遊客行為意圖之研究：以主題樂園為例

為補足先前研究探討提升主題樂園遊客行為意圖之缺口，本研究皆在彙整不同觀點之行為意圖文獻與衡量構面，並對國內不同型態主題樂園業者進行受測者（遊客）問卷調查與資料分析，以暸解不同公司之遊客對行為意圖不同構面所產生之認知差異性為何，進而發現提升遊客行為意圖之關鍵因素。本研究針對義大世界與八大森林遊樂區等二個主題樂園遊客填答問卷，各蒐集150份，共取得300份有效問卷。研究結果發現，行為意圖之不同變數（含忠誠度、願意支付更多、移轉傾向）在義大世界、八大森林遊樂區等二大主題樂園之顧客之平均值有所差異。進一步地，就義大世界與八大森林等二大主題樂園之合計之平均值分析結果可知，整體而言忠誠度最高，願意支付更多次之，移轉傾向最低。最後，本研究提出管理意涵、命題發展，及針對主題樂園業者提出三項提升遊客行為意圖之經營管理策略相關建議。

關鍵字

行為意圖；主題樂園

並列摘要

To bridge the gap of past studies in the behavioral intentions of theme parks' visitor, the purpose of this research is attempting to summarize literature and dimensions of different perspectives of behavioral intentions. Besides, this research attempts to invest the visitors of domestic theme parks and hopes research results to understand the visitor's perceived difference of behavioral intentions. Empirical analysis was then performed based on the sample data of 300 questionnaires collected from the visitors of edaword and bada forest paradise (each 150 samples) in Taiwan. The results revealed that there is mean different of visitor's perceived difference of two theme parks in different behavioral intentions variables (i.e. loyalty, willing to pay more and migration tendency). In addition, this research found that the mean priority (i.e. loyalty, willing to pay more and migration tendency) of each dimension of behavioral intentions of different theme parks. Finally, this research provides managerial implications, propositions development and three suggestions of strategic management for increasing behavioral intentions of theme parks.