隨著國民所得的逐年增加,國民對生活品質提升的要求也日益迫切,休假時至主題樂園旅遊的需求也因此增多,因此,本研究目的在了解遊客對主題樂園服務品質的重視度與滿意度。以便利取樣方式透過問卷調查446位遊客後,資料已描述性統計、信效度分析、T檢定、單因子變異數分析及重要表現程度分析,探討義大世界主題樂園服務品質之重要度及滿意度。根據研究顯示:(一)主題樂園的遊客服務品質重要度高於服務品質滿意度。(二)遊客背景特性不同對服務品質重視度及服務品質滿意度存在顯著差異。(三)遊客服務品質重要度及滿意度之重要-表現程度分析法裡,應先改善的服務為「園區人員確實執行遊樂安全規定」、「園區人員主動注意並關心遊客的需求」、「營業時間符合遊客需要」及「園區各項服務的等候時間」。根據研究結果,本研究提出若干建議供管理方及未來研究參考。
With the increase on income, people have an urgent need for improving their quility of life. The demands for people to visit theme parks as a way spending holidays are also increased. Therefore, the purpose of the study is to explore the importance and satisfaction of services quality that visitors percieved for E-DA theme park. With convinience sampling, totally 446 questionnaires were received. Data were analylized via descriptive statistics, reliability and validity analysis, t-test, ANOVA analysis and Important-Performance analysis which is used to identfy the importance and the satisfation of service quality at E-DA Theme Park. According to the reseach, 1.) The importance of service quality is higher than the satisfication of service quality of E-DA theme park. 2.) There are differences among visitors’ background on their perception of service quality. 3.) Based on Important-Performance analysis, four items of service quality are needed to be improved, cincluding: Staffs execute safety regulations certainly, staffs take care of visitors voluntarily and find out what they need, businese hours meet visitors’ needs, reduce waiting time in line. Based on the results of this study, managerial suggestions and directions for future researches were provided.