主題樂園遊樂品質評量指標之建立及遊樂滿意度評量模式發展之研究－以國內民營綜合主題樂園為例

A Study on Building of Measure Indicator for Amusement Quality and Development of Amusement Satisfaction Model: An Example of Domestic Private Theme Parks

林隆儀(Long-Yi Lin) ； 林苑地(Land Lin)

《中華管理學報》 8卷1期 (2007/03) Pp. 11-49

https://doi.org/10.30053/CHJM.200703.0002

摘要

本文以國內民營的綜合型主題樂園為研究對象，聚焦於「遊樂品質」，探討主題樂園的遊樂滿意度與遊樂品質之間的關係，並嘗試發展主題樂園的「遊樂滿意度評量模式」，及建立衡量「遊樂品質」的指標。從國內六個主題樂園中每家各收集100份樣本，對個別樂園進行路徑分析。並集合360份樣本（總樣本數的60%）對整體產業進行線性結構關係模式之驗證。研究發現(1)「認知績效與期望品質不一致」與「遊樂滿意度」間的關係正、負不一，致使整個模式未臻完整，(2)以線性結構關係模式，對整個主題樂園產業進行的驗證，雖然各個變數的路徑與本研究的各個假說一致，但是整個模式的配適度不理想，因此本研究初步提出的模式，未獲得支持。於是本研究改以「直接績效評量模式」來修正「遊樂滿意度評量模式」。經由個別樂園的路徑分析及全體產業的線性結構關係模式分析後，證實以「直接績效評量模式」建立的「遊樂滿意度評量模式」，可以有效地評量主題樂園的遊樂滿意度，並可用來預測主題樂園的遊樂品質。接著對「認知績效」的個別評量指標與「遊樂滿意度」，進行複迴歸檢測，本研究最後確定用六個衛量指標可以有效的估計「認知績效」，並可預測主題樂園的「遊樂品質」。

關鍵字

主題樂園 ； 遊樂品質 ； 遊樂滿意度

並列摘要

This Study focuses on amusement quality, to explore amusement satisfaction and amusement quality of theme parks. The purposes of this study are to develop amusement satisfaction model and to build measuring indicators for amusement quality. The research objects are the consumers of six theme parks in Taiwan, among the theme parks, 100 tourists were asked to fill out the questionnaire, respectively. Moreover, 60% of the responses were selected to examine the amusement satisfaction model of overall six theme parks. first, we examined the amusement satisfaction model, by using path analysis and LISRFL, The major findings are:(1) Some of the theme Parks have positive effect on performance and consumer expectation gap and amusement satisfaction, however the others, have negative effect (2) The overall fit is not good on amusement satisfaction model of overall six theme parks Then we modified the amusement satisfaction model with direct performance measurement model We used the same method to examine the modified amusement ,satisfaction model. we found a significant positive effect betwecnn every variable, and the overall fit better than performance and consumer expectation gap model The results of this study verified the amusement satisfaction model that base on direct performance measurement model has an effective ability to, measure amusement satisfaction and to predict amusement quality in theme parks Furthermore we examined the relationship between 5 measure indicators and amusement satisfaction we used in this study by using logistic regression the results verified the 6 measure indicators can estimate, perceived performance of consumer effectively, and can predict amusement quality through the modified amusement satisfaction model.

並列關鍵字

Theme Park ； Amusement Quality ； Amusement Satisfaction