| Summary: | 碩士 === 國立嘉義大學 === 管理研究所 === 95 === In the research literature of consumption experience, most adopted either verbal communication methods for understanding consumers’ minds, which had found hindering the exploration of human internal minds and feelings due to methodological limitations. In contrast, this study used a technique of Zaltman Metaphor Elicitation Technique (ZMET), developed by Professor Gerald Zaltman from Harvard University. ZMET is found to be superb for researchers wishing to conduct intensive qualitative research with a small sample to better understand how the metaphorically represent the feelings or thoughts (Zaltman, 1997). Meanwhile, ZMET is found to be rarely used in the studies of consumption experiences on entertainment business.
This study collected 12 highly-involved participants and collected them randomly for experiencing the facilities and activities at Janfusun Fancy World, the largest theme park in Taiwan. After the participants experienced all the facilities and activities. Within a week, by following ZMET guidelines, this research synergized a mental map representing the conceptualization of participants’ experiences with objects at the theme park. The findings of this research suggested that the constructs of consumption experiences at the theme park include: enjoyment, relaxation, aesthetic appreciation, escape, education, happiness, scare, entertainment, companionship, physical stimulation, achievement, and exoticism. In addition, the limitations and applications of findings are presented.
Keyword: ZMET (Zaltman Metaphor Elicitation Technique), Consensus Map, Theme Park, Experiential Marketing, Qualitative Marketing Research, Mental Map
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