테마파크 방문객 유형별 선택속성 및 만족도에 관한 연구

Abstract

Because fast-growing of China's economic, with the increase of the improvement of living standards , people's need for leisure life have also increased. The tourism industry is developing actively. Especially, the theme park. There are more than 2700 theme parks in China, of which only 10% are popular and well-run theme parks. Most theme parks do not attract visitors well. There is not much research on the family type and friend / lover type of the main tourists in the theme park, and there is also a lack of research on factors to consider when choosing theme parks for visitors by type. The purpose of this study is to clarify the differences between the attributes and the satisfaction of the visitors' theme park selection by type, to identify the needs of the visitors through the derived differences, and to present differentiated approach to each type. For empirical analysis, by referencing the material of previous research andthe relation between variables as theoretical guidance, the qu- estionnaire survey was made. During March 25 to April 9 of 2019, The researchers surveyed family-type and friend / lover visitors who visited Shanghai Disneyland. Total 252 samples were collected, 9 surveys that appeared to be incomplete or inaccurate were excluded for the final number of 243 as valid responses. The analysis methods for the data gathered in this study were statistical methods. the statistics processing was completed using data coding process and SPSS 22.0 Statistics Package Program. Analytical tests used include frequent and reliability and factor analyses, analysis of frequency, t-test, cross tableand multiple regression analysis. According to result of analysis, the research concluded the following: Firstly, there are significant differences in the amount of consumption, age, and education level among visitors by type. Secondly, the selected attributes extracted 5 major factors (accessibility, image & price, facilities, service and atmosphere). Third, there were significant differences in the image&price, facilities, service, and atmosphere except for accessibility among the five optional attributes according to two groups of family type and friend / lover type. Also, there is a significant difference in satisfaction according to two groups of family type and friend / lover type visitors. Fourth, the image & price, service, and atmosphere factor of friends / lover type visitors had a positive effect on satisfaction. Family type visitors were found to have a positive effect on satisfaction only by image & price and atmosphere factor. Key words: Theme Park, Disneyland of Shanghai, different Companion Types, The Choice Attributes, Tourist Satisfation