主題樂園重遊遊客產品屬性偏好選擇之研究－探究過去經驗的影響

The Study of Repeat Visitor Product Preference Choice in the Theme Park: Explore the Influence of Prior Experiences

鍾任榮(Jen-Jung Chung) ； 莊庭禎(Ting-Chen Chuang) ； 吳宗瓊(Tsung-Chiung Wu)

《餐旅暨家政學刊》 4卷3期 (2007/09) Pp. 225-241

https://doi.org/10.6572/JHHE.4(3).1

摘要

現今國內受歡迎的主題樂園遊客人數眾多且重遊遊客所佔比例甚高，但國內卻少有深度探討重遊行爲的相關文獻，在以往文獻中提到遊客滿意度影響了再度重遊的意願，但即使有重遊意顧，其將如何影響重遊選擇行爲也不得而知，故本研究實地調查主題樂園的重遊遊客，企圖經由充分了解重遊遊客的過去經驗與主題樂園產品屬性偏好，期能對重遊遊客的產品選擇偏好有更精確的解讀。本研究以國內成立歷史較久且具知名度的主題樂園：劍湖山、六福村與九族文化村的重遊遊客爲研究對象，目地在於探討重遊遊客過去經驗對產品屬性偏好選擇的影響關係。利用過去滿意度、過去重遊意願與來訪次數來呈現過去經驗的特質，研究結果顯示，遊客過去的旅遊經驗會顯著影響到遊客重遊時對產品的偏好。本研究不但驗證過去旅遊的次數會影響過去滿意度以及遊客的重遊意願，本研究結果更進一步驗證過去旅遊體驗對後績的重遊產品選擇偏好會產生正向的影響。

關鍵字

主題樂園 ； 重遊 ； 過去經驗

並列摘要

Each year thousands of tourists visit those popular theme parks in Taiwan and about 80% of them are repeat-visitors. In terms of amount and proportion, repeat visitors are important; but few studies had examined the choices and behaviors of repeat visitors. In addition, many previous studies had showed visitor's on-site satisfaction would inf1uence their re-purchase intentions, but no details regarding how they might inf1uence visitor's choices in their repeat trips. Thus this study intends to explore relationship between prior experiences and product preferences of repeat visitors. Through carefully examining these relationships, it would provide more explicable illustrations for repeat visitors' choices and behaviors. This study selects repeat visitors from three famous theme parks, ＜||＞Janfusun Fancy World, Leofoo Village Theme Park, and Formosan Aboriginal Culture Village＜||＞, to examine relationship between prior experiences and product preferences for current visit. In this study, prior experiences inc1ude prior satisfaction, repeat visit intentions from the past trip, and the number of visits in the past. Study results did demonstrate past trip experiences will inf1uence repeat-visitor's product preferences for current trip. Study results not only confirm the relationships among the number of prior visits, the prior satisfaction, repeat intention from the past trip, it further illustrate how past trip experiences will positively inf1uence people's product preferences as they actualize their next trip to the same them park.

並列關鍵字

them park ； repeat visit ； prior experiences