設施、安全性、主題樂園氣氛、服務品質、環境品質、表演節目、價格、主題獨特性、地點便利性、知名度、活動方案等屬性設計問卷，對於遊客感受進行多元尺度法進行知覺定位圖、標竿分析、理想點分析、競爭態勢分析、關鍵因素評估、策略分析。經調查有效問卷240份；研究用結果顯示在八大主題樂園中，劍湖山、六福村、九族文化村在多數屬性上之表現，皆較其他五個主題樂園為佳，績效表現亦較出色；而月眉育樂世界、花蓮海洋公園、頑皮世界、小人國以及八仙海岸樂園雖表現不如前述三個主題樂園，但仍保有成長動力。整體而言，現有主題樂園與遊客心中之理想主題樂園相距甚遠，顯示現有主題樂園目前並不符合遊客需求，因此，持續暸解遊客想法，為每一主題樂園未來必須面對的重要課題。

關鍵字

主題樂園 ； 市場定位 ； 多元尺度法

並列摘要

The main purpose of this study was to discuss the differences of the respondents' perceptions on the recreational attributes of different theme park based on the theory of market positioning. We hope that managers of theme park could use the study result as a guide to recon- sider their market position and repropose their marketing strategies. This study concluded 11 attributes through literatures reviews, including recreational facilities, security, theme park atmosphere, service quality, environmental quality, performances, price, theme, uniqueness, location convenience, visibility and program of activities, be the basic of the questionnaire. This research utilized the questionnaire investigation methods from eight famous theme parks in Taiwan to drew 240 questionnaires. Data were analyzed by Multidiminsonal Scaling Method (MDS). According to this study, Janfusun Fancy World, Leofoo Village Theme Park and Formosan Aboriginal Culture Village are leaders; Yamay Resort, Farglory Ocean Park, Formosa Fun Coast, Window on China and Wanpi World Safari Zoo are potential competitors. The result also reveals all of these theme parks cannot meet the need of the tourists.

並列關鍵字

Theme Park ； market position ； MDS