The Study on Relationship among Theme Park Visitors’ Travelling Motivation, Tourism Image and Loyalty－An empirical case of Yamay Discovery World

• Main Authors: Wen-ling Chang, 張紋菱
• Other Authors: Jui-Yuan Chu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/u79mg6

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 94 === The management of theme park has faced unavoidable competition, since the population of youth is decreasing. Therefore, this study is trying to investigate the effect of visitors’ image of theme park and their travel motivation on the loyalty of theme park, and wishes to gain some insight for the management of theme park. The study took Yamay Discovery World as an empirical case, and 402 questionnaires collected. The results showed that most of the visitors are female, unmarried, age between 21 and 30, college level of education, with occupation of government workers, and average of monthly income between NT$20,001 and 30,000. The visitors’ image to the Yamay are the perception created by the facilities and the service provided; most of the visitors’ travel motivation are ‘avoidance inducement’ and sense perception’; their loyalty to the Yamay is about average and sensitive to the price. Also it is found that there is a positive relationship between visitors’ travel motivation and their image to the Yamay, and both of them have a positive effect on the loyalty. Finally, there is a significant difference the demographic, such as level of age, education, occupation and income, and travel motivation; and the same occurs between level of education and loyalty. Finally, the study suggests that Yamay should pay more attention on the planning of its own theme and the recreational environment, and design the package including thicket and meal or the lottery coupon giveaway. At the same time, they could try to extend the activities, which are the focus of their present promotion, to form a series of festivals and create its own value on the visitors’ image, and hence intensify the visitors’ revisit willing.