| Summary: | 碩士 === 義守大學 === 企業管理學系碩士班 === 97 === The domestic tourism grew rapidly since the「two-day weekend policy」began in 1990. According to the reporters of Taiwan Tourism Bureau, the tourists increased 4.07% from 2002 to 2003. The number of domestic theme parks reaches the peak of 52 in 2003. However, the keen competition and the rapidly change environment made the number of domestic theme parks reduced to 40 in 2008. The global economy is struck by the subprime mortgage and the domestic government proposes new policy for open up tourist from mainland China to visit Taiwan. It seems that the domestic theme park industry will face a more challenge operation environment. Therefore, 「what to do and how to do」to maintain the capability for competition becomes an seriously issue for the theme parks managers.
The studies for tourism industry usually discussed either financial or non-financial aspects, and they seldom discussed both at the same time. Thus, this study tries to combine the non-financial aspects (tourist satisfaction) and the financial aspects (tourist population) to estimate the performance. Following the former studies, this study use the 「absolute」satisfaction and also apply the data envelopment analysis (DEA) to compute the 「comparative」 satisfaction to estimate the performance of the domestic theme parks. Moreover, the relation between non-financial aspects and financial aspects is also investigated.
Results show that: 1. 「Enterprise Image」 plays less important role for tourist satisfaction than it does before. 2. The tourists consider the 「acts of service」 as a series of process. Offering good service means to give a whole and satisfying action to tourists. 3. 「Price」is still an important factor for the tourist satisfaction especially when the economy is not booming. 4. The non-financial aspects really have a great influence to financial ones. For having more income to raise the performance, the managers need to emphasize the tourist satisfaction.
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