游乐型主题公园游客重游意愿研究——以汕头方特蓝水星主题公园为例

A Research on Tourist Revisit Intention of Amusement Theme Park:a Case of Fantasy World in Shantou

由于国外品牌主题公园的冲击,国内品牌的主题公园面临着机遇与挑战并存的局面。国内游乐型主题公园不仅要吸引更多的初游游客,更要留住更多的重游客。以华强集团旗下汕头蓝水星主题公园为例,对游客重游意愿进行调查,得出影响游客重游意愿的因素主要有市场区位条件、服务品质、营销策略、游客游憩体验、游客消费倾向等,根据研究结果,提出开发重游客源市场、提高主题公园产品和服务质量、完善服务质量管理,提供人性化服务等应对策略,以提高游乐型主题公园的重游意愿。

Due to the impact of the foreign theme park,the domestic theme park is facing opportunities and challenges. In order to achieve long term sustainable development,the domestic amusement theme park must seize the opportunity and meet the challenge to attract not only more initial tourists but also more heavy tourists. In this article,through the methods of literature analysis and empirical study,the writer has surveyed on the case of Shantou fantasy world of Huaqiang group. Thus,the writer obtained the major factors which affect the tourists＇ revisit intention are geographical condition,service quality,marketing strategy,recreation experience and tendency to consumption. Finally,the writer put forward some countermeasures such as exploit revisit market,improve the service quality,expand promotion and strengthen marketing so as to improve the amusement theme park＇ s tourist revisit intention.