主題遊樂園轉移措施對遊客等候時間知覺影響之研究－以月眉探索樂園之搶救地心設施為例

The Research of the Effect of Theme Park's Distractive Measure on Tourists' Perception of Waiting Time: The Case Study of Yamay Resort Discovery World's "Save the Planet" Facility

宋玉麒(Yu-Chi Sung) ； 高崇倫(Chung-Luen Kao) ； 張淑雅(Shu-Ya Chang)

《臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集》 2008年度 (2008/05) Pp. 348-361

https://doi.org/10.29938/TWTOURISM.200805.0348

摘要

等待在日常生活中是個很常見的現象，任何的服務系統都會發生等待的現象，對大部分的顧客而言，等待通常爲一種負面經驗，等待所花的時間越長久，不僅會使顧客產生負面情緒，進而感到不滿，更會對企業的服務評價與形象產生負面的印象，但等待也可能帶給企業正面評價與形象，好的等待環境能縮短等待的知覺，影響等待者對等待的評價。隨著所得與休閒時間的增加，主題遊樂園儼然已成爲一個趨力，而在主題遊樂園產業中，等待是無法避免產生的問題，因此，如何縮短遊客的等待知覺時間及提升遊客對樂園的服務評價，就成爲學界與業界所需討論的課題。 本研究旨在探討主題遊樂園中轉移等待注意力的措施對等候時間的知覺研究，發放問卷288份，回收有效問卷285份，有效回收率98.96%。經統計結果提出六點結論：一、受訪者以男性居多，佔50.5%，二、「搶救地心」之等待時間平均在30分鐘以內，屬於遊客願意花費的時間範圍內，三、遊客之特性不同，其在等待時間知覺上有顯著性差異，四、有無轉移遊客對等待注意力的措施在遊客之等候時間知覺上有顯著性差異，五、遊客之等待時間知覺對遊樂園之評價有顯著性影響，六、大部份的遊客較喜歡園區內活動及電視牆播放，而比較不喜歡快速通行證設施。從結論中可看出有無轉移遊客對等待注意力的措施在遊客之等候時間知覺上有顯著性差異，因此本研究建議月眉探索樂園應研究如何設置相關轉移等待注意力措施，減少遊客等待時間，提高遊客等待的滿意度。

關鍵字

主題遊樂園 ； 轉移措施 ； 等候時間知覺 ； 遊客行爲 ； 探索樂園

並列摘要

In daily life, waiting is a normal phenomenon, which can be produced by any service system. To most customers, waiting is a negative experience. If it takes a longer time to wait, it not only creates negative emotion among customers feeling unsatisfied, but also produces negative image on company’s service quality and image. However, waiting could bring positive evaluation and image for company. Good waiting environment could shorten waiting perception, thus changing people's evaluation on waiting. As salary and leisure time increase as time goes by, theme park is apparently becoming a drive. In this industry, waiting is an unavoidable problem. Therefore how to shorten tourists' perception of waiting time and enhance their evaluation on theme park's service becomes an important issue among academics and industries.
The research purpose of this research is to explore the perception of waiting time affected by measures taken by theme park to distract the attention of waiting. We issued 288 questionnaires and received 285 valid questionnaires. The rate of return is 98.96. Six conclusions were drawn after analyzing the data. First, the majority of participants were male, which account 50.5 percent. Second, the average time of waiting for ”Saving the Planet” is thirty minutes, which is within the time range among the tourists. Third, tourists have different characteristics, thus having significant difference on perception of waiting time. Fourth, measures that distract tourists’ attention have significant difference on perception of waiting time. Fifth, tourists' perception of waiting time has significant effect on theme park's evaluation. Sixth, most tourists prefer activities inside the theme park and vast television screen, and do not like fast pass. From the conclusions, we can see that measures that distract tourists' attention have significant difference on perception of waiting time. Therefore this research suggests that Yamay Resort should study the establishment of relevant measures to distract tourists' attention, reduce their waiting time, and increase their satisfaction on waiting.

並列關鍵字

Theme park ； distractive measure ； perception of waiting time ； tourist behavior ； Yammy Resort Discovery World