- 學位論文
旅遊生命週期衰退預警系統應用於主題樂園
An Early Warning System to Signal the Decline Stage in Theme Park Attraction
摘要
近年來，主題樂園已經漸漸成為觀光產業中蓬勃發展的景點之一，因為它提供給人們整體的服務，讓人盡情地在主題的氛圍中排除現實中的壓力，然而發展成熟的主題樂園為了長期留住顧客，開始推出年期優惠卡，幫助了主題樂園區分長期與短期的顧客，但是在行銷資源有限以及顧客人數攀升下，不可能針對每位顧客都投資相同的資源來行銷年期優惠卡，加上主題樂園發現，有許多持有優惠卡的顧客實際價值並不高，一套顧客價值分析技術可幫助主題樂園找出潛在有價值的顧客以及針對持卡的顧客價值評估，加上主題樂園屬於競爭且極需創新的產業，顧客的喜好變化快速，顧客價值是很容易隨著時間變動的，本篇的衰退預警系統可以幫助主題樂園定期觀察顧客價值的轉變，以免主題樂園將巨大的行銷資源投資在已經衰退的忠誠顧客上，造成收益下降，面臨破產的可能。 本研究先是運用約略集合方法，搭配RFM及旅遊滿意度、旅遊意象的評估模型，提出一套適用於主題樂園年期優惠卡的顧客價值分析法分析當期的顧客資訊，並運用規則比較方法檢驗主題樂園顧客規則的趨勢，探討顧客長期價值的走向，幫助主題樂園了解到顧客衰減情況，提早修正策略，避免失去顧客的信任，進而走向衰退階段，藉由此方法更能找出價值成長的顧客，創造更高的價值及收益。
並列摘要
In recent years, Tourism is increasingly developed and Life quality is increased, Theme park is become in an important role of tourism. It is already become an important attractions in tourism industry. However, developed theme park in order to remain customer more time. They start to release the annual of card. When you have card, you can have discount in this year. In Limited marketing resources and rising number of customers, theme park is not able to invest all customer the same marketing resources. Therefore, Theme Park need to have the customer value analysis technique to help them find the valuable customer. Using limited resources to correct customer. Not only that, because the theme park is very competitive and requires innovation. Customer preference is changed rapidly. Using technique analysis current customer value is mostly changed by time. Therefore, It must have a early warning system to help the theme park on a regular basis to observe customer value changing. In order to avoid the huge theme park marketing resources to invest in customer loyalty that has been on the decline. Resulting in theme park is decreased in revenue, and faced possible bankruptcy. In this study, first using rough set method, with RFM , tourism satisfaction and tourism image evaluation model. Proposed a customer value analysis approach for the annual card in theme park. It can be used to analysis of the current customer information. In this customer value analysis framework, the use of Rule Comparison method of testing the theme park rule whether there is a trend of decline. By exploring the long-term trend of customers can not only help theme park understand the situation of the decline, but also it can find identify potential customers and create more higher value and revenue by customer value evaluation.