常州市淹城春秋乐园游客重游意愿研究

发布时间：2019-03-16 18:39

【摘要】：自1989年中国深圳“锦绣中华”第一个主题乐园开业以来,各地也纷纷利用当地特有的资源创建各具特色的主题乐园,此外国外主题乐园也纷纷加入旅游服务业,抢占旅游市场,2016年迪士尼乐园在上海开业。旅游业不仅推动了经济效益的增长,而且产生了更高价值的社会效益,增加了政府收入,提供了就业机会,满足了人们日益增长的物质文化需求。然而据统计,不少主题乐园出现亏损状态,高投入后的增值期限短,成为主题乐园大开发浪潮后的严峻问题之一。究其原因在于规划不合理、市场推广不力、管理经验薄弱导致客流量少,如果主题乐园要实现经济效益就必须保持稳定的客流量,一般情况下在主题乐园开业初期,游客量较多,但过了保鲜期,就可能出现持续下坡,人流量少。因此如何保持游客流量是主题乐园经营管理者面临的重要的问题,掌握游客的需求能够提高游客对游乐园的满意度,从而提高重游意愿。研究主题公园的游客重游意愿非常有必要。常州市作为历史悠久的文化古城,在政府的引领下将传统地理资源和历史文化、高科技有机结合,使得主题公园的文化主题呈现多样化的发展趋势,目前常州市主题乐园有春秋淹城乐园、中华恐龙园、环球动漫嬉戏谷,多样化的主题乐园成为常州市新颖的创意文化产业,不仅推动了常州市经济的发展和文化的传播,更成为一座城市的品牌,同时让游客增长知识,了解了更多的传统文化,做到文化与生活相结合。本文选择以常州历史文脉和民俗风情为主题的淹城春秋乐园为研究对象,因此本文选择常州市主题公园为研究对象,对游客重游意愿进行实证分析,通过问卷调查从主题乐园的主题氛围、服务设施、主题项目和服务质量四方面构建了测评游客重游意愿的影响模型。首先对常州淹城春秋乐园重游游客的基本特征进行了统计分析,发现游客在年龄、教育情况、收入和职业上具有一定的特征体现。然后,从主体氛围、服务设施、主题项目与服务质量对主题乐园的认可度进行了描述性统计分析,研究发现乐园的主题项目认可度最高,其次是主题氛围,然后是服务设施,而服务质量的认可度最低,因此淹城春秋乐园在服务质量与服务设施上面具有很大的改善空间。最后,以主题项目、主题氛围、服务质量、服务设施与游客特征为影响因素进行回归分析,研究发现服务设施、服务质量、主题氛围与主题项目都会对重游意愿产生影响,且影响力度依次增强;而游客特征方面主体现在年龄和月收入会对重游意愿产生影响作用,性别、受教育程度与职业则不会对重游意愿产生影响作用。根据研究结论提出了提升主题乐园重游意愿的建议:合理安排主题项目、加强营造主题氛围、改善乐园服务质量、改进乐园服务设施。
[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.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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