以劇場理論探討主題樂園提供的服務體驗元素

Applying dramaturgy theory to investigate the factors of service experience in theme park

10.29423/JSRR.202109_16(1).04

陳怡穆(Yi-Mu Chen)

劇場理論 ； 主題樂園 ； 體驗感受 ； 服務傳遞 ； dramaturgy theory ； theme park ； perceived experiences ； service delivery

運動與遊憩研究

16卷1期（2021 / 09 / 01）

50 - 60

繁體中文

疫情重創觀光產業，也因為遊客無法至國外旅遊，使得國內各觀光景點都爆滿人潮。本研究應用劇場理論將主題樂園的場景、服務人員、提供的服務或表演以及遊客體驗感受探討對遊客的再訪意願的影響。本研究針對義大遊樂世界的遊客進行問卷調查，共收回176份有效問卷。受測者的基本資料：女性占69.32%；19～35歲占84.09%；每月收入10,000元以下占66.48%；在主題樂園停留時間以3～5小時占50.57%；平均在園內消費金額以300元以下占42.61%。採用結構方程式中的偏最小平方法進行測量模型與結構模型之檢測。研究結果顯示，主題樂園中的實體環境、服務人員、服務傳遞與消費者互相搭配才能有效地形塑出消費者的體驗感受，讓此次的遊玩經驗提升遊客未來的再訪意願與推薦行為。本研究依據分析結果，針對主題樂園業者提供相關的經營建議：包括一、主題樂園主題的設立，並搭配符合主題的實體環境與服務人員的表現，再透過訓練，使得服務傳遞就如同戲劇的演出一般，除了演員對其所扮演角色的投入之外，依照事先擬定好的腳本與台詞演出，感動觀眾。二、主題樂園可提供與主題相關的故事，並傳達予遊客，以塑造遊客的體驗感受與再訪意願。

The tourism industry has been heavily hit by the epidemic. Many domestic attractions are full of people because tourists are unable to travel abroad. The study applies dramaturgy theory, which integrates physical environment, service personnel, service delivery, and consumer, to investigate consumer perceived experiences and revisit intention. A total of 176 valid questionnaires were collected from those consumers who have visited E-Da theme park. The demographic data of the respondents: female accounted for 69.32%, while 84.09% of respondents are 19-35 years old. 66.48% of respondents average monthly income less than NT$10,000; while more than 42.61% of them spent less than NT$300 in the theme park. 50.57% of respondents stayed in the theme park around 3~5 hours. Structural equation model: partial least squares (SEM-PLS) was adopted to test measurement model and structural model. The results show that the physical environment, service personnel, service delivery and consumers in the theme park can effectively shape the consumer's experience. Moreover, consumer's experience can enhance the revisit intention and recommendation behaviors. Practical implication and suggestion to theme park are provided. First, physical environment and service personnel should be in line with the theme. Through training service personnel, such as actors acting based on the predetermined scripts and with passion in a drama, to touch audiences' emotions. Secondly, the narrative related to the theme should be provided and to delivered to shape tourists' experiences and revisit intentions.

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