主題樂園遊客知覺價值之研究－以劍湖山世界為例

Research of the theme park visitors’perceived consciousness value - take the Janfusun Fancyworld as an example

陳亮杰(Liang-jie Chen)

指導教授 ： 鄭政宗 ； 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系碩士在職專班/碩士(2010年)

摘要

中文摘要
劍湖山世界為台灣目前休閒產業當中最具有指標性且設施規模完善之業者，自民國79年正式開幕至今，每年的來客人數及遊戲器具的刺激度，皆為各家業者所戮力投資挑戰與學習的對象，然而，隨著周休二日的實施、第二高速公路的開通、台灣高鐵的?運、開放陸客觀光，國民旅遊人次逐漸攀升，相對的，各主題樂園業者無不虎視眈眈的準備在這產業板塊中競相的投入龐大的資金與設備，來吸引更多的入園人潮。
本研究旨在瞭解劍湖山世界主題樂園遊客之知覺價值。以劍湖山世界為研究範圍，使用便利抽樣方式於園區出口處及停車場處進行問卷調查。在資料分析方面，以描述性統計分析、單因子變異數分析、獨立樣本T檢定來進行資料分析處理。調查結果顯示，劍湖山世界遊客以女性居多；年齡為20~29歲年輕族群居多；受訪者以南部遊客最多；教育程度為大學之遊客最多；職業方面以學生族群最多；婚姻狀況以未婚為最多。在遊客不同屬性與知覺價值之差異分析上，性別在知覺價值的差異並無顯著；年齡在知覺價值的差異有顯著；居住地在知覺價值的差異有顯著；教育程度在知覺價值的差異有顯著；職業在知覺價值的差異有顯著；月收入在知覺價值的差異無顯著；婚姻狀況在知覺價值的差異有顯著。
因此，本研究建議主題樂園應能針對遊客知覺價值的反應，進行創新突破的實務改進，以提升遊客的重遊率及滿意度。

關鍵字：劍湖山世界、知覺價值、遊客屬性、主題樂園

關鍵字

劍湖山世界 ； 知覺價值 ； 遊客屬性 ； 主題樂園

並列摘要

Abstract
Janfusun Fancyworld is the most indicative operator with complete facilities among recreational businesses in Taiwan. Since formal opening in 1990, it has been the target for all operators to challenge and learn in term of guest numbers and excitement of recreational facilities. However, following the implementation of two days off a week, opening of second national highway, Taiwan High Speed Rail and open for to Chinese tourists, the numbers of domestic travelling persons are increasing. Accordingly, all theme park operators eagerly wait for devoting huge investment and facilities to attract more population.
The purpose of study is to understand the consciousness value of tourists in Janfusun Fancyworld. The convenient sampling method was used in the exit and parking space within Janfusun via questionnaires. For data analysis, the descriptive statistical analysis, one-way ANOVA and independent samples T test were processed. According to the results of survey, most tourists are female with age from 20 to 29. Respondents from southern Taiwan and students in universities were most. In respect of occupation, students occupied the most shares. From marriage perspective, most respondents were singles. For differential analysis in term of consciousness value, the difference between genders was insignificant, while it was significant among ages, residences, degrees of education and occupations. The difference was not significant in respect of monthly income but significant in marriage status.
Therefore, the study recommends that theme parks may proceed innovative and breakthrough improvement aiming at responses of tourists for consciousness value to increase the revisit ratio and satisfaction of tourists.

Keywords: Janfusun Fancyworld, consciousness value, properties of tourists, theme parks

並列關鍵字

theme parks ； Janfusun Fancyworld ； consciousness value ； properties of tourists

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