| Summary: | 碩士 === 逢甲大學 === 土地管理所 === 94 === There are many kinds of pressure in the management of private theme parks due to the change of social environment, and consequently the performance of management has become more and more important. How to increase the quantity of visitors has played one of the important roles in the management of theme park. The theme park managers could use advertisement to attract the visitors except the nice facilities and services within the park. Managers must know the effectiveness in carrying out the advertisement as well as its influences. Therefore, some useful advertising decisions can be made to attract the visitors within limited budgets.
The purposes of this study are shown as followings:
1. To understand the differences in the advertisement contact of different visitors.
2. To examine the effects of visitors’ advertisement contact on their travel attitudes.
3. To examine the effects of visitors’ advertisement contact on their travel decisions.
4. To examine the relationship between the travel attitudes and travel decisions after advertisement contact.
The results of this study are shown as followings:
1. There is no significant differences in advertisement contact existed due to different genders, occupations and areas of residency but there are some trifling differences existed because of different ages and levels of education.
2. Visitors have shown some responses after contacting with advertisement. However, the effect of those responses was not absolute because visitor’s responses were not necessary to be positively related to the contact of advertisement.
3. Based on the frequency of advertisement contact, the effect of advertisement on the visitors who often contacted advertisement was greater than those who seldom contacted advertisement. There were no apparent effects on other types of visitors in terms of contacting advertisement.
4. The effect of advertisement on visitors was greater for those who completely contacted advertisement at least one time than those who did not at all. However, the effect would not increase along with the increase in contact frequencies.
5. It was found that visitors’ travel attitudes were significantly related to their travel decisions after contacting advertisement. Therefore, managers can use the advertisement contact to affect visitors’ travel attitudes and their travel decisions accordingly.
6. Visitors mostly hoped to see the display about the characteristics of the park and the schedule of current special shows. In addition, visitors emphasized more on the frequencies of the advertisement shown in the public media than the sizes or kinds of media.
|
|---|
