| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 93 === Abstract
Recently, the business of the Theme Parks is economically facing many difficult predicaments. The reasoning is based on the preference of the nationals, the activities of the diverse tourisms, and Disneyland is established in Hong Kong. According to be in the pressure of the business operation, providing the services that the tourists thought which are valuable and expecting that the former tourists will come back to consume again are one of the pivot factors to resolve these predicaments. Thus, the study is trying to investigate the relationship among theme park service quality, perceived value, customer satisfaction and behavioral intention.
This study takes the Yamay Discovery World as an empirical case, and 389 questionnaires were collected. The result showed that most of the visitors are females, age of young generation, unmaired, residence of central and northern Taiwan. Among the service quality, the most and the less satisfied items are the tangible service quality and attractive service respectively; and the appearance of architecture is the most attractive. For the visitors’ perceived value, the perceived transaction value is thought to be higher than perceived acquisition value. For the relationship among service quality, perceived value, sacrifice ,customer satisfaction and behavioral intention, the results of LISREL showed that a positive significant relationship exists in the service quality of the Theme Park to the perceived value and customer satisfaction of the visitors; a negative significant relationship exists in the perceived sacrifice to the perceived value, and showed that a positive relationship exists in the perceived value to the customer satisfaction; a positive relationship exists in the customer satisfaction to the behavioral intention.
Therefore, the study suggests that the Theme Parks should provide more personal services, more participatory activities, and more unique theme buildings to fulfill the needs of the visitors in all ages, and hence, to increase the visitors’ willing to come back.
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