主題樂園管理模式之探討－以花蓮遠雄海洋公園為例

Exploration on the Management Models of the Theme Park - A Case Study of Hualien Farglory Ocean Park

范振德(Woody Jann-Der Fann) ； 曾湍傑(Tuan-Chieh Tseng) ； 陳晏于(Yen-Yu Chen) ； 黃筠媗(Yun-Hsuan Huang)

《休閒產業管理學刊》 15卷2期 (2022/09) Pp. 25-48

https://doi.org/10.6213/JLRIM.202209_15(2).0002

摘要

COVID-19疫情衝擊觀光產業，在臺灣唯一國際性的花蓮遠雄海洋主題樂園（主題樂園）亦遭波及，平日遊客稀少，但在假日卻人潮爆滿，又宥於防疫政策，在經營上面臨挑戰。本研究主要探討面對疫情之衝擊，主題樂園究應如何滿足遊客之遊憩體驗，進而分析經營策略，最後得到妥善之管理模式，冀能達到永續經營之願景。資料之蒐集與分析係利用次級資料分析法與半結構式深度訪談法結合紮根理論之編碼分析技術，經11位專家三角交叉檢定研究信效度後，建構主題樂園遊客之遊憩體驗及經營策略構面。本研究透過ATLAS.ti分析得知，隨著親子、青少年、壯年、老年四個族群所想要的遊憩體驗各有所需。最後以ISM分析得到主要管理模式有自在─喘息服務模式、線上─學園教育模式、體驗─回憶創造模式及合作─優惠聯盟模式等。主題樂園如何提供各式遊憩設施、體驗活動或感動服務以滿足不同族群遊客，享受各式獨特的遊憩體驗，達到寓教於樂的目的，是主題樂園未來經營策略所需深思的，本研究結果有助於主題樂園未來經營管理參用。

關鍵字

遊憩體驗 ； 永續經營 ； 喘息服務 ； 紮根理論 ； ISM

並列摘要

The turnovers of international Hualien Farglory Ocean Theme Park (theme park) in Taiwan has been tremendously impacted by the COVID-19 epidemic. Owing to the epidemic prevention policy, there are few tourists visiting the theme park on normal days, but it is full of people on weekends and holidays. There are still challenges to the theme park to innovate. This research mainly discusses how the theme park to satisfy the tourists' principal recreation experiences in the face of the impacts of the epidemic, then analyzes the management strategy, and finally obtains a proper management model. To achieve the vision of sustainable management for the theme park is expected in this research. The data is collected and analyzed by the methods of secondary data analysis and semi-structured in-depth interview as well as combined with the coding analysis technology of grounded theory. The reliability and validity of the research are verified by 11 experts through triangulate test. The dimensions of recreation experiences of tourists and management strategies of the theme park are analyzed through the software of ATLAS.ti. The management models of the theme park are analyzed for the groups of parent-child, teenagers, prime and elderly individually through ISM analyzation. There are free-respite service model, online-school education model, experience-recall creative model, and cooperation-preferential alliance model. How the theme parks provide various recreational facilities, experiential activities or impressive services to satisfy tourists of different kinds of groups, enjoy various unique recreational experiences, and achieve the purposes of both happiness and education are the future directions of theme parks' management strategies. The results of the management models of the theme park can be adopted as reference in the future.

並列關鍵字

Recreation experience ； Sustainable management ； Grounded theory ； Respite service ； ISM

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