常州市淹城春秋樂園游客重游意愿研究
發(fā)布時間：2019-03-16 18:39
【摘要】：自1989年中國深圳“錦繡中華”第一個主題樂園開業(yè)以來,各地也紛紛利用當(dāng)?shù)靥赜械馁Y源創(chuàng)建各具特色的主題樂園,此外國外主題樂園也紛紛加入旅游服務(wù)業(yè),搶占旅游市場,2016年迪士尼樂園在上海開業(yè)。旅游業(yè)不僅推動了經(jīng)濟效益的增長,而且產(chǎn)生了更高價值的社會效益,增加了政府收入,提供了就業(yè)機會,滿足了人們?nèi)找嬖鲩L的物質(zhì)文化需求。然而據(jù)統(tǒng)計,不少主題樂園出現(xiàn)虧損狀態(tài),高投入后的增值期限短,成為主題樂園大開發(fā)浪潮后的嚴(yán)峻問題之一。究其原因在于規(guī)劃不合理、市場推廣不力、管理經(jīng)驗薄弱導(dǎo)致客流量少,如果主題樂園要實現(xiàn)經(jīng)濟效益就必須保持穩(wěn)定的客流量,一般情況下在主題樂園開業(yè)初期,游客量較多,但過了保鮮期,就可能出現(xiàn)持續(xù)下坡,人流量少。因此如何保持游客流量是主題樂園經(jīng)營管理者面臨的重要的問題,掌握游客的需求能夠提高游客對游樂園的滿意度,從而提高重游意愿。研究主題公園的游客重游意愿非常有必要。常州市作為歷史悠久的文化古城,在政府的引領(lǐng)下將傳統(tǒng)地理資源和歷史文化、高科技有機結(jié)合,使得主題公園的文化主題呈現(xiàn)多樣化的發(fā)展趨勢,目前常州市主題樂園有春秋淹城樂園、中華恐龍園、環(huán)球動漫嬉戲谷,多樣化的主題樂園成為常州市新穎的創(chuàng)意文化產(chǎn)業(yè),不僅推動了常州市經(jīng)濟的發(fā)展和文化的傳播,更成為一座城市的品牌,同時讓游客增長知識,了解了更多的傳統(tǒng)文化,做到文化與生活相結(jié)合。本文選擇以常州歷史文脈和民俗風(fēng)情為主題的淹城春秋樂園為研究對象,因此本文選擇常州市主題公園為研究對象,對游客重游意愿進行實證分析,通過問卷調(diào)查從主題樂園的主題氛圍、服務(wù)設(shè)施、主題項目和服務(wù)質(zhì)量四方面構(gòu)建了測評游客重游意愿的影響模型。首先對常州淹城春秋樂園重游游客的基本特征進行了統(tǒng)計分析,發(fā)現(xiàn)游客在年齡、教育情況、收入和職業(yè)上具有一定的特征體現(xiàn)。然后,從主體氛圍、服務(wù)設(shè)施、主題項目與服務(wù)質(zhì)量對主題樂園的認(rèn)可度進行了描述性統(tǒng)計分析,研究發(fā)現(xiàn)樂園的主題項目認(rèn)可度最高,其次是主題氛圍,然后是服務(wù)設(shè)施,而服務(wù)質(zhì)量的認(rèn)可度最低,因此淹城春秋樂園在服務(wù)質(zhì)量與服務(wù)設(shè)施上面具有很大的改善空間。最后,以主題項目、主題氛圍、服務(wù)質(zhì)量、服務(wù)設(shè)施與游客特征為影響因素進行回歸分析,研究發(fā)現(xiàn)服務(wù)設(shè)施、服務(wù)質(zhì)量、主題氛圍與主題項目都會對重游意愿產(chǎn)生影響,且影響力度依次增強;而游客特征方面主體現(xiàn)在年齡和月收入會對重游意愿產(chǎn)生影響作用,性別、受教育程度與職業(yè)則不會對重游意愿產(chǎn)生影響作用。根據(jù)研究結(jié)論提出了提升主題樂園重游意愿的建議:合理安排主題項目、加強營造主題氛圍、改善樂園服務(wù)質(zhì)量、改進樂園服務(wù)設(shè)施。
[Abstract]:Since the opening of the first "Fairview China" theme park in Shenzhen, China, in 1989, various localities have also made use of local unique resources to create unique theme parks. In addition, foreign theme parks have also joined the tourism service industry and seized the tourism market. Disneyland opened in Shanghai in 2016. Tourism not only promotes the growth of economic benefits, but also produces higher value social benefits, increases government income, provides employment opportunities, and meets people's increasing material and cultural needs. However, according to statistics, many theme parks have a loss state, high investment after the value-added period is short, has become one of the serious problems after the theme park development tide. The reason is that the planning is unreasonable, the marketing promotion is weak, and the management experience is weak, which leads to less passenger flow. If the theme park is to achieve economic benefits, it must maintain a stable passenger flow. In general, in the early days of the opening of the theme park, A large number of visitors, but after the freshness period, there may be a sustained downhill, less traffic. Therefore, how to maintain tourist flow is an important problem faced by theme park managers. Mastering the demand of tourists can improve the satisfaction of tourists to the amusement park, and thus improve the willingness to re-visit. It is necessary to study the willingness of tourists to revisit the theme park. As a cultural ancient city with a long history, Changzhou City, under the guidance of the government, organically combines the traditional geographical resources, historical culture and high-tech, making the cultural theme of the theme park show a diversified trend of development. At present, Changzhou theme park includes Spring and Autumn Yancheng Park, Chinese Dinosaur Park, Global Cartoon play Valley, and diversified theme park has become a novel creative and cultural industry in Changzhou City, which not only promotes the economic development and cultural dissemination of Changzhou City, but also promotes the economic development of Changzhou City and the spread of culture. Become a city brand, at the same time let tourists grow knowledge, understand more traditional culture, make culture and life combine. This article chooses Changzhou historical context and folk customs as the theme of the Yancheng Spring and Autumn Paradise as the research object, so this paper chooses Changzhou theme Park as the research object, carries on the empirical analysis to the tourist revisit intention, Based on the questionnaire, the influence model of tourists're-visiting intention is built from four aspects: theme atmosphere, service facilities, theme items and service quality of theme park. Firstly, the basic characteristics of tourists in Changzhou Yancheng Spring and Autumn Paradise are statistically analyzed, and it is found that the tourists have certain characteristics in age, education, income and occupation. Then, from the subject atmosphere, service facilities, theme items and service quality, the descriptive statistical analysis of the theme park recognition degree, the study found that the theme item recognition of the park is the highest, followed by the theme atmosphere, and then the service facilities, and then the theme environment, and then the service facilities. The recognition of service quality is the lowest, so Yancheng Spring and Autumn Park has great room for improvement in service quality and service facilities. Finally, regression analysis was carried out with theme items, theme atmosphere, service quality, service facilities and tourists' characteristics as influencing factors, and it was found that service facilities, service quality, theme atmosphere and theme items all had an impact on revisit intention. And the degree of influence was increased in turn. On the other hand, the age and monthly income of tourists will affect the willingness to re-visit, while the sex, education level and occupation will not affect the desire to re-visit. According to the conclusion of the study, some suggestions are put forward to improve the intention of theme park revisit: arrange the theme project reasonably, strengthen the construction of theme atmosphere, improve the service quality of theme park, and improve the service facilities of theme park.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F592.7
本文編號：2441864
[Abstract]:Since the opening of the first "Fairview China" theme park in Shenzhen, China, in 1989, various localities have also made use of local unique resources to create unique theme parks. In addition, foreign theme parks have also joined the tourism service industry and seized the tourism market. Disneyland opened in Shanghai in 2016. Tourism not only promotes the growth of economic benefits, but also produces higher value social benefits, increases government income, provides employment opportunities, and meets people's increasing material and cultural needs. However, according to statistics, many theme parks have a loss state, high investment after the value-added period is short, has become one of the serious problems after the theme park development tide. The reason is that the planning is unreasonable, the marketing promotion is weak, and the management experience is weak, which leads to less passenger flow. If the theme park is to achieve economic benefits, it must maintain a stable passenger flow. In general, in the early days of the opening of the theme park, A large number of visitors, but after the freshness period, there may be a sustained downhill, less traffic. Therefore, how to maintain tourist flow is an important problem faced by theme park managers. Mastering the demand of tourists can improve the satisfaction of tourists to the amusement park, and thus improve the willingness to re-visit. It is necessary to study the willingness of tourists to revisit the theme park. As a cultural ancient city with a long history, Changzhou City, under the guidance of the government, organically combines the traditional geographical resources, historical culture and high-tech, making the cultural theme of the theme park show a diversified trend of development. At present, Changzhou theme park includes Spring and Autumn Yancheng Park, Chinese Dinosaur Park, Global Cartoon play Valley, and diversified theme park has become a novel creative and cultural industry in Changzhou City, which not only promotes the economic development and cultural dissemination of Changzhou City, but also promotes the economic development of Changzhou City and the spread of culture. Become a city brand, at the same time let tourists grow knowledge, understand more traditional culture, make culture and life combine. This article chooses Changzhou historical context and folk customs as the theme of the Yancheng Spring and Autumn Paradise as the research object, so this paper chooses Changzhou theme Park as the research object, carries on the empirical analysis to the tourist revisit intention, Based on the questionnaire, the influence model of tourists're-visiting intention is built from four aspects: theme atmosphere, service facilities, theme items and service quality of theme park. Firstly, the basic characteristics of tourists in Changzhou Yancheng Spring and Autumn Paradise are statistically analyzed, and it is found that the tourists have certain characteristics in age, education, income and occupation. Then, from the subject atmosphere, service facilities, theme items and service quality, the descriptive statistical analysis of the theme park recognition degree, the study found that the theme item recognition of the park is the highest, followed by the theme atmosphere, and then the service facilities, and then the theme environment, and then the service facilities. The recognition of service quality is the lowest, so Yancheng Spring and Autumn Park has great room for improvement in service quality and service facilities. Finally, regression analysis was carried out with theme items, theme atmosphere, service quality, service facilities and tourists' characteristics as influencing factors, and it was found that service facilities, service quality, theme atmosphere and theme items all had an impact on revisit intention. And the degree of influence was increased in turn. On the other hand, the age and monthly income of tourists will affect the willingness to re-visit, while the sex, education level and occupation will not affect the desire to re-visit. According to the conclusion of the study, some suggestions are put forward to improve the intention of theme park revisit: arrange the theme project reasonably, strengthen the construction of theme atmosphere, improve the service quality of theme park, and improve the service facilities of theme park.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F592.7
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