【摘要】：我國主題公園開發(fā)建設(shè)始于20世紀(jì)90年代。近五年來,集旅游要素與休閑體驗(yàn)為一體的主題公園迎來一輪新的建設(shè)高潮。然而,大部分主題公園沒有走出虧損的尷尬境地。體驗(yàn)經(jīng)濟(jì)時(shí)代,游客愈來愈重視旅游過程中獲得的體驗(yàn)價(jià)值,對于主題公園來說,提高游客的體驗(yàn)價(jià)值是保證其可持續(xù)發(fā)展的關(guān)鍵。在零售服務(wù)領(lǐng)域,作為影響顧客體驗(yàn)的重要因素,互動(dòng)相關(guān)的研究越來越受到學(xué)者們的關(guān)注。在旅游領(lǐng)域中,尤其是注重游客體驗(yàn)價(jià)值的娛樂型主題公園,有關(guān)游客間互動(dòng)的相關(guān)研究還較少。本研究以游客間互動(dòng)、游客體驗(yàn)價(jià)值及其游后行為意向作為研究內(nèi)容,經(jīng)過以下幾個(gè)步驟得出研究結(jié)論。首先,總結(jié)前人研究成果,梳理相關(guān)概念及理論;在此基礎(chǔ)上,提出本研究的理論模型。然后,基于娛樂型主題公園參與性強(qiáng)、互動(dòng)頻率高等特征確定影響游客互動(dòng)、體驗(yàn)價(jià)值及游后行為意向三個(gè)變量的具體維度,提出相關(guān)假設(shè)。第三,根據(jù)模型設(shè)計(jì)調(diào)查問卷,選擇上海迪斯尼、杭州爛蘋果樂園和安吉Hello Kitty主題樂園三家典型的娛樂型主題公園進(jìn)行實(shí)地調(diào)研獲取數(shù)據(jù)。第四、運(yùn)用SPSS、AMOS等數(shù)據(jù)分析工具,對回收數(shù)據(jù)統(tǒng)計(jì)分析,進(jìn)一步驗(yàn)證了研究假設(shè)。本研究結(jié)論如下:(1)游客間互動(dòng)由基本禮儀、建議與幫助和社交互動(dòng)三個(gè)維度構(gòu)成,體驗(yàn)價(jià)值由功能性體驗(yàn)價(jià)值、情感性體驗(yàn)價(jià)值、認(rèn)知性體驗(yàn)價(jià)值和社會(huì)性體驗(yàn)價(jià)值四個(gè)維度構(gòu)成。(2)基本禮儀對游后行為意向不構(gòu)成直接影響,但會(huì)通過體驗(yàn)價(jià)值(功能性體驗(yàn)價(jià)值、情感性體驗(yàn)價(jià)值和社會(huì)性體驗(yàn)價(jià)值)產(chǎn)生間接影響;建議與幫助對游后行為意向有顯著正向影響,同時(shí)通過情感性體驗(yàn)價(jià)值維度產(chǎn)生間接影響;社交互動(dòng)會(huì)顯著正向影響游后行為意向,并通過體驗(yàn)價(jià)值四個(gè)維度產(chǎn)生間接影響。(3)互動(dòng)的三個(gè)維度對游后行為意向的影響程度不同,直接互動(dòng)(社交互動(dòng))比間接互動(dòng)(基本禮儀)對游后行為意向的影響更大。針對娛樂型主題公園面臨的游客體驗(yàn)不佳,重游率較低的困境,結(jié)合以上研究結(jié)論,本文提出如下建議:構(gòu)建多層次服務(wù)場景,營造良好服務(wù)氛圍,促進(jìn)游客間的直接互動(dòng)與交流;打造智慧服務(wù)平臺,通過平臺為游客提供線上互動(dòng)新途徑,借助線上渠道樹立主題公園品牌形象、改善游客個(gè)人形象;精細(xì)化管理,構(gòu)建綜合性服務(wù)體系,增加游客體驗(yàn)價(jià)值,提高游客重游意愿。
[Abstract]:The development and construction of theme parks in China began in the 1990 s. In the past five years, the theme park, which integrates tourism elements and leisure experience, has ushered in a new climax of construction. However, most theme parks have not emerged from the embarrassment of losing money. In the era of experience economy, tourists pay more and more attention to the experience value gained in the process of tourism. For theme parks, improving the experience value of tourists is the key to ensure their sustainable development. In the field of retail service, as an important factor affecting customer experience, the research of interaction has been paid more and more attention by scholars. In the field of tourism, especially in the entertainment theme park, which pays attention to the value of tourists' experience, there are few researches on the interaction between tourists. This study takes the interaction between tourists, the value of tourists' experience and their behavior intention as the research content, and draws the research conclusions through the following steps. First of all, summarize the previous research results, sort out the relevant concepts and theories, on this basis, put forward the theoretical model of this study. Then, based on the characteristics of entertainment theme park, such as strong participation and high frequency of interaction, the specific dimensions of three variables affecting tourist interaction, experience value and post-tour behavior intention are determined, and the relevant assumptions are put forward. Thirdly, according to the model design questionnaire, three typical entertainment theme parks, Shanghai Disney, Hangzhou rotten apple park and Anji Hello Kitty theme park, were selected to obtain the data. Fourth, the statistical analysis of the recovered data is carried out by using SPSS,AMOS and other data analysis tools, and the research hypothesis is further verified. The conclusions of this study are as follows: (1) the interaction between tourists is composed of three dimensions: basic etiquette, suggestion and help and social interaction. The experience value is composed of four dimensions: functional experience value, emotional experience value, cognitive experience value and social experience value. (2) basic etiquette does not have a direct impact on post-tour behavior intention, but it will be through experience value (functional experience value). Emotional experience value and social experience value have indirect influence; Suggestions and help have a significant positive impact on the behavior intention after travel, and have an indirect impact on the value dimension of emotional experience at the same time. Social interaction has a significant positive impact on post-tour behavior intention, and has an indirect impact through the four dimensions of experiential value. (3) the influence of the three dimensions of interaction on post-tour behavior intention is different, and direct interaction (social interaction) has more influence on post-tour behavior intention than indirect interaction (basic etiquette). In view of the predicament faced by entertainment theme park, such as poor tourist experience and low revisit rate, combined with the above research conclusions, this paper puts forward the following suggestions: constructing multi-level service scene, creating good service atmosphere, promoting direct interaction and communication among tourists, creating intelligent service platform, providing tourists with a new way of online interaction through the platform, using online channels to set up theme park brand image and improving tourists' personal image; Fine management, construction of a comprehensive service system, increase the value of tourists experience, improve the willingness of tourists to revisit.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F719.5

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 靳彬;定制旅游體驗(yàn)價(jià)值影響因素和提升策略[D];太原理工大學(xué);2018年

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本文編號：2499076