臺灣博碩士論文加值系統

隨著國人生活水平的提升及所得穩定的發展，休閒旅遊的需求日益增長，國內旅遊市場的商機，仍有相當發展空間。以國人國內旅遊時主要從事的遊樂活動，2005 至2010 年間平均數值來看，主要仍以自然賞景47.8%及文化體驗活動24.4%為主流，然而遊樂園活動僅佔4.1%；現遊樂園仍以機械遊樂活動之體驗行銷為主流，而動生物遊樂活動之體驗行銷為具有未來發展趨勢之可能性。本研究以遊樂園機械與動生物遊樂活動之體驗行銷，來探討兩者間體驗行銷的效果比較，並以影響消費者的滿意度、忠誠度做為消費後重要衡量指標，進而研究出對遊樂園活動，具有核心競爭力及未來趨勢的經營型態，可提供予遊樂園業者朝向永續經營及有效提升遊樂園活動在國內整體旅遊市場佔有率的一種可能方式。
本研究以Schmitt（1999）體驗行銷中的策略體驗模組，以感官、情感、思考、行動、關聯等五種體驗來衡量，分別探討機械與動生物遊樂活動體驗行銷之效果比較，與對於消費者的滿意度、忠誠度之影響。運用問卷調查蒐集剛完成遊樂園遊樂的消費者，對於遊樂體驗後的感覺，研究中共計發放問券數600 份，回收問券數585 份，其中扣除年齡較小（19 歲以下）及年齡較大（55 歲以上），對體驗行銷的理解力可能較差的年齡層，實際有效問券樣本數為453 份，有效回收率77.4%。
將所得問卷調查資料運用迴歸分析驗證本研究假設，結果發現：
1. 機械遊樂活動體驗行銷對滿意度、忠誠度的影響效果呈顯著正相關之假設僅部份支持；
2. 動生物遊樂活動體驗行銷對滿意度、忠誠度的影響效果呈顯著正相關之假設，僅部份支持；
3. 動生物遊樂活動體驗行銷，較機械遊樂活動體驗行銷效果強，僅於忠誠度層面解釋力較高，於滿意度層面的解釋力較低。
根據上述結果，提出以下建議：
1. 遊樂園的核心價值掌握與創造；
2. 遊樂園專屬的活動制定；
3. 遊樂園本位主義經營觀念改變；
4. 動生物遊樂園活動置入教育知識；
5. 顧客關係管理的建立。

With the upgrading of people's living standards and income stability, the demand for travel increased. The commercial of the domestic tourism market still has a considerable room for development. In the recreational activities in domestic tourism, the average value between 2005 and 2010 mainly still has the natural scenery of 47.8%
and 24.4% of the cultural experience activities. The mainstream and machinery, animal and plant recreational activities of experiential marketing are future trends. The study compared the experiential marketing of machinery, animal and plant recreational activities the effect of marketing study and the effect of consumer satisfaction and
loyalty as a post-consumer measurement. It’s more than developed on amusement park activities. The management style of the core competencies and future trends. Amusement park can provide sustainable development and enhance the amusement park activities in the domestic tourism market as a whole.
The study use Schmitt （1999） to provide experience marketing strategy experience in modules, associated to the senses, emotions, thoughts, actions, and other five kinds of experience, measured respectively exploring the mechanical and biological effects, as well as the impact of consumers’ satisfaction and loyalty. The study uses questionnaires to explore the experiences of consumers who just ended tours in amusement parks. The study distributed 600 questionnaires and 585 questionnaires were returned. Respondents under 19 years of age and 55 years and over may have poor understanding of experiential marketing and thus were omitted. The valid questionnaires were 453 with a valid return rate of 77.4%.
Regression analysis will be used in this study to verify the hypotheses. Three findings were discovered: 1. The findings reveal that experiential marketing of machinery recreational activities has partially positive effects on marketing satisfaction and loyalty. 2. The experiential marketing of animal and plant recreational activities has partially positive effects on satisfaction and loyalty. 3. The experiential marketing of animal and plant recreational activities is more than the machinery recreational activities. Loyalty level to explanatory ability is higher than satisfaction.
Based on these results, the following suggestions were proposed:（1）The value and creativity are the main concern of the amusement park.（2）Exclusive amusement park activities planned.（3）Amusement park selfish departmentalism business idea changed.（4）Animal and plant recreational activities can include educational knowledge.（5）The establishment of customer relationship management.

謝誌 ..................................................... 2
摘要...................................................... 3
目錄 ......................................................V
表目錄 .................................................. VI
圖目錄 ................................................. VII
第一章 緒論 ................................................1
第一節 研究動機 ............................................ 1
第二節 研究目的 ............................................ 4
第二章 文獻探 ............................................. 5
第一節 國人國內旅遊市場現況 ................................. 5
第二節 遊樂園活動現況 ...................................... 8
第三節 體驗行銷 .......................................... 16
第四節 機械與動生物遊樂活動之體驗行銷 ....................... 20
第五節 滿意度及忠誠度 ..................................... 29
第三章 研究方法 ........................................... 33
第一節 研究架構 ........................................... 33
第二節 研究對象及抽樣方法 .................................. 34
第三節 變數操作型定義及衡量 ................................ 39
第四章 實證研究結果與分析 .................................. 47
第一節 各變數間相關分析 .................................... 47
第二節 體驗行銷對消費者滿意度與忠誠度之影響分析 ............... 53
第五章 結論與建議 ......................................... 57
第一節 研究結果 ........................................... 57
第二節 管理意涵 ........................................... 60
第三節 後續研究建議 ....................................... 62
參考文獻 ................................................. 66
附錄：問卷 ............................................... 70

一、中文部份：
王育英、梁曉鶯譯，Bernd H. Schmitt著(2000)， 體驗行銷(Experiential Marketing:How to Get Customers to Sences, Feel,Think, Act and Relate to Your Company and Brand)，經典傳訊文化股份有限公司。
周秀蓉（2008）。「遊憩吸引力和遊憩體驗對顧客滿意度及重遊意願之影響－以六福村主題樂園為例」，明新學報，第34 卷：267-288。
陳成業、謝佩珊（2009）。「體驗行銷策略模組、體驗價值、顧客滿意度與忠誠度關係、之研究一以劍湖山世界為例」，嘉大體育健康休閒期刊，第8 卷第1 期：25-34。
陳秀芬 、唐吉民（2011）。「國內大型主題樂園顧客滿意度之研究-以劍湖山世界為例」，屏東教大體育，第14 卷：487-505。
簡彩完、黃長發（2010）。「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」，臺灣體育運動管理學報，第10 卷第1 期：1-37。
鍾任榮、莊庭禎、吳宗瓊（2007）。「主題樂園重遊遊客產品屬性偏好選擇之研究－探究過去經驗的影響」，餐旅暨家政學刊，第4 卷3 期：225-241。

二、中文電子媒體：
交通部觀光局（2011）。2011年觀光統計。2011年12月25日取自：http://admin.taiwan.net.tw/public/public.aspx?no=315

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