主题游乐园之消费体验及重游意愿之探究-朝阳科技大学.doc

主題遊樂園之消費體驗及重遊意願之探究 The Study of Visitors’ Consuming Experience and Revisit Intention in Theme Parks 莊曉琪＊ 張君如＊＊ 李宜玲*** Hsiao-chi Chuang Chun-ju Chang Yi-ling Lee * 宜寧高級中學觀光科兼任教師 ** 朝陽科技大學休閒事業管理系助理教授 *** 朝陽科技大學休閒事業管理系副教授 聯絡方式：台中縣霧峰鄉吉峰東路168號 朝陽科技大學休閒事業管理系0955-795-729 E-mail：cjchang@cyut.edu.tw 主題遊樂園之消費體驗及重遊意願之探究 The Study of Visitors’ Consuming Experience and Revisit Intention in Theme Parks 【摘 要】 社會變遷與消費者需求的改變，傳統行銷的訴求方式已經無法滿足消費者。國內各大主題樂園近幾年來也意識到消費者的體驗需求，不管是在園區經營或在行銷方式上都投注不少心血，因此，本研究擬以深度訪談的方式，訪談近三年內曾經到國內或國外主題樂園消費至少三次（含）以上的遊客共19人，以了解遊客在主題園消費體驗之感受，並進步探討遊客再次重遊的影響因素。研究結果發現：遊客對主題園的消費體驗共有四種形式, 包括：1.情感體驗：刺激、興奮、歡樂、愉快、放鬆、解壓、脫離現實；2.思考體驗：主題園的主題性、創新服務；3.行動體驗：與他人互動、優美景觀、；4.關聯體驗：融入情境、與他人分享。而影響遊客重遊意願的因素有四點：1.遊具設施；2.；3.服務；4.同遊對象。除了正面的遊園體驗外，受訪的遊客亦有負面的消費體驗：1. 主題園人潮過度擁擠；2. 服務；3.。本研究建議主題園業者在管理上要加強人員服務的態度、例假日改善餐飲的提供及服務，遊具維修。 【關鍵詞】：消費體驗、重遊意願、主題樂園Societies and consumers demands have changed. Traditional marketing techniques can no longer satisfy consumers needs. Large domestic theme parks in recent years have become aware of consuming experience. A lot of effort has gone into both theme park management and marketing. This research investigates using an in-depth interviewing method. The 19 people interviewed have all been to domestic or foreign theme parks at least three times within the past three years. With their responses, we could understand their feeling of consuming experience and furthermore got a feel for what causes people to wish to return to theme parks. The results of the study showed that visitors have four kinds of consuming demands. 1) feel: excitement, enjoyment, relaxation, escapism; 2) think: theme and mode of service; 3) act: interactivity, wonderful scenery, exciting rides; 4) relate: fantasy emersion and sharing. The influence of the tourist returning is based upon the following four factors: 1) new rides and equipment; 2) promotional activities (which may invite local businesses to participate in drawing crowds); 3) go