The Correlation Among Experiential Value, Satisfaction, Commitment &; Loyalty for Theme Park in Taiwan

• Main Authors: Tseng-Yi-Wen, 曾怡雯
• Other Authors: Li-Chiao Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/06457261602932082576

碩士 === 國立勤益科技大學 === 企業管理系 === 100 === After the government implemented the two-day weekend policy in Taiwan, people had more leisure time, which stimulated the construction of an increasing number of theme parks. These theme parks attracted visitors by offering recreational facilities &; environments with distinctive themes that satisfy customers’ dem&;s. This phenomenon inspired us to conduct a study examining theme parks. The purpose of this study was to explore: (1) Whether differences in visitor background &; consumer experience attribute an influence to a theme park experience value, level of visitor satisfaction, visitor commitment &; visitor loyalty. (2) The relationship between theme park experience value &; level of visitor satisfaction. (3) The relationship between theme park experience value &; visitor commitment. (4) The relationship between theme park experience value &; visitor loyalty. (5) Level of visitor satisfaction &; visitor commitment are the mediating variables between theme park experience value &; visitor loyalty. Theme park visitors are chosen as the objects of this study, and through literature reviews, constructs including theme park experience value, level of visitor satisfaction, visitor commitment &; visitor loyalty are identified. Questionnaires are conducted by both online &; the study objects, and the collected questionnaires are compiled by utilizing SPSS12.0 &; AMOS17.0 to analyze the relationship between theme park experience value, level of visitor satisfaction, visitor commitment &; visitor loyalty &; verify the relationships among the above constructs are verified to pinpoint business direction &; provide recommendations for theme park operators. 401 questionnaires are collected. 329 of them are effective questionnaires, &; the return ratio is 82%. After empirical analyses, the following results are verified: (1) Significant discrepancies are observed among influences that different visitor background attribute has on theme park experience value, level of visitor satisfaction, visitor commitment &; visitor loyalty. (2) Theme park experience value is positively correlated with visitor loyalty. (3) Theme park experience value is positively correlated with level of visitor satisfaction. (4) Theme park experience value is positively correlated with visitor commitment. (5) Level of visitor satisfaction is positively correlated with visitor loyalty. (6) Visitor commitment is positively correlated with visitor loyalty. (7) Level of visitor satisfaction &; visitor commitment are mediating variables between theme park experience value &; visitor loyalty.