主題樂園遊客體驗價值、顧客滿意度及休閒效益相關之研究

A Study of the Relationships among the Theme Park Tourists' Experiential Value, Customers' Satisfaction and Recreation Effects

10.6547/tassm.2010.0001

簡彩完(Tsai-Wan Chien)；黃長發(Chang-Fa Huang)

主題樂園 ； 體驗價值 ； 顧客滿意度 ； 休閒效益 ； theme park ； tourist experiential value ； customers' satisfaction ； recreation effects

臺灣體育運動管理學報

10期（2010 / 03 / 01）

1 - 37

繁體中文

本研究旨在了解主題樂園遊客體驗價值、顧客滿意度及休閒效益的相關情形；以及比較不同背景變項之主題樂園遊客體驗價值、顧客滿意度及休閒效益的差異。本研究以九族文化村、月眉育樂世界及劍湖山世界三個主題遊樂園之遊客為研究對象。研究採用問卷調查法，並以便利取樣方式於2007年7月進行調查，共取得有效問卷1,968份。所得資料分別以t考驗、單因子變異數分析、積差相關分析及逐步迴歸分析進行各項研究假設之考驗，研究結果顯示：一、主題樂園遊客在體驗價值、顧客滿意度與休閒效益三者之間具有正相關。二、主題樂園之遊客在體驗價值上，以婚姻、年齡及學歷達顯著差異；而性別及月收入則未達顯著差異。三、主題樂園之遊客在顧客滿意度上，以學歷及月收入達顯著差異；而性別、婚姻及年齡則未達顯著差異。四、主題樂園之遊客在休閒效益上，以婚姻及學歷達顯著差異；而性別、年齡及月收入則未達顯著差異。五、體驗價值及顧客滿意度對休閒效益之預測力達38.4%，其中以「休閒體驗」達29.0%為最佳。本研究藉由了解主題樂園遊客的體驗價值、顧客滿意度及休閒效益感受情形，並延伸出許多遊客所關心、著重的遊憩需求，有助於經營管理單位掌控遊客潛在需求，進而開發可滿足遊客需求的軟、硬體設備與服務，並且達成開拓客源，提升遊憩資源使用率的目的。期望研究結果能夠提供主題樂園業者經營、管理之參考依據。

The purpose of this study was to understand the relationships among the theme park tourists' experiential value, customers' satisfaction and recreation effects. Additionally, the differentiation between different demographic characteristics, the theme park tourists' experiential value, customers' satisfaction and recreation effects were compared in this study. Data collection was conducted in three theme parks: Formosa Aboriginal Culture Village, Yamay Theme Park, and Janfusun Fancy World. Utilizing convenience sampling methods, 1968 valid self-reported questionnaires filled by tourists were collected in July, 2007. To test the hypothesis of this study, t-test, one-way ANOVA, Pearson correlation analysis and stepwise multiple regression methods were performed. Results of this study demonstrated that (a) strong positive relationship was found in the correlation analysis among the tourist experiential value, customers' satisfaction and recreation effects. (b) Significant differences among demographic variables (the marital status, age, and education levels) were found for the theme park visitors' experiential value. However, variables as gender, monthly income and travel times were not found to be significantly different in the ANOVA test. (c) The education levels, income and travel times of visitors in theme park showed large variation in terms of customers' satisfaction while gender, the marital status and age revealed little variation. (d) The recreation effects for tourists of the theme park were considered to have different influences among people with different marital status, educational levels and travel times; while gender, age and monthly income did not show significant differences with regards to the recreation effects. (e) The predictive reliability of tourists' experiential value and customers' satisfaction for recreation effects were 38.4% and the best predictive value was the leisure experiential which reached 29.0%. This study explored the relationships among the theme park tourist experiential value, customers' satisfaction and recreation effects. In addition to revealing tourists' concerns, results would be helpful for recreational practitioners to better understand tourists' potential demands. With this information, recreational practitioners could provide adequate software, equipments, and facilities to attract more customers and increase recreation resource usages. Results of this study were expected to be the managerial reference to the theme park industry.

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