The Study of Repeat Visitors’ Choice Behaviors in the Theme Park

• Main Authors: Jen-Jung Chung, 鍾任榮
• Other Authors: Tsung-Chiung Wu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/29054611398263783834

碩士 === 國立嘉義大學 === 休閒事業管理研究所 === 94 === The theme parks in Taiwan attract more than a million of tourists every year. According to the historical statistics, the proportion of repeat visitors is very high for major theme parks in Taiwan, but there are very few researches examining the repeat visits’ behaviors. If some, most previous literatures focused on the tourists’ intention for repeat visits, but few literatures research about the profiles and choices of theme park repeat visitors. This research chooses repeat visitors from three famous theme parks, “Janfusun Fancy World, Leofoo Village Theme Park, and Formosan Aboriginal Culture Village”, to analyze repeat visitors’ characteristics, the choice behavior, the value of products, and prior experiences. Otherwise, this research analyzes the effects on the repeat visit’s choice behavior by the four important variables, “personal characteristics, the importance of products, prior experiences, and the influence of promotion”. Results of this study shows in the followings: Repeat visitors have been this theme park much times and frequent, but the past degree of satisfaction was not actually high. This study results illustrated that the repeat visitors of theme park in Taiwan had visited to the same parks three to four times in the past. Exciting facilities still were the main reason for the trip. Except that, social motion is another important reason for this repeat visit. The perceived important product/service attributes are service attitude, exciting facilities, and landscape design. They participate in exciting facilities more than entertainment facilities and theater-show-exhibition facilities. Finally, personal characteristics, important product attribute, prior experiences, and marketing tactics all have significant effect for the repeat visit’s choice behavior. Key Words: Theme Park, Repeat Visit, Choice Behavior, Prior Experiences