台灣休閒產業中莫過於遊樂園業最具多元化,其中園區內須包含親切的服務態度、冒險刺激的遊樂設施及別出心裁的造景藝術,這些主要是為了吸引更多遊客以提升營收,遊客在體驗遊玩時對於園區設施的參與程度與門票花費之間的關係,便會間接的反應出遊客對主題遊樂園之知覺價值感受,當遊客透過門票價格的反應,可瞭解到主題樂園產品的價值及豐盛度是否達到滿意程度。因此,遊客對於主題樂園產品之知覺價值的重要性,對企業主在市場定位及經營模式上,一向是客觀且重要之依據。本研究係以參考自Petrick(2002)所提出SERV-PERVAL量表作修改為「義大遊樂世界遊客知覺價值調查問卷表」為資料收集之工具,於2011年2月11日至2月18日在義大遊樂世界出口處發放,以便利抽樣法針對現場遊客進行問卷調查。問卷共計發出400份,有效採用問卷337份,回收率達84%。所得資料以描述性統計分析、迴歸分析、虛擬變數及邏輯斯迴歸模式進行統計分析後,獲得結果如下:一、遊客人口特性與消費特性之分析。二、遊客感受物超所值與知覺價值感受影響之研究。研究發現,人口特性中的已婚族群對物超所值與知覺價值感受認同程度較高達顯著正向影響,在物超所值與知覺價值中則以品質構面、金錢構面及情感構面達正向顯著影響。 因此本研究在建議的部分對知覺價值量表中,無顯著的行為構面進行建議,本研究發現主要是因為行為構面在探討遊樂園動線設計、交通便利、消費便利與餐飲等候時間等問題,根據問卷受訪者提供的說法認為,遊樂園動線設計普遍被反應不夠清楚明瞭,建議業者應該重視遊樂便利性之改善將可提升行為構面之感受程度,將可以把知覺價值量表認同度有整體的提升。
Taiwan''s most diverse leisure industry as a theme park, amusement park should have a good quality of service, exciting adventures and beautiful garden art facilities, its purpose is to attract more tourists and revenues will follow consumers'' travel park level and pay the cost, based on the perceived value can reflect the theme park ticket prices are satisfied. Therefore, studies suggest that the theme park visitors the importance of perceived value in market positioning and business model has always been an important goal and basis. In this study, the reference from the Petrick (2002) proposed SERV - PERVAL scale, with "meaning a large theme park visitors to the questionnaire perceived value" of the data collection tool, 2011 February 11 to February 18 at the Tour Park out of the query, to facilitate sampling. A total of 400 valid questionnaires, of which 337, the effective rate of 84%, these data are descriptive statistics, regression analysis, dummy variables and logistic regression analysis, the results obtained are as follows: first, demographic characteristics and consumption of tourists characteristics of the analysis. Second, the perceived value than the monetary value of significant tourist impact studies. The study found that the characteristics of the married population, marital status, the value of the married population, higher degree of recognition beyond the money, the value is higher than the value of money and perceived quality, money and emotional behavior is a significant positive impact. Therefore, this study shows that perceived value of behavioral level, there is no causal relationship to the perceived value, the reason for the behavior problems of the project, the amusement park''s moving line design, transportation, consumer convenience and food issues, such as waiting time, according to respondents provide general advice amusement park moving line design response is not clear enough, suggested the industry should focus on improving recreational facilities and improve the degree of behavioral dimensions of experience.