主題樂園主題明確性與服務體驗對遊客重遊意願影響之研究

The Study of Theme Park Theme Clarity and Service Experience on Visitors Revisit Intention

湯雅云(Ya-Yun Tang)

《休閒事業研究》 13卷2期 (2015/06) Pp. 31-46

https://doi.org/10.6746/LIR.201506_13(2).0003

摘要

主題氛圍的塑造是主題樂園成功的關鍵因素，透過主題情境、活動與遊憩設施塑造明確的主題氛圍，可提高對遊客的吸引力。而主題樂園營造歡樂的氣氛，提供一種體驗消費，服務體驗是影響遊客滿意與否的重要因素。本研究從主題明確性與服務體驗之角度瞭解如何形塑遊樂園之整體形象，並進一步探討對遊客重遊意願之影響。本研究採立意抽樣回收583位至主題樂園遊玩遊客的有效問卷，採用結構方程模式進行分析。結果顯示，主題明確性確實是提高遊客對於主題樂園整體形象的重要因素，而過去卻忽略此一議題之探討。此外，服務體驗亦是建立整體形象之關鍵。由此可見，主題樂園主題明確性與服務體驗的建立是主題樂園經營管理者需重視的議題。而整體形象越佳的主題樂園，越能引發遊客的重遊意願。根據研究結果進行討論並提出未來研究建議。

關鍵字

主題樂園 ； 明確性 ； 服務體驗 ； 整體形象 ； 重遊意願

並列摘要

Theme atmosphere is the key success factor of theme park. By through theming activities and recreational facilities to develop a consistent atmosphere, theme park can attract more visitors. Moreover, the entertainment atmosphere created by theme park forms a kind of experience consuming, which means service experience plays an important role on visitors' revisit intention. This study attempts to start from theme clarity and service experience perspective to understand how to form an overall image of the theme park, which further investigates the revisit intention of the tourists. Based on 583 useful questionnaires, this study adopted SEM to analyses the data. The results show that theme clarity as the determinant of enhance overall image of the theme park, but it is neglected by previous study. In addition, service experience also benefit for creating overall image of the theme park. Taken together, the development of theme clarity and service experience is the main issue for theme park managers need to be concerned. Consequently, the overall image of the theme park leads to more revisit intention. Based on the research findings, implications and future research are provided.

並列關鍵字

Theme park ； theme clarity ； overall image ； service experience ； revisit intention