根據世界主題公園協會(Themed Entertainment Association)出版的2007年世界主題公園入園人次報告,將全世界所有的連鎖主題樂園排名,第一名為華特迪士尼集團(Walt Disney Attractions),在2007年到全世界的迪士尼樂園的遊客人數高達1億1650萬人,遠高過第二名的MERLIN娛樂集團(Merlin Entertainment Group)的3210萬人。 迪士尼樂園有如此高的入園人數,分析迪士尼樂園的遊客,關鍵在於重遊遊客。以東京迪士尼樂園為例,在1999年,東京迪士尼的遊客97%為重遊遊客,入園超過10次的遊客多達一半(天下雜誌,2000)。反觀香港迪士尼樂園開幕僅短短3年不到的時間,但它的入園人數卻是不升反降,並沒有因為迪士尼這個國際品牌,而吸引遊客前往。 從過去的學者研究中,可以發現吸引舊顧客比開發新顧客效率上還要好上5至6倍(鍾任榮,2006)。故本研究針對台灣旅客對香港迪士尼樂園及東京迪士尼樂園之重遊意願做比較,來分析東京迪士尼樂園高重遊旅客的原因。 本研究使用SPSS 12.0及LISREL 8.8二種統計分析軟體來分析樣本資料。以SPSS針對樣本進行敘述性統計分析。以LISREL進行問卷的測量效度分析、驗證性因素分析及結構模型分析。 研究結果顯示,品質價值、情感價值、社會價值及人員價值對顧客滿意度具有正向影響,顧客滿意度對於遊客重遊意願具高度正向影響。
According to Themed Entertainment Association/ Economics Research Associates’s Attraction Attendance Report, Walt Disney Attractions is number one of attendance of the 116.5 million in 2007 .MERLIN Entertainment Group is number second of attendance of the 32.1 million. Walt Disney Attractions has high attendance, because the “repeater”. Tokyo Disneyland for example, the attendance visits Tokyo Disneyland among 97% are repeater, a half of the attendace visited overtake 10 times in 1999. Instead Hong Kong Disneyland’s attendance is down from 2005 to 2007. Why Disney brand is not bringing attendance for Hong Kong Disneyland? The research in past, the efficiency of attract original customer compared with develop new customer are 5-6 times. This study compare Hong Kong Disneyland with Tokyo Disneyland of Taiwan’s visitor of revisit intension, to analysis Tokyo Disneyland has higher repeater. In this study use two kinds of statistical software (SPSS 12.0 and LISREL 8.8) analysis samples. The samples’s descriptive statistical analysis used SPSS. The validity of scale, confirmatory factory analysis and structural equation modeling used LISREL. The results showed that the quality value, emotional value, social value and personnel value has a positive impact on customer satisfaction, customer satisfaction has highly positive inpact on revisit intension.