基于旅游动机的主题公园游客满意度差异研究——以杭州乐园为例

Research on Satisfaction Differences of Theme Parks based on Tourist Motivation: A Case Study of Hangzhou Park

游客是基于哪些动机参与主题公园旅游活动的,主题公园所提供的产品和服务是否能满足游客的需求,这是主题公园持续健康发展的关键所在。文章提取心理动机、交际发展动机、重游动机、服务吸引与产品吸引五个旅游动机因子以及成本满意度、产品和服务满意度、环境和设施满意度三个游客满意度因子,通过聚类分析将游客分为积极出游型、消极出游型和普通出游型,使用方差分析发现三类游客在满意度因子上均存在差异。

The questions of what are the tourists＇ motivations to participate in the theme park activities and do the products and services provided by the theme park meet tourists＇ needs are the keys for the sustainable and healthy development of theme parks. This paper extracts the five tourist motivation factors of psychological motivation, social development motivation, revisit motiva- tion, service attraction and product attraction, and three satisfaction factors of cost satisfaction, product and service satisfaction, and environment and facility satisfaction. Through cluster analysis, tourists are divided into active travel type, negative travel type and ordinary travel type. Using variance analysis, it is found that there are differences in the satisfaction factors of the three types of tourists