| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 101 === This study is based on visitors’ socio-economic background to understand the behavior patterns for theme parks’ visitors, and further to explore visitors’ perceived value and satisfaction with theme parks. By adopting E-da Theme Park as the research scope, this study uses the “perceived value scale, satisfaction scale” questionnaire to conduct random sampling for 300 on-site visitors as the research object, during 4 holidays from April 13th to 21st, 2013. As for data analysis, this study adopts descriptive statistics, independent sample t-Test, one-way ANOVA, factor analysis and multiple regression analysis to analyze and process the collected data. The analysis results are as follows:
Visitors’ perceived value and satisfaction with E-da Theme Park are toward positively, in terms of perceived value, the averages of “service staff’s hospitable service and kind and polite”, “friendly and happy atmosphere service staff bring to visitors” are the highest. On the contrary, the averages of “delicious and tasty meals” and “fresh and healthy meals” are the lowest; therefore, this shows that visitors have low recognition levels for meals that is worth attention and emphasis for related authorities; in addition, as for visitors’ satisfaction, “service staff’s neat and clean outfit and appearance”, “facility service staff’s sincere concern about visitors’ use and safety of facilities” and “staff of service center can provide visitors with friendly and sincere assistance for solving problems” have the highest average values, and “entire park and appearance are well-designed”, “immediate and correct response when facilities occurring problems” and “clearly visible and readable signs of park’s moving lines and indications” have the lowest average values. Thus, the result of difference analysis shows: visitors with different sexes, resident locations and marital statuses have significant difference in their perceived value; and have the significant difference in the satisfaction for their marital status. The result of multiple regression analysis: visitors’ perceived value has a significant positive influence on satisfaction.
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