Author: 刘道强
Liu, Daoqiang
Title: 中国内地主题公园游客时间及空间行为和二次消费及满意度的关系研究——以荆州方特东方神画为例
Other Title: The relationships among visitor spatial and temporal behaviors, in-park consumption and satisfaction of the theme parks in Mainland China: a case study on Jingzhou Fantawild Oriental Heritage
Advisors: 肖曲 (SHTM)
Degree: DHTM
Year: 2020
Subject: Amusement parks -- China -- Management
Amusement parks -- Economic aspects -- China
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: xv, 171 pages : color illustrations
Language: Chinese
Abstract: 近年来,中国旅游业迅速发展,作为旅游场所的主题公园数量也在快速增长。但是,我国主题公园行业的盈利状况却不容乐观,大部分主题公园处于亏损状态,主要原因之一是中国本土主题公园的经营过度依赖于门票收入,园内二次消费收入远低于迪士尼等国际品牌的主题公园。如何改善主题公园的二次消费和提升游客的满意度和忠诚度,是改善我国本土主题公园盈利能力要解决的重要问题。本研究基于游客时间及空间行为、满意度等相关理论,以荆州方特东方神画主题公园为例,研究了主题公园游客的时间及空间行为特征、二次消费特征、满意度特征,填补了中国内地主题公园对这三者之间关系研究的空白。本研究对荆州方特东方神画主题公园的443个游客样本进行了分析,研究发现,在时间及空间行为、二次消费、满意度等三个方面,游客群体之间存在显著差异;游客的在园时长、游览路程、游览平均速度等与二次消费总额呈显著正相关;游客的游览路程、游览平均速度与游客满意度呈显著负相关;游客的在园时长、游览路程、游览平均速度和游客忠诚度呈显著负相关;游客的二次消费总额与满意度、忠诚度呈显著负相关。根据研究结果,本文从提高收入和提升游客满意度的角度,对主题公园的经营提出了建议,包括关注女性游客的需求,加强高学历、高收入群体的客源开发,加强新客源、外地客源开发,引导游客与家人和朋友一同游玩,合理引导游客的时间及空间行为让游客尽可能游玩更多的区域,提升首游客群和外地客群的满意度,合理设置公园内的消费物价水平等。本文的研究结果可以为中国内地主题公园的投资者、管理者、规划设计者和其他利益相关者提供一定的参考。
Rights: All rights reserved
Access: restricted access

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