台灣主題樂園服務品質之分析：以A主題樂園為例

Abstract

近年生活型態和消費型態的改變促進了主題樂園產業的發展。主題樂園帶給消費者有形的遊憩設施與無形的服務及體驗，使遊客產生愉悅的感受和回憶。然而，主題樂園多提供主觀體驗服務、必須擁有整體性、且須建立主題情境，因此主題樂園的服務品質必須從多重面向進行分析，包含設施、餐飲、商品、表演、服務和整體滿意度。本研究以國內A主題樂園的遊客做為研究對象，針對以上六個服務品質進行量化分析。除了一般滿意度之外，本研究的量化分析亦包含遊客的價格敏感度資料，作為另一種遊客滿意度的表現。以上數據也同時搭配遊客本身的基本資料進行分析。本研究量化分析結果發現，主題樂園遊客以女性、大學學歷、中低薪資族群為主，且同行者多為家庭成員；擁有小孩者對於主題樂園氣氛營造的滿意度較高，且願意花費在商品和餐點的金額也較高；學歷較高者對於商品及餐點花費的意願越低。

In recent years, lifestyle and consumption trend changes have facilitated rapid developments in the theme park industry. Through a combination of physical entertainment facilities and abstract services and experiences, theme parks provide consumers with joyful experiences and memories. However, the service provided by theme parks is highly subjective, needs to be comprehensive, and has to be based around a common theme. For this reason, the service quality of a theme park has to be analyzed from multiple aspects, including facilities, food & drink, merchandise, performances, service, and overall satisfaction. This study targeted visitors at Taiwanese theme park A and conducted a quantitative survey containing the aforementioned six aspects. The survey not only looked at consumer satisfaction levels, but also surveyed visitors on their price sensitivity, using price as another measure of satisfaction. These results were also analyzed alongside basic consumer information. Results of our analysis showed that most visitors to theme parks are females, college graduates, and consumers with mid-level income; most visitors are accompanied by family members; visitors accompanied by children tend to show higher satisfaction towards the atmosphere context of a theme park, and are more willing to spend money on merchandise and food & drink sold in the park; visitors with higher levels of education tend to be less willing to spend money on merchandise and food & drink sold in the park.