主題樂園的遊憩吸引力和遊憩體驗對顧客滿意度及重遊意願之影響－以月眉育樂世界爲例

The Effect of Theme Park's Play Attraction and Recreation Experience on Customer Satisfaction and Return Visiting: A Case Study of Yamay Resort

10.6132/JCM.2007.4.2.14

周秀蓉(Hsiu-Jung Chou)；吳明怡(Ming-Yi Wu)

主題樂園 ； 遊憩吸引力 ； 遊憩體驗 ； 顧客滿意度 ； 重遊意顧 ； Play Attraction ； Recreation Experience ； Customer Satisfaction ； Return Visiting

商業現代化學刊

4卷2期（2007 / 09 / 01）

155 - 168

繁體中文

本研究主要以月眉育樂世界爲例，探討「遊憩吸引力」、「遊憩體驗」、「顧客滿意度」及「重遊意顧」等四項變數之相關性與因果關係。對月眉之遊客進行問卷發放與回收，有效問卷共回收132份。根據統計結果發現，月眉的遊客不同人口統計變數與遊客遊憩行爲對遊憩吸引力、遊憩體驗、顧客滿意度、重遊意願有部份顯著差異。此外，月眉遊客之遊憩吸引力與遊憩體驗對顧客滿意度皆具有正向影響；遊憩吸引力與遊憩體驗對重遊意顧皆不具有正向影響；顧客滿意度對重遊意願具有正向影響；遊憩吸引力和遊憩體驗透過顧客滿意度對重遊意願皆有間接影響。最後針對研究發現，本研究對月眉育樂世界提出行銷策略之建議。

This research aims to use Yamay Resort as an example for discussion. The main topics explore the relationship among ”Play Attraction” and ”Recreation Experience”, ”Customer Satisfaction”, and ”Return Visiting” as to four items' correlation and their cause-effect relationship for Yamay Resort's visitors. With respect to the questionnaires distributing among Yamay Resort's visitors, the effective response questionnaires are 132 copies. According to the statistical results, the findings are that different demographic variables and visitors' play behaviors are partially significantly associated with play attraction, recreation experience, customer satisfaction, and return visiting. In addition, the visitors' play attraction and recreation experience positively influence customer satisfaction, but not return visiting. Customer satisfaction has positive influence on return visiting, and the effect of play attraction and recreation experience on return visiting is indirectly mediated by customer satisfaction. Therefore, it is suggested that Yamay company should design a set of marketing strategy in the long-run.

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