中国大型主题公园夜场旅游产品游客满意度研究——以芜湖市方特梦幻王国为例
|
摘要
21世纪以来,中国主题公园业面临越来越激烈的竞争和挑战,产品创新能力和游客体验水平提升成为主题公园的核心竞争力和经营管理的关键。以芜湖市方特梦幻王国新推出的夜场产品为研究案例,在大量实地问卷调查和访谈的基础上,探讨了主题公园夜场旅游产品的游客满意度,结果表明:(1)该主题公园夜场旅游产品游客表现出年龄轻、学历高,学生多、收入水平不高等特征,多以本省为主、散客自助游为主。(2)游客满意度感知可分为4个维度,即整体体验满意度、服务满意度、设施满意度、项目满意度,每个维度均处于较好的满意水平,其中以设施满意度为最高。游客总体满意度较高,具有很高的重游意愿。(3)重要性-绩效性分析表明,游客满意度得分均低于其感知重要性,服务构成了供给方的短板;不同群体游客对夜场满意度的感知存在显著差异,主要表现在性别、年龄、职业等个体特征上。本研究对中国其他主题公园经营管理、城市夜间旅游开发具有一定的借鉴意义和参考价值。
Since the 21 st century, China has entered a new round of theme park construction and development boom. At the same time, it has led to more and more intense competition and challenge in this industry. The innovation capability of product and the promoted level of tourists' experience have become the core competitiveness of the theme park and the focus of business management. Fantawild Dreamland of WuHu launched evening-market tourism products, which is an beneficial exploration and practice. This research took Fantawild Dreamland of Wuhu as a case study, exploring the tourist satisfaction of evening-market tourism products in theme park based on a large number of field surveys and interviews. The results show that:(1) The visitors of theme park during night time range from 19 to 35 years old, most of them are well-educated students. Their income level is not high and most of them are from local area. These people tend to be individual visitors who have a re-visit rate of 50%.(2) These tourists have a high level of satisfaction. Also, they have great willingness to re-visit the theme park and recommend it to others. It shows that the tourism product during nigh time has achieved the popularity and recognition of the market.(3) Perception of tourist satisfaction can be divided into 4 dimensions: the whole experience satisfaction, service satisfaction, facilities satisfaction, and project satisfaction. Each dimension is in a better level of satisfaction(mean value range from 3.74 to 4.02), while the overall experience satisfaction is the highest.(4) Different tourists on the perception of evening-market satisfaction, there was a significant difference in individual characteristics of gender, occupation, income, and admission times. This case study also showed that evening tourism products are widely recognized and welcomed by tourist market. It provided the successful experience and enlightenment for the operation and management of other large-scale theme parks.The study tends to help the operation and management of evening-market tourism products, further enhance the core competitiveness of the theme park.
Since the 21 st century, China has entered a new round of theme park construction and development boom. At the same time, it has led to more and more intense competition and challenge in this industry. The innovation capability of product and the promoted level of tourists' experience have become the core competitiveness of the theme park and the focus of business management. Fantawild Dreamland of WuHu launched evening-market tourism products, which is an beneficial exploration and practice. This research took Fantawild Dreamland of Wuhu as a case study, exploring the tourist satisfaction of evening-market tourism products in theme park based on a large number of field surveys and interviews. The results show that:(1) The visitors of theme park during night time range from 19 to 35 years old, most of them are well-educated students. Their income level is not high and most of them are from local area. These people tend to be individual visitors who have a re-visit rate of 50%.(2) These tourists have a high level of satisfaction. Also, they have great willingness to re-visit the theme park and recommend it to others. It shows that the tourism product during nigh time has achieved the popularity and recognition of the market.(3) Perception of tourist satisfaction can be divided into 4 dimensions: the whole experience satisfaction, service satisfaction, facilities satisfaction, and project satisfaction. Each dimension is in a better level of satisfaction(mean value range from 3.74 to 4.02), while the overall experience satisfaction is the highest.(4) Different tourists on the perception of evening-market satisfaction, there was a significant difference in individual characteristics of gender, occupation, income, and admission times. This case study also showed that evening tourism products are widely recognized and welcomed by tourist market. It provided the successful experience and enlightenment for the operation and management of other large-scale theme parks.The study tends to help the operation and management of evening-market tourism products, further enhance the core competitiveness of the theme park.
引文
[1]钟士恩,张捷,李莉,等. 中国主题公园发展的回顾、评价与展望[J].旅游学刊,2015,30(8):115-126.
[2] HEO C Y, LEE S. Application of revenue management practices to the theme park industry[J]. International Journal of Hospitality Management, 2009,28(3),446-453.
[3] PIKKEMAAT B, SCHUCKERT M. Success factors of theme parks—An exploratory study[J]. Tourism, 2007,55(2):197-208.
[4] BIGN J E, ANDREU L, GNOTH J. The theme park experience: an analysis of pleasure, arousal and satisfaction[J]. Tourism Management, 2005,26(6): 833-844.
[5] BRAUN, B M, SOSKIN, M D. Disney's return to theme park dominance in Florida[J]. Tourism Economics, 2010,16(1), 235-250.
[6] 任国才,李晓丽. 从《全球主题公园报告》看主题公园发展[N].中国旅游报, 2015 年12 月9 日第C02版.
[7] MILMAN A. The future of the theme park and attraction industry: a management perspective[J]. Journal of Travel Research, 2001,40(2), 139-147.
[8] BRAUN B M, SOSKIN M D. Theme park competitive strategies[J]. Annals of Tourism Research,1998,26 (2), 439-443.
[9] TSAI C Y, CHUNG S H. A personalized route recommendation service for theme parks using RFID information and tourist behavior[J]. Decision Support Systems,2012,52(2):514-527.
[10] 侯行. 迪士尼对主题公园发展的启示[N]. 中国旅游报,2015年11月23日第A03版.
[11] KING M J. Disneyland and Walt Disney World-traditional values in futuristic form[J]. Journal of Popular Culture. 1981,15:116-40.
[12] BRAMWELL B. Reports: UK Theme Parks in the 1990s[J]. Tourism Management,1991,12(1): 78-79.
[13] 董观志. 旅游主题公园管理原理与实务[M]. 广州:广东旅游出版社, 2000,6: 47-60.
[14] MILMAN, A. Market identification of a new theme park: An example from central Florida[J]. Journal of Travel Research,1988,26(4): 7-11.
[15] 保继刚. 大型主题公园布局初步研究[J]. 地理研究, 1994, 13(3): 83-89.
[16] 张立明.中国海洋主题公园的时空分析与影响因素[J]. 旅游学刊,2007, 22,(4):67-72.
[17] MILMAN A. The role of theme park as a leisure activity for local comminutes[J]. Journal of Travel Research,1991,29 (3):11-16.
[18] 保继刚. 香港迪斯尼乐园对珠江三角洲的影响[J]. 旅游学刊, 2001, 16(4): 34-38.
[19] 梁增贤,保继刚. 大型主题公园发展与城市居民就业——对华侨城主题公园就业分配的考察[J].旅游学刊, 2014, 29(8): 62-69.
[20] MCCLUNG, G W. Theme park selection: Factors influencing attendance[J].Tourism Management,1991,12(2):132-140.
[21] FODNESS D, LAURA M A. Perceptual mapping approach to theme park visitor segmentation[J].Tourism Management. 1992,13(1):95-101.
[22] KEMPERMAN A,BORGERS A, TIMMERMANS H. A semi-parametric hazard model of activity timing and sequencing decisions during visits to theme parks using experimental design data [J]. Tourism Analysis,2002,7(1): 1-13.
[23] 梁增贤,保继刚. 主题公园黄金周游客流季节性研究[J].旅游学刊, 2012, 27(1): 58-65.
[24] 郑天翔. 基于动态实时调度的主题公园游客时空分流导航管理研究[J]. 旅游科学,2012,26(4):8-16.
[25] 刘少湃,田纪鹏,陆林.上海迪士尼在建景区客源市场空间结构预测——旅游引力模型的修正及应用[J].地理学报,2016,71(2):304-321.
[26] RITA F,KURT M,TODD A. Mooradian,personality, basic emotions, and satisfaction: Primary emotions in the mountaineering experience [J]. Tourism Management,2011,32:1423-1430.
[27] CHEN C M, LIN L, CHIU H H. Advertising medium effect on tourist satisfaction[J]. Annals of Tourism Research,2016,57(1):234-278.
[28] RIYAD E, HATEM E. The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction[J]. Tourism Management,2015,46: 477-488.
[29] WILLIAMS P,SOUTAR G N. Value, satisfaction and behavioral intentions in an adventure tourism context[J]. Annals of Tourism Research, 2009,36(3) :413-438.
[30] 汪侠,顾朝林,梅虎. 旅游景区顾客的满意度指数模型[J].地理学报, 2005,60(5):807-816.
[31] 董观志, 杨凤影. 旅游景区游客满意度测评体系研究[J]. 旅游学刊. 2005,20(1):27-30.
[32] 朱正浩,刘丁己. 台湾地区旅游质量满意度的实证研究[J]. 旅游科学. 2009,23(2):32-37.
[33] 邓峰. 湘西自治州民俗旅游游客满意度影响因素与优化对策研究[J]. 经济地理,2013,33(7):187-192.
[34] 卢韶婧,张捷,张宏磊. 旅游地映象、游客满意度及行为意向关系研究——以桂林七星公园为例[J]. 人文地理.,2011,(4):121-126.
[35] ROEST H, PIETERS R, KOELEMEIJER K,et al. Satisfaction with amusement parks[J]. Annals of Tourism Research. 1997,24(4): 1001-1005.
[36] MA J Y, GAO J, NOEL S, et al. Customer delight from theme park experiences: The Antecedents of delight based on Cognitive Appraisal Theory[J]. Annals of Tourism Research,2013,42(2): 359-381.
[37] DONG P, SIU N Y. Servicescape elements, customer predispositions and service experience: The case of theme park visitors[J]. Tourism Management,2013,36: 541-551.
[38] JUNG T,NAMHO C,CLAUDIA L. The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park[J]. Tourism Management,2015,49: 75-86.
[39] 董观志,刘萍,梁增贤. 主题公园游客满意度曲线研究 [J]. 旅游学刊, 2010, 25(2): 42-46.
[40] 廉同辉,余菜花,包先建,等. 基于模糊综合评价的主题公园游客满意度研究[J]. 资源科学,2012,34(5):973-980.
[41] 李旭,陈德广,周伟伟. 基于因子分析法的开封市菊展游客满意度研究[J]. 地域研究与开发,2012,31(5):166-170.
[42] LEE H S. Measurement of visitors' satisfaction with public zoos in Korea using importance-performance analysis[J]. Tourism Management, 2015,47: 251-260.
[43] RASOOLIMANESH S M,DAHALAN N, JAAFAR M. Tourists' perceived value and satisfaction in a community-based homestay in the Lenggong Valley World Heritage Site[J]. Journal of Hospitality and Tourism Management,2016,26: 72-81.
[44] HEESUP H, SUNGHYUP S H. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness [J]. Tourism Management, 2015, 46: 20-29.
[45] 岳超,荆延德. 中国夜间旅游研究综述[J].旅游论坛, 2013,6(4): 71-76.
[2] HEO C Y, LEE S. Application of revenue management practices to the theme park industry[J]. International Journal of Hospitality Management, 2009,28(3),446-453.
[3] PIKKEMAAT B, SCHUCKERT M. Success factors of theme parks—An exploratory study[J]. Tourism, 2007,55(2):197-208.
[4] BIGN J E, ANDREU L, GNOTH J. The theme park experience: an analysis of pleasure, arousal and satisfaction[J]. Tourism Management, 2005,26(6): 833-844.
[5] BRAUN, B M, SOSKIN, M D. Disney's return to theme park dominance in Florida[J]. Tourism Economics, 2010,16(1), 235-250.
[6] 任国才,李晓丽. 从《全球主题公园报告》看主题公园发展[N].中国旅游报, 2015 年12 月9 日第C02版.
[7] MILMAN A. The future of the theme park and attraction industry: a management perspective[J]. Journal of Travel Research, 2001,40(2), 139-147.
[8] BRAUN B M, SOSKIN M D. Theme park competitive strategies[J]. Annals of Tourism Research,1998,26 (2), 439-443.
[9] TSAI C Y, CHUNG S H. A personalized route recommendation service for theme parks using RFID information and tourist behavior[J]. Decision Support Systems,2012,52(2):514-527.
[10] 侯行. 迪士尼对主题公园发展的启示[N]. 中国旅游报,2015年11月23日第A03版.
[11] KING M J. Disneyland and Walt Disney World-traditional values in futuristic form[J]. Journal of Popular Culture. 1981,15:116-40.
[12] BRAMWELL B. Reports: UK Theme Parks in the 1990s[J]. Tourism Management,1991,12(1): 78-79.
[13] 董观志. 旅游主题公园管理原理与实务[M]. 广州:广东旅游出版社, 2000,6: 47-60.
[14] MILMAN, A. Market identification of a new theme park: An example from central Florida[J]. Journal of Travel Research,1988,26(4): 7-11.
[15] 保继刚. 大型主题公园布局初步研究[J]. 地理研究, 1994, 13(3): 83-89.
[16] 张立明.中国海洋主题公园的时空分析与影响因素[J]. 旅游学刊,2007, 22,(4):67-72.
[17] MILMAN A. The role of theme park as a leisure activity for local comminutes[J]. Journal of Travel Research,1991,29 (3):11-16.
[18] 保继刚. 香港迪斯尼乐园对珠江三角洲的影响[J]. 旅游学刊, 2001, 16(4): 34-38.
[19] 梁增贤,保继刚. 大型主题公园发展与城市居民就业——对华侨城主题公园就业分配的考察[J].旅游学刊, 2014, 29(8): 62-69.
[20] MCCLUNG, G W. Theme park selection: Factors influencing attendance[J].Tourism Management,1991,12(2):132-140.
[21] FODNESS D, LAURA M A. Perceptual mapping approach to theme park visitor segmentation[J].Tourism Management. 1992,13(1):95-101.
[22] KEMPERMAN A,BORGERS A, TIMMERMANS H. A semi-parametric hazard model of activity timing and sequencing decisions during visits to theme parks using experimental design data [J]. Tourism Analysis,2002,7(1): 1-13.
[23] 梁增贤,保继刚. 主题公园黄金周游客流季节性研究[J].旅游学刊, 2012, 27(1): 58-65.
[24] 郑天翔. 基于动态实时调度的主题公园游客时空分流导航管理研究[J]. 旅游科学,2012,26(4):8-16.
[25] 刘少湃,田纪鹏,陆林.上海迪士尼在建景区客源市场空间结构预测——旅游引力模型的修正及应用[J].地理学报,2016,71(2):304-321.
[26] RITA F,KURT M,TODD A. Mooradian,personality, basic emotions, and satisfaction: Primary emotions in the mountaineering experience [J]. Tourism Management,2011,32:1423-1430.
[27] CHEN C M, LIN L, CHIU H H. Advertising medium effect on tourist satisfaction[J]. Annals of Tourism Research,2016,57(1):234-278.
[28] RIYAD E, HATEM E. The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction[J]. Tourism Management,2015,46: 477-488.
[29] WILLIAMS P,SOUTAR G N. Value, satisfaction and behavioral intentions in an adventure tourism context[J]. Annals of Tourism Research, 2009,36(3) :413-438.
[30] 汪侠,顾朝林,梅虎. 旅游景区顾客的满意度指数模型[J].地理学报, 2005,60(5):807-816.
[31] 董观志, 杨凤影. 旅游景区游客满意度测评体系研究[J]. 旅游学刊. 2005,20(1):27-30.
[32] 朱正浩,刘丁己. 台湾地区旅游质量满意度的实证研究[J]. 旅游科学. 2009,23(2):32-37.
[33] 邓峰. 湘西自治州民俗旅游游客满意度影响因素与优化对策研究[J]. 经济地理,2013,33(7):187-192.
[34] 卢韶婧,张捷,张宏磊. 旅游地映象、游客满意度及行为意向关系研究——以桂林七星公园为例[J]. 人文地理.,2011,(4):121-126.
[35] ROEST H, PIETERS R, KOELEMEIJER K,et al. Satisfaction with amusement parks[J]. Annals of Tourism Research. 1997,24(4): 1001-1005.
[36] MA J Y, GAO J, NOEL S, et al. Customer delight from theme park experiences: The Antecedents of delight based on Cognitive Appraisal Theory[J]. Annals of Tourism Research,2013,42(2): 359-381.
[37] DONG P, SIU N Y. Servicescape elements, customer predispositions and service experience: The case of theme park visitors[J]. Tourism Management,2013,36: 541-551.
[38] JUNG T,NAMHO C,CLAUDIA L. The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park[J]. Tourism Management,2015,49: 75-86.
[39] 董观志,刘萍,梁增贤. 主题公园游客满意度曲线研究 [J]. 旅游学刊, 2010, 25(2): 42-46.
[40] 廉同辉,余菜花,包先建,等. 基于模糊综合评价的主题公园游客满意度研究[J]. 资源科学,2012,34(5):973-980.
[41] 李旭,陈德广,周伟伟. 基于因子分析法的开封市菊展游客满意度研究[J]. 地域研究与开发,2012,31(5):166-170.
[42] LEE H S. Measurement of visitors' satisfaction with public zoos in Korea using importance-performance analysis[J]. Tourism Management, 2015,47: 251-260.
[43] RASOOLIMANESH S M,DAHALAN N, JAAFAR M. Tourists' perceived value and satisfaction in a community-based homestay in the Lenggong Valley World Heritage Site[J]. Journal of Hospitality and Tourism Management,2016,26: 72-81.
[44] HEESUP H, SUNGHYUP S H. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness [J]. Tourism Management, 2015, 46: 20-29.
[45] 岳超,荆延德. 中国夜间旅游研究综述[J].旅游论坛, 2013,6(4): 71-76.